As a photo organizer offering luxury services, what is the first thing you do when a client hires you to make a photo album?
Do you start quoting prices based on the number of pages?
Do you show them a variety of album samples?
Do you talk about the styles of pages and custom covers?
All of these things are necessary but not at this point! It is too early in the process and you will end up overwhelming your client. Instead, work on creating the experience. If the client wants to see samples, show your luxury album sample first and do not talk. Let them ask you questions.
The album is the third step in the pricing process but it is most likely the first thing discussed when you are hired. Listen first and then ask your questions.
Three key questions to ask to help determine the best album vendor for your client:
- Will the album be displayed where it will be handled frequently?
- Will the style of photos and the theme of the book be better showcased with lay flat or magazine style pages?
- Will you be creating a series of books or a single occasion album?
Learning the answers to these personal questions will help you not only know what vendor to use, but also give you important information about your client. This style of question is more personal and intimate and will ultimately help you create a long lasting relationship with your client.
Features of my luxury vendor offering:
- White label: meaning there is no branding on it – my branding is on the packaging not on the album itself. This is a luxury album and if you create a luxury experience for your client they are not going to need to look at their book to recommend you
- Cover Options: top grain leather, fabric, cover photo, and imprinting options
- Gilding: this helps protect the edges of the pages
I also offer a mid-range book using an APPO vendor partner. Once the album vendor has been selected, I use the photographer’s pricing formula of 5-7 times the wholesale cost of the album.
Each step of album pricing can be profitable! If you missed steps one and two, here they are:
We’d love to hear what you have learned in this blog series. Have you tweaked your own pricing structure? Do you have a different formula for album pricing? Please share in the comments below!