Never Apologize For Your Prices

Much of the pricing conundrum is “perceived value.” If you don’t think you DESERVE your fee, then your client won’t either. What’s the difference between a portrait photographer who charges $250 a session and a portrait master who charges $25,000 a session (yes there are photographers who charge that).

Well presumably the higher priced photographer is better. Their equipment may be bigger and better. Their crew may be more numerous. They may have a state of the art studio. BUT … most of the price differential is in “perceived value.” They think they are worth it ... and their clients agree.

If you are in the business of selling your photos you are IN BUSINESS. Business means money. You’ve GOT to get used to talking about money. NEVER apologize for what you charge.

If a potential client balks at your price (and you really want them as a client) … negotiate. But don’t lower your price without “adjusting” what they get. In other words don’t give them the same package for a lower price. Give them a “different” package for the lower price.

Funny story. I used to do a fair bit of industrial photography. It really wasn’t my favorite thing and I was heading in a different direction. I had a brilliant idea. Instead of turning my current clients down, I would get rid of them by raising my prices. SURPRIZE. The more I raised my prices the MORE they wanted me. Their perception was “she MUST be good.” I finally priced myself out of my clients “marketplace” AND I left them thinking that they were lucky to have had me! I also retained many of my photography clients and sold them much higher priced video productions!

Still having a hard time thinking that some photogs get $25K for a portrait session? Check out this book Portraits: The World's Top Photographers by Fergus Greer. It has a collection of the most amazing portraits along with some anicdotes and tips.