 Robin Long |
Pricing for a Hospital I have a job coming up with a local hospital. I met with the director of the mother/baby unit last week And they've hired me to do some photography work. I have no idea how to price this, as I've never done this before, and they didn't give me what their budget is... So here's what they want: Approximately 30 photo sessions with 30 staff members: will be with either the staff person with their Out of the images they choose, they will want prints to go on a wall that is Also out of the images, they will choose some that they will need the digital negatives to send to their publisher for creating 3 different magazine type books. One book will be distributed to all the doctors/clinics in the area, one I asked about advertising for myself and she said she would be happy to put my There's also the opportunity for future projects, as well as print sales from So my normal session fee is $125...30 sessions would be $3750. Digital images
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John H. Siskin |
Hi Robin, I certainly can’t tell you what price to use, I don’t even know what market you are in. I can tell you something about how you might think about the price. First this is commercial photography, because you are being hired by a business. They may choose images that the subjects would never choose, because they show certain aspects of the business. Consequently you should carefully discuss their expectations. Second, portrait sitting are often inexpensive and prints are often quite pricey, that isn’t the way things work with a business. Clients expect to have certain rights to use images they bought, not to find that extras are being tacked on. So I would offer a price for each sitting, with a discount if you can control the timing to suit your needs. I would offer a price based on your actual expenses, plus a moderate fee, for building the display. Finally I would offer the digital negatives in exchange for advertising. Obviously if you have no competition, and are going to get this job regardless of price, you can price higher than if you want to get the job, and others will be competing for the work. Businesses make decisions based on price. And one more thing, give each of the subjects a free print, that is a lot of goodwill! Thanks, John Siskin
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Robin Long |
Hi John, Thank you so much for responding to my questions. Since I've only begun my portrait business just this year, I'm getting more of a feel for the market around here. I'm wondering if even $125/session is too much. I'm also charging $175 for newborn. I've only had 3 newborns, 1 maternity, and 1 family in 4 months. I'm not sure if it's because they are thinking I am too high or what it is. I'm wondering if I should reevaluate my pricing..I don't know. At any rate, I'm thrilled the hospital is hiring me. At this point, I don't think there is any other photographer they are looking at to hire besides me. I got in under my daughter and her friend who are nurses there in the unit. They showed my portfolio to the director and she called me to set up a time to discuss their needs. That's pretty much how I got my foot in the door. I certainly can control the timing of the session and do plan on working at getting them in 30 min, with the exception of any newborns that I might be doing. So you're saying that if my normal siting fee for portrait work is $125/session, I should charge more for commercial pricing? Say, $150? or more? As far as the display, instead of pricing it out and showing them the cost of each print with the total for 30, plus my design fee, that I should give them one fee for the whole amount? One fee for doing them in styrene, one for standout mount, and one for float wraps? You're also suggesting I should not charge for the digital images and in exchange for that ask them to let me put out flyers to all the new parents and birthing classes? Giving each of the staff a free image is a great idea, tho the director has already said she wants to buy each of them one print. I know you said you can't tell me what price, but maybe a little more input as to the pricing I suggested might help me in making a decision. That's what I'm really struggling with. Like, is $6,000 too much for the job?
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John H. Siskin |
Hi Robin, Sometimes it makes sense to call your competition and ask about their prices. In these days of caller ID use someone else’s phone. Then keep in mind that some folks have more experience than you do. I charge more for commercial work than I do for a portrait sitting, but I include the files and make prints near cost for commercial work. I also do website updates cheap for commercial photo clients. I would show samples, or explain mounting types, and let them pick. Say this one is expensive, but looks better or lasts longer, then give an estimate, and price out changes. In terms of price you can float a price and see how they react, like “with everything this might end up near $6,000.00” and see how they react. If I had to price this I would be lower, but other people would be bidding the job. Thank, John
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Robin Long |
Hi John, I do think that I need to keep my pricing low, even tho I'm not bidding against anyone, simply because I have no experience in this yet. You are right, those that have the experience should be pricing higher and I certainly don't want to put myself on that level yet! lol So maybe for our first meeting talking about price I shouldn't give them a breakdown of pricing session fees, print prices, digital images, etc...I should just throw a price out there and tell them what's included in that and see how they react? Or should I itemize everything out..go higher on the session fee as you said, and lower the print pricing...still give the digital images free? Give them unlimited usage or just to use in the books? So if you're charging more than you do for portrait work and giving the prints at near cost and giving digital files for free, what you're basically quoting them is your time? Please tell me what you would bid this at, if you don't mind, keeping in mind you aren't bidding against anyone, tho there is still a chance they could say "no" if the price is way too high. 30 sessions What do I get in return? thanks again!
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John H. Siskin |
Hi Robin, When you first talk to them about price it is good to know your costs, but to give them a general price. Then you can give them a written estimate that will describe exactly what you will do, when you will do it, and when you will deliver. Then what you will be paid and when. Yes I allow them to use the files for the itemized usages. If they want to use the files in a different way they need to clear it with me. I may want credit in a magazine or pay if they expect to sell the images. Essentially I charge for my time, that is what I am really selling. I do mind telling you what I would bid this at, as I am not always comfortable with people knowing what I price my time at. Also, it would take time to figure this out. Beyond that I have been doing this for three decades and have worked for General Motors and Disney, as well as teaching here at BetterPhoto. So I have a lot of experience. What you get is experience and money, which is not bad.
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Robin Long |
Thank you so much John for your advice and expertise. I really do appreciate it! I will use this information wisely when figuring my cost to them. Thanks again! Robin
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John H. Siskin |
Glad to help out. Remember the key is to be flexible so that you can create the product they need. Thanks, John Siskin
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Donna L. Jones |
Hi Robin, I recently did a shoot for a physicians office and went through the same agonizing process. I found I was charging way too little. The office manager more than doubled my price when approaching the doctors and they felt it was a good price. How did the job go...any words of wisdom to pass on....? John, you are always so helpful...wish you'd teach a BP class on pricing jobs! Donna Jones
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Robin Long |
Hi Donna, Thanks for asking! I'm sorry to say that the whole deal got dropped. The director left the hospital and left me hanging as well. They don't have a replacement for her as of yet, so I'm still hanging on to hope. We'll see. I was very disappointed, to say the least, but I'm a firm believer in things happen for a reason and my life is in God's hands, so I'll wait until He shows me what He wants me to do.
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John H. Siskin |
Hi Donna, Thanks. I am not sure that a class in just pricing would have enough information. But I do discuss issues of pricing, and more importantly marketing in my class Business to Business: Commercial Photography. I think that businesses offer the most opportunity and the most interesting assignments for a photographer. Thanks, John Siskin
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Donna L. Jones |
Hi John, Would that class be appropriate for one who does almost exclusively senior and family portraits with a few business sessions a year? I'm venturing into Realtor portraits and wondering about pricing and releasing the images on CD. Main business the past six years though is senior related. I'm on the lower to middle end of pricing there. Only issues over pricing hold me back from soliciting any more business shoots.....
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John H. Siskin |
Hi Donna, It would help if you want more work from businesses, and if you want to expand your services. I don't think it would be much help with senior portraits. Thanks, John
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Clayton T. Williams |
Hey Robin, The one piece of advice I have for you about pricing coming from another new to the business photographer. Pricing is very important in that if you price too low people will associate your business with walmart photography (nothing against walmart photography) but the purpose of going to a private photographer is to get that personal service. However we don't have the experience to go behind our name to charge as much as we would like to make so I would also look at walmart/kmart type studios in your area to find out what their package prices are. If your prices are too low people will not want to come to you because even in low economic times people think they get better quality with higher prices. Make sense? Travis
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