I’ve written lots about the ways in which we photographers can catch ourselves devaluing our brand. And I wrote this post about discounts and stopping a trend you’ve already set. But allow me to give you yet another reason not to say yes when asked for a discount:
When you say yes to a discount, you are sending the message to your client that they are in charge
So now you may be asking “yea, but I thought they are in charge. The customer is always right. Right?!” I’m not talking about you becoming a photography dictator. But psychologically, it’s a slippery slope to agree to devalue your products or services, even if it’s just by a few bucks.
We humans are always checking to see where we stand. One of the ways we might do this is to try a financial negotiation. When you say yes to a negotiation over your prices, what you’re saying is “you’re alpha” and it’s very difficult, or impossible, to regain control of your own business. Money is the most important part of your business relationship. And it can be the most difficult if you’re not secure in your prices. On top of that, it’s also one of the first things that comes up when establishing a relationship with your client. When you put them in charge, they won’t really know what to do next because it’s your business, not theirs. It’s a recipe for disaster in my opinion.
If you say yes, before you know it, you may not have any say in the location, style, wardrobe of your session and unfortunately, they will also expect a discount during the after-sales process because you’ve set that precedence from the get-go. And any word of mouth that comes from their business will also expect to get the deals their friend got.
When you say no, you set the expectation that you know your business inside and out. Again, this will have a subconscious effect. The effect will be that your clients will feel secure to know that you’re going to treat them well because you’re not a fly-by-night show and suddenly, money will no longer be such a big deal afterall.Pin It