Add Profit To Your Studio With Create A Collection Pricing
Mar 22, 2016 | By: Dan Frievalt M. Photog. CR
One of the main struggles for many photographers in our industry is pricing, many of those new to the industry and a good number of those who have been around for a bit still get frustrated on creating a pricing guide that will encourage the client to invest more with them.
The traditional method of offering three to four different packages works for most; however, it creates several issues that can be overcome with the "Create a Collection" method.
Frustrated with my sales averages, I took several different sales methods and refined them to develop what I feel is a simple and effective way for photographers to sell their work and boost their averages.
The Create a Collection method of sales came to life because I really hate selling to people.
I know as a photographer we make great connections with our clients and feel the need to give everything away for free.
I hear you, and I was there with you!
I needed to make some sort of change, and it needed to happen fast to make sure I wasn’t just a starving artist. My system does the selling for you and takes the stress out of having to sell to your clients with whom you have a personal relationship with.
Over the years of being in the business of photography, I have found that giving the client what they want is my number one priority, and I found myself constantly customizing packages to fit the specific needs of my client.
Once I realized this I created a new method of placing an order in my studio, rather than have pre-set package options I give my client the ability to create their own package through Create a Collection.
Clients who come into my studio have two choices on how they will place their order, they can either pick items from an A La Carte menu or they can put together their own collection by following four easy steps;
Select an album
Select Gift Prints
Select Wall Portraits.
When clients choose to go with the Create a Collection method, they also become eligible for discounts and free bonuses once they hit certain price points.
For example, once they purchase $1500 they will receive five social media files and certain discounts off additional prints and wall art. They also get a 30% discount if they go with the Create a Collection over the A La Carte Method; this takes away the need to force them into getting items they do not want or need.
Human nature is to purchase based on what will save them the most money. Therefore 98% of my clients do the Create a Collection method. This has increased my averages and allowed me to be a successful studio since switching over to the Create a Collection of pricing.
There are several benefits to switching over to Create a Collection method of sales.
One of the first is that the client gets exactly what they want, there is no need to swap out items in packages and try to make the price point fit. Another great benefit is that you do not put a ceiling on how much a client can spend. With pre-set packages, you have limited your sales by putting a top number on the highest package. With Create a Collection you allow the client to spend as little or as much as they want.
The added bonuses of freebies, as well as additional discounts, encourage the client to invest even more. I have had sales over $8000 since implementing my Create a Collection pricing. When I had packages, I never had a sale over my largest package of $2000.
Sure I could have had a $8000 package, but how would I know what each person would want in that package?
The Create a Collection allows each one of my clients create their own package based on what they want, need and within their budget.
Several photographers who I have mentored using my Create a Collection method have reported boosting their averages by at least $500. Some much more. Here is what Jeni had to say. “Just wanted to let you know how much I love sales now that we have your Create a Collection system. I made the biggest senior sale of my life with your product guide and pricing suggestions!!!! $5,600! So stoked. It's genius so major thanks to you I no longer hate sales.”
To purchase Dan’s templates and videos to help photographers with the Create a Collection method of pricing (Pricing for Profit) or other photography related education, please check out Dan’s Photography Education site. Click here for the info
Dan Frievalt, M. Photog, CR. is a photographer that enjoys blending creative light with graphic design to create artistic images that evoke drama and tell a story. Dan's formal education includes an Associate degree in Marketing Communications and has worked as a Graphic Artist for 12 years before changing his career path to photography in 2005. “I always enjoyed photography but ever since digital capture I have found a new voice in creating images by combining my design background with my eye for photography.” Dan has been named Wisconsin Professional Photographer of the Year four years in a row as well as earning the Canon Par Excellence Award, Fuji Masterpiece Award, two ASP State Elite awards, PPA Platinum, Gold and Silver awards and several Kodak Gallery Awards. Dan has also been honored to have his images published in several magazines including the cover of Professional Photographer in 2013.