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Photographers Pricing Wisdom: Secrets Of Closing The SALE (Cost or Price) – Zig Ziglar

There is a difference in cost and price. Price is what you initially pay for something and cost is the long term investment into that item. For example, as a photographer, you may see the price of one lens at $150 to be better than a similar lens at $600, but what is the long term cost if you have to buy (2) $150 lenses, lose time on repairs and the quality is just not as good as the higher priced lens then end up buying the $600 lens after being frustrated with the cheaper lens. You'll get a better idea of cost and price by watching this video that is less than 5 minutes long.

Here's a brief overview:

We have been conditioned to believe what we see doubt what we hear. Therefore, when you have a change to write it down to show a prospect as well as let them hear, you have a better chance of getting the business.

Find a story that works in your industry. This is one that Zig shares in this video about purchasing a bicycle for his 6 year old son.

$64.95 Schwinn Bike vs. $34.95 Cheaper Bike

$34.95 + $4.50 (repair) = $39.45 + $15 (repair) = $54.45 (Lasted 6 Months - $9 Per Month)

Then went back to $64.95 and road solid for 5 years and casually for 10 years. The annual cost over 10 years was $6.50 per year. What he didn't repeat is how he had already spent $54.45 on a bike that already lasted 6 months. So his cost really included the cheaper bike plus the nicer bike.

A lot of people can be us on price but no one can beat us on cost. Price is a one time thing and cost is a lifetime thing. Don't you really want the lowest cost

Tomorrow is Sunday and I'm posting another Zig Ziglar video that is part of my Sunday motivation series to help start your coming workweek off right. If you are not subscribed to get blog post updates by email, please be sure to sign up while you are here.

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David Williams

About The Author: David Williams is a professional still photographer and videographer focusing on corporate and commercial work. His love for still photography began in 1982 while still in High School. David started making money at photography in 1982. David and his wife Brenda started working together in photography in 1988 when they met and were married in 1989. Brenda is the photo editor for the business. David and Brenda have two daughters in their 20's. Please be sure to get a quote for services if needed: our goal is to respond as promptly as possible. You may also call David direct at 919.628.2902. You may share this content using the larger social icons above this bio section. You may find David on various social platforms by clicking the smaller icons to the left of this paragraph under David's headshot. Please visit our home page as well.