Why would prospective clients that you’ve built relationships with, that love your photography, and that can afford to book you NEVER BOOK?
In one word, the answer is CONFUSION.
Purchase confusion can surface in a variety of ways such as pricing structure, upgrades, and overwhelming album options. And no matter which way it shows itself, purchase confusion will lead to delayed or eliminated bookings.
For brides and grooms, planning a wedding is a lot of work and involves an overwhelming amount of decision-making. When it comes to making vendor decisions, couples often choose the option with the least headaches. Simplifying the process for them will keep them happy and headache free! It will also allow them to focus on the products and services that you offer and decide which ones are right for them
The majority of portrait clients, don’t have a purchase deadline so for them purchase confusion will only delay their interest.
Bundling your products and services is one way that you can simplify the purchasing process. When you’re constructing pricing packages, you want to do it in a way that satisfies two objectives.
- Simple and easy for your clients to understand and choose between.
- Simple and easy for you to present and showcase.
Consider some of these tips for removing confusion:
- Have an odd number of packages. This gives your pricing a “natural middle” point, which is typically the package you anticipate your clients will purchase.
- Make sure your packages gradually increase, both in what’s included and how much it costs.
- Don’t present too many options. Carefully consider what details are important to present when choosing packages and only present that information. For example, they probably don’t need to know specifics for selecting their album cover.
- Clearly explain everything in as few words as possible. Keep it short and sweet both in what you say and how you write it.
At the end of the day, your pricing should guide your clients through an easy purchasing decision. It should NOT be a roadblock. Keep it simple and remove confusion at all costs.
Written by Jared Bauman
Jared Bauman has built a photography studio in Southern California that photographs over 200 events and sessions annually. In business for a decade, Jared’s clients fly him across the world to document their big events. He has structured his business in a way that affords him several months off each year. Known for his business background, Jared has released several educational DVDs and tours the country speaking to photographers about business and shooting.
Jared is a Co-Founder and President of ShootDotEdit, the professional wedding photographer’s choice for post production. The company has grown to service more than 3,000 photographers in over 35 countries.
In his free time, Jared loves to travel and backpack, photographing God’s creating with his panoramic camera.