Stressed about when you should reveal your photography pricing?
Afraid to scare people away?
Here are my tips on when and how to share your pricing!
“I’m so afraid that clients are going to run away from my prices.” Well, guess what?
Pricing is not a marketing tool; it’s a sales tool.
So let’s check out to see how we’re going to be able to use it for our benefit, but still qualify our clients before they even get in the door.
When people say, “I have a marketing question. When should I reveal the price to my potential clients?” Guess what? I hate to break it to you, but price is not a marketing tool, especially in our line of work where we offer personalized portrait photography services. It should not be a marketing tool, it should be a sales tool, which you use in order to gain the monies that you need for your business. It should not be what you’re hanging your marketing hat on, but it is important to consider when you’re going to release the beast of the information of the pricing.
So when should we do this?
One of my recommendations is to prequalify clients.
We do this without even realizing it. We prequalify people by polarizing them. We either bring them in or push the away, which is great, because not everyone is our target client, right? Not everyone is and that’s great because then we can focus the one-on-one with the people that we are qualifying and want to bring in, and pricing is only one of the little key aspects that help to prequalify these potential clients.
Add a range or a starting at price on your investment page.
You can also put that a client spends an average of “x”, but you don’t want to put your full price sheet out on your website before clients even come to you. You want to be able to get to know them and explain to them how the pricing structure works. By putting out all the pricing, you’re going to prequalify clients; you’re going to prequalify everybody in the other direction. You’re not going to be able to explain who you are, what you do, what they receive, and show them the value and increase the buyer confidence that they have in you in order to book you for the full menu of pricing. So look at having a starting at amount, a range or an average spending amount that you put on the site.
Now, when people do get into your inbox or on your phone and they’re asking about pricing, you do want to share all their pricing before they sign any contract and engage with you. You don’t want there to be any surprises later on. So the timeline of that is to have the prequalification amount on the site, get their inquiry coming in, and then share all the pricing because again, pricing is not a marketing tool, it’s a sales tool and it’s a prequalification tool. So we’re going to be prequalifying them at two different stages of the process, but again, we do not want to wait until the sales session to pull out the big guns and show them the entire sales sheet menu, then they’re going to be running for the hills.
They’re going to be very unhappy if they didn’t know what to expect from the very beginning.
This is why contracts are important, but your pricing sheet is just as important.
It’s all about the timing of when you put it out there in order to be able to gain their buyer confidence, prequalify them, and get them in the door.