Setting prices always feels like you are taking a risk. How to set your photography prices is a highly debatable topic within our industry. So what is right? The truth is, you need to pick what YOU feel confident with! I say “confident” and not “comfortable” because you will have to defend your prices constantly….with confidence! Let’s start with the facts and then progress get into the controversial parts.

Every business has a basic formula: Total Cost + Desired Profit = Set pricing (simple right?! hahaha)

Know your Business Overhead

When you are calculating your total cost, keep a few things in mind….

Potential Factors for your time: Travel time, session time, editing, Equipment costs, Monthly business overhead, In-person sales or phone communication, etc = Total Cost

Desired Profit – Yes we all want to make several hundred dollars per session, but the first few years has a hump. You may be constantly putting the money back into your business as an investment to improve – buy a professionally designed website, expand equipment, business operation subscriptions, etc.

Once you have these decided you can use the formula…Total Cost + Desired Profit = Set pricing. This formula should be used over and over again to set pricing for various photography collection pricing.

Offer Several type of packages – 30 minute sessions, 1 hour sessions, 30 minute session with prints, 1 hour sessions with prints, etc. (PRO TIP: Definitely offer Digital & Print options)

Survival Rates never Work

Be aware of the biggest mistake here when you set your photography prices… Spending more money that you make by setting prices too low. These are called “SURVIVAL” rates! At this point, you are shooting on fumes and will most likely lead to you closing doors.

The goal is to work smarter and not harder (I know you heard this one before). To attract your IDEAL client and not ANY client. Now be realistic here, do not charge $500 for a 30 minute session or $5000 for a wedding if you are new. You have not built up the trust and authority in your field yet to charge those prices. This does not mean you can not get there!!!! All of the top photographers once started where you are! (Encouraging right?!)

Many photographers set their prices extremely low to build their portfolio and then have a difficult time increasing their prices later. When you set your prices low, your clientele is use to that & then your regulars will not be around when you jump prices quickly. My biggest advice is, do not set prices until your have your portfolio ready.

To building your portfolio, the best thing is to use friends and family for those “FREE” sessions or several promotion Freebie opportunities! However, you do not want to set prices low just to build your portfolio with strangers because that will become your reputation. Once your portfolio is ready, start charging at a price you will be comfortable at for a while.

Your Prices affect’s other photographers

Call “competitors”…Let’s not use that word, Lets say the photography community instead. (#CommunityOverCompetition) Call other photographers in your community to ask what their prices are! Take in to consideration how long they have been in business & experience level. This will give you an indication of where to start and what you can expect to grow towards! Starting Too Low or too high affects EVERYONE!

If you set prices too low for excellent quality work, this not only hurts you but other photographers around you! Low pricing devalues their time and that’s when people start having a “competitor” mindset! The goals is to raise each other up and the art of photography in a digital world.

If you set it too high, then it will prevent your business from growing due to unrealistic expectations. Clients will then lean towards other photographers with more experience, higher authority, consistent work, and better prices.

Provide VALUE to your clients

Still Nervous about charging higher prices as a newbie? Being a photographer is about more than your pictures (Don’t get me wrong, IT IS S A LARGE PART OF IT!!). The best advise I ever got when I first started was “Dress for the job you want, not the job you have”. In other words, offer your clients an experience like the photographer you want to be and not the level of photography you are at. Simply put, Give your clients VALUE!

How do you do this?

Dress up your prices! Provide an excellent presentation of your packages, flawless client workflow for consistency, email templates ready to establish strong communication, excellent in-person session experience, professional level website, maybe a blog to tell their story, etc.

There are a ton of resources available for you to offer your clients value. When you set your photography prices, do your research & prep work upfront. Know that set prices will increase with experience.

Are you looking for a Community that provides photography guidance & business resources?

Hi! I’m Calli, a professional photographer for over 5 years now and have a lot of knowledge to share! Join our Facebook community – Photography Resource for Beginners – and connect with other photographers across the world. Maybe you feel like you are connected enough but need help on the business side. Check out the business tools, I have create with you in mind that will save you a TON of time! Be sure to follow the shop because new products are being released each week!