If you’ve worked within the photographic industry for a number of years, you will most likely have heard the objection ‘you’re too expensive’ at some point in time. Your first reaction may be to feel offended or to rush into justifying your fees, however sometimes clients have a valid reason for thinking this way – mainly because of preconceived notions about the industry and the value of your services. Before you go off in a huff or rush to find a defence, take some time to uncover why your clients feel and think that you are too expensive.
The first thing to realise is that price is considered a reflection of value. Clients consider your fees a ‘great price’ when the value is higher than the price, however it’s considered ‘overpriced’ when the price outweighs the potential value. Getting the delicate art of price/value balanced can take quite a while, but the main thing to be aware of is that clients can go to Google and find twenty photographers that are cheaper alternatives so if you are charging a premium rate you have to be offering a premium service.
However, you should never lower your rates just because you hear ‘you’re too expensive’. If you offer a lower discounted fee just because someone makes a comment, they will automatically believe that they can negotiate a discounted rate by pushing you harder. This is why it’s important to take the time to find out the real reason why your potential clients are apprehensive towards your prices.