For years when potential clients would ask me about my prices, I would stumble when attempting to communicate the value of my work. In fact, I would immediately go into defensive mode.
I’d get nervous.
I’d get sweaty.
I would have that yucky feeling in my throat and stomach as I tried to defend why I was charging what I was.
You see, I was making the mistake of assuming they were asking this:
“How could you be charging this much for photos?!?”
Ugh. It was horrible.
In fact, looking back. It was the biggest weakness in my business.
I had no idea how to communicate the value of my products and services.
Then, by a total fluke…something shifted.
I got real honest with myself in an area of my business that I had no idea was connected to my confidence.
I finally admitted to myself that there were a lot of numbers in my business I didn’t really know or understand. I was under a lot of pressure to get this stuff figured out (Can you say $3000+ a month in overhead!) So, I dove into my numbers and soon knew them better than I ever had in my 11 years in business. For the first time in my career, I honestly knew exactly what I had to charge and WHY I was charging what I was.
What was the fluke?
My confidence soared.
And suddenly, when people asked about my prices instead of hearing “How could you be charging this much for photos” I heard:
“I don’t understand the value I’m getting for the money you’re asking”
Which prompted me to immediately dive into all the great things I do for my clients and why I’m really awesome.
I had a complete perspective shift.
I was no longer defensive.
Only in hindsight, do I realize now that my lack of confidence all those years stemmed from the fact that I didn’t really know why my prices were what they were. (Full disclosure: I had a spreadsheet and had done my cost of doing business…but I also compared my prices to my competition and randomly adjusted mine accordingly). And so I was constantly on the defensive when I talked to potential clients. As a result, I lost jobs and incorrectly attributed it to my prices being too high.
It wasn’t my prices…it was me!
In the latest episode of Photogreneur, I explore how to communicate the value of your work to your clients. What you can do, what you can say and what you need own!
Tip’s on conveying value
Something so old school that’s totally new school
How to Communicate the Value of your Photos