One of the biggest questions I get often is how many photography packages or levels of pricing should I have inside of my photography business.
The truth is, the answer is going to greatly vary based upon who you ask and what kind of success they have seen in their business. I have friends who have had success with four photography packages, others have seen success with three, some have seen success with two, and me and many others have seen success with one. Once again it comes down to a personal preference and what you feel is best for your ideal client, But I am going to give you a few things to think about when it comes to figuring out how many packages you should have.
1. Simplicity Sells
Whether you have four photography packages or one package I recommend making sure those photography packages are simple. The last thing you want is for your clients to feel overwhelmed because when overwhelmed hits, it becomes harder to make a decision to move forward. If your client has to sit down and flip back and forth through multiple packages, multiple times, just to get a gist of what each package contains – there is a good chance that there is too much going on inside of those packages. Your clients should be able to quickly and easily make a decision on what is best for them without having to constantly go back and forth.
2. Get Rid of Excess Offers
Do you have an offer inside of your business right now that never books? or maybe you have an offer that you hope and pray no one will ever book? Either way I recommend getting rid of it right now! Why? Because excess offers can water down the really good offers that you have that you want people to be booking. We want to make sure that your client Focus stays on the offers that are in alignment with what they are wanting, and with what you are wanting them to book, there is no need for them to focus on anything other than that.
3. Make sure Multiple Offers Range in Price
If you decide to have multiple offers, make sure they span a significant price range. Let’s say you are a wedding photographer and you have three offers that only span a $800 price point. It is now going to become harder for a client to know the real value difference between the packages because the pricing is too similar. When a client goes up in a package, they should be going up into a new range of value which means there should be a significant price increase. So, if your client just added an album and two hours of wedding coverage to their package by going up a level, they shouldn’t just be increasing their payment by two or three hundred dollars. That should be knocking them up by at least $500-600+. When you have multiple packages that are priced within the same price range, it becomes much more difficult for people to see value and want to increase their package size.
So if you are not comfortable with having multiple packages that span a $1,500 to $2,000 price range, then I recommend sticking with one to two packages.
My Personal Opinion:
My personal opinion is that one package is 10 times easier to create, sell, price, and showcase value. When you have one option that you are consistently promoting, you can become very comfortable with talking about that package and finding new ways to highlight its value over time. As you become more comfortable talking about a package and promoting it, you’ll find that more people become interested in it because it’s going to become your signature offer and clients find signature offers to be very valuable and they feel like it is a safe investment because it will get them the results they desire.
One offer also allows you to make sure that there is no overwhelm in your business when it comes to your packages or pricing. It simplifies things in a way that allows your clients to move forward with booking you and your business faster because there is less information to sort through and make a decision on!
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