Our goal this month is to round out your sales system with clever and desirable upsell options to entice your clients to get the most out of their experience with you (and to get you the most profit). A quick note about terms: In the strictest sense, upselling means selling the client a higher-priced product than the one they were considering. The terms cross-selling and add-on sales describe selling the client additional items beyond the one they were considering. It’s become commonplace to use the word upselling for all methods of achieving a higher sale. For the purposes of this article, we use the broader meaning of upselling.
For successful sales, you have to create a system that makes getting to your target sale easy and fun. This month, we focus on the role of your price list in making your target sale the easiest way for the client to buy from you. It is not just a list of every product you offer, but a systematic approach of presenting different items and offers that your clients can’t resist.
For the past three months in The Business Corner, we’ve been building your price list from the ground up. While it would appear that we now have a price list, there is more consideration that goes into price list design than simply listing every product you offer. What we have now is a list of items to sell, which we are now going to curate into a functional price list that sells for you.
For the past two months in The Business Corner, we’ve been building your price list from the ground up by first determining a retail value for each product you sell. Last month, we looked at alternatives to the cost-based pricing model, examining products and situations for which cost-based pricing doesn’t work (November 2018, “Your Dream Studio: Strategies Beyond Cost-Based Pricing”). One product we briefly discussed last month that breaks the cost-based mold is digital files. For this month’s theme of digital strategies, let’s further explore how to price and sell digital files.
People who are willing to work for cheap are taking away jobs from the rest of us, goes the common wisdom. By offering their services for very little, they are hindering professional photographers from booking jobs. But are they really? The short answer is no, cheap photographers aren’t cheapening the field. They aren’t taking your job. Why? Because they don’t know how to do your job.
Cost-based pricing is an excellent place to start when trying to determine what to charge for a product, but it doesn’t work for everything. This month, we examine additional factors that may break the cost-based mold. Some strategies allow you to charge more than what cost-based pricing suggests, while others force you to charge less (or get creative).
In last month’s Business Corner, we discussed controlling one of the two types of expenses in your business: general expenses, also known as overhead. This month, we examine the other form of spending, cost of sale. Cost of sale includes all money you spend serving a client.
To a lot of photographers, the various parts of commercial work can be extremely confusing. Many struggle with how to break into commercial work, or figure out how commercial work differs from editorial work. The one thing that’s not often talked about is how to price commercial work.
In many markets, wedding photography has become a commodity. A commodity is an item or service for which the market will accept only a specific price. Most of us know the current price of a gallon of gas, and we would not go to a gas station that charges a dollar more per gallon, no matter how much better the station claims their gas is. Quality is perceived to be the same, and the distinguishing factor is price alone. If the market accepts only a certain price and that price is not profitable, how do we succeed?