Pricing Survey - What You Said!

THANK YOU for responding so promptly to the May column survey, "What Does It Cost To Pay Less?" Stay tuned. This could be a two-parter! Here are some of the thought-provoking answers. Some will make you think. Some you will use immediately to be paid the money YOU want. Some will make you email "yell" back at me. To that end, I will repeat the email link at the conclusion of this column with slightly different questions to stimulate more responses.

This is your forum, use it! As David W. Miller (quoted again below) says, "I hope this helps. A copy of the best answers in every photographer's hands would do remarkable things for the industry. A lot of shooters just don't know what to do when faced with these situations." I agree. Let's talk!

Questions #1 and #4 were so similar that I have combined the best responses. The goal of the question is to help the client understand they will stand above their competition when they hire you. It will cost them the industry standard prices and cannot be bought for less! What are these factors that "add value" to your price and give your clients a competitive edge?

David says "Number one is personalized service. I take the time to fully understand the job AND THE GOALS of the project. This enables me to offer suggestions on ways to maximize the value of the photos. I try to offer alternatives to the norm that will allow (the client) a unique positioning in the marketplace. Be it a new alternative process, or just a referral to a great designer, prop stylist, or other support. I also do detailed estimates and inquire if we are comparing apples to oranges."

Howard Davis asks us to remember what makes us professionals, "The loss leader mentality seems to be at full tilt among the younger designers. There seems to be a belief that the computer is the main tool...and you don't have to think to use one. I've even read this drivel in some of the 'better' design journals. There are plenty of horror stories. How about 50,000 brochures on the loading dock.. all of them wrong because someone did not know any better? Because the designer was an amateur?" I do agree with him with one exception. You do not have to be a young creative to fall into that loss leader thinking. I have seen experienced designers fall into the "let's pay less" trap that the client sets for them. Then, when those brochures have to be re-printed, the client blames the designer. Maybe being a professional means saying, "No, you can't do it that way! When you pay less, you will get less."

Also, questions #3,#5 and #6 were similar enough to combine in selecting the most interesting responses. The goal of this question is to be able to negotiate your way out of the following situation. Has this ever happened to you? The client wants to work with you, get the same amount of work BUT wants to pay less than the price you gave them. What are some of the techniques you can use to give the client less of something or to give you more of something in order to lower the project cost?

Survey Says:
Leslie Burns offers, "Trade, trade, trade. If you want to work on the project, ask for more samples, a big credit line, testimonials, more creative freedom, less rights granted (non-exclusivity, earlier stock access), or something they can provide (artists can trade art, sports teams can give tickets--payment doesn't always have to mean cash money)!."

From David again, "Here again is a key reason to hire a pro. I try to be involved in the creative process from the outset (when invited) to offer suggestions to reduce expenses and maximize the idea we are trying to get across. If I can offer a better way to shoot a job, with fewer production expenses, then my creative input has just become that much more valuable. Plus the shot will come out better and have a greater impact on its audience. I love and hate Photoshop. I would rather take 5 extra minutes to make the film perfect, than to 'Just shoot it and we will fix it later.' Busy art directors appreciate good film they can use without having to spend unnecessary time doing retouching that should have been fixed in photography. If a client will not pay for a shot and I want to do the job, I only give them minimal rights to use the image. I make it clear that additional use means extra $$. Also, extras like 'while we are here' shots and second versions will be minimized to meet their budgets. I try to get reprints, photo credits (with as much info listed as needed) and retain stock rights if applicable. Trade outs can be done but under very tight restrictions."

Here is my favorite question. Your client says the printer can do the photography for half your price, how do you respond? Here are two responses I really like. Let me know what you think!

David offers this suggestion, "I respond by saying that they need to be careful when using 'free images' and there are many factors which could make it far more expensive than it originally appears..... I also tell them if price is the only consideration for the project they need to look at all the other factors including printing costs and creative integration with the campaign. If they are only concerned with price then I have to let them go to the low bidder, or offer them stock."

Here is a "script" suggested by Howard Davis, "The client tells me the printer can do the photography for half price. I say, 'Hmmm.. I think you're overpaying him.

Seriously, do you really believe you're going to get the same quality, and have the same controls that you'll have if I shoot the job? May I ask you this... Do you believe you're getting the same work if the printer cuts his price by 50%?'." Something to think about before your next price quote!

If you missed the last column, here is another chance to get into this discussion.

Question #1
How do your creative work and your services add value to your price to defeat lower than industry-standard prices?
Question #2
When the client wants to pay less and get the same work, what do you have to negotiate?
Question #3
When the client says they can get the same work for free, how do you respond?

Email responses to mpiscopo@aol.com under the title of "E-folio Pricing Survey".