No one has been in the business of photography that has not experienced the “you are too expensive” objection. This is why it is important that every photographer develops the right attitude and mindset which will not undermine the value of what they offer. Consequently, a solid understanding of the dynamics of bargaining, price and a business standard is paramount in determining your response system when faced with “you are too expensive” objection.
SO WHAT DO YOU SAY IN RESPONSE?
So many photographers find it difficult dealing with this issue and can end up questioning their skills and creativity due to complaints they get or even lower their prices because they are not sure of what their value stands for. This is wrong and a big mistake in your business. You must know that these complaints are from people who don’t know the value of what you offer. Thus, when you hear “you are too expensive” in your photography business, here are some things you must understand clearly to aid you to have an informed interpretation to any objection;
REALIZE THAT PEOPLE HAVE A WAY OF VALUING THINGS DIFFERENTLY FROM WHAT YOU MAY OFFER
When your customer tells you that your fees are too expensive, it doesn’t in any way mean there is no value attached to what you offer. It could simply mean they have different expectations on the final product they expect to receive. This customer does not place a high value on what goes into creating a photograph.
Therefore, a better response is to ask your customer the proposed budget he had wanted to spend on the job initially or find out from your customer how much he thinks the assignment is worth if you had delivered the job.
REALIZE THAT YOU CAN OFFER MORE ADDED VALUES TO YOUR PRODUCT WITHOUT REDUCING PRICE
As a photographer, compromising the value of your wedding coverage every time your client complains to please him/her means that you have not set a standard for what you do. Instead, insist on your price and standard but offer an additional value or incentive to the original product or service as long as the customer agrees to the business.
With this in mind, here is a way to responding to this kind of objection, “The value of what I am offering you for this wedding coverage have to do with quality of work and the standard of my business, therefore I may not compromise on price, however, if you have budgeted such amount as $XXXX for this, it would be better you go for an alternative solution that is worth that amount.” Or you can say, “For this solution you need, the price cannot be changed. But to show that I would love to do business with you here is a bonus or value I would give alongside your solution as a sign of my appreciating the fact that you are doing business with me.”
REALIZE THAT AN OBJECTION CAN BE A POSITIVE SIGN
Most people have a way of using a lot of logic and comparison on a service they have already accepted, and this shouldn’t surprise you because it’s part of price bargaining in photography. This is the more reason you should prove to the customer that you are the best choice for the services you provide. This is where your focus should be while bargaining.
A good response here that will counteract any further objection is this, ‘’for our business, based on what you have described, it is clear that this solution is the best approach for you. May I know why it is critical to the success of this contract at the moment?” Or “It’s obvious that you are working on a deadline about getting this solution today, would you like me to make sure that the date is reserved for you and help you beat the deadline?”
REALIZE THAT NOT EVERY CLIENT IS YOUR IDEAL CLIENT
Your sharp video coverage, still images, brand marketing packages, cinematographic shots, and the quality album you produce as a photographer is not for everyone; therefore, do not bother yourself trying to meet everybody’s need. Mind the people who are really for you and keep your eyes on fulfilling that very best you can offer to those people because they know your worth.
Thus, if this kind of objection arises, this is how to respond, “Thank you for locating me for the kind of photography you are looking for. I would have been glad to sign this contract with you because I am quite sure I can deliver but I will have to wait until the time you can pay for such quality of service. You are free to check back.” Or “I understand a lower price is what you can afford for the photography you need on your assignment and that is not enough for what I have to offer you. Therefore I can’t do this at a lower value or quality.”
REALIZE THAT THEY HAVE A PROBLEM WHICH YOU HAVE A SOLUTION FOR
The very first reason why someone will look for you in the first place is that you are a problem-solver who is very capable of meeting a need. The quality of shots people get from your photo studio is superb when used for advertising. Therefore, keep your focus right on finding solutions to problems like that.
For a photographer, there is no better way to answer other than this way, “I am confident of delivering the very service you need because I have developed myself in doing so. How would you feel if I do just that for you?” Or “It seems it’s very urgent you find a solution to your assignment right away, do you think what you will pay would be equivalent to getting a solution now?’’
In conclusion, dealing with the “too expensive” objection requires you understand the dynamics of bargaining, price, and standard in photography. There is no point being frustrated because this is not bad at all. People will always object to your services or product as a photographer and it simply means there is a gap in knowledge that can be filled if you know how to respond at such times.
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