One of the most popular questions we get is: Should I put my prices on my website, or not?
After years of trial and error on this topic, having our prices on our photography website, then taking them down in a panic, then putting them back up, then changing our prices, then finally finding a sweet spot and sticking to it, this is what we found worked best for us…
- Put starting prices on website.
- Add space for those inquiring to include their phone number on contact form.
- Call and/or send video email message first, instead of writing an email back.
That’s it. Those are our 3 easy ways creatives can turn inquiries into clients and take care of that nagging question regarding pricing on websites. Sound too good to make that much of a difference?
Let’s see what this looks like in real life and talk about how you can maximize these 3 easy things…
Let’s say you’re a wedding photographer (stick with me if you’re not in the wedding industry; the principles apply to you, too). There is a couple who’s been eyeing your work ever since briefly meeting you at the bride-to-be’s cousin’s wedding a few months ago. Said couple gets engaged and sends emails inquiring about wedding photography to five photographers they think are super talented.
You are one of those photographers.
Put starting prices on your website…
Said couple allots $3,000 for their wedding photography. Your main package is $3,750. If that’s on your website, said couple might see it and run, even though they enjoyed bumping into you at their cousin’s cake table, because they have four other options.
FIX: You shoot elopements for $2,500. Put this as a starting rate on your website. It opens the door for conversations you wouldn’t otherwise have.
Said couple already likes you. Your goal is to get a consultation with them. Buy them coffee and a chocolate croissant, learn all about them, connect with them, show them your true colors, discover quirky likes and dislikes you have in common, they start to love you, they hire you and you give them the best darn experience as their chosen wedding photographer!
None of that can happen if they count you out because of that $3,750 price tag on your website.
It’s important to note you’re not trying to trick couples into changing their budgets for you. What you’re doing, is creating an opportunity for couples to get to know you and your brand better, which also, a lot of the time, increases their perceived value of what you have to offer.
We do this all the time in everyday life…
I see a shirt at Nordstrom. I think it’s super expensive. But then, I try it on. It feels so soft. I look so good! I buy the shirt because I changed my perceived value of what it can do for me.
Add space for those inquiring to include their phone number on your contact form…
Said couple sees your $2,500 starting rate on your website! “WOO HOO,” they think! She was so awesome and this might work out, after all. They email you, along with those four other wedding photographers, in hopes you’re available for their wedding date. You’re excited! You want to put your best foot forward and stand out from the crowd!
The biggest mistake most creative entrepreneurs make when they get an email inquiry is replying to the potential client with a regular, plain old written email.
Pick up the phone and give them a call instead OR send them a video message response instead of writing back! I know it might feel scary or weird, but I promise if you proceed with excitement for them and confidence in what you do, you will stand out (and, you might just make their day because in this busy world you took the extra time to do something thoughtful and personal!)
Call and/or send video email message first, instead of writing an email back…
When you do this, keep a few things in mind:
- Know your purpose for calling/sending video. If your purpose is to simply book a meeting with them, you might say (or leave a voicemail that says), “Hi _______! I just received your email and I wanted to call and say CONGRATS! I’m so excited because I AM available for your wedding date! I’d love to get together with you and your fiancé so we can see if we’re all a good fit! What works best for the two of you?!” Feel free to add more of your personality, a little on-brand touch or anything else that feels authentic to you and the reason you want to chat with this couple.
- Smile. Smiling is contagious, even over the phone. Especially when they see your face in a video. Show them you’re friendly and easy to talk to.
- Write out a script so you have something to fall back on if you get nervous or lose your place.
- PRACTICE!!! Send your mom a video message. Test out your call script with your husband.
- Follow up with an email, AFTER you call/leave a message. (If you are sending a video message instead of calling, you can include more details below the video in the same email.)
- Calling/sending a video message instead of simply sending a written email might seem terrifying to you! We totally get that. This is a great opportunity for you to get outside of your comfort zone for the sake of BIG things happening in your business.
In a perfect world (and once you’ve built a brand that attracts your ideal clients this will happen), dream clients email you and already know they’re going to hire you. But this takes time and relationship equity and trust. If you’re not at this place in your business yet, following these 3 easy steps will help you turn inquiries into clients because you’re taking a regular situation (getting an inquiry) and creating an opportunity for yourself to show personality and thoughtfulness and therefore, stand out.
Trust me, your potential clients will notice.
Want more help from here, after you get that meeting with your inquiries? Check out our How to Close More Sales to increase your booking rate!