495: Annemie Tonken: Can Raising Prices Hurt Your Photography Biz?

The Beginner Photography Podcast

In this episode of the podcast, I chat with Annemie Tonken, a passionate family photographer who transformed her career by shifting from wedding photography to a more flexible family-focused business. Annemie shares her journey of setting the right pricing, creating a luxury client experience, and navigating the challenges of in-person versus online sales. Her story will encourage you to reconsider your pricing model, refine your sales approach, and embrace having consistency in your business strategy.

The Big Ideas:

• Pricing Adjustment Journey: Adjust your rates after understanding your business costs and client needs. Finding your pricing "happy place" ensures sustainability.
• Consistency in Business Strategy: Fully commit to a cohesive strategy. Piecing together different tactics may create a disjointed "Frankenstein" business.
• Educating Clients: Gradually guide clients through the decision-making process with clear, segmented information to prevent overwhelm and foster better decisions.

Photography Action Plan:

• Evaluate Your Pricing: Analyze your cost of doing business to determine a sustainable pricing structure. Gradually adjust your rates to align with client expectations and your financial goals.
• Enhance Client Experience: Implement personal sales strategies, offering tangible products to enrich the client experience. Provide a seamless and luxury experience, from consultation to final delivery.
• Simplify Your Sales Process: Utilize online gallery software to simulate in-person sales experiences, maintaining client engagement. Set specific time limits for purchasing decisions to create urgency and drive sales.
• Educate Through Communication: Engage in pre-booking conversations to understand and address client concerns. Use personalized videos and timed galleries to guide clients through the purchase journey.
• Consistency in Strategy: Choose a single business model (in-person sales or all-inclusive) and commit fully to its execution. Avoid mixing different strategies to ensure a streamlined approach that clients can trust.

Resources
Listen to the This Can't Be That Hard Podcast - https://www.thiscantbethathard.com
Download Annemie's free guides - https://www.thiscantbethathard.com/bpp
Follow Annemie on Instagram - https://www.instagram.com/thiscantbethathard_/

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Thanks for listening & keep shooting!