Explain your photography pricing simply

Have you ever been in a situation where someone’s talking to you and it’s just non-stop?

It’s really hard to get a grip on the essence of the message when this happens, sometimes there is no message and it’s just a torrent of words and I don’t know about you, but if I can’t latch on to something of significance in the first couple of sentences, it doesn’t take long for my mind to wander. The marketers will tell you that you have to make an impact pretty much straight away, or people will lose interest and move on to something else. Now if you look at politicians, or public speakers you’ll notice that they have a valuable  skill, they’ll tell you something, and then they’ll pause … the reason they do that is to let it sink in.

They want that message to be remembered, you’ll often hear them repeat something for emphasis as well, this can be followed by an even longer pause …have you ever heard the term’ pause for effect?’ it works!

What’s this got to do with the business of photography? Even if you’re a seasoned veteran, you can still stumble with words, it’s a nervous thing, that’s why people always fill their sentences with ‘um’ and ‘ahhh’ … they’re called filler words.

If you prefer videos, watch this lesson here

Sometimes people think that because they’re speaking, they have to fill up the entire message with noise of some kind, we’re so used to it that most times, we don’t hear them anymore, but what happens when you don’t use those filler words, what happens when you make a short statement and wait for a response … even if that response is silence, the message is more powerful.

When you’re dealing with clients, it’s important to try to keep things simple and say what you need to say in short direct messages ’Welcome to our studio’ … ‘Great to see you’… ‘have a seat and I’ll tell you what’s going to happen’ …  ‘firstly, I’d like to explain our pricing  and product options’ … ‘we’re going to move into the studio now and once we get in there, I’ll tell you how the photoshoot is going to work’

All of these simple statements are easy to understand and give your client a clear message.

I prefer not to ask ‘is that okay’ after these statements because you’re inviting unnecessary comment, just like those filler words, if you ask them if it’s okay, they’ll feel an obligation to say something.

You want to be the authority, you want to be the one in control all the time and the less you say, the more authority you have.

Keep your cards close to your chest, you don’t want to tell them everything so maintain a bit of mystery but always be overwhelmingly polite. People can be nervous when they first arrive and many of them start gushing, ‘how much does it cost’ … ‘can we come back and look at the photos another time’ … ‘how long do you keep the photos’ … a simple response like ‘yes, we’ll talk about the price soon but first it’s important that get a bit of housekeeping out of the way’

You’ve just reassured them that price will be discussed … and you’ve also assumed control of the conversation by informing them that you will tell them what they want to know but not until you’re ready, because that’s how the system works, right?

Read more about this and other common traits in ‘the business of photography’ here

I’ll summarise this by saying that you don’t need to fill up your speaking time with unnecessary noise, the less you say, the more is understood.

Silence and pauses are two very powerful tools to use, learn to use them with skill and you will become a master of dealing with people.

Thanks for your time, please share this and make sure you check out the next one where I’ll be sharing some knowledge about the benefits of transparency and honesty in your dealings with customers.

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