When it comes to your wedding photography business, it’s no secret that you want to be unique, especially form other photographers in your area. There are a number of ways you can stand out through your website, social media, and the images you produce. Imagine if you could also personalize your pricing to center it around items and services that you knew your clients wanted? Here’s a little secret – you can!
When it comes to pricing, there is one important thing that will help improve it – determining the “must-haves” for your clients. Must-haves are items that your clients must have and order when they book you. These must-haves are different for every photographer, since you all attract a different type of client. By taking the time to learn what is most important to your clients, you can personalize your pricing and increase your bookings exponentially!
Know what Your Clients Want
When you book a client, one of the first things you should note is WHAT they are interested in purchasing from you. Look for trends to see the one or two items that almost all of your clients order. As a rule of thumb, these services should be ones that 80% or more of your clients are booking. Are you constantly booking an engagement session with your wedding, adding a second shooter, or including an album? If so, this is a good indicator that these items are your must-haves!
Keep this in mind: the must-haves you offer are your clients’ must-haves, not yours! You may love some of the products that you offer, but that does not mean your clients feel the same way.
ShootDotEdit President Jared Bauman used to run a wedding photography studio, and shares this:
“I always kept in mind how important it was not to push your wants onto your clients. The story I always tell is about Canvas Prints. My wife and I love canvas prints. However, my clients did not care about Canvas Prints. If I assume Canvas Prints were a Must-Have because of how much I like them, then I would have been very wrong.”
Know what your clients Don’t Want
Just as important as knowing what your clients DO want, take the time to figure out the items that they don’t want. Are clients continuously asking if they can remove a service from a package? If so, take that opportunity to reevaluate and determine if it is bringing any value and profit to your business. Remember, the #1 reason for a client to not book you is confusion! Do not offer every service in hopes that you can please everyone – find your must-haves and stick to them! With all of the choices that a bride and groom have to make leading up to the wedding, they will appreciate you only giving them a few options and guiding them to what they really want.
Set up Proper Pricing
Once you determine the services that matter most to your clients, half of the battle is over! The next step is to get clients to order them, which can be easier said than done. There are several factors to take into consideration to actually get clients to order your must-haves:
Price: Even though you have determined that a certain service is a must-have, if you price it too high or low, clients will not order it.
Placement: Ensure that your must-haves are easily visible on your pricing sheet. You want clients to order them, so don’t clutter this section with unnecessary info.
Simplicity: When it comes to describing what you offer, remember that less is more. On your pricing sheet, keep descriptions of services as short as possible – if clients have specific questions about all of the details of a product, they will ask!
Create an Emotional Connection
Let’s be honest – spending money, especially thousands of dollars on a wedding photographer, is not easy. So what can you do to make this process easier on potential clients? Create an emotional connection with them! Did you know that 70% of your clients will make their purchasing decisions based on how you treat them?
As you meet with your couple, strive to create a true emotional connection with them – not only will this set you apart from other photographers, but it can help seal the deal for you as their wedding photographer! By creating a strong connection with them and having your pricing properly set up with your must-haves, your pricing will speak for itself and clients will book you with ease.
When you are educated about your clients’ ideal services, you will have the confidence to continuously book dream clients. You can personalize your pricing to focus on these must-haves that draw clients in and make them excited to book you because you offer exactly what they want. Find out how to find a pricing model which is perfect for your business with The Keys to Pricing for Wedding Photographers!