Top Tip 17: Price for a Premium

PHOTOGRAPHERS, TURN YOUR PRICE LIST ON ITS HEAD!

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When I first started out as a photographer I absolutely hated selling, it was my one biggest fear. I felt like I’d rather give my photos away than have to ask for money, crazy to think of that now. However, one of the biggest stumbling blocks I come across with photographers who sign up for my 6 Steps to Success Photography Marketing & Mentoring Program, is the sales aspect of the job that we all do.

So, it’s basically LOVE Photography, HATE Selling and know bugger all about marketing. If this is you then don’t worry you are not alone and I was in the same position myself until I learned the secrets to upselling and using add-on’s to often double the value of my sales.

One of the first things you need to do is create an amazingly expensive luxury package that you have no intention of ever selling but it creates a feeling of bespoke quality to your brand. Remember people buy photographs for emotional reasons or to solve a problem to a need, so create desire and emotional in your products and services and you will have this stage nailed.

By starting with an amazingly expensive package this immediately creates a sense of quality and luxury to your brand. People associate good quality with higher prices, simple as that. So even your less expensive packages will be perceived as higher quality because of the image your amazingly expensive package has created in the client’s mind.

This is why most car dealership have the “top of the range model” taking pride of place in the showroom. The salesman will knowingly show you the model that is way out of your price range, so you can feel the quality and enjoy all the additional gadgets. What he’s doing is creating a desire in your mind, knowing you can’t afford it. However the next model down may still be out of your original budget but includes a few of the beautiful features and gadgets you now desire from the top of the range model.

Transfer that idea to your photography services, for example your top package comes with a gorgeous storybook album personally designed to their exact requirements, two smaller but equally as outstanding 8”x6” parent or grandparent albums, a beautiful and very personal pocket book album which fits perfectly into a jacket pocket or handbag, a stunning wall canvas print of your choice and, of course, all your images supplied on a deluxe USB Key complete with limited edition presentation box so you can print and share with family and friends. Wow amazing!!

In reality we all know that you could just buy the USB Key and be done with it, then create the albums and canvas prints yourself. But once you create a desire for the albums and the canvas then each package down from your “Top of the Range” package just includes one item less for a further reduced price. The technique is to make the packages such that each package down from the Top of the Range is a little less value for money than the previous one, making the higher value option always the better deal for the client.

I hope this gives you something to work on. Take my word for it once you get this right then the packages just sell themselves and you’ll always end up with a higher sale than the client originally intended because the higher packages represent much greater value for money.

Also, its worth remembering it’s a lot easier to down sell than it is to upsell a client. Always start with your top package, if this is too expensive then they will have another 3 or 4 options to choose from. By starting higher this often sets the spending bar higher too, they will probably settle for the 2nd or 3rd package down and not your lowest priced, which would be easier for them to settle on if you start selling at the bottom.

Once the main package is secured and decided on then it’s time to roll out your add-on’s. These are small additions that will compliment packages and are often offered at a discount but still produce a high profit for the photographer. Add-ons should be priced between £199 and £99 for maximum effect, always show the full price of the Add-on then next to it the Add-on Price if bought with any package.