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Pricing Catalogs

you go. This is my senior pricing not supposed to cross his line. Oh, okay. Just my feet went across. Okay, so that's my high school senior price list, which is on the screen right now. There's the first page is the cover page, and then this is the inside first cover. When you open it up, this is what you see. And if you notice on that page, it's all about things that basically say, This is why I charge what I charge. That's what it's all about. And so it's things like, you know, branding, you know, notice it, says the Cavey logo in the corner of your wallets. It's the only way to ensure that you're getting the best. You know, I'm working on branding. They're opposed. That matches the portrait. Beautiful, rich skin tones retouched to perfection, not off color or blemishes. And so it's It's my sneaky little way of planting one of those seeds, like we talked about before in their minds that says, Oh, I get it. This is why he charges what he charges. Okay, so then the very next page is al...

l about the sessions, And so here I wanted to talk to you about that. And I told you that I do not charge a sitting. See? But how do you do it? Well, the way that I do it is everything. Every session that I do is based upon a minimum order. Okay, so no sitting fee. But you do have to commit to spending a certain dollar amount. So the very 1st 1 is the basic one, which is every senior portrait that we do inside the studio. Every outfit is a $100 minimum order so collected up front. Very good. Yes. So less. Let me explain. I'll do this with the customer on the phone. So, in other words, Miss Smith, if you if your baby wants to do two outfits and you want to do both of them inside the studio, that's a $ minimum on. That's how you decide how much you're gonna be spending, is it you're committing to buying at least $ on her senior pictures? You want to do three outfits? No problem. It's a $300 minimum. Yes, Draper's an outfit cabin gown is an outfit. Their outfits, anything. But if if it's inside the studio. Every one of them is a $100 minimum honor. Do you want to do $10,000? And so I wanted to see what I'm getting at. Okay? Every outfit that we do outside the studio, it's a $150 minimum order. All right, So when I say outside, what I mean is outside inside my own little portrait world that that means that I just walk out my back door and I walk into my backyard and I start photographing the bulk of the stuff that you see on the website. My website. K v photo dot com The bulk of that stuff is all done. If you see an outside stop shot, it's done right there in my backyard or at the neighbors or down the street or whatever, but I'm not getting in a car and driving somewhere, so let's go back to our pretend scenario. Let's say we're doing two outfits inside, and we do in two outfits outside. That's 101 102 101 51 $500 minimum order. You're committing to buying at least $500 worth of stuff makes sense. Okay, let's go to the next word Location. Location means that I have to get in a car and drive somewhere. So, like the underwater stuff, we have to go to my house to do that. So I have to get in the car and drive somewhere. So that's why the underwater stuff is a $200 minimum order. If you want to do underwater stuff and your swimsuit and you want to do underwater stuff in your tuxedo, that's too on location. That's 202 100 makes sense. So let's let's add that up. You know, that's 200 for the inside 1 50 s, 500 blessing. Want to do two outfits on location? That's another 400. We have to $900 right now that you committed to buying, you follow. So far, let's say you want to do some in black and white or blue tone or brown tone or any of that type of stuff that adds $100 to the whole thing, not browse it, but to the whole thing. Now a lot of us, I should say a lot, but occasionally customers say, I'll use this one lady as an example, she goes more. Why do you charge extra for black and wine? And I said, Do you do you want black and white? And she said, Yeah, I said, That's why. And she goes, Oh, okay. And that is the truth. If you don't want it, don't get it. But if you want it, it's extra. So it's because I can. It makes the minimum order bigger, the bigger the minimum modern, the better for me at the end. Cool get today. The second problem, then last thing across the bottom is the model for a day deal and basically what that is, it's a $ minimum order. It was my way of of creating what I like to call a choke and puke price. I want people to look at that. Oh my God, are you crazy? And it makes all the other stuff look good. So that was what that was all about. It says that will go to New Orleans. We spend all day with you. You could bring as many outfits it's unlimited outfits will do. Whatever you want is a $2000 minimum order. I thought nobody on the planet's gonna do this. Go figure. I do about 10 15 of those every year, every year. And if someone hears a excellent point, and I hope the entire Internet world is listening carefully, whatever dollar figure someone is willing to spin up front so they're willing to spend $2000 up front, you have the potential for double that later. So if someone says, Oh yeah, minimum, I want to do to inside and two outside and black and white guys find out $600 minimum. That's a potential $1200 customer that makes sense. So that's how you have to look at that. And it is your job, in my opinion, to then sell them, communicate, persuade, advertise whatever to them to get another 600 out of him. And you asked earlier, Do I collect the money up front? The answer is yes. And here's why. For Aibel, I'm a big believer in little bits of money over a period of time. If you have to go $2000 people are not going to do it. Where is if they say, Well, we get $100 to book your appointment Okay, Well, nobody by a problem with that is a problem with 100. Make it 50. Okay, but make him come, have some sort of dollar commitment. So give me a credit card. Run the credit card. Now they have $50 on account credit the day they come for the pictures because I really don't know exactly how many outfits and everything that they're going to do. So the day they come for the pictures, what we do is we add it all up. How many outfits we're going inside when outside. Like my add it all up. And we collect that minimum order at that point. OK, so now I've collected, say, $600. Let's just pretend for a moment of collected 600. I have the potential now of 1200. And the reason is, and this this is one of the most profound statement I've ever heard, and I live by. Is money spent? Is money for gotten about money spent is money forgot about. So if if you can collect 600 like I said, if you thinking right now you're going, there's no way I could ever average $2000 for a high school senior. Oh, the most. I might be a pull off a $600 figure, a way to collect 300 bucks from him, and you will average 600 bucks next year. Gear almost guaranteed. Almost, I say. Almost because who knows? There's always that case out there. But for me, that's exactly how it attract. There were the very first time I ever heard this. The guy asked me that. How much do you want? Average? I said. 600 he says. How much? Average. And now it's I said about three. He said, Do you collect any money upfront? I said no. He said, start collecting 300 up front. Watch what happens. You average overnight and he was true. So the next year I said, Man, I want 1000 now. So I started collecting up front. And guess what? I actually went to 1000. So try it. Try it. You're welcome to try it. If you don't work, okay, Go. So are you gonna discuss later how you came up with pricing? Because I mean, pricing for your area or different areas may vary. So will you be discussed right now. Here's how it happened. First by just randomly picked the number along the legal through the years. And I based that number on a percentage. I want to make this much percentage. Okay. And I'm going clearly Clickety click. And I noticed nobody complained about that number. Nobody ever said how much No one ever complained. Key sign. If nobody complains about your pricing, you're probably too cheap. Here's another way to find out if you're too cheap. You taking a picture? Click? OK, they put your hand right here, right now. Okay. Yeah. Okay. And click. OK, now what? I want you to you. And let me ask you something. How much do I charge for in a button And shut up and listen. Real careful. The most common response I know. Then you say, What would she think I charge now? I did that. I started doing that customer at the time I was $25. There's many, many, many years ago. The time is $25. Customer after customer, after customer after customer. Uh, $50. Probably $50 I think. $ I thought. And even $25 on the table. So almost instantly, after about 10 or 20 people did that to me, I went up. I went from 25 to 50 overnight and nobody ever said nothing. So that's very, very, very powerful. Just ask. It's like this. Here's the thing. It's all about perceived value perceived value. Let me give you an idea what I'm talking about. If you go to McDonald's, how much is a hamburger? But what if you went tomorrow to McDonalds for some unknown reason you walked in, You look at the menu and you see hamburger $50. Would you buy it? Why? I was like, What? What's their? What's their problem? McDonald's does not sell $50 hamburgers. There's a place in New Orleans. At one time it was considered the best restaurant in the country. I don't think they hold that record anymore, but at one time they will consider the best restaurant in a cunt in the country. And if I remember right, this has been many. Many years ago, when they held that they're hamburger was $50 $50 for a hamburger was on fine. China had a little dude pouring water for you. You know what a ragged right here. You take a sip of your water, like be like and dark napkins when you dark clothes, which is my favorite thing, right? Exactly. You know, a pool water for you. He pulled water for you. You know, all the all the phone phone, and you have to wear a coat And where coat could not just walk in with blue jeans on. Sorry. Term. We have a code of jacket. No jacket. I'm sorry. Yeah, that kind of restaurant. $50. Now, what have you walked into that restaurant and you open the menu in its at hamburger? $1. What's wrong? What's wrong? But you willing to pay it in McDonalds? Why? What's the difference right here? It's strictly how you perceive it is the way you think. McDonalds. You sit at tables that don't move. They locked to the floor, your chair to lock to the floor. But you're OK with that, right? Is the tablecloths? No. Do they bring your food in McDonalds? No. You have to go get it. I'm not knocking. McDonald won't. Don't misunderstand me, But all of that adds to the perceived value you go to the full phone restaurant. You got the black and they put the little thing on your lap. You know, in the dude poor and water. And all of that adds to the perceived value of the thing. You know, home studio versus a location. What is the perceived value? Someone goes to your home? Are you perceived as being as expensive as the guy who has his own establishment? No. And God forbid you. If you do try to sell that way, it's not gonna work because of the perceived value of it. They perceive you as well. He's working out of his home. He's saving money. So what I'm getting at, So it's OK to work out of your home. I'm not knocking that I did it for many and many a years. But make it as commercial is possible so that you can up that perceived value of the thing. So that's all little little things that I tried to do with that. Go ahead, follow the price has already had seen this priceless before. First there, dear two questions. One is about how many people get confused about that. You don't charge a fee in debt. $100. Every person I'm answering right now, every person doesn't get it, and we have to explain it to every person. And the way we explain it is is just like I said. I'll say something along the lines of it. It's almost like a gift card. You know how, when you buy a gift card, you're not really you know, you don't know what you're buying and you give someone $100 gift card. Then they can go in and buy whatever they want. Well, that's the same thing with us. It's a minimum order you're committing to buying at least a certain dollar amount. Not as far as what you get that's up to you. That's the the advantage to come into me because I'm gonna let you get whatever you want. I'll even go so far. Paolo. I would even go so far as to say like this. I'll say, sometimes on the phone, when people are really not getting it, I'll say, Let me ask you something. Have you ever in your lifetime purchase photography as a package? What do you think? The answers to that question? Yes, and then I will slip in one of my nasty seeds like, for example, at Wal Mart. Now think about what I just said. I just said that any photographer in the world who sells packages is like Walmart. Is that really true? No. But I am associating all photographers who sell packages with that type of photography, and then I will say, and it's a very nasty little seed that grows and festers in their mind. Okay, And then I will say something like, and I bet that when you purchase this photography as a package, you either A did not really get what you wanted or B, you got too much every time. The answer is, yeah, I still got pictures in the drawer that I never gave away. And I'll say, you see, did you really get a good deal? And they will say, No, I guess I did. So then I will interject. We see. That's the difference between us. We price everything individually. That way you get exactly what you want, as opposed to what some photographer out there thinks you might want. I'm going to tell you exactly what you want. Now what we do for you is we have incentives. If you spend a certain dollar amount, then you get ah, bunch of cool stuff. So it's kind of like you make your own package and as soon as I say make your own package. They got it. They get it, they go. Oh, that's cool. Makes sense. Just the second part of the off the questions, Okay. And then I noticed that you basically gold on your price and buy outfit by the location when it is in your inside is one price. And then But then when you got on on the black and white stuff here and other the other one there don't you have, like, a kind of general think about to pay this extra 100. But when you show your when you show you the example that you know you're going to talk about how you show your samples But then it's Oh, I love this one in black and white. Yes, at that point that it's rare, by the way, most people just don't get it. They've got to see it. We don't talk about that on on the last day as as to why I do the retouching the way I do it because people do not imagine Just imagine, this is gonna be perfect. They can't imagine Perfect. They don't see Like we see you can either show it to him done or you can show it to him undone. And if you show it to him undone and I'd buy it Same thing with black and white You show him in black and white, they suddenly go Oh, I love that. But you show it to him in color They're not suddenly gonna go. I wish it was black and white. It's very rare, very rare. But if they was to say that man, I got a problem with that, I would go sugar for you. You were the best. You were my favorite senior. I'm gonna turn it black and white and my charge Extra reason Reasonable. You nailed it. Absolutely. You gotta be reasonable, man. You gotta be. You gotta treat people the way you want to be treated. I try to get religious on your but I mean, think about it. That's the golden rule, man. Just treat people the way you want to be traded. And guess what, man. Boom. Success just follows right behind that so you know. There you go. All right, here we go. The next page is just somewhat of a call to action. You know what now? And it tells them to call me and get your credit card ready and all that good stuff in the back, you know, look at our portrait and look at other studios. Portrait's The difference is very clear and worth it. And so this is my brochure that I give to people when they say, Do you have a senior portrait brochure price list or whatever? This is what I give them. Order catalogue. All right, so after I take the pictures, okay? And and I've already done all the marketing and all the stuff, the good stuff in the customer, you know, is ready to place an order we deliver are saying I do proofs, Okay. Everything that we do, we deliver a book of proofs. I do not do Internet price of Internet sales unless the customer requests it. All right. And the But even then they still have to pick up the proof book. And here's the reasoning behind that. And here's what I tell people. I will tell them the reason is, you see, and is a bit of truth to this, but it sounds reasonable. Is the reason I'm not going to just post your pictures on the Internet is because your monitor might not be perfectly calibrated. And you're looking at images that are you looking at it? And you think I'm not buying that one? It don't look good when in reality, it really does look good. You see? So if you have the book of proofs in your hand, you know exactly what it's gonna look like. Good is gonna look exactly like that proof book. Okay, now I can hear that. I can hear it, man. I can hear the Internet world blowing up right now. Going well, aren't they? Copy in your stuff card. Can't believe they're not copying your stuff card. Oh, my God. You're gonna do proofs. Are you a copy of my father's copy? I keep putting a copy. All right. Yeah, OK, I'm gonna talk about that. Your Honor, I can hear you people talking out. So why would you put a book of proofs out there and let people copy it? Stop and listen to what I just said. I'm holding. How much of your money? Four outfits. How much of our holding? $600. I'm holding $600 of your money, and I am going to give you a book of proofs that has 24 pictures in it, By the way, because I shoot six shots in each outfit, I do not pull the trigger. This is partly into tomorrow, but I do not pull the trigger. Unless the picture is perfect, you're gonna actually get to see me do it. I do not just go clean. Clearly could clean click, click, click. That is not what I do. I wish she would, just for to mark that was really fun. I don't pull it unless it's right and when it's right, a polar trainer. And then I move on to something totally different, told that something has to be radically different so that all six images are awesome. All six images of perfect so only got 24 images in the book approves that they're looking at so 24 times eight. That's how much I sell the entire book for is less than $200. So you're holding less than $ worth of stuff, right? And I'm holding $600 of your money. You coming back? Yeah. Are you copying you might be for Facebook or whatever, and I'm gonna make a big deal out of it. No, I'm not. Because I don't want to be the jerk photographer. Okay, so I'm gonna let him do it. I'm a let him copy of necessary, because they're going to reward me for being such a nice guy with an order. All right, because I'm holding their money. Makes sense. So far, not Dimension. The fact that that book of proofs now becomes yet another layer of my marketing. What are they going to do with that book? Approves? Oh, girl, You seen this girl? Absolutely. They're going to show it to their bodies at school. So how much are you willing to pay to have a senior walk around and show off your work for you? How much would you pay for that and say, Oh, my God. This But I still awesome. Oh, my God. This guy so awesome. We had so much. But this was so much. How would you Pamuk that? Do you know how valuable that IHS, But yet they are gonna pay me to go do that. I think about that. I mean, photography is the biggest scam on the market. Man, I have to say that. But what do we do? Think about what baby photographers do. They take this blob of flesh that is more valuable to me. Anybody who is that blob of flesh valuable to mom and Dad. Mom, a dad? That's it. Can I sell you my blob of flesh? Notice me. Not you, No, but to me. Oh, and then I'm gonna sell you that picture. I mean, yeah, I love Raymond. Episode Google it. It's awesome where the daddy goes. Well, there is the biggest scam on the market, and it's trying way do is value. But that's what we do is important, But we sell pictures to people. We take their picture, and then we sell it to him. It's unbelievable that I could make a living doing. This is just every day I I scratched my head and go, man. You know, if people will only known I have done it for a buck of the chicken, you know, because this that's how fun this is But yet they pay me every day to do this. I just love it. And then they pay me the run around and show my stuff. I love it. I just absolutely love what I do. Obviously you can tell. So, yes. Does that handle what I'm saying? Does it allow you to place orders and that kind of stuff? Yes, but what we are order takers is what I'm getting at. This order catalogue is it's all it is is an ordering aid. We take orders. We're not big selling. And no now you really need to get one of these and I'm not. I'm not that kind of pushy salesmen. Not at all. We show everything that we cells. If we have Big Wall Portrait or Candace Portrait, sore or whatever. I have some sort of sample. Somewhere in the studio, everything is outlined ahead of time for both seniors and parents. I don't want any surprises. I don't want anybody going a lot and know it was going to cost this much. I don't want that. That's how buyer's remorse happens, and that eliminates that kind of stuff. Helps this order catalogue when you see it in a second, you'll see how it helps prevent mistakes. And it drastically will speed up your workflow because it keeps everything organized in one place. And the bottom line. This little order catalogue produces bigger orders. It really does. So I'm a show it to you. Let me show it to you. Now this is what the cover page, every cover page looks the same. I do not customize the cover page. What I do, though, is on these two pages face each other and all this is thes air 8. by 11 sheets color sheets that we have printed. H and H qallab actually prints him up for me. These to the cover page and these two pages all pre printed a heavy time. Ah, bunch of questions and answers. If you notice when you really, really, really get into senior portrait, you'll notice that the customers tend to ask exactly the same questions over and over and over. So I just did a whole Q and a page of all those questions. I have that copy of that priceless that I just showed Joe and then on these two pages, one of these pages, the one on the left is pre printed the one on the right. I print these up on my little phaser printer. Okay? And this is a page that they would actually go about ordering on. So if they want to order some announcements or thank you notes or anything like that, we gather up information. Like, for example, what color font do you want? What picture do you want? How many do you want? The style. So on and so forth. Okay, then this on the back side of that page is again. I've printed the one on the left. The one on the right is pre printed. And what this is is a party package which a lot of seniors have senior parties in my area. So this is a bunch of stuff that would be really cool to have if you have in the senior party. The four. But tens and folios is a bunch of other things that we sell like folios. Former 10 skinny. While it's all that kind of stuff. And then these two pages are also the one on the left. Scuse me is is printed by the color out hh and the it is not changeable, I guess, is what I'm getting at the one on the right. I print up. And if you want to order, for example, that first album, then this is a diagram of what that album looks like. And what I did is a road in action that the wear and I like to have all of my actions. What I call Myra proof Meyer is my mom. And when she first came to work for us, she wanted to know what that little thing Waas you know, because she does a lot of so in. And she wanted No, that was a foot pedal. You know, She thought that was, like, the foot pedal for the computer, like a so in foot pedal. Get it? OK, no. And I'm like, no, Mom, that's a mouse. You use that to navigate. Oh, So can you imagine me teaching my mom, who is a 51 71 years old how to use Photoshopped? I mean, it's tough, Jack. So if she's gonna run in action for me, it needs to be Maira proof. Will this action this a bait action is totally Maira proof. She hits a button it creates the first page, it stops. It says, Hey, Maira, what picture do you want to put right here? And she goes, Find it Book that pops into place and it runs and it makes this page for me. It makes the album farming. And so what happens? Is the customer right? In what picture do they want? Where? And so if there's no thinking it's in so that I sell it, the less where is the next one and the one on the bottom are all custom albums that I literally make, and I might actually show you on the last day how I make those albums. Then these two pages. This portrait panel. I also print that up because they write on that page and it portrait panels I have in action again. That creates those 10 but 20 actions at 10 but 20 order panels, and we frame them all up and we sell a ton of those things. It is it is unbelievable how many of those things we sell, and then a whole bunch of other stuff that we sell Okay, many albums and Afghans and photo bags and, you know, on and on and on and on. Okay, moving on deals and free stuff. This is kind of back to Pollos question earlier. Well, how do you make it a package? Well, if you spend 1000 bucks, you're gonna get a bunch of free stuff. If you spend $ I'm gonna give you all that stuff in the first check. But I will give you all of this stuff for free to. If you spend $1600 I'm gonna give you everything from one and two and from three. And so wanted so one and so forth. So what I'm getting at, So it's like incentives to spend more cool. So far, we're losing you. Okay, Awesome. Now, the next thing that gets custom printed again, I have an action that I created that does this is it makes this cluster page for me. And, yes, each customers images from their session are put on this wall, seeing that you see here so that they can literally visualize what this cluster could look like now in in my world, when a customer comes in and says, Hey, Kirk, we love the images. We're getting the big one. We're getting the big one 11 by 14 we're getting the big one. So for me to actually sell a cluster is kind of a big deal because for the most part, for years and years and years 11 by Jack was the biggest one. Then I got this brilliant idea one day and I said, Maybe the reason I'm not selling large wall portrait says they can't visualize it on the wall. So Agent eight Coal app offers these clusters right, and they give me a special price. And I just passed that special price on to the customer. And what I do is I added a bit. They're mounted on canvas there. Stretcher type, canvas, gallery, wrap type, look, and they're clustered into into together. So the action stops and says, Okay, what do you want is the middle one, and I go find an image that would fit good there and then what he wanted the one on the left, the right and three across the bottom, and that prints out along with the rest of the customer's order catalogue what you're going to see in just a few seconds, so so that they get this custom page that helps them visualize what this cluster could look like for them on their wall. And it gives that sofa in the foreground, you know, kind of estimation of Oh, I see. Boy, that could look good over the sofa at camp. Okay, I have you has Ah, there are actually three pages that print up. I didn't show you all three pages, but then it prints up this page, and what that page is is all of the other clusters that are available. But it's just like that. It just has the prices and the sizes and not the custom images in it. Now, as a result of me doing that last year it had to be 50% of the customers that came into the studio bought a cluster. It was unreal. I mean, some going from we sell the 11 before to sell in 50% of the customers. Buying clusters was unbelievable and so thus wasn't successful. It was extremely successful as a way off getting bigger sales higher averages. All right, then. Finally using bridge and again the last day of the show. You exactly how I do this? I have this this template that I have created that makes this last page that you're seeing And it makes these little, you know, order forms. And it puts the little copyright and the customers order number across the bottom, and it lays this out. And if the customers say has 24 images, there would be four of these that would print out see what I'm getting at. And so, as I explained to customers, this what you're seeing here is your order form. This is where I want you to place on order. So, do you want eight by 10? You want to of this Hannah 19. No problem. Right? A two. Right there. Okay. You want number 22? You love that when you say, Oh, I want 38 but tens. And 257 No problem. Right? A three right there. And write a too right there on the 57 And so this is how I become on order taker. The customer fills this order out, they come in. I would say it's about 60% of the time. They have it all filled out and ready to go. OK? Does it happen every time? Absolutely not. A lot of times customers will walk in and nothing is filled. I'm so busy I had a chance on the side Dama Fill it out now and then Others I have so many questions I just didn't know what to write down. Could you help me? And no problem. But for the most part we are order takers.