bkyser Loc: Fly over country in Indiana

Since getting back into shooting weddings after a year of "upheaval." I've been trying to go through my pricing with a fine tooth comb. *on a side note, my pricing schedule was based on 2 guys sitting around a table, trying to come up with pricing where we made money, but were still competitive in our area with the "middle range" photography pricing.

Here's what I discovered in short order.
My Whopper price (the one that is way above the prices that I expect to get) was actually a really good deal. As far as the price breakdown we made the least amount of profit in the end. I just offered a ton of stuff, because I figured "nobody is going to do the whopper which is priced at the HIGH end of the high end photographers in the area.

My "I hope to get some of these booked, but if I book too many, I need to raise prices...price" (second from the top tier) Was a really great deal for me, but if anyone looked at the price, and what they got, they could quickly find out that it wasn't a very good deal. My margins of profit on that was almost double what it is for the "big kahoona package" (not the name of the actual package, I just use fancy names for the "levels")

The next tier down is my "most popular package" It actually is my most popular package, they get 2 photographers (plus an assistant) an event booth where guests pay for 5x7 prints on the spot, and the bride and groom get 10% "commission" to spend on more photo prints, or book upgrades, or??? (no cash back, just credit, so that 10% commission costs me basically pennies) The problem is, this package really doesn't offer that much less than the "I hope to get some of these booked...." package above to warrant that it is CONSIDERABLY less expensive.

Lastly, my budget package is basically just $200 less than the "Most popular" but they get nothing, everything is ala-carte, and if they add just one photo album they are already paying more than the "most popular package" which has a really nice lay flat album for the couple, and a "cheapie" parent album. I do tell the couple that it is a lower quality book, but offer them an upgrade to the lay flat for a minimal fee. I don't want to sell any of those, but it gets my foot in the door when people ask what my prices are, I say they are starting at $----, but we quickly move up from there.

I don't offer a package of "just a disk of images any more" For one thing, most new laptops and many desktops don't have a DVD drive built in any more anyway, plus I educate them that disks don't last forever, blah blah... Most people that get a disk, rarely can decide what to print, blah blah.... We are the professionals and "help them" choose what photos would be the best for an album, but they have their say...blah blah.

I don't want to argue the points of giving disks away, it's just not in MY business plan. I know that I fell into the "all the other photographers in the area are doing it" trap, but then I decided that I (personally) don't want to be the same as "all the other photographers"


OK, here's what I took away, and what I'm doing now.

I've come up with a formula for how to come up with my prices, and I'm even sharing the formula with the clients.
Stick with me, and I will explain some of it, that works even more in my favor.

My package are all for "all day coverage" (basically, as long as they need someone, we'll be there.) Normally, it starts about 2 hours before the ceremony, but I have had to go at 7:00am to the beauty shop for getting some shots of the bride getting her hair done. It's what they want, and it's what I offer, so...)

here's the formula Based on a 12 hour day (rarely if ever, but it's what I tell them) Also note, I don't share the parts where I explain the benefits...like (rarely takes that long, or "benefit me")

Photographers get paid. They get $____ per hour x 12 *(hours) x How many photographers.
Editing takes time, the editor gets $____ per hour x 36 (I average about 3 hours of editing per hour of shooting (based on 12 hours, even though it rarely runs that long.... benefit me.)
Albums $__________ based on a "standard" 10x10 album 40 pages, includes the extra layout time. If they balk at the price, I explain that it isn't a "Walmart" album, and it takes several hours to lay out the album, see editing time above.
Prints for the walls and other "side items" are all "lab prints, on Kodak Endura paper that are guaranteed not to fade for 100 years on the wall, or 200 years in a box or whatever.
I give them the price, and just let them know that "these are the prices"

Now, that doesn't end the formula.
I have to add 35% to the total to cover "uncle Sam" Yes, I have to pay an average of 35% on taxes, so that has to be added to the package. (the benefit to me is that I'm paying taxes on the net profit, but I'm adding 35% to the gross package) I've yet to have anyone question me on that part. I do pay sales taxes, but I just figure those into the costs. In our state no tax on the service part, but there are taxes on the value of any tangible items. (photos, books, disks if you include them, etc.) No tax on any digital downloads (which I don't do for weddings, but I do for corporate headshots where they pay for the sitting, and the rights to use the photo)

Lastly, I let them know that I also have to make money to stay in business, so yes, there is a markup. (even though I'm one of the photographers getting $x per hour... I'm also the editor making $x per hour, and I'm also getting mark up on the products)

Now that I've explained the ins and outs, here's more how it comes across.

If you want 2 photographers for full coverage it will be $___ x 12hours x 2 (or 3, or one?)
There is a flat fee of $ for editing time of $____x36 We do NOT give out unedited photos EVER, so this is a constant.
Album cost $______ If they get multiples of the same album the price is $_____ (lower because the editing is done)
Finally, add 35% to cover what I have to pay in taxes. (see the note on how this works to my benefit above)

If they balk at the price, we can always make it an 8x8 album, or fewer pages, but we don't offer the lower priced albums without someone asking for less of a cost. If they ask for other discounts, it's an easy "sure, we can reduce coverage to 1 photographer" Of course, one photographer means that there won't be as much coverage.

Anyway, instead of going the 3 to 4 different levels or packages with fancy names, I just have a conversation with the couple, and ask a lot of questions, then get out the pad and show them what it would cost.

For the "bargain hunters" I explain the "rebate" for using the event booth (which also requires at least 2 photographers, one for the wedding, one for the booth)

With some guidance from me on minimums, I'm actually letting them help set the price for the event photos, because it will effect their commission as well. I can guide them to the exact price I want them to, but it makes them feel like they are deciding.

And.... lastly, I offer them the option to "register" with me. I give them a stack of cards to give to people who ask where they are "registered" and the guests can pay money towards the photography instead of buying another crock pot. I give the guest who sends me money, a receipt, and a certificate to put in the card that says they donated towards the photography.

If they are still "bargain seeking" after this little exercise, I thank them for their time. I don't negotiate, I've shown them the numbers, and this is what it will cost.

I tried it out the first time this weekend with a couple. The bride actually said, "can I tell you something? I absolutely love you... you are the first person who took the time to listen to what I want, and took the time to show me exactly what it costs and why."

The only issue now is that I need to use my own formula to come up with my "prices starting at" price, which would just be one photographer, one book. (smaller 8x8)

Anyway, what I'm trying to do is the opposite of "package pricing" and trying to tailor each wedding to the wants and needs of the couple.

It made my prices higher than they were before, but I'm covered this way, and if the first attempt at working like this is any example of how it will be received, I think it may be a good thing.

Finally, as with any of my posts. This is based on my experiences over 30 years, I'm always changing, and it is what works for me in my area of the country. I'm not competing, or even trying to compete with the $200 Craigslist photographer. Mine is not my main source of income, so my systems will probably not work for someone who depends on wedding photography to keep their bills paid.

So, anyone have any other ideas, or things I may be missing? Anyone have any comments on how stupid my new system is? I'd love to have a good, open conversation about how other people come up with, implement, and discuss pricing with clients.

My other way worked, but I think the second to the highest package, with it's unrealistic profit margin vs. the other packages, kind of worked against me. I'm just always trying to find the best way. (for me)

jaysnave Loc: Central Ohio

That is an interesting approach Bob. It very much reminds me of how I used to price jobs in the logistics services industry. The proposal would include detailed breakdowns of labor costs, equipment ect.., even time studies on each process. When you share all that information they do feel more comfortable and are more cooperative in the negotiations. "When people share the same information they generally share the same conclusions".

However, many times a customer would be oblivious to all the detail because he was offered a lower one line cost from someone else and that customer knows he will look good taking the lower cost. "Something is only worth what someone else is willing to pay for it".

I don't know how this approach would work in the photography arena, but I applaud you for being innovative and keep us informed! I feel that I need a kick in the #$# to get out and hustle. I am not getting any opportunities to sit down with anyone.

bkyser Loc: Fly over country in Indiana

Thanks for the reply Jay. If nothing else, sitting down and putting actual costs down gives me a much more clear picture (get it, picture? a little photography lingo?) of my old price structure, and how it basically didn't make a lot of sense.

I did take into account that I expect to do x number of weddings a year. Divide out insurance and estimate taxes (I have no real business overhead, so I don't worry about rent and stuff like that) I even have a little figured in for replacement equipment, or the occasional toy.

I just took all that stuff, divided it by how many weddings I expected, and that was the "non negotiable part of the package" Other than that, it was a lot of guessing.

I also think that in all honesty, I still need to keep raising prices to be truly where I should be, based on the fact that I do always shoot with a second shooter, and I do have assistants and people working the event booth that need to be paid. How I normally paid them was just dividing the profits from the portrait booth, but that could either make them a ton of money, or they got really short changed. My new system includes money so I know they at least get a decent "base" to start, then they can make even more if the booth is wildly popular. We've had events where we were swamped all night, and other times where like one person took advantage of the booth. You never know.
Honestly, if we do an ethnic event, not just black or Hispanic, but even Asian weddings, we usually make out like bandits. Same sex weddings are the same. White middle class weddings, more often than not, the event people/printer pretty much sit around idle.

To be honest, I started this section as much to learn, as to teach a few tricks from an old dog. This new thing I'm trying could fall flat. I just figure in a rebuilding year like this. (stopped all weddings last year) it was as good a time as any to try something out of the box.

The way THIS particular bride and groom responded gives me hope, but the next couple may hate it or act offended. I just based it on how I deal with people doing work for me. I want to know why I'm paying for something. I just tried to put a number on what I offer.

By the way, I did get the deposit for the wedding I tried this for.
bk

bdk Loc: Sanibel Fl.

First I LOVE the idea of REGISTERING , thats a really GREAT idea. I wish I thought of it. I will use it in the future.
Second : some days I need 4 hours of editing per hour of shooting.
Third, the booth. Ive been thinking of adding that, but as a fee, someone shoots in the booth for say an hour and charge another flat rate fee. The bride and groom making a commission is
a great selling point.
- I hate the all day photographer deal.
I havea wedding coming up in the spring. Its 2 hours away. They want us there at 9 AM to shoot hair, nails makeup etc. Then getting dressed. Then the groom, getting dressed.
Then its an hour to the church. for a 1pm wedding, Then pix in the park, Then the reception starts at 7 till 11 then 2 hours home. Thats 7am to 1 Am the next morning. A LONG day.. Fortunately there will be3 of us and we are thinking about splitting up the day... . I knew it was an hour away but didnt have the timeline when we signed contracts. For thefuture Im thinking of some type of hourly fee added.... It looks to me like u have most all bases covered...

bkyser Loc: Fly over country in Indiana

Yeah, we've had all day weddings that get out of hand. We do exactly what you are considering. If it's going to really be all day.... one will get the hair and nails, and getting ready stuff. That person gets to leave the reception first.

For the booth, you NEED to print there. Nobody will order after the fact. You also need a FAST printer. We lost a ton of money early on using a slow inkjet. People would get tired of waiting. Laser printers are fast, but crappy quality. We use a DNP DS80. Then we put them in a clear cellophane bag. We did folders, but those cost about $1 in bulk, and after switching to the bags, we noticed no loss in sales, those are about 3 cents each...all about the margins.

E.L.. Shapiro Loc: Ottawa, Ontario Canada

I once wanted to write a book on wedding photography- I started out a few times but have scraped the idea since. Then, later on, I put it back on my “BUCKET LIST”! Finally, I crossed it off- for good! Well- I'm not a lazy guy and I don't tend to procrastinate, so why did I decide to “mothball” the idea and eventually send it to the scrap heap? I'm a decent enough teacher but I am not much of a writer. I'm not all that popular.- not one of theses international STARS of wedding photography. I ain't good at bragging. I used to work really hard and I scored well at print competitions and then kept my awards and certificates in the file cabinet. Over the years, I built up a good clientele- mostly by referral so I never got into massive promotion. Basically, I like to work hard, look after my customers and mind my own business! Theses are not the makings of a well-published successful author.

My basic reticence was not only based on my personality, or lack thereof, but on practical reservations. After all, I could have hired an editor or a ghost writer to fancy up the text and a publicity agent to “blow my horn”! The PICTURES were attractive! My basic question was really, “WHO THE HECK IS GONNA BUY THIS BOOK!? AND...there are already too many of them already on the market! For a book to do well, even in a professional environment, it must have a nationwide appeal- or even a worldwide following. I believed, back in the day and still believe that there are just too many differences in the marketplace from one geographic location to another. This is based on vast differences in socioeconomic conditions, tastes and buying habits, religious, ethnic, cultural and social practices and much more. The wedding photography business is based on WEDDINGS and all of the above factors influence how wedding celebrations are conducted, how they are planned, and how the folks spend their hard earned money.

When I worked in New York City, there were immense differences in WHAT WAS HOT AND WHAT WAS NOT in wedding photography. You could visit a studio just a few blocks away from your own and feel like you were in another country- sometimes another planet! I would give seminars away from my home base and so often was the reaction at the end of the day or end of the week: “Y'all are doing great stuff but it won't work with my customers”! “The won't pay that kinda money”! So many complain that the are just not bringing in enough profits, yet they won't make any changes!

Sooooo...What the hell does all of this have to do with PRICING! Well, all of this makes it almost impossible for me to advise, suggest, comment or even guess at what another photographer should charge, yet, whenever a give a talk or seminar or hold a workshop, that's always an important question, “WHAT DO I CHARGE”! Etc., Etc., Etc.???!!! So.. over the last couple of years, I decided to take in a few management courses, talk to my account, my bank manager, successful photographers, attend a few business conferences and catch up on my reading on some basic accounting and bookkeeping procedures. This is what I have come up with as to creating a price structure/business plan. This is a scientific and clinical approach that can apply to any business. No emotions, no egos- just facts and figures. The process has to start with a clean slate and no per-conceived old ideas, especially they, the old ideas ain't working for you. If you are already doing well, all I can say is “if it ain't broke, don't fix it”!. Otherwise get a pencil and calculator and try this out. Don't bother with fancy spreadsheets or complex programs, just do the arithmetic!

First the Don'ts: Don't scrap any of you old prices, packages, policies or ideas- just put them aside for a while. Don't base your prices on any OTHER PHOTOGRAPHER'S price list. Your business plan and prices are going to be based on your lifestyle, income requirements, client base, expenses, costs and goals- not those of anyone else. The photographer up the road may live in a mansion, putting 5 kids through college, drive a Rolls-Royce, and live on Champagne and truffles. The photographer down the road may be content to live in a closet, at the back of his studio with his cat and share the odd serving of Meow-Mix! Who knows? Concentrate on you own situation! If you want to charge more than the high priced guys, you better have as good as better work and serve his or her type of clientele. If you decide to undercut a competitor, you will probably end up undercutting yourself- BAD! Never arbitrarily or abruptly alter you prices! Don't use any so-called formulas such as 5 X your lab costs etc, - they are all myths and old wives tales. The MERCHANDISE you buy and sell (your cost of sales) and your BUSINESS EXPENSES ARE TWO SEPARATE ENTITIES IN YOU BUSINESS PLAN.

If you are a full-time photographer, it is obvious that you must derive you livelihood from your photography business so you first order of business planning is to proved yourself with a SALARY. If you are transitioning from a “day job” to self employment, this kind of planing is of the utmost importance. At one point in time, you are going to have to replace you current PAY CHECK! If photography is you AVOCATION, you still want your part-time work to be profitable, otherwise all you are doing is draining part of you full-time income to support an expensive HOBBY. What with the level of hard work and responsibility entailed in the job, wedding photography is not a very good or prudent form of amusement.

Here come's the Dos! In order to come to any conclusion, you need to compile the data. You need to begin to analyze all of tour monitory needs for both yourself (you family) and you business. The is a great exercise whether you are starting a new enterprise or troubleshooting or trying to improve your existing business. The fist LIST is all of you personal and household expenses- I MEAN EVERYTHING! Rent or mortgage payments, property/water taxes etc, pets and vets fees, automotive and transportation, utilities, all insurances, health/medical dental, clothing, educational costs, home maintenance, housekeeping, food, entertainment, vacation and amusement, memberships and dues, hygiene and cosmetics, donations, savings or investment deposits (savings plans), communications/computer supplies, any special needs, bank charges and interest and what ever else you require for health sustenance, and shelter.

Then LIST all of you present or projected (estimated) FIXED BUSINESS EXPENSES. Theses are the costs and expenses of doing business, the fixed costs that more or less occur each month. This does not include stock or merchandise or purchase of major assets such as equipment. If the equipment or property is leased or mortgaged, you must list the require payments because you will have to generate the cash and have on hand in order to make the payments on time.

Before compiling this list consider this. If you are in a “bricks and mortar” location, that is you rent or own a store, commercial space or office all of the expenses relating to you location are straightforward. If you work form you residence you must assign a certain percentage of you household expenses, rents, utilities, etc, to you business in proportion to the space in your home that is occupied by your business. This provides you with a clearer financial picture as to the real costs of operating your business. Many small business people do not realize this and that can badly affect you profit margins as well as your tax deductible potential. Always check with you accountant as to you local, State, Provincial and Federal Tax regulations as to theses percentages. Here the LIST:

Rent or mortgage payments, business/water/occupancy taxes and permits, utilities,
automotive and transportation (percentages of business use if you are using you family car), all insurances, office supplies, bank charges and interest, maintenance and housekeeping expenses and supplies, professional dues, educational expenses (seminars, publications, courses, etc.) advertising and promotional expenses, (association memberships, etc.), accountant and bookkeeping fees, legal fees, Advertising and promotional costs, labor (payroll) expenses, employer's contributions to deductions, Telephone, cell service, fax, Email, and computer related services that are billed to you BUSINESS.

The next step is to total each of theses 2 categories and then combine the 2 totals.
The sum of theses items are the total REVENUES you must generate in order to support yourself and you business. This alone does not comprise an entire business plan but it provides you with some vital information that you need to formulate all of your plans. It helps you determine your salary- your fist goal is to be able to pay yourself for all the work you are doing. This is the essence of SELF EMPLOYMENT.

All of theses expenses are you FIXED OVERHEAD that has to be figured in to your REAL COSTS of doing each job. If you are already in business and you have a reasonable indication of how many jobs you are ongoing to book or what your expected business volume is, you will the know how much of your overhead expenses you must apportion to each job. If you are just starting up your business, theses figures will have to be PROJECTED. You need to know how many assignments you need to book to make you expenses, maintain a cash flow and earn profits for your business. If you don't fully realize you own costs, it's difficult to create an effective price schedule. I know, at any point in time if I am making my day, my week, mu month and my annual minimums. This way I can detect downward trends before the get out of hand. Good business management, entails being able to make decisions as to raising or lowering prices, costs and expenses and designing promotional strategies as the need- you gotta have you own real data and statistics on hand or you can't make accurate and timely adjustments. You need theses figures in order to set realistic goals. You need to know of you are prepared to undertake the volume of business that you require for sufficient revenues and cash flow. You have to research whether or not your marketplace has the potential to service you business.

This information also helps you create budgets and promotional activities. If you detect that you volume is decreasing, you may want to allocate more of your budget to promotional activities. If your advertising budget is too high, you may want to design programs to stimulate more ref feral business or engage in more networking with other vendors.

So...When you are trying to put together prices- PACKAGES, ALA CARET ITEMS, TIME CHARGES or whatever or however, you choose to offer your services, it's easy enough to calculate the cost of albums, frames, folders, CDs prints, outsourced lab services, and even the labor costs when you have to bring in other shooters and assistants. You can mark up theses items to create profit margins, you can sell them on a cost-plus basis or whatever you feel is a marketable and profitable approach. Here's the CATCH! As I sated, right off the bat, you need to PAY YOURSELF for the work you do in order to make a living. If you had to PAY other people to SHOOT, EDIT, RETOUCH, ASSEMBLE THE ORDERS, besides MANAGING THE BUSINESS,THE PROMOTIONAL WORK, how much would you have to pay theses individuals? The larger question is, HOW MUCH DO YOU HAVE TO PAY YOURSELF?! When you know how much money you need to maintain your own lifestyle, you will know how much to pay yourself and how much to allocate to each job. You must set theses goals!

This does not mean that you can begin to draw am enormous salary form a fledgling business. You may very well have to make some sacrifices and budget carefully, however, you still need to make you remuneration part of the business plan and your price strategies. Even if you start off by paying yourself a shooter fee for each wedding and reinvest you profits in your business- that is a reasonable approach.

I hope this post does not frustrate anyone, after all, I have not TOLD anyone how much to charge. I can't and won't do that because of all the differences that I pointed out at the beginning of this post. Some of this may seem just too simple or rudimentary but y'all would be surprised how many photographers go off half-cocked and start a “business” without any serious planning. Even many experienced shooters have trouble making ends meet and are constantly complaining about business woes because the have lost control over the management of their finances. Sometimes, creative and artistic folks just despise bookkeeping and paperwork. In those cases, it is best to bring in someone to look after the business and just have the photographer concentrate on the artistic and technical aspects of things. Once you put a viable system in place, only a few minutes a day will be enough to make entries and monitor trends. I sit down with my account every six months and see if any changes in expenditures, policies or prices are warranted. I try to head off small problems before the become large ones.

I never worry about my competitors. I never base my pricing strategies on anyone else's price list. I just offer the very best work that I can produce and I assume the others are doing the same. I enjoy good competition- it's good for the profession and good for the customers. I have never uttered a bad word about any of my competitors. If potential clients tell me that the other folks charge less, I have a standard answer: All professional photographers work hard and do everything they can to satisfy their clients. Each of us charge what we feel our work is actually worth based on our client's feedback and reaction”.

All the best of luck and success! Kindest regards, Ed

bkyser Loc: Fly over country in Indiana

You worded that much better than I could.
If you don’t mind my asking, do you present your prices in the same black and white manner, ( kind of like how you explained, or like I am trying out, so people know the value and expense, or do you just tell them what they get with each package, and how much it will be total? My recent couple appreciated the explanation, but I also fear taking out the emotions, and getting too bogged down in the details.
Just wondering how the master approaches the sales part?

E.L.. Shapiro Loc: Ottawa, Ontario Canada

I wish I could lay out my “sales technique”like I teach my lighting techniques, “do this, do that and that's that”! This may sound crazy but my booking rate is good yet, I consider myself a lousy salesman. That's because the only thing I know how to sell my photography. If I had to sell anything else, I would surely starve to death! I have been to a bunch of sales seminars at conventions and most of them gave me a headache- way too much hyperbole (a nice word for BS!)

All I have to offer are nice pictures and PROFESSIONAL advice.

If I had to lay out some kinda strategy, this is what I have discovered over the years: There are 3 kinds of potential clients, this goes to their buying motivations., that is, how they make buying decisions.

VISUAL- Theses folks respond best to what they SEE. Some are in the visual arts or at least appreciate visual art. They LOOK at the pictures in my albums and on the walls. The don't look THROUGH them- the LOOK AT THEM! They react to the images more so that what I say, They don't ask as many questions and spend more time observing. If the like what they see and can afford it- they BOOK! I won't say,, strictly, that the pictures sell themselves because I still have to explain things and educate my clients but, suffice it to say, that I don't need to talk too much.

AUDITORY- Of course, they do see the images but these folks make their major decisions on INFORMATION. The respond mainly to what they hear. They come to me because the HEARD that I am a good photographer and perhaps the like me- after all, I AM a nice guy! They crave information and ask questions. If they can justify spending their money based on the benefits that I promise and they can afford my prices, the too will book!

KINESTHETIC- Touchy-Feely! Yup, believe it or not! I have had brides, look at the pictures and listen to my advice with little or no reaction. They will however, run their finger over the surface of an album page and feel the thickness of print as if they were choosing a fabric at the sewing store. I remember one bride to be who scooped up the album in her arms, smelled the leather covers, hugged it tightly and exclaimed to her fiance faience with exuberance “THIS IS WHAT I WANT”! BOOKED!

OK- Most people have all their senses, the see, hear and and feel/smell! But each of us have more of a leaning to one of the above stimuli.

So..all I do is show my work at let the potential clients TALK TO ME. Folks like to talk about themselves and their wedding plans, their family and their interests! Once I sense what they are reacting to, I try to communicate with them on their most comfortable and receptive level. Sometimes I am “selling” to three different types. The bride may be visual and responds to romantic images, the groom may want information about price points and the bride's dad may be interested what the album is made of- leather- plastic? whatever!

Let me tell you a funny story. A few years ago I was presenting a seminar on wedding photography. After 2 days of “posing and lighting”, the class wanted me to talk about sales. I told the them about the same things I am writing about here. One photographer did not believe me- he insisted I must have some secret magical “sales lines” that I use to sell in my price range. He said he did not get this “VISUAL” thing. I asked him if he was a visual. He said “OF COURSE I AM A VISUAL PERSON- I'M A PHOTOGRAPHER”! I asked him if I could do a little FUN test that I use to see if someone is really visually orientated. He went for it! So, I asked him to tell me about the first day of his last getaway vacation! So...you woke up in the morning and started your dream holiday. It went something like this: “ We flew down to an exotic tropical island- we got up in the morning and decided go for breakfast. I was so excited to get started that I tripped over the coffee table in our hotel room (he wanted to be funny). The smell of frying bacon lured us into the dining are and we had great meal. We were looking forward to hitting the beach and enjoying the warmth of the sun, the sand and the warm water. Then we couldn't wait to go into the marketplace and buy some souvenirs etc...” He went on and on! So...I said, “you wend down to this exotic place with all theses great surroundings and you did not mentioned one VISUAL response- the color of the clear waters, the palm trees, the deep blue sky the yellow sand. Most of your responses were physical and conversational. Your vision is so bad (I joked) that you almost killed yourself on the coffee table”! Why are you a PHOTOGRAPHER? OK -everyone had a good-natured laugh but it goes to show you!

I do firmly believe in straightforward and honest dealing with everyone. I NEVER resort to any kind of pressure selling. Some say I am too easy going and not aggressive or pushy enough. My philosophy is this: We are not selling a quick impulse item, we are engaging in a fairly long-term relationship with our customers. They might visit with us more that once before booking, the sped time with us when we draw up the contract, we may be doing an engagement session with them or a further planning session or perhaps a rehearsal. We are with them for their entire wedding day. Then we help them with the final selection and then came on for delivery of their order. We spend more time with them than any of their other vendors for service people. We hope they are fully satisfied and the will send us a good deal of referral business over the years. My feeling is that if people are pressured into anything, feel that the have purchased stuff the the don't really want or need, somewhere along the relationship, the will tun into very problematic customers. The same bad things will happen if they are not fully aware of all of our policies prices and procedures. A contract is not worth the paper it is printed on of both parties are not protected, in total agreement and happy with all the terms and exactly what the the are receiving. Multiply that possibility by as many bookings as you do annually, and you will have an ongoing nightmare. I would rather loose a job than somehow inadvertently book in a reticent, difficult or potentially dissatisfied client.

In my early days (in the late 50s and early 60s), I worked in a New York “wedding factory” - we did 2500 social functions, mostly wedding, per year. There was HIGH VOLUME and lots of pressure selling. It was HELL! The talent pool was good- lots of good shooters and most of the customers were happy but the ones that went badly were enough to give the bosses heart conditions and nervous breakdowns. When I opened my own business, I decided to go LOW VOLUME and offer a high quality of products and services. To do this, I would have to offer a wide range of services, not only weddings. This way, I did not have to try to book every wedding in town and instead, fill my calendar with portrait, commercial and industrial assignments and keep the weddings on a more exclusive basis. That is pretty much where I am nowadays.

I don't have a very complex price list. Basically, I offer a 50 page leather bound album and a few accessories for about $4500. and mostly there is an average final sale around 6 grand. Every now an again we get a MONSTER WEDDING! That is, a insanely large affair with 800+ guests that may go to 15 grand- but those are rare for us theses days. We no longer do so-called location weddings in foreign countries kinda thing- too much travel and down time. Years ago, there was a demand for “private pictures”, that is, the guest wanting to pose for individual and family shots. We used to collect payment on the job and sent them their prints a few weeks later. Lately, we don't get much of that and the photo-booth idea has not really clicked in as much. If the client want us to photograph the guests in any kind of volume, I bring in another shooter so I can concentrate on the coverage. We still get a good deal of “gift print”orders for close relatives, friends and members of the bridal party.

My selling points are pretty simple. We promise a very comprehensive all day coverage with a nice mix of elegant formal and spontaneous candid shots. I explain that in fine bridal portraiture with expert lighting, folks will appear at the best and the images will have exceptional realism and dimension. Retouching services are included as to enhancement of the images and removal of blemishes. We guarantee courteous and unobtrusive service but I always emphasize that elegant formal portrait do not materialize all by themselves and some time and cooperation is required and must be included in their schedule of events. I promise that one we are done with the formals, they will have the rest of the day to enjoy without any delays or interruption and we will be there to cover every aspect of the day.

I hope this helps!

Ed