Did you know there is a science to creating your pricing? Yep, I’m serious. There are many ways to do it right, and plenty of ways to do it wrong, but most importantly – there is a science to pricing your services. It’s important to understand the different methods that are available to you, so that you don’t miss out on the method that fits your business best.
In the photography community, there have historically been three different ways to price yourself. One – the package method. Two – the a la carte method. And three – the upsell method. All three are very effective methods of pricing and packaging, but it is common for photographers to choose ONE way to price their services, and to stick to that ONE way no matter what, based on what is working for those around them.
The first key is to realize that there are different methods of pricing and packaging your services because different methods work for different people. While packages might work perfectly for one photographer, an a la carte method is best for another. Learning what type of pricing to offer involves learning how you sell. You need to present your services in a manner that is consistent with how you talk about them, or in other words, with how you “sell” them. Otherwise, there is a disconnect. You create confusion. And with confusion, the potential client goes away 
Once you settle on a method of pricing, there are quite a few techniques to utilize that method that will effectively sell yourself. Pricing theory. Packaging science 
I’m excited to share my take on pricing theory and packaging science as well as a lot of tips and tricks to help you effectively price yourself at PartnerCon this November! Can’t wait!
Now is a great time to look at your 2011 pricing and as you do, think about your current pricing method. Is it working and why? If not, think about the other options. I’d love to hear what methods people are using now…
Written by Jared Bauman
Written by San Diego Wedding Photographer Jared Bauman of Bauman Photographers. Jared is currently touring the country speaking at different Pictage User Groups on the topic of “Do you own your business, or does your business own you?”. Following every PUG stop Jared also puts on his “Prevail in Business” seminar. For more articles like this one you can visit BaumanResources.com.
**Jared will be speaking on this same subject at PartnerCon this November. Click here for more details.**
Hi Jared,
Your work is great and I appreciate the posting but to be honest I’m not sure why your posting something educational/informative here and then really not saying anything but “come to Partnercon this November and I will give you my take on it all”. It just seems like the wrong place for an add.
Ion
I find it very strange the way wedding photographers are so protective over their package prices? Why?
If we understand each others prices we can position ourselves accordingly (right?).
Here are my my packages:
http://www.wallisphoto.com/weddings/packages.html
Regards Jason
Hey Ion,
Thanks for reaching out and commenting on the blog post.
Further, the post is more than just an ad – it clearly unveils the three most common pricing methods, and briefly discusses what’s most important to focus on when creating your packaging.
Pricing theory is a huge topic, one that takes a long time to discuss and unveil. For example, when I do Pricing consulting, we typically spend 4-6 hours on that one topic alone. For Partner Con, I’m going to do my best to condense the topic down to a one hour presentation that will leave people with a lot of tips and tricks. There isn’t any way to tackle that entire topic in a short blog entry. Rather, I wanted to highlight the idea of Pricing Theory and how it relates to photographers. And then, if it appeals to a particular photographer, they will have to opportunity to come hear the presentation at Partner Con.
I’d have to say, though, that the blog post isn’t just a tease or an ad. Remember that no one gets paid to speak at Partner Con …. Its all volunteer
I think Pictage is doing photographers a great service by allowing Partner Con presenters to explain more about their topic. That way, Pictage photographers have even more information to pull from when deciding who to see at Partner Con. Will I see you there?
Hey Jared,
Which pricing structure would you say is best for people who hate “selling”?
Well, I find the “a la carte” method, set up right, allows you to do the least “selling”. It lets people buy as they wish, and its super customizable. Set up right, they won’t be able to just book nothing but coverage and walk away totally happy. But, you won’t have to drive it down their throats to get them to buy something either
Hi Jared, I would love to hear more about pricing strategies, but most certainly will not be able to come to New Orleans. Will you sell your ‘mini workshop’ online after the conference, so that more photographers can benefit from your wisdom?
Have a lovely day!!