Am I charging too much?

[dolphinz8]

I'm just starting up my business. At first I charged about $60 from start to finish and I was getting a ton of e-mails and photo shoots! But I started to feel like I was cutting myself short. So I bumped my prices up to $100 for studio, $130 for on location, and $150 for newborns, plus traveling fee's. In my mind, I would rather do 1 $130 session instead of 2 $60 sessions....because then my work was doubled. But now i'm getting no one. I just bumped down my prices yesterday to studio, $80, $100 on location and I kept newborns at $150.

I don't want to sell myself short, but I don't want to charge too much that I don't get any business. And I know it doesn't happen overnight either...but....

What are your thoughts?

And what does everyone feel about releasing the cd as a part of the package? Don't know if its a good thing or not? Thanks everyone!!!

And here are my websites...

aubrebphotography.com (http://aubrebphotography.com)
aubrebphotography.com/blog (http://aubrebphotography.com/blog)

[CaityB]

I honestly love your work AND the way you set your site up (if you don't mind I might actually use some of your ideas...I don't know where you are located though..)

Your prices seem very reasonable to me, but it's one of those things that you have to find the balance with. How long ago did you change your prices (the initial change). Perhaps it didn't have long enough to settle in? Perhaps lowering it a touch is better because after all you might get one shoot for $100 but you are missing 3 shoots for $60...Who knows.

Think about how many shoots you were getting on average before and look at what happened recently (depending on how long ago you changed your prices. Perhaps it's too soon to tell. You haven't booked anything recently because no one has picked up interest?)

Lots to think about. Keep up the good work though!

[nfry]

I also think your website and your work look fantastic. I would say you're not charging enough still...and $60 per session is definitely selling yourself short. But I guess that advice doesn't do you much good if you're not getting customers.

[tintop]

1 shoot @ $130 does indeed sound better than 2 @$60.

Slightly more income for half the work.

However, it's also half the amount of "word of mouth". From one shoot, you've got one client passing your name round. From two shoots you've got two clients doing it.

As long as your prices are not so low that you're making a loss then you might want to take this into consideration whilst your still starting up your business.

[tim]

Your work looks very good, i'd say you're massive undercharging. I charge $200 sitting fee, then prints cost between $50 and $400 each. Portrait photos are NEVER provided digitally, but if I did they'd be priced individually too. My average sale is between $500 and $1000, and that's not really very high for a portrait photographer. I know one good (not great) professional who has an average sale of $2000, and once sold $12,000 worth of products off the back of a 2 hour session.

Things might be different during a recession though.

[tfizzle]

Just a notice that I have. A local photography place has that exact website layout (load up and everything).

Just a question: who do you get it through?

I would guess if I just saw that website template once I would guess someone built it for them. But it's basically the same everything except companies.

[dolphinz8]

Thanks guy for your input!! And thanks for the kind words too!! I'm going to start offering gallery wraps and albums as well...maybe that will attract more clients. ??? We'll see!

tfizzle....I got it through bludomain.com

[chukdivad]

I also think your website and your work look fantastic. I would say you're not charging enough still...and $60 per session is definitely selling yourself short. But I guess that advice doesn't do you much good if you're not getting customers.
^+1 Great work! I don't know what the going rates are in your area but yours seem low for the quality of work you produce.

[dolphinz8]

I honestly love your work AND the way you set your site up (if you don't mind I might actually use some of your ideas...I don't know where you are located though..)

Your prices seem very reasonable to me, but it's one of those things that you have to find the balance with. How long ago did you change your prices (the initial change). Perhaps it didn't have long enough to settle in? Perhaps lowering it a touch is better because after all you might get one shoot for $100 but you are missing 3 shoots for $60...Who knows.

Think about how many shoots you were getting on average before and look at what happened recently (depending on how long ago you changed your prices. Perhaps it's too soon to tell. You haven't booked anything recently because no one has picked up interest?)

Lots to think about. Keep up the good work though!

Thank you so much! I am located in Kansas City, MO. How about yourself?

[CaityB]

Thank you so much! I am located in Kansas City, MO. How about yourself?

Syracuse, NY :)

You're definitely in my favorites! Keep up the good work!

I think part of your problem is the recession, honestly. I would bring it down possibly every month or two until something settles and you can start charging it on a regular basis, then slowly move the price up again. Your work is well worth what some others quoted above, but considering what has happened to the economy that isn't saying much. I see good things in the future though :D

[MJPhotos24]

Work looks good but that music starting uninvited annoyed the hell out of me.

Have you researched your area and what the high/low/mid range prices are? My prices are low compared to most places in the country but mid-range for the area, if I moved an hour and a half west I could charge double and still be one of the cheapest. It depends heavily on that. I just looked at the locals who battle it out with sitting fees and they are pretty low - $40-60 for the sitting fee with prints on top of that. The prints/packages is where you make the money. Interestingly enough the guy who charged more is now low, wonder if the person doing it for $50 but less quality had an effect on that!

[dolphinz8]

Just a notice that I have. A local photography place has that exact website layout (load up and everything).

Just a question: who do you get it through?

I would guess if I just saw that website template once I would guess someone built it for them. But it's basically the same everything except companies.


Just curious, what is this persons website address?

[tiarehi]

Aubre,

1) your site is well designed, but maybe customized it better to reflect you better. Since It was based on a template, this could look "familiar" to clients.
2) your rates are just right, don't under estimate your work and talents.
3) what is your "marketing" strategy? maybe come up with some Promotional Packages?
4) The lack of demands could be just temporary due to "seasonal" effect.
5) Maybe research for any competition in your area just to see what is out there and match price?

Again, you are not doing anything wrong by increasing your rates to professional standard.

Thanks

[Hikin Mike]

A bit off-topic, but your title metadata tag is way too long to be effective. Try to limit it to 70 characters (or less) and put the important stuff FIRST, like your location.

[Box Brownie]

@ Mike ~ the SEO best title metatag phrasing? Does Google 'care' what order the info is in and I see you use the , (comma separator) rather than | (hmmm does this character have a name?) I have seen both used so is there an SEO best separator???

TIA :)

PS Apologies to the OP I am not meaning to hi-jack the thread just to clarify IMO important info :)

[Hikin Mike]

@ Mike ~ the SEO best title metatag phrasing? Does Google 'care' what order the info is in and I see you use the , (comma separator) rather than | (hmmm does this character have a name?) I have seen both used so is there an SEO best separator???

TIA :)

PS Apologies to the OP I am not meaning to hi-jack the thread just to clarify IMO important info :)

I really don't know for sure if Google cares about order, I've just saw a tip about that. I do it for my site and I'm on the first page, usually #1 or #2 and I don't even do "people photography".

I'm going to research about the order thing....:D

[tim]

A bit off-topic, but your title metadata tag is way too long to be effective. Try to limit it to 70 characters (or less) and put the important stuff FIRST, like your location.

@ Mike ~ the SEO best title metatag phrasing? Does Google 'care' what order the info is in and I see you use the , (comma separator) rather than | (hmmm does this character have a name?) I have seen both used so is there an SEO best separator???

TIA :)

PS Apologies to the OP I am not meaning to hi-jack the thread just to clarify IMO important info :)

I have Wellington Wedding Photographer (http://www.wildphotography.co.nz/) at the start of my page titles for a reason - it's meant to make a difference. I agree that the metadata and titles should be concise. I'm not even sure google looks at metadata any more, all they're used for it to try to fool search engines, so I put everything important in text on the home page. I'm #1-#5 in google depending on the phase of the moon (I think) so I can't be doing it all wrong.

[angieca96]

:D I saw your site and I loved your work, your prices are within your services, it is not worth to drop prices, I think in my humble opinion you should of gone up slowly, from 60 to 85 and then up that way you are testing the market and preparing your clients... for now keep where you are ( your work is worth that and more) and plan a strategy... when you meet with prospects first educate them about what makes a good photography, and what is that sets you apart from sears or jc penny portraits, once the clients understand the work and passion involved on your services they will no doubt on paying you ;).. and always talk to them about investing their money, no spending :D

regards,

Angela

[DDCSD]

:D I saw your site and I loved your work, your prices are within your services, it is not worth to drop prices, I think in my humble opinion you should of gone up slowly, from 60 to 85 and then up that way you are testing the market and preparing your clients... for now keep where you are ( your work is worth that and more) and plan a strategy... when you meet with prospects first educate them about what makes a good photography, and what is that sets you apart from sears or jc penny portraits, once the clients understand the work and passion involved on your services they will no doubt on paying you ;).. and always talk to them about investing their money, no spending :D

regards,

Angela



IO agree. When raising prices, especially that dramatically, you should do it in increments.

[LBaldwin]

I don't think pricing is the issue. A few thoughts to ponder,
1. I would not put pricing on my website, but prefer to consult directly with the potential client and customize to pricing accordingly.

2. I would lose the music, that could be what is turning off the viewer. If they have their speakers up and the baby is asleep then there they go to some other site..

3. Target your marketing to the upscale markets in your area, and make sure that your supporting advertising is targeted to that too. In other words drop off your brochures, business cards and other promo materials in boutique childrens shops, Dr's offices and such where folks with disposible income are likely to shop.

4. Remember that potential clients equate quality with cost, good deals are rarely good for you. Be confident in your salesmanship, don't offer new clients discounts to entice business, if you feel the need to add enticements use product instead. You are selling your creativity, not used cars.

5. Try your best not to walk away and leave cash on the table. Remember that every deal you do your business depends on you to get paid. So if you think of your business as a living entity like a kid, what does that kid need to survive, thrive and then grow - MONEY.

6. I don't explain business issues to clients EVER. If they ask about rates, why are you so high - low or moderate. I let them them know in a polite way that is confidential, and smile and move on to the next subject.

7. Salesmanship starts when the customer says no. You should map out in advance any possible negative questions that a client may have and keep that list handy, as you do more and more clients that list will grow and your answers will seem pat at first, but then you will understand that each time you overcome a negative question with a positive reason for them to hire you get closer and closer to sealing the sale. Even go to a friend and have them question you about the sale in order to practice.

8. Whenever you meet with a client, start a shoot, and do the followup delivery, always act in a confident and knowledgeable manner. Always make sure that you have total control at all times.

9. Presentation is everything. From your shoes to your car, clothes, and portfolio, business cards, invoices, make sure that you always present in a warm professional confident manner.

10. Don't be afraid to walk away from a bad deal. Trust me, doing a deal that is bad for your kid will be worse than not doing it all. Doing a deal that is bad for your business will keep you up nights, make you wonder what the hedoubletoothpick you were thinking and usually ends up trouble from start to finish. Folks that want it all for a few centavos are often the hardest to deal with photographically. They like control...

Other than that, I like your work, and I think that you will be a success.

[tim]

1. I would not put pricing on my website, but prefer to consult directly with the potential client and customize to pricing accordingly.

The other school of thought is if prices aren't on the website some (many?) people won't bother to contact you for prices. I have prices on my website, and i've been told many times by customers they didn't even bother contacting photographers who don't have prices up.

[RDKirk]

I totally agree with LBaldwin on every point.

I would add that you should have a particular product philosophy--what you do and what you sell--and that should be part of your speech from the very first moment.

I do wall portraits--my minimum package is a framed 16x20. From the very first, my conversation lets the prospective client know that's what I do, what I sell. I've had some who only want an 8x10--I can either show them the benefit of a nice wall portrait or we amiably part company.

If you've done your pricing correctly, you should know the minimum you need to make on a job. But both you and your client should have a pretty firm idea of the least they're going to buy before you start the shooting session (for one thing, it does influence how you pose and frame).

The other school of thought is if prices aren't on the website some (many?) people won't bother to contact you for prices. I have prices on my website, and i've been told many times by customers they didn't even bother contacting photographers who don't have prices up.

It's not a good idea to have a detailed price list because that leaves you with no ability to show the prospective client why your service is worth your fee. You can have, however, state something like a base fee so that clients know the general ballpark.

One thing to remember is that we are providing a custom service. Our competition is not Sears or Wal-Mart or Olin Mills. Our competition is Rolex, Mercedes, landscapers, interior decorators, haut couture tailors and dressmakers, and other luxury products...if you'll notice, they rarely have detailed pricelists on their websites.

To be frank...if they're making their first-level shopping decisions by price rather than product they're not really the best prospects.

[tim]

It's not a good idea to have a detailed price list because that leaves you with no ability to show the prospective client why your service is worth your fee. You can have, however, state something like a base fee so that clients know the general ballpark.

One thing to remember is that we are providing a custom service. Our competition is not Sears or Wal-Mart or Olin Mills. Our competition is Rolex, Mercedes, landscapers, interior decorators, haut couture tailors and dressmakers, and other luxury products...if you'll notice, they rarely have detailed pricelists on their websites.

To be frank...if they're making their first-level shopping decisions by price rather than product they're not really the best prospects.

We want our customers to be lovers of photography as an art, but that's not really how things are in the real world. In my experience of weddings most people have a set budget and want good photography, though they will expand their budget if they can see value in it. I'd say of the hundred or so weddings i've photographed only one was so well off that price wasn't important, and only a few more didn't seem worried about price. We're in a recession, things are definitely worse this year than other years, bookings are down 50% i'd say.

I agree that you don't need full price lists online, but I have my three main packages up and people get a detailed price list when they visit me. I only email price lists to potential customers who are overseas or maybe in another city.

[LBaldwin]

The other school of thought is if prices aren't on the website some (many?) people won't bother to contact you for prices. I have prices on my website, and i've been told many times by customers they didn't even bother contacting photographers who don't have prices up.

I understand that school of thinking BUT, to me I want clients to choose me for my quality work NOT my price, so I have resisted placing prices online. Not to belabor the point but I don;t actually have a website any longer and am getting along just fine without it. I have a few images on line but no dedicated site.

I like that way of think too, I guess it depends alot on the market you aim for. Sorry that you guys in NZ are taking a hit, the same is true here in San Jose, but things are looking up somewhat. I hope it picks up down there soon.

Pricing is perhaps the toughest issue with photography. I have and am sure you have too, folks that appear to have cash up the wazoo and want to go the cheapest route possible. I don't shoot alot of weddings any longer only for select clients, so I concentrate on the stuff I want to shoot.

Take care,

Les

[Karl Johnston]

I was scimming the thread and thought of this point (it was brought up before by Les); target marketing.

Who are you targeting, specifically, as your potential clients?

[RDKirk]

We want our customers to be lovers of photography as an art, but that's not really how things are in the real world. In my experience of weddings most people have a set budget and want good photography, though they will expand their budget if they can see value in it.

I would not want them necessarily to expand their budgets. I'd want them to economize on something other than photography. And I would feel good about doing that--because ten years after the wedding, what do they have from it? The cake? The flowers? The reception hall? They have the photography. Why skimp on the only thing they will get to keep?

I would like to see brides and grooms have the same attitude about photography as do Latinos with quinceañeras:

Sponsors are common for photos, one of the higher-ticket items, said Hugo Benson, a San Diego photographer who specializes in quinceañeras. While families cut back on other details [in these hard economic times], photos tend to be one item they keep in the budget. “Many invest in photos or video but save on something else, like flowers or favors,” he said.

http://juantornoe.blogs.com/hispanictrending/2009/04/economy-has-latinos-downsizing-quincea%C3%B1eras.html

[tim]

I understand that school of thinking BUT, to me I want clients to choose me for my quality work NOT my price, so I have resisted placing prices online.

Well that's lovely, and it would be nice. However given the number of photographers around, many of them very good, it's not very realistic unless you're really exceptional. If people are looking at five photographers, and three have prices online, many (like me) assume the other two are more expensive and don't even contact them. The generation being raised now expect EVERYTHING to be on the internet, I pretty much do to and i'm around the age most people get married.

We just have different opinions, both are valid, it's just a different viewpoint :)

[Hogloff]

Well that's lovely, and it would be nice. However given the number of photographers around, many of them very good, it's not very realistic unless you're really exceptional. If people are looking at five photographers, and three have prices online, many (like me) assume the other two are more expensive and don't even contact them. The generation being raised now expect EVERYTHING to be on the internet, I pretty much do to and i'm around the age most people get married.

We just have different opinions, both are valid, it's just a different viewpoint :)

I guess then you'll be in a price war with the other two photographers that had their prices online. You already set the criteria for choosing, that being price.

[tim]

I guess then you'll be in a price war with the other two photographers that had their prices online. You already set the criteria for choosing, that being price.

In the real world the price and the photographs are both factors. Why are you trying to make it or the other? People choose the photographers whose work they like, then check the pricing. I see no point having people contact me if they can't afford me, having prices online reduces wasted time. If I was getting married and found five photographers I liked all around equal skill, and three had prices online, i'd definitely contact the ones with prices online first.

My prices aren't negotiable. People occasionally ask for discounts when they first visit me, I say no I think i'm fairly priced, but I can recommend cheaper photographers if you like.

[dolphinz8]

wow, this has become a popular subject. Thanks again for everyone's input!

There are 2 things that I wanted to comment on:

music: I know some people don't like music, while some do. I personally like going to different sites and listening to what music they have. It gives their site more character. Music has a way of connecting with people, and when you add images with it, it has an even greater effect on that person. What happens when you watch a music video of a song that you have heard on the radio? The next time you hear that song, you automatically remember the music video. Same as with websites, to me, its another way of helping people remember me.

Posting prices on a website: While both sides have great point of views, i'm going to have to go in favor of posting it on a website.

Before I really got into photography as a business, if I was looking at a website and it didn't have its prices listed, I wouldn't bother trying to contact the person to find out what they were. I'd have to agree with what tim said, that the price and photographs are both factors when someone is shopping around for a photographer.

But those are my own personal opinions. Everyone has their likes and their dislikes about doing things. It is what makes us human.

But seriously, thanks again everyone!

[adamcoupe]

Hi

I think Mike Janes has a key point here - it's the local competition and pricing structure that inevitably will influence your price point for various elements of your service especially if you are getting yourself established and competing with longstanding pro's who gain work from word of mouth referrals. You certainly produce great material - perhaps your market just doesn't realise the quality difference yet. Marketing and creating a profile in your area are key to charging more especially if there are new entrants charging rock bottom prices to grab work. Try to identify marketing methods that established businesses are using and see if you can extend or improve on them.

Good luck

Adam

www.adamcoupe.com/portfolio

[dr1ft]

Okay, this is offtopic, but please correct grammar and spelling mistakes on your website.

"I accept paypal only for deposit fee’s, and papal, cash, or cashier checks for the remaining amount. You will also receive an invoice."

Paypal is quite differet from papal and the plural of "fee" is "fees", not "fee's." Also, "cashier's check."

[dolphinz8]

Okay, this is offtopic, but please correct grammar and spelling mistakes on your website.

"I accept paypal only for deposit fee’s, and papal, cash, or cashier checks for the remaining amount. You will also receive an invoice."

Paypal is quite differet from papal and the plural of "fee" is "fees", not "fee's." Also, "cashier's check."

your right, thank you for pointing that out. i didn't notice that before. :)

[jonwhite]

The big successful portrait studios over here in the UK have more people in sales than they have taking photos... its actually something like a 3 or 4 to 1 ratio for some of them.

Now I aren't suggesting that you hire a lot of sales people just using that to make my point that there's much more to it than taking nice photos, a lot of time will need to be invested in the sales side of the business.

I see lots of people set up websites and then sit back and wait for the work to roll in and that just doesn't happen. If your websites designed right and with SEO in mind and you have nice images you will get some traffic from organic search listings and some of those may go on to book you, but for people searching in that way chances are they will look at other peoples sites too so you need to have something to make yours stand out.

I do weddings primarily at the moment and haven't done many portrait sessions so cant say for sure what works for generating more portrait business but changing my prices up and down is the last thing i would do, for me that undermines the perception of worth. A better bet would be to run limited time special offers, so same advertised price but for a short period of time run a special offer. .. I see lots of big studios doing that over here.

Your website is a way of displaying your work to the world, you just need to invite the world to come and have a look at it.

[LBaldwin]

wow, this has become a popular subject. Thanks again for everyone's input!

There are 2 things that I wanted to comment on:

music: I know some people don't like music, while some do. I personally like going to different sites and listening to what music they have. It gives their site more character. Music has a way of connecting with people, and when you add images with it, it has an even greater effect on that person. What happens when you watch a music video of a song that you have heard on the radio? The next time you hear that song, you automatically remember the music video. Same as with websites, to me, its another way of helping people remember me.

Posting prices on a website: While both sides have great point of views, i'm going to have to go in favor of posting it on a website.

Before I really got into photography as a business, if I was looking at a website and it didn't have its prices listed, I wouldn't bother trying to contact the person to find out what they were. I'd have to agree with what tim said, that the price and photographs are both factors when someone is shopping around for a photographer.

But those are my own personal opinions. Everyone has their likes and their dislikes about doing things. It is what makes us human.

But seriously, thanks again everyone!

I agree with everything that you said except the music. My art directors, ad agencies and photo buyers HATE music on websites. But those are areas that you are not marketing too.

As to the prices online. if you post them then you have to honor them. In most situations that is OK till you get to the wedding and find out you were still picked cause you were the cheapest. I do not disclose pricing over the phone and would never post it online. I do not want to help my competition by telling them how much I charge, I do not want to do business with a client that wants to use my pricing to compare me with others either. If a prospective client calls and such and such only charge this much, but we like you better you are up the creek without a paddle.

I often get the call that wants ALL the images on a CD too, and I decline. I have lost business because of it, but mainly because there are so many photographers that are willing to give away the store to anyone that walks up and asks for it. I do not do weddings for less than 2k. I do not give all images on a CD, I do not show all images. Every image that leaves my computer has my name on it. I do all printing and I copyright everything so that it cannot legally be copied and distributed by the client or their family. I make sure that they know that well in advance of the shoot date. And it is in the contract in plain english. If I get a call from a drugstore, lab or costco. I contact the client immediatly and take them to task.

I have had clients fly me across the country for weddings. I have had clients (editoial) fly me internationally and I have commercial clients all over the country. The only way you can get to the level you wish is to guard your business like it is your life. That means something different to everyone. Local business is just that - local. I want to compete with everybody - it's fun. lol

I would rather shoot commercial or editorial rather than weddings. So I turn down most wedding referals unless it is a project that sound fun to me. I have friends that love to shoot weddings and I kick the clients there way. No referral fee (usually) I want everybody to be happy...

To the OP, good luck with your business and I sincerely hope your are successful.

[themtkid]

nice site

[MJPhotos24]

music: I know some people don't like music, while some do. I personally like going to different sites and listening to what music they have. It gives their site more character. Music has a way of connecting with people, and when you add images with it, it has an even greater effect on that person. What happens when you watch a music video of a song that you have heard on the radio? The next time you hear that song, you automatically remember the music video. Same as with websites, to me, its another way of helping people remember me.

Think of your target audience for this because you will find most don't think that way when it comes to websites. A music video or song on the radio is a lot different than browsing a website. The video is remembered because the person thoroughly enjoys the song and wanted to watch/listen. Doing a commercial vs. just having it on your website is different, very different. Your site for example, in all honesty, is really annoying with the music because #1 it's uninvited (having an option for music is a lot better than forcing people to listen). #2 is I clicked around on some links and the music changes and then goes back to the original song, there's no consistency throughout. People don't like to go back and forth like that. Really it's doing you a disadvantage more than anything in it's current structure. You have to remember most people are viewing from home or an office with other things going on and having to x-out, turn down the speakers, etc. is annoying. For anyone out there, IF you're going to have music have it consistent and have it optional where the CLIENT has to turn it on. It's well known among website developers that uninvited is not good.

As for pricing online that's a tough one. The local guy who gets a lot of business I just noticed put his on but has never before, maybe because the new person in town did as well. I don't have it on there for several reasons, mostly because it changes so much and people don't understand there's a huge difference between doing one event compared to the other.

[tfizzle]

^ exactly. I only have a price for a 1-2 hour portrait session (and then would talk about mileage when they call...if it's withinsay 20 miles I don't worry about it).

But for events it's just so different. If I said $400 for wedding and it was local but they wanted me to be there from 8a.m. - 8 p.m. it would be different than a 8a.m. - 1p.m. scenario. And by saying it's a $400 package the ones who want longer times would ask why I'm not giving it to them for $400.

So I just have "Events, such as large gatherings or weddings, will require payment based on time, equipment, and overall scheme of the event. Please contact."

That way you aren't pigeon-holed into a set "price-range" when we all know well that different jobs require different quotes. Contractors don't work that way. You tell them what you need and they give you a quote. Insurance agents don't work that way either.

[jongobongo]

is you're site down? I get broken links

your blog directory structure is completely open (viewable)

[dolphinz8]

is you're site down? I get broken links

your blog directory structure is completely open (viewable)


no....everything is working on my end

[DDCSD]

is you're site down? I get broken links

your blog directory structure is completely open (viewable)


I'm getting the exact same thing.

[mariusz]

try to sell package, start with basic low price and than offer set of prints with the basic fee at higher price

[Mossman6]

If your comfortable charging the 120.00 then don't lower your prices. Find the clientel that will pay that amount. Shortly after that you'll have a small 'base' for that price market and will increase over time. If you choose to stay at the 60-80 price, then all of your clients referrals will expect for you to be in that range.