Over worked, under paid, burnt out, under appreciated, and eye strain from editing. And you get the text: "Sorry, we ended up booking another photographer." If there even is a text.
It hurts.
But you literally can't lower your prices any more. How can we negotiate with our dream client in a way that makes them feel crazy to say no to you?
I know I've been there. I’d get nervous to talk about pricing. I wasn’t clear on pricing my work, let alone stand firm on it. It felt like I was always undercutting myself just to get someone to say yes. If they even said yes!
It was hard to admit to my mentor at the time, but I was looking at other photographer's websites and pricing myself a little bit lower than them to attract clients. It wasn't working. At all.
When I first started out, I spent way too much time looking at what other photographers were charging. I thought if I could just price a little lower, I’d win the client. Because cheaper = better right? Wrong.
I was stuck in a cycle of undercharging and overdelivering.
I had a few years of shooting experience. I was putting out what I believed to be AMAZING work. I was spending HOURS on:
Preparation / driving
Location scouting
Helping with wardrobe
Coaching clients through the photoshoot
Don't get me started with editing and revisions. I was charging about $250 for a photo session. And to top it all off, people still said I charged too much. I still got ghosted. I was over worked, under paid, burnt out, under appreciated, and by the end of it, totally unseen. I felt like I was just a commodity. I did not feel like an artist.
I also recently read a book that outlines EXACTLY how I felt called ”$100 Million Dollar Offers”.
Hormozi highlights commodity-based pricing as a situation where businesses set prices by looking at the pricing of 5-10 other people in their local market. Then setting a price around the lowest to attract buyers, fast. Versus focusing on their unique offer in the marketplace as a whole. But it’s like everyone is looking at each other’s paper during an exam—but no one actually knows the answers. So the person you copied from also copied their answer. And now you have a copy of the wrong answer. Then 3 of you end up getting in trouble in school. Straight to jail.
(This happened to me… I got suspended in high school for cheating. I copied a copy of wrong answers and 6 of us all got suspended for cheating. 😂 Learn a business lesson from 16 year old James.)
The problem? This leads to a race to the bottom. Why? Because each business assumes that lower prices is their only value lever that attracts clients. Over time, prices drop lower and lower until the service is barely profitable (or not profitable at all). What’s worse, businesses become indistinguishable from one another because price is the only differentiating factor (Mini sessions).
Hormozi explains that the solution to this problem is value-based pricing. Instead of trying to be the cheapest option, you create such an irresistible, unique offer that your dream client would feel foolish saying no—even if you charge more than your "competitors".
A lot of photographers I talk to are in this same trap today—feeling like they have to match or undercut the competition’s prices to stay relevant, which ultimately devalues the unique work they do. They forget that clients aren’t just hiring them for a service; they’re hiring them for an experience. To have an artist express their creative vision with them, an eager client.
But how can we communicate that value if we’re constantly comparing ourselves to others?
We're not only selling a package of pictures—we can also dig much deeper into our clients’ emotions, dreams, and desires, and create an experience that exceeds their expectations. When we focus on who we are compelled to serve, the idea of competition fades away. Other photographers are not our competition; our real competition is our own ability to focus on what matters. Our dream clients, the unique experience we are creating for them, and communicating your amazing offer to your dream client.
Imagine if, instead of consuming yourself with what the “going rates” are, you became focused on serving the type clients that align with your unique photography experience. Your attention is no longer scattered by what the industry is doing—you’re fully immersed in creating value for the dream client who resonate with your vision. Your dream client. What happens then? Your clients start to see you as an irreplaceable part of their story, not just another photographer.
I personally still battle with this. This advice is as much for me as it is for you. Every time I find myself slipping into that comparison mindset, I remind myself of this: “If I am paying attention to other people’s photography businesses, who is paying attention to my photography business and serving my dream client?” Shifting your focus back to your own work and your dream client is the key to thriving.
Your dream client can't even compare you to anyone else. They’ve come to you because they trust you. And that trust doesn’t come from your prices or even photos themselves (the photos happen after they trust you), it comes from how you make them feel.
Trust is the foundation of any successful negotiation. Without trust, you’re just another option in a crowded marketplace. But when you build a deep connection, you’re no longer just negotiating—you’re building a partnership. It’s the same for us as photographers. The moment your dream clients feel seen, understood, and truly heard, your work stops being a simple transaction and becomes an experience. It’s about showing up and investing in their story as much as they invest in yours.
A lot of the tactics we're about to get into are found in Chris Voss' book "Never Split the Difference". Between the two books mentioned there is 543 pages of business advice. Here’s how these two books impacted my ability to negotiate as a photographer and how you can benefit from my lessons without reading 500 pages.
I experienced a big shift when I stopped worrying about what other photographers were doing and started focusing all my energy on serving my dream clients at the deepest level. Suddenly, it wasn’t about proving my worth; it was about fully embracing the trust my clients placed in me. That’s when I realized: My value isn’t in competing with other photographers—it’s in how I communicate and deliver the unique experience I bring to the table.
Once I understood that trust was built on how well I could listen and meet my clients’ needs, I realized the next step was to negotiate my value clearly. I'm not justifying a price; I'm showing the depth of the experience, the creativity, and the care that goes into every photo experience I create for my dream client. When you understand this, the conversation about pricing changes entirely.
Negotiations are about:
Understanding your value deeply.
Understanding your dream client deeply.
Communicating your value to your dream client in a way they understand.
Knowing when to walk away.
In this article, we’re going to explore exactly how you can confidently negotiate as a photographer and build lasting relationships with your clients—all while earning what you’re truly worth.
1. Understand Your Leverage – Understanding Your Value
Before we even dive into negotiation strategies, let’s talk about the foundation of any successful negotiation: knowing your value. If you don’t know the worth of your work, your skills, and your time, you’re going to be swayed by every offer that comes your way. The photographer who succeeds is the one who understands the deep value they provide, not just in the final photos but in the experience they create for their clients.
This is where Chris Voss’ “Never Split The Difference” and Alex Hormozi’s “$100 Million Dollar Offers” combine for photography businesses. The goal isn’t to just “book a shoot.” Your goal is to create an offer so compelling, so irresistible, that your clients won’t be able to say no.
The Irresistible Offer – How to Build It
Making your offer desirable to your dream client is one of the four main value levers I use to negotiate my price and position my pricing.
As a photographer, you’ve got to understand that your offer is more than just photos. It’s about the experience you create. Maybe you offer help with styling. Maybe you offer help picking locations. Maybe you help create a totally unique vision come to life.
In order to figure out how you can add value to your offers, you have to first understand how value to measured and perceived. Value can be broken down into 4 main drivers:
Desirable outcomes - make it appealing
Effort - make it easy
Time Delay - make it quick
Risk - make it obvious
Excerpt from "Becoming A "High Value" Photographer"
What makes you different from the next photographer? Maybe it’s your unique artistic style, your ability to make clients feel at ease in front of the camera, or the personal touches you add that go beyond expectations. Whatever it is, you have to define it, own it, and then communicate it clearly to your dream client. A compelling offer that clearly outlines how a person will feel is so much more compelling than a list that looks like a menu at a restaurant.
When you sit down to negotiate, it's so much more than saying “here’s the price,” and standing firm. It's about saying, “Here’s what I can create for you that no one else can.”
Position Yourself as a Luxury Service. Become Desirable.
Think about how luxury brands operate. They don’t negotiate down; they create such high perceived value that the question of price rarely even comes up. In wedding, couples, and family photography, the same principle applies. You want to be so well-positioned that your dream client wants to pay a premium for what you offer because they know they can’t get it anywhere else.
You have to move past thinking that lowering your price will get you more business. It might get you clients, but you've already experienced that they are not the kind of clients who truly value what you do. Instead, spend time crafting your story, your process, and the experience you offer. Make your work synonymous with quality, exclusivity, and professionalism.
Actionable Framework:
Write down three unique elements of your photography business that add value. This could be the emotional experience you offer, your ability to capture moments authentically, or your impeccable customer service. These are the “pillars” you’ll stand on in every negotiation. Make sure that you’re confident in these value propositions, and weave them into every conversation you have with potential clients.
Journal Prompt:
How do I currently communicate your value my clients, and where am I underselling yourself? What steps can I take to confidently express my unique worth to my dream client?
2. Tactical Empathy – Listening Is Your Superpower
Now that we’ve covered the groundwork of understanding your value, let’s get into the nitty-gritty of one on one negotiations. If there’s one thing I learned in “Never Split the Difference,” it’s that negotiation isn’t about who can talk the most; it’s about who can listen the best.
Here’s something most photographers don’t realize: your client isn’t just hiring you for pretty pictures. They’re hiring you to create a result, whether it’s to capture a once-in-a-lifetime moment, to tell a visual story of their wedding day, or to ensure they look their absolute best in front of the camera. The better you understand that result, the more power you have in the negotiation.
Mirroring to Build Connection
One of Voss’ top negotiation tactics is called mirroring. This is when you repeat back the last few words your client says to build rapport and get them to open up more. Let’s say a bride says, “I just want to make sure the photos feel natural, not too posed.” Instead of jumping into a solution, try simply repeating, “Not too posed?” This makes your client feel heard and encourages them to elaborate.
Mirroring is a subtle but powerful tool that helps clients feel understood. The more you can mirror your client’s desires and concerns, the more they will trust you. The more they trust you, the more likely they are to have you as their photographer.
Labeling Emotions to Diffuse Tension
Another key tactic Voss recommends is labeling emotions. If you sense your client is hesitant about pricing or worried about the outcome of the photos, don’t shy away from it. Instead, label what you sense. You might say, “It seems like you’re worried about whether the photos will truly capture the moment.” This shows that you’re not just focused on closing a deal; you’re genuinely concerned about meeting their needs.
Labeling emotions helps diffuse any tension that may arise during negotiations. It puts you and your client on the same team, working toward a mutual goal.
Asking Calibrated Questions to Guide the Conversation
One of the most powerful tools in your negotiation arsenal is the calibrated question. Instead of asking yes/no questions, ask open-ended ones that guide your client toward seeing the value of your work. For instance, instead of saying, “Does this price work for you?” try asking, “How does this offer reflect the vision you have for your photos?”
Calibrated questions help your client think more deeply about their decision and guide them toward realizing the value you bring.
Actionable Framework:
Before your next negotiation, write down three calibrated questions that you can use to lead the conversation. Focus on questions that help the client see the value in your work, rather than just discussing pricing or deliverables.
How does this offer reflect the vision you have for your photos?
Where do you see yourself in these photos?
Who will be looking at these photos 10 years from now?
Journal Prompt:
How well do I listen during client meetings? What can I do to make my clients feel more heard, understood, and valued in my next negotiation?
3. Be Ready to Walk Away – The Power of a Strong “No”
This is the toughest lesson to learn in any negotiation: sometimes, you have to be willing to walk away. I know it sounds counterintuitive. Early on, I was so hungry for work that I’d bend over backward to please clients, no matter what they were offering. But here’s the thing: saying “no” can be one of the most powerful tools in your negotiation toolbox.
When you’re clear on your value and you’ve communicated it effectively, you don’t need to take every offer that comes your way. In fact, saying no to the wrong clients often makes room for the right ones to come through.
Setting Boundaries and Sticking to Them
One of the hardest things for photographers is setting clear boundaries—both in terms of pricing and scope of work. But setting those boundaries is crucial if you want to build a sustainable, fulfilling business. Decide ahead of time what your non-negotiables are. Maybe it’s a minimum price point, or perhaps it’s the number of edits included in a package. Whatever it is, be clear and stick to it.
Clients will respect you more when you show that you value your work enough to have boundaries. In the business world, we call boundaries policy. Businesses that have clients that respect and follow that business' policy only follow and respect that business' policy because the business told them to. Photographers benefit greatly in negotiations when they have clearly outlined and respected policies, or boundaries.
Walking Away with Confidence
Here’s the part that makes most photographers sweat: knowing when to walk away. But when you’ve laid the groundwork—when you’ve communicated your value, listened to your client’s needs, and set clear boundaries—walking away is sometimes the best thing you can do. It sends a strong message that you respect yourself and your work.
In fact, many times when you walk away, the client will come back with a better offer. Why? Because you’ve shown that you won’t settle for less than what you’re worth.
There have been plenty of times where couples have come back to me, paying full price after saving up. Or, they go on a payment plan to save up for my photo session experience.
I kindly remind my dream client, if they want this specific offer, with these specific results, it costs this specific amount of money. And we book when its a wise financial decision for my dream client. Or, we simply walk away.
Actionable Framework:
Write down your non-negotiables—the things you won’t compromise on in a negotiation. Practice saying “no” in a few low-stakes scenarios so you can build up the confidence to do it when it matters.
Journal Prompt:
What’s the last time I agreed to something I wasn't comfortable with in a negotiation? What would have happened if I had said no?
The Art of Negotiation is the Art of Knowing Yourself
The truth is, negotiation isn’t just about getting more money or better terms. It’s about knowing your worth, communicating it clearly, and being willing to stand firm on it. When you’re confident in the value you bring, you won’t feel the need to settle for less than what you deserve.
As you move forward in your photography career, I want you to remember this: you’re not just offering photos—you’re offering a one-of-a-kind experience. Own that. Believe in that. And use that as your foundation for every negotiation.
That's it for this one... Let's talk about it... If you’re feeling stuck, overwhelmed, or unsure of your next step, let’s hop on a 1:1 mentorship session. Together, we’ll sort through the noise, build a strategy, and get you back on track in your photography career.
-JY
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