Figuring out what your clients value
Wednesday, February 17, 2010 at 11:22AM Our phone has been ringing off the hook the past few weeks with wedding inquiries. 2010 is shaping up to be such an incredible year for weddings, and that is exciting news as the economy shifts. But, of course we get a lot of calls with the question "can you send me a price list"?
We haven't had a price list in years and there are a lot of reasons why. First off, in a phone call, we simply don't know what the client's value. Our number one goal is to make sure each of our couples gets the best value we can offer them for their individual wedding. Doing that requires a meeting or in depth conversation about what the client's expectations are, and what challenges are ahead. It is also impossible for a client to see print quality online and compare the real product. As photographers, we all know that the difference between a fiber based hand printed black and white photograph created by a print master and a C print are instantly and remarkably different in person. So, if you are REALLY good at what you do, a menu based pricing strategy is bad for you and even worse for the client shopping for fine photography.
Secondly, menu shopping, and only looking at how many prints in an album for what cost, assumes that each photographer or company is created equal. Does the bride and groom want 100 prints that they can't stand to look at, or 20 that radiate class, charm, and elegance? Personally I feel that one world class wedding image is worth a thousand words. Yet, the menu can't relate that "more doesn't equal more happiness." I think most any couple would rather be emotionally drawn every time they look at an image rather than aggravated every time they look at 100 they don't like. So, finding the balance between visual integrity and number of photographs is the way to find the best value.
While all weddings are beautiful, we all know that some require 4 or 5 photographers, and others require just one. Some need a photographer of distinction due to location and lighting, some just need a photographer with a good eye and strong ability to use natural light. There are weddings in which the client wants the most creatively lit portraits ever, to compliment photojournalism, and others that want just raw PJ, which are two totally different talents that only a few ever master. So determining who, or how many photographers is another very important aspect, that a menu pricing system can't relay.
Thirdly to get the best value there are other things to consider Our services aren't canned, which makes it impossible to distinguish what the client expects or needs to have their wedding photographed to it's full potential. Fact is, an experienced photographer can shoot circles around a photographer that has just a few years or less experience and come away with more photographs that have greater visual appeal. An Apprentice with 5 years of first hand experience with an industry leader would no doubt outperform somebody with no direction or mentor.
Fourth and last, we have learned that some couples are all about the details. We have several couples per year that are specific about their album and how designer the cover should be. There is nothing we can't provide, but custom designer products take research time and hand crafted embellishments from gifted artists. Other couples are happy with just plain black or brown leather. Again, a menu never shows what a true artist can offer because true art and artistic products are original.
So here we are. What to do, when somebody asks for a menu price list? Truth is, we realize we miss some weddings because we don't just throw out random prices. But, my father always said, "you can't protect people from themselves." This statement is what I think about when a client calls and just refuses to come in due to the fact that we custom quote and don't send out menus. Our studio has all the work we could possibly handle because we care and work towards providing a value based product and service.
If a potential client truly cares about their wedding memories, their photography, and their experience, they will pay us a visit or work with us to make sure they are getting what they need to have it done to our standards. Sometimes in business and art, you just have to pass. Having success in life and business isn't about the numbers to us. Success as an artist means working with others who value what you do as a craftsman or woman.
Everything we do is in the best interest of our clients photographs and experience. Some take the time and can see that. Others never will. But our studio photographs weddings from all walks of life. Some weekends we photograph very small intimate weddings, and others we are flying to Europe for a gala with 500 guests. You can't always be all things to all people, but one thing remains, we are honored to work as an artist with every single couple who hires us and meeting or exceeding our clients expectations is always the goal from start to finish.
