By Gayle Vehar on | No Comments
Pricing is an integral part of EVERY photography business, and having a simple, easy-to-understand pricing structure is especially crucial for new photographers.
Using a well-designed photography package is one of the BEST ways to present your pricing options and demonstrate the value of your services to clients. When done correctly, this leads to faster conversions and MORE SALES!
And who doesn't want more sales?
Keep in mind that your photography packages will likely change over time. This is entirely normal and expected as packages SHOULD reflect your experience level and include costs associated with running a photography business, which will change over time.
So let's take a look at how to create simple and straightforward photography packages that will increase sales:
And don't miss the FREE package pricing template that you can download and customize to create your own photography packages. You will find it at the end of this post.
First things first. Make sure you have a firm grip on the costs associated with YOUR own photography business. Without this step, you may create photography packages at price points that won't fairly compensate you for your time and expenses or even allow your business to be profitable.
Take some time to determine the costs to start and maintain your photography business and what you would need to earn to be adequately compensated for your time to shoot, edit, and deliver quality images to your clients.
Make sure to include the cost of your business website development & hosting, shooting and editing time, equipment costs, and other business fees. Keep in mind these are JUST the basics. If you need a deeper dive on this topic, check out this post on Pricing Your Photography for Profit!
Photography packages should include the things your clients want most.
But how will you know what they want? As frustrating as it is, the best answer (for your own business) will come from experience and getting to know YOUR clients.
For example, when I first started as a photographer, my photo packages mainly focused on physical prints and albums. While I still sell those, I have found that digital images are now the biggest draw for most of my clients, and consequently, I adjusted my packages to promote digital files.
But how do you put together packages when you are first starting?
Ask around! Ask potential clients, friends, and family what products and services they would be MOST interested in from a photographer. You will probably find some common threads, and THOSE are the things to highlight and promote when building your packages.
Most of my portrait clients want at least one larger image to display in their home and digital photos to share with family and on social media. This works best for me, but your clients may prefer something entirely different.
Some clients may not even know what they want and will rely on YOU to tell them, which is another excellent reason to have simple and straightforward photography packages that concentrate on the most desired products and services.
Once you determine what products and services your clients are most interested in, you will need to create several different packages with increasing options. I have found that having three photography package tiers (ranging from cheapest to most expensive) keeps clients from becoming overwhelmed and allows them to choose quickly.
Let's go over these three different package options and how to strategically create and price them to increase sales:
Your least expensive package should work for budget-conscious clients and include only the very basics (like a few small prints and/or digital files). Set the price at the minimum amount you feel comfortable working for. Just make sure the price you set for your basic package is worth your time and work.
The middle option should be your happy place and the package you want to sell most. Scientific studies have shown that when there are three choices of successively increasing cost, the middle option is selected most often because customers typically dismiss the cheaper and more expensive alternatives.
This package should include a lot of "perceived value" compared to the small package for a relatively small increase in price. This "perceived value" should consist of more desirable services, products, and print sizes that will entice clients to upgrade and choose this package over your basic option.
Just make sure to set the price of your middle package at the amount that you would be happy to make for the majority of your sessions because this will be your bread and butter.
Try including items that have a very low cost to you but are of high value to your customer. This can consist of additional shoot time or adding multiple shoot locations. If you're a wedding photographer, you can include an engagement session and/or first look session in your primary package.
The large package should be "over-the-top" and include your most luxurious offerings and largest prints. You probably won't sell a ton, but there will always be some people who choose the most expensive option.
This is a premium package with all the bells and whistles, so make sure to set your price to match. Price it so you will be thrilled when a client selects this option, but make sure it's still attractive (remember "perceived value") to those that want the very best and are willing to pay for it. It will be more work, but sales of this package will generate more profit too.
If you need help seeing how pricing packages should work, consider checking out some of your favorite brands that offer packages or products that add increasing features at increasing price points. Some brands you might consider studying are Apple, AMC, and Microsoft. These companies do an incredible job upselling customers on their higher-level product offerings by demonstrating a "perceived value" their customers can't live without.
Let's take a closer look at AMC; like most theaters, they offer three different sizes of popcorn. If I want ANY popcorn at my local theater, I have to buy at least the small size that costs around $7. Of course, I can upgrade to a medium-size which is almost twice as big, for only $1 more, or the "gigantic" large size for only $2 more! Most people, including myself, end up choosing the medium size because it's a much better value than the small, but less than the large, which is too much popcorn for most people, unless you are REALLY HUNGRY or bring your entire family - then it's a fantastic value!
Give each package a name. Basic, standard, and premium are fine, but you can always be more creative! My photo packages are named "The Basic," "The Chic," and "The Luxe," and that has worked well for me. Just make sure package names easily convey that each tier builds on the previous.
Once you create your packages, make sure you present them clearly and keep them uncluttered. This will help reduce client confusion and allow them to decide more quickly. It shouldn't take a college degree to understand what you're offering. It also shouldn't require detailed explanations about what is included in each package. Keep this in the back of your mind as you are creating and editing your photography packages.
To me, this is an essential part of the equation. When choosing a service provider, I don't want to see a spreadsheet of prices OR a plain list. As a photographer, we create beautiful images and communicate visually. Attractively presenting packages and pricing is an important part of doing business, so make sure you present your packages this way.
These days, I often need to be able to share pricing information via text or direct message (DM). You can use the free pricing templates below, these other templates on our site, OR any other beautiful photography templates available online.
Do you have any questions or comments about Creating Photography Packages that Sell? Leave us a comment below - We would LOVE to hear from you! And PLEASE SHARE our tutorial using the social sharing buttons (we really appreciate it!)
Hi!! I am Gayle. I am a wife to my handsome husband and mom to 4 beautiful kids. In my spare time, I am a photographer and blogger at Mom and Camera. I have a passion for sharing my love of photography with others. I teach local photography classes and regularly share photography tips and tricks on my blog. I hang out there a lot—I’d love you to stop by and visit!