SHOULD I OFFER PHOTOGRAPHY DISCOUNTS?

With Black Friday just around the corner, a few of my photography business mentoring clients have recently asked the question: “should I offer photography discounts for Black Friday?”.  They’re seeing various offers from other photographers and feel themselves falling into the slipstream of influence but still, there’s a little hesitation there. 

Before I dive into this, I’d like to say that I hold no judgements for the choices people make. There are many ways to run a business (which is why it can feel quite confusing at times where you just want a definitive answer) but here are my thoughts on the matter.

In my 11 years of running a photography business, I’ve never set out to offer discounts for my sessions or services but I have, on occasion, offered discounts for products (prints, albums etc). In my first few years of running a business, I also allowed one or two prospective clients talk me into giving them a reduced rate of some sort, which I later regretted. The lessons we learn eh?

The way I see it, discounting products is something I’m happy to do, but my time is finite and my services: the skill, care, professionalism, customer service, attention to detail, are too precious to discount. 

That I choose not to discount my services isn’t to say that everything I offer is expensive. That’s not what I’m suggesting at all. I think it’s important to create offerings various price points, to develop a product and service ecosystem so that everyone who loves what we do has ways of accessing or investing in it. Ultimately though, for me personally, I feel like discounting my services devalues what I do, affects my feelings of self-worth, and makes it harder to raise prices in the long run.

So if working to raise your prices is something you’ve set your sights on, how might you feel to get to next year and then have to honour commitments you made at discounted prices? Would you feel resentful at giving up your time for a reduced rate, when other people are paying in full? 

Maybe it would bother you and maybe it wouldn’t. 

Maybe the feeling of having confirmed bookings in the diary for next year is exactly what you need right now to help you feel more financially stable and secure. If this is the case, creating a Black Friday Photography deal could be a good move for you.

I just know that for me, it feels important to run my business in ways that make me feel excited and happy to do the work, so that I always want to deliver the best I can. And this isn’t just for the feel-good factor. When we do our best work, our clients feel it. It feeds into their experience, leads to rave reviews, referrals, repeat bookings and so on. These are the very things that help our businesses grow.

It’s also worth keeping in mind that lowering our prices doesn’t necessarily mean people will book, which can be really disheartening! When it comes to booking a photographer, it’s unlikely that a Black Friday deal alone will be enough. Selling our services is a dance, it takes warming up, eye-contact, connection, getting to know one another, before a client decides to take the leap.

In short, you may not have much luck selling a Black Friday deal to anyone who isn’t already interested in working with you.

Arnie (yes, Arnie!) famously talked about not having a “Plan B” with our endeavours. That having no fall back option makes us push harder for what we really want. I’m not sure I’m a complete advocate for ditching the Plan B altogether, as I like to make decisions that feel smart and safe in my business, but perhaps I could encourage you to ask yourself : why you are tempted to discount? If it’s for the right reasons, then go for it. But if it’s because you’re reacting from a place of fear, or what you see other people doing, then the decision may not have have the best interests of your business at heart.

I think that whatever you decide, is fine. There really is no right or wrong, only what’s right for you, at this time. And this will change as you continue to grow your business. Maybe you discount this year and see how it feels? I really believe that sometimes we have to just try these things out, to see how they fit.

As I mentioned recently in this Instagram post, when I’m unsure of my footing, rather than asking “how can I get more bookings?” I try instead to ask myself “how can I add greater value to what I do?”. And this will look different for everyone. For some it might be as simple as sending a bunch of flowers after a great session, with a thoughtful note attached; or maybe creating an in-depth brochure that delves into your packages and details all that’s involved when someone books you. All these things add value. How might you elevate your customer experience to show the great value you bring?

I love to find ways to add value, so my customers want to rise to pay my prices (because it feels so worth it) rather than me lowering to meet them 💛

So as a parting question, maybe think a little more on this and ask yourself: “how can I add greater value to what I do?” and remember that customer experience starts way before your clients book you. So even your free content (stories, posts etc) has the potential to elevate your value. 

If you’d like further help and support in growing a profitable and sustainable photography business in ways that feel good, click here to find out more about my 1 to 1 photography business mentoring or send a message to suzie@mylittlemuse.co.uk

Hope this was helpful! x