You’ve probably seen photographers who seem to have a package for everything, haven’t you?
They’ve got a package for 20 edited photos, as well as 30, 40, 50, and 100. Within that they’ve got packages that include 5 different types on ink, printed canvases, different types of photo albums, different printing sizes. The list goes on… and these photographers can often have 50, to 100 or even more packages!
The reason this is usually done is because all clients are different. They want different things, so the photographer provides as many packages as possible so that hopefully their prospect will like at least one of them and will become a client.
They assume that if there isn’t a package that’s 100% perfect for the prospect, then there’s a chance that prospect might choose a different photographer.
In reality what happens is the prospect gets very confused by all the options and either chooses to decide later, or to go with another photographer whose packages were more simple.
The Story of an Ice-Cream Shop
Now, like a lot of my stories, I don’t remember all the finer details. I read them in books and typically remember the main point’s but forget every details, so forgive me if you know this story and I’m mis-telling it!
There was an ice-cream shop in New York that opened up and offered 5 different flavors. They were all extremely delicious and unique, so the business began to grow very rapidly through word of mouth marketing.
Within about a year, the business was getting so popular and making so much profit that the owner decided he would introduce a lot more flavors so that they could cater to everybody’s taste.
He added another 70 flavors within a short period of time. Everything from bubblegum to apple and walnut… he then waited for the client base to grow even more than it had already, but in the coming months in started to drop.
Over the next few months the business kept declining and eventually the owner realized that the problem was that he’d made the choice too difficult. People got overwhelmed when they came into the shop, and most of the flavors were nowhere near as good as the original 5.
He decided to get rid of the extra flavors and just keep the originals, and when he did, the business started to grow again.
These days the ice-cream shop only sells 5 flavors, making it very easy for customers to choose. Plus every flavor is delicious so whatever they choose, it’s going to be delicious!
So How Can You Use This in Your Photography Business?
Limit your packages to a maximum of 5. I would recommend sticking to around 3 though to keep it as simple as possible.
Make each package quite different to the rest, and have them all at much different price points.
It’s useful to note that most clients will choose the medium or higher priced option when given the choice…
But there are some clients who always MUST have the best, so they will choose the highest priced. It pays to have a very high priced package for these people!
Now I imagine you’re thinking, “But my clients always want such different things!”
Photography is a very individual thing, so it’s obvious that a lot of your clients are going to want ‘off the menu’ packages…
You should have the option to custom make packages for them. It makes them feel special, and gives you the opportunity to offer a number of upsells, like “did you want the regular canvas print, or the extra large that would look great on that blank wall in your lounge room?”.
Your Action Steps
It’s obvious what needs to be done now…
If you have a huge list of packages, cut them down to 5 or less immediately! It’s not hard to do and doesn’t take much time, but it can make the buying decision much easier and quicker for your prospects.