I don’t know about you, but I can be pretty aggressive on Black Friday. Getting in line at 5 am to get one of a few hallowed items? It gets my blood pumping, my heart pounding, my adrenaline racing through my veins. I’m a competitor, a go-getter. I am determined to get exactly what I want at the exact price that I want it.

I am precisely the type of person I used to be scared of, nuptially speaking. When I first began to go after clients/accept wedding inquiries, I had no idea how to price myself. I’d sort of guess at a number that sounded reasonable and pray that potential clients would confirm my worth by booking me. Every time I didn’t book a bride after she’d asked for my pricing felt like just another person telling me “you’re not worth what you think you are.”

But that wasn’t it. Much of my problem lay in that I didn’t believe I was worth that much. My insecurity was almost tangible, and nobody wants a wedding photographer that doesn’t believe in his or her own abilities.

I remember the day that all changed. I received an inquiry for a portrait session, and when I sent her my pricing, I received an email that said this:

“Can’t you do anything lower?”

Oh jeez, there it was. Someone asking for me to negotiate my pricing, the very thing I’d been terrified of. But instead of sinking into submission, I bristled. I felt like this person was directly challenging what I thought I was worth. It caused me to sit back and examine my pricing, though- was I worth what I quoted her? Did I have enough experience and expertise to justify the pricetag I’d placed on a portrait session? Could I quote that same price to someone else and still feel good about it? Most importantly (for me, at least), if I lower my price for this person, will I resent them for it? Because let’s be honest- it doesn’t really sound like they value me or my skills- they’re just looking for a photographer.

I could honestly answer “yes” to all of those questions. So I emailed the person back and politely said something to the effect of “I’m sorry, this is my pricing. Best of luck in your search for a photographer.”

Did her e-mail torque me off? Yes. Did I initially feel defensive and indignant? Yes. But it forced me to sit back and reconcile my pricing with my worth. It backed me into a corner of having to choose: do I BELIEVE that I really AM worth what I charge? Or am I going to let other people tell me what I should charge for my talents? I chose the former, and it enabled me to assert my worth. To be able to stand by my pricing with absolutely no qualms.

So now when I receive the occasional request for a price break, I’m comfortable enough to be able to say “I’m so sorry, but these are my prices. Let me know if you have any questions- I’d love to answer them!”

My advice to anyone that is struggling with their pricing is to look at the logistics of it all: what are you offering? How many hours go into the entire session/wedding, including meetings, shooting, post-processing, travel. etc.? What does the client physically receive (i.e. prints, DVDs, etc.), and how much do each of those elements cost you? Add all of those up, and see how your pricing compares to what you’re spending and the hours you’re working.

Above all, YOU have to be confident enough in your own pricing to set the tone for your clients. If you don’t have the confidence to assert your worth, your clients won’t respect you for the creative professional that you are. But if you know your worth and are willing to stand next to it, it’ll change the way people perceive you, and ultimately, your business.

As always, this is my personal experience. Other people may have completely different opinions, and that’s completely fine. Feel free to sound off in the comments section :).

Happy Thursday!