First things first…
You need to eliminate a nasty idea from your mind that is hindering your success as a photographer.
The idea that “I need more experience before I can charge more”.
The prices you charge are a direct correlation to your marketing ability, not your skill as a photographer.
That’s not to say that you should turn in poor quality work. You should always give 110% effort and provide a result that all clients are totally thrilled with!
However, most photographers are taught to think that they should base their prices on the following model…
- See how good most of the other photographers are in your area
- See how much they charge
- Fit yourself in among those photographers somewhere based on your quality compared to theirs
- Charge a price in between the photographer below you, and the photographer above you.
This is terrible!!!
It’s a photography business, NOT a photography competition!
The way to charge more is to get better at marketing! Not to get better at photography itself!
So change your mindset and become a business person. Let the other photographers get annoyed that you’re charging double or triple what they are and still getting more clients than them. They simply don’t have the marketing knowledge that you do, so they’ll never be able to charge higher prices.
Anyway… that’s my little rant over! Now to get into a strategy that’ll allow you to boost your average income per client, and it doesn’t matter what type of photography you do.
A Simple Trick To Boosting Price
There’s a basic marketing principal that says you should offer a number of different options to clients.
It shouldn’t be too many, because this will overwhelm them and often lead to the “I’ll think about it” response… BUT there shouldn’t be too few, like one or two, because the price will either be too high, resulting in a ‘no-sale’, or you’ll be leaving money on the table by not having higher priced packages available.
Have just 3 or 4 packages.
The story usually told in marketing books is of a salesman in a clothing store… A man walks in looking for a new jacket and says he wants to spend around $50.
The salesman proceeds to show him a low quality jacket that is $30. Followed by a high quality jacket which is $200. Followed by a mid range jacket which is $90.
The man doesn’t even consider the $30 jacket because he doesn’t want to seem cheap, even though it was the closest to his price range. He doesn’t go for the $200 jacket either because it’s too far out of his price range, but because of this high priced jacket, it makes the $90 jacket seem much more reasonable, so he buys that.
If the salesman had simply shown him the $30 jacket because the man wanted to spend around $50, then he would have only made 33% of the $90 jacket.
It should be the same in your photography business!
Most people usually go for the middle option, so make it the one you want people to choose. Remember to have a much higher priced option as well, so that the middle option seems more reasonable.
You can also test 4 packages, so that there are 2 middle options. This is better for some photographers because you may have 2 main packages you want to sell, but it must always be tested.
Don’t bother having more than 4 packages because there’s a very low chance that it will bring in more clients at a high price.
You can have a ‘custom package’ where the client can tailor their own package, but it would rarely be used because most clients will fit into one of the packages.
USE This Strategy!
Make sure you use this strategy. It’ll help you boost your average client spend, and it’s extremely easy to implement into your business. It takes no extra time, yet results in a significant increase in your bottom line.
So how many photography packages do you currently offer? Leave your answer in the comments below!