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How many times have you heard the above mantra? There are so many opportunities that we dismiss, just because we pre-judge our clients’ ability to spend a little bit more for excellent quality and superior service.

Only One Chance
When your clients come into your studio for their initial visit, they must be enveloped by the surroundings. It doesn’t matter whether you have a ‘residential studio’ or a free-standing, commercial studio. You should display the most impressive images you can create, in the finest frames, in the largest sizes, with the best lighting you can afford. The setting should be very comfortable to browse in and there should be tables with albums and other add-on items.

The first thought in your client’s mind should be, “Gee, now I know why this photographer’s reputation is so good.” In reality, they are saying to themselves, “I think I’m going to have to spend a little extra, but it will be worth it!”

As the old saying goes, “you only have one chance to make a first impression.”

What To Show
I have to laugh when a photographer complains about the cost of things and restates his concern about the size of his clients’ budget. I once asked one of these skeptics, “When a young couple comes in to see you for the first time, when was the last time they were exposed to the price of a wedding album?” He replied, “Never.” That’s the whole point. When you show them a $50 album and a $200 album, which one do you think they’ll choose! Then, five years later, when it starts falling apart, they’ll wish that they had gone for the one with better quality.

You should never put yourself into a position where your client can ‘shop’ you around. By this, I mean, selling a la carte versus all-inclusive. You should tell this young couple, “here’s the Renaissance album that comes with the wedding package and it comes in black or white.” Then move onto the next issue! You will be sure that your work is going to be displayed in its finest form and you’ll be selling only high-end albums.

This scenario also goes for frames, proof books, accessories, etc. What your client is looking for is a ‘cruise package!’ If it’s all included, then you’ll never have a problem selling quality, both in your work and in the items you depend on to advertise your product.

Remember, you represent the most creative group of businessmen and women in the industry. Don’t ever sell yourself short by taking less than you’re worth, because you made the mistake of believing that your client couldn’t afford quality.

Wow Them With Your Images
You may be a novice to the photographic industry or a veteran. Either way, this is the profession that you’ve chosen. It’s in your best interest, as well as the interest of your fellow photographers, to present the very best personal image you can to prospective clients. Make sure that you have done your homework. Know what the marketplace charges for the same work which you have chosen to offer. Only then, can you analyze your products’ worth and how much you add to the value of the final offering. Don’t try to chase the ‘amateurs’ who shoot 300 images and buy an album at the local convenience store! They charge $250 and are happy to get it. That’s not why you got into photography initially, is it? Your images are creative and that skill took a long time to master. Never cheapen yourself by discounting (asking for less than you believe your work is worth), and appearing to be a ‘bargain basement’ retailer.

With all of the above ideas in mind, you can see why your client will be eager to pay a little more for the confidence you project and the quality you produce. After all, you are creating a piece of commissioned art that they will cherish forever.

Joel Levin is the executive vice president of The Levin Company. He can be reached at Levin’s web site: www.levinframes.com.