HELP please fellow wedding photographer: QUALITY and not the price???

[tougemon]

Hi fellow wedding photographer,

Please help me here with some suggestions:

The background here is that I'm really tired of potential clients complimenting me on the top-notch quality of my work only to get undercut by some "shoot and burn" snapshot shooter...

To me, competing on a price point has never produced better wedding photography, neither in quality of photos nor wedding experience for the couple...

So HOW do you go about educating your clients so that they are more interested in the quality of your work rather than the price tag attached to it? (the photography is not in question, neither is the post-processing or photo products)

Thanks for your help in advance!

cheers,


Lucas

[dmitrim]

Well Lucas, maybe it is not as good as you think it is(I don't know).
We all highly think of our skills and most of us think our work is beautiful. I see a lot of pictures of old fences and rusty pipes in the critique section. Those people too think their work is amazing..
In any case, maybe just need to upsell yourself more. Explain them why they should pay to you and what makes you different. You are having issues maybe because you are advertising to the wrong clients. A clear example would be Craigslist. Brides there are not looking for anything expensive. You shouldn't be expecting to book a $1,000 job there. They are looking for something around $300-500 and whoever offers them that price,will get the job.
Not everyone can tell the difference between a good picture and a very good picture. Most likely those are the clients that don't want to pay a lot of money. Some are just not educated enough. You can't expect an average bride to know why you are charging 2000 and another photog is only 600. In their mind,it should only cost $200 for a full day photography work.. They dont' know that your equipment may cost you 10K+the same on avertising+insurance,gas,developing,etc.
At the same time,a bride who's looking to book a $3,000 wedding photographer most likely won't book anyone at 500...

[tougemon]

Originally Posted by dmitrim

Well Lucas, maybe it is not as good as you think it is(I don't know).
We all highly think of our skills and most of us think our work is beautiful. I see a lot of pictures of old fences and rusty pipes in the critique section. Those people too think their work is amazing..
In any case, maybe just need to upsell yourself more. Explain them why they should pay to you and what makes you different. You are having issues maybe because you are advertising to the wrong clients. A clear example would be Craigslist. Brides there are not looking for anything expensive. You shouldn't be expecting to book a $1,000 job there. They are looking for something around $300-500 and whoever offers them that price,will get the job.
Not everyone can tell the difference between a good picture and a very good picture. Most likely those are the clients that don't want to pay a lot of money. Some are just not educated enough. You can't expect an average bride to know why you are charging 2000 and another photog is only 600. In their mind,it should only cost $200 for a full day photography work.. They dont' know that your equipment may cost you 10K+the same on avertising+insurance,gas,developing,etc.
At the same time,a bride who's looking to book a $3,000 wedding photographer most likely won't book anyone at 500...

Agreed, one must have an honest assessment of one's work - but when every one that has turn you down does so on price rather than quality - it does make you question as to what the heck is going on...

I've had brides and grooms that have come back to me saying that they should have hired me but now they are stuck with disappointing photos from some crappy con artist...

I think you're right about the target audience - most of the ppl who do turn me down claim that they are on tight budgets and would love me to be their photographer if only I didn't charge as much as I do - but at the end of the day, I'm not running a charity, I'm running a business - overheads are a reality to deal with and I've also got to eat - so how can I go any lower in price How do I market towards higher end brides

On occasion, I've told them that I'm even willing to offer extra coverage but it seems to me that I'm losing out on the price point and that's not really fair to be out done by "Uncle Pro's digital" snapshot shooters just cos their service includes cheap labor, cheap printing at labs that don't even color manage...

I guess I just don't want to beaten based on price that's all...

cheers,


Lucas

[Alexajlex]

Lucas,

Have you thought about doing an old fashion side my side comparo.

Do this with prints.
Not with pictures that you show on a laptop.

Have a set of pics done "Uncle Bob" style (yellow, cast, no color correction, under-over exposed, etc).
Then show them side by side and label them and show them to your clients.

I'd take this a step further and do it for BW.
Do one set using the desaturate PS function to reflect the amateur and yours using the channel mixer (or PS3 BW conversion tool)+dodge, burn, etc.
Then print theses on the metallic coated paper.

I bet if you show side by side a BW done using desaturate in PS and one being done the right way (channel mixer, dodge, burn, metallic paper) people are going jump back and say WOW.

Comparos are a staple of all advertising.
I see it in nearly every commercial.


Talking is nice for sure but I have to say that most brides may think they like to hear "more coverage" and like that.
I think that the most important think they care is the final product.
That is where I think the side by side comparo with prints would be a winner.
The difference with what I suggest is that people have something tangible (the prints you are showing).
That goes a long way.

[PhotosGuy]

Have you thought about doing an old fashion side my side comparo... Do this with prints.

I agree. You have to show them what you can provide. Your website is just to encourage them to call you. Face-to-face is where you get the job. Show them at least 11X14" prints. If nothing else, make a book of your work, too. See my sig.

Looking for wedding album without breaking the bank

[ssim]

When I worked for the airlines we used to advertise those 99.00 fares from one coast to another in a simple effort to get the people on the phone. That primary contact is so very very important. We spent alot of time and money teaching our people how to upsell. In reality there were maybe 1 or 2 seats at that price available. I use those same skills in my photography business now. It is possible to get someone off of craigslist and move them up several hundred dollars. This is not a skill that is learned in a short period though.

The one thing that I don't do when talking to propsective customers is talk about other photographers. Maybe I just like talking about myself but that is where I put my focus. It's all about me, plain and simple. You can talk about yourself and still make yourself look good over others without even mentioning the weekend warriors.

I simply explain and show visually what I am capable of doing. The kind of equipment that I use and its capabilities as well. In reality very few weddings order much bigger than a 16x20. I show them a 30X40 from my 1DsMKIII and I show them a 30x40 from my 30D. I make them view them both at the same distance and explain to them the differences in the cameras. It is an effort to exploit the wow factor in the conversation.

I also have some large prints of before and after with some of the things that I can do or have done in photoshop. Again, the wow factor.

Nothing is guaranteed and if I lose a wedding to someone that is shooting it for 500.00 then so be it. I wish them luck and move on. I have long since quit dweling on the what could have been and work on the future. Everytime you lose one of those sales take the time to reflect and see what you could have done differently.

There are alot of components to a wedding. Are you willing to compromise on the food, the decorations, the limo, the church and the list goes on. So then I ask the customer are you willing to compromise on the photography services. In a year you will forget about the meal, the limo will be a distant memory (unless you did something exceptionally memorable on that ride), can you even remember the color of your center pieces. I am here offering you a service that you will have around the house for eternity. Are you still sure that you wish to compromise and not book a top quality photographer.
What I am saying is that with a little work you can move people that say they have a fixed budget, you just have to convince them that it is worth it. There are obviously those potential clients that have to stick to their budget but not many weddings don't have somewhat of a slush fund behind it for unforeseen circumstances.

Make it about you and not the other guys. Why give them any benefit in this whole process.

[amfoto1]

How about getting some testimonials from those people who didn't use you, but later told you they should have and were disappointed in the photos they got from the el cheapo competitor? Oh, and pitch them on your "1st Anniversay Special", when they mention that to you, too.

Turn it into an opportunity, in other words.

Dazzle prospects with your quality, and don't worry about the ones that still decide to go the cheap route. Nothing you can do about it, so don't get an ulcer over it.

You know and I know that el cheapo photographer won't be in business in two years. They are undercutting too much to be profitable and simply won't be in it for the long haul. But, they will very probably be replaced by yet another newbie doing the exact same thing; undercutting your prices, but producing poor quality.

I agree with the point about evaluating where you advertise and promote yourself. Be sure to focus your energies on the people who want and appreciate quality, and are willing to pay for it. Get your name, business cards and samples of your very best work in the hands of wedding planners, high end tux and gown rental stores, top caterers, expensive hotels or other popular reception sites, etc. And, yes, forget free advertising on Craig's List.

Commit to continually doing all you reasonably can to always be maintaining and improving your quality, and giving your customers plenty of reasons to say "Wow!". Then ask them for testimonials (and referrals), too.

Finally, remind your prospective customers this only happens once (well, at least in theory) and there are no "do-overs". Make them aware of what they may be risking going the cheap route.

Some will still cheap out on you. It's inevitable. But, believe me, you very likely wouldn't want to work with them anyway! They are more likely to bounce a check, or quibble over the final product, or cost you time and money some other way in the course of your transaction.

[ssim]

Originally Posted by amfoto1

How about getting some testimonials from those people who didn't use you, but later told you they should have and were disappointed in the photos they got from the el cheapo competitor?

I really dislike that approach. All you are telling future potential clients is that you weren't successful in getting the past work. They could provide that same letter to dozens of photographers. If you want to work with testimonials get some from existing clients.

Originally Posted by amfoto1

You know and I know that el cheapo photographer won't be in business in two years. They are undercutting too much to be profitable and simply won't be in it for the long haul. But, they will very probably be replaced by yet another newbie doing the exact same thing; undercutting your prices, but producing poor quality.

Don't sell these guys short. There are a ton of weekend warriors that are doing this simply for fun and buy a little more gear. They are not in it to pay the bills. I know some shooters that are relatively inexpensive and have been at it for over 5 years. Never assume that your competition is going to disappear. If photographer A does quit there are a dozen waiting to fill his boots.

[tougemon]

Thanks for all the helpful advice here - it really great to learn from you all!

May be I've just been unfortunate lately to have a whole bunch of cheapo brides who want high quality without paying what's on the tag...

I really like the idea about increasing the wow factor and to some extent that's what I've been trying to do - hence my purchase of a big screen to show off my work during client interviews... but I'll take you up on the idea of printing out more of my work and demonstrate to the client what could be done and how I do it.

Redirecting my efforts towards the discerning clientel is probably my current goal but how?? that's the question...they don't just walk into your studio by themselves do they?...

any suggestions

cheers


Lucas

[form]

I am in the exact opposite situation from you: I am the less expensive photographer being asked if I do weddings, but I turn them down because I refuse to give less than the best quality for such a special occasion. Then those people go to my competition and get work that's even worse than I would provide (I've seen a lot of my local competition's work and it scares me that they charge for it).

My ethics generate a paradox, but at least when many of those people get poor quality photos, I wasn't the one who took them. Besides, they might get lucky and pick one of the few good wedding photographers.

And I don't agree with the first respondent when they say we all think highly of our own work: I am a great critic of my work and am never really satisfied with it.

If you want opinions as to why the cheaper guy is getting more work, it's because people can't afford the better quality and they are satisfied with what they can afford. Blame the economy and its many enemies, like massive gas corporations and government overspending on wasteful funds. This is the wal-mart fashion era, where the clothes are cheap (and look good for at least two washes), the produce is seconds, and the gas is as regular as possible. Art is less necessary than a box of doughnuts and a bag of fast food to tide the family over for a few hours. With the rest of that paycheck, people are trying to pay off their debt accrued from car payments, house payments, and various insurance policies, as well as that occasional quick payday loan thing that's such a good deal.

[Stocky]

Originally Posted by form

My ethics generate a paradox, but at least when many of those people get poor quality photos, I wasn't the one who took them. Besides, they might get lucky and pick one of the few good wedding photographers.

If you really just don't want to do weddings have you considered recommending someone who does? You could either ask for a referral fee, or just be happy that you know they are getting the best results. If they are not competing with you then it wouldn't hurt your business any, and having a local photog produce good work is good for everyone involved.

[Alexajlex]

One thing that has been touched upon is the upsell (by Sheldon).

Here are some ideas I've seen people use:

-Sell the proof books for additional revenue
-I've seen people that sell it for $350-450.
-This is money that you are making that you otherwise would not have made it.
I know someone who does online proofing yet still meets with the clients to show them a printed proof book (which they sell). Obviously this seems a bit contradictory when you first look at it but in reality is not (having redundancy with online and printed proofs).
When the photog does the online proofs he does minimal work on them.
On the printed ones that he selected (300-500, etc.) he does a lot more polish.

This is one idea that came to mind but I'm sure there are others.
Carry some large prints (16x24) of other weddings when you go to meet to spark interest in a large print sale.
Having the bride hold a printed proof book is also a lot better than looking at pics on the screen.

I agree with Sheldon you can do quite a bit on the "after sale" when you meet with them after the wedding.