My Daily Conversation With Possible Clients

• Hi, I would like to know how much are your fees?

• Oh, Hey, thank you for showing interest in my headshots business, I appreciate it. I’m a premium headshot photographer in the Vancouver area, and my current fees are X amount for the sitting fee and Y amount per image.

Some minutes later.

• Oh, wow, this other photographer gives me X pictures just for Y dollars. You are a bit expensive. I would love to support your business, but I can’t.

This conversation is the most common one I have every day as a premium headshot photographer. People perceive the high quality of the product I craft, they show interest, but then they don’t see the value.

I end that conversation thanking them for the interest but sadly prices are not negotiable. 

Some clients come back understanding the price, saying that I’m out of their budget. Some clients understand why I have my current price and book me, and some clients try to push their price. For example, right now my session and four images are $750, a client tried to negotiate it for $300. That is less than half.

Why Are You Interested In My Business?

I like to mention that if they are contacting me is because they like my work. They perceive it as superior to other photographers in the area, especially the one that offered them X images for Y dollars, and that they are trying to buy a Roll Royce for the price of a Ford. Both are cars, but we can perceive the clear difference between them, and maybe going with the other photographer is good enough for what they need.

Do you ask for a discount when you buy milk at the grocery store? When you buy at Amazon, do you ask for a discount or challenge the prices? No, they have a retail price. If you perceive the value of it, you buy the product.

I never mention the cost of my business, the cost of my gear, the cost of electricity, insurance, storage, processing, etc. The customer does not care about that, they may understand it, but they do not care. What they may understand and care are the benefits of a good image.

The Benefits Outweighs The Cost

I try to make them understand the cost of what they get and why, if they need my services, should not care about it:

• Looking for a job: The image catches the eye of a recruiter; you get in touch with that recruiter, and you get a new job with a salary increase.

• Trying to get a promotion: The image helps you in the promotion. You look more professional, confident, and secure than the others.

• Actors or models: The image gets you a gig that boosts your career.

• Business: The about us page in your business drives new customers and increases in sales.

• Real estate agent: You get approached by more buyers.

• Firm: Your firm gets more clients because you look professional and consistent across the whole firm.

I’m removing one barrier for them.

Your image is important, and you are losing money or potential clients with a bad one.

So… Should You Change Your Prices?

There is nothing wrong with having a solid position about our prices, some people will understand them and those are our clients. You need to understand your market, your competency, and the different costs and goals you set for yourself.