As I was writing a reply comment back to Jennifer regarding today’s “Squeeze More Money- part 2″ post, I realized the length of it really demands a post all it’s own. So, here’s her initial comment:
And my reply:
I know for a fact that Todd is not suggesting that all photographers work in the same manner, or present themselves in the same way (trust me, I listen to him talk allllll the time, and I know he doesn’t believe that at all).
I think, instead, he’s suggesting that, even if your current method is working, that you take a step back to make sure you understand why its working, and also to temporarily put yourself in the shoes of your potential client, to see if the way you’re doing it is truly the best way for them.
And also, to consider the fact that your higher price might actually be a benefit to your business (if you’re truly trying to be the Jimmy Choo or Coach of your photography market. Understand that those things have the cachet they do because when people see that Coach bag hanging from your shoulder, they know what you paid for it). If you refuse to communicate price to anyone but those who will take the time to visit you, is it possible you’re losing out on some of that prestige you’re trying to build? Is it possible you might become more desirable by stating your price proudly?
And, if you assume that anyone who isn’t willing to take the time to Skype or meet with you in person before they know your price is a red flag, and not your client in the first place, you might also be mistaken. In our experience, as we have treaded up-market, we have found that the clients who are willing to pay more for photography aren’t necessarily the ones who want to spend a ton of time finding a photographer. They have money- and they are busy, and they have money because they are busy. They hire wedding planners because they don’t have the time to plan out every little detail. It’s not that they don’t care- they do- but they are too busy and important to bother with every little thing. And, if someone puts a lot of obstacles in their way, they will happily move on to someone who will give them what they want easily. They will pay more for less hassle.
It’s not that you shouldn’t meet with your clients- I’m not suggesting that at all- but perhaps that there might be a way to make it easier for them. And to consider the fact that putting obstacles in the way of them hiring you could possibly keep you from really good clients.
I’m also not saying the above things are the “right way” for you. Just some food for thought.
Yours is an interesting situation for me, because I know your market intimately. Before we moved to Atlanta, we were the photographers that brides from Quincy who wanted something different/special/expensive would bring in to town to photograph their weddings. We spent a lot of time at the Hampton Inn, the Stoney Creek Lodge- eventually the new Holiday Inn- and love to eat at Tiramisu : ) I know for a long time that town was begging for a higher-end photographer. We even momentarily considered moving there because there was such a hole in the market. So, I’m glad to see you’re doing your part to give them what they want. So for now, I think it will certainly work for you to hide your price from them, and make them jump through a few hoops to get to you, because you can be confident that you’re the only one they can get it from, and, therefore, it’s worth it for them to do whatever it takes to get to you- including pay a bit more. But, as I see it, your time as the “one and only” good/high end/stunning option is limited- even despite the reputation you’re building for yourself. I do think Quincy is a bit behind the rest of the country in its photography options- and I think it’s awesome that you’re doing a great job for them and finding success, but your success will only strengthen the courage of your would-be competitors who just haven’t pulled the trigger on their own businesses yet. And what happens when another photographer who’s just as nice as you are, who produces equally (or- even more) stunning work than you do, and charges a little bit less? Will it still be worth it to your potential clients to jump through hoops and pay more to get what appears to be just about the same thing?
I have no doubt that you’re finding success in your town. But, sometimes, I think that success and praise from others has the ability to cloud your view of a greater reality. It’s not that your work isn’t good (or stunning)- it’s lovely. But lots of photographers have good/stunning/lovely work. It’s not that I don’t think you are a great person/talented photographer/above and beyond customer service deliverer/beautiful, timeless heirloom album creator- I’m sure you are. But, it would be a bit near-sighted to believe that you are the only one capable of providing those things. In reality, most of us do all of that. I know Todd and I do- or at least we believe we do. And had we chosen to move to Quincy, IL instead of Atlanta, GA- we would likely now be competitors.
And so, after all of this rambling, the point of this whole thing is not really whether or not it works to hide your price or give it to your potential clients up front. It’s not really even whether or not you should. The point is to stop for a moment and consider whether or not there’s a better way to communicate to your clients- before they ever get to you- what they’re buying when they hire you (that they cannot get anywhere else, empirically- not just in your opinion or temporarily), such that you could stop being afraid of your price, and display it proudly for all to see, knowing that it is clear to your “perfect clients” that the price is totally, completely worth it.
I believe it’s possible to accomplish that without making them jump through hoops. And that it’s possible the client would thank you for it.
