Getting a lot of “So-and-so photographer just offered me X. Can you match that?” Nip it in the bud. Nip any potential issue in the bud, because once the question is out there, you’re on the defensive. Life is worse. You’re playing on someone else’s turf. If you have a great answer on tap, then maybe you can go with it, but 9 times out of 10, you’re better off preventing people from asking the questions. Engage their concerns before they have to ask it of you, because if you’re being compared, you’re being commodified.
The trick? Establish your position from the very start. Let’s go back to the package comparison. Make it clear that what you do is unique. Let people know that people are paying for your ability, not for the packages. Make sure you hit it home and get the message across. Don’t just say it, either. Own it. Show the proper regard for your work, when you present it. Make it clear that you are doing something special. It’s not that people aren’t getting you. It’s that you’re not getting your point across. You wouldn’t go into Tiffany and ask for a bargain, would you? It’s all in the positioning. Make yourself Tiffany.
I heard of a cute one earlier today from another studio. They don’t supply files. We all know that people like getting their files. There are a lot of ways to get around it. But saying that you’re not paying enough to get the files or that the law supports that copyright stays with the artist sure won’t do. How did that studio get around it? They tell the client that they don’t like to feel like they’re holding the images hostage, so they recommend that people purchase packages up front. That way, they know clients will get the prints they need. Not bad – now no one asks about it, and they sound perfectly reasonable.
Every challenge has a response. But don’t look for a response. Look for a way to prevent it from happening, and you’ll be able to make better connections with your clients, get your message across more powerfully, and be a lot happier. The best defense is a good offense.
This is one of your better posts! Meaning, it’s not so much of a rant =) However, not all photographers are Tiffany to begin with, so when branding and prepping your site and business model know what you want to be. It’s okay to change along the way and adapt, but always have the larger picture in your sights. In this economy it’s especially important to define exactly what you do.
Yep, agreed that not everyone is or should be Tiffany. Just an example of a company that has leveraged its brand in a way that adds value. Target has done the same.
This is great advice! and exactly what I needed today, thanks. I really believe that what the client is paying for is your vision, your creativity, call it whatever, but it’s what you can do that is unique and so must be priced accordingly.
Appreciate that!