Stop marketing to “price shoppers” and start getting paid what you’re worth.
What is a “Price Shopper”?
You’ve probably been one before. I have been. I will be again. But as a business owner we don’t really want them knocking down our door and we shouldn’t be marketing to them.
A Price Shopper is someone who is more interested in price than quality or experience. They often call around and ask for pricing before booking and will then book not because of great customer service, amazing craftsman ship, or even professionalism but based on who is the cheapest. Period.
Of course there are people who have endless budgets and price doesn’t matter, sometimes they even spend MORE just to say they did. Some people unfortunately have a tight tight budget and don’t have the luxury of things that lie outside of necessity. There’s also the people who acknowledge they are making a conscious choice to spend within their means and price influenced their choice but there were other things they considered. Just to be clear, we aren’t talking about any of these people.
We’re talking about people who don’t respect what you do enough to pay any more than the minimum amount someone would charge, even if they have the funds to pay more.
I get that these people get to spend their money however they want, but the problem is they are overlooking a TON of things when ONLY focusing on price- is the company they hired knowledgable let alone legal / insured / reputable, can you trust them to do a professional job, will they actually take good care of you if things get rough, do they notice detail or have a ‘good enough’ attitude??
The tough thing about working with people who ONLY booked you because of price is- they didn’t hire you because of your style, your quality, your experience, your skills, or how you will treat them throughout this journey together. They hired you because you were cheap, and if you weren’t the cheapest they would have hired the next guy to come in under you. Ouch.
Not always, but often, because these people didn’t choose YOU (they chose your price) they can be difficult to work with too, because again, they didn’t seek you out, they weren’t more impressed by your portfolio, they don’t trust you more, they aren’t excited about what you can bring to the table- they just wanted to spend the least amount possible with whoever was willing to work for the least amount.
You aren’t Amazon or Walmart. You have a lot to offer a client. Don’t make them think you don’t. (Not to mention Amazon and Walmart can make that pricing work for them because they have the power of QUANTITY, god knows not quality.)
Why do you seem to keep attracting the price shoppers!?
Are you using phrases in your marketing like: “attention to detail” “fun experience” “beautiful prints” “effortlessly catching memories”? Great! Are you also using: “cheap” “affordable” “best price in town” “flexible packages”? << THAT is the only thing they are hearing and unfortaunly, despite all your hard work, that is what is making you stand out to them (and possibly turning other people off who don’t want the cheapest, they want the best and that could be you!)
If you think this tactic is working and the “thing” that brings people in, remember, this will only work if you stay cheap, so no matter how you spin it, this isn’t a win for you now or as your business grows, AND because your “competition” is only the other cheap photographers the only way you can keep this up is to constantly be discounting yourself if someone else new rolls into the game at a lower pricepoint. You will never win this downhill battle.
How do you avoid only getting price shoppers?
Easiest thing to do- raise your prices. You’re immediately out of the equation. And chances are, just like most of the photography industry, you’re under priced anyhow. You’re probably nervous about that, I get it, but at some point you have to recognize your skill level, your worth, and move on.
But here’s the kicker-
You have to be honest with yourself. You can’t produce basic work like everyone else, offer a typical boring session, and then raise your prices because, honestly, your only hook here truly is pricing at this point.
You have to find something that differentiates you from everyone else if you want to level up and get way from the price shoppers. That something used to be price, now it needs to be something else.
That is where CREATIVITY and CLIENT EXPERIENCE comes in.
First, there are nice pictures and then there are PORTRAITS! Find a way to make your images stand out. I’m not saying you have to be THE BEST EVER to charge more. I’m saying you just have to try a wee bit harder, add a little element of surprise, think outside the box, try new things, get a little funky.
If you’re thinking- I already do that, amazing, and I’ll say it again- raise your prices. The RIGHT people WILL see your skills and book YOU for that reason and be HAPPY to pay what you are worth. They will be able to visually see- OH! I’m paying more because I get this level of skill and creativity. Price Shoppers won’t consider you but the people who RESPECT photography WILL!
Now you’re probably thinking- but Sally down the road is super creative and she’s only charging $200 for a shoot! I can’t charge more!
Listen- Sally can’t keep that up. She’s either going to burn out, close up, or raise her prices too. Shoots take so much prep time, shoot time, edit time, not to mention gear investment and education.
Next is client experience. There’s a session and then there is a PHOTOSHOOT! There are so many people who will pay extra for someone to be there to help guide them, make the whole thing fun and stress free, to leave feeling uplifted and more confident, to be heard and seen, and to know they will never have to worry about anything during the process. You can’t put a price tag on all of the above. (Still don’t believe me? Read this blog to change your money mindset!)
Giving a full experience versus just a basic shoot is what people will TALK ABOUT and word of mouth has proven to be one of the strongest forms of marketing because people trust their friends and families feedback far more than they trust you, your sales pitch, or your marketing yet (because they don’t know you personally yet.)
Guarantee Sally isn’t their own personal wardrobe, set, and wall art designer. Sally is just doing her job, and probably doing it well, she’s not going above and beyond and that’s fine! I’m not talking trash about Sally. Sally sounds like a rockstar hustler who’s cashing in on her skills, getting a shit ton of calls, and getting those bookings- I respect that drive! Go girl! I’ve been Sally. You can start out as Sally, but at some point we have to agree- Sally is missing out on extra income, isn’t leaving her 9-5 any time soon, and probably away from her family while shooting on nights and weekends instead of stepping up her game, getting creative, offering more, raising her prices, doing 1-2 fab shoots a week and making a full time income working from home.
Here’s how we can some this all up:
“Data from the BLS shows that approximately 20% of new businesses fail during the first two years of being open, 45% during the first five years, and 65% during the first 10 years. Only 25% of new businesses make it to 15 years or more.” (source) One of the top reasons why is lack of funding. Lesson: YOUR BUSINESS CAN’T SUSTAIN ITSELF WITH DIRT CHEAP PRICES.
If you’re new here and are ready for more tips you can sign up for my emails where I send out FREE Photography and Business tips just like this, AND special tips I don’t share anywhere else!
If you’re looking for 1 on 1 help with restructuring (and up leveling) your Pricing and Packages check out my Business Coaching Program!