Het verbaast me altijd hoe veel ondernemers hun bedrijf proberen te laten groeien door onder de prijs van de concurrentie te gaan zitten. Ook onder vastgoedstylisten en interieurfotografen is het een fout die velen maken. In een markt die behoorlijk verzadigd is en waar we ook nog eens moeten opboksen tegen grote organisaties die een compleet pakket aan diensten aanbieden, wordt het tijd dat het tot ons doordringt dat concurreren op prijs niet werkt!

Many photographers and stagers justify their low rates with excuses like, "There's another photographer in my area." If I offer lower prices and better service, real estate agents will choose me. At the same time, this might sound like a reasonable strategy, but in the long run, you will not win with this approach for several reasons.

Competing on price leads to a price war

Als jij je prijzen verlaagt en daardoor klanten wint, hoe denk je dat je concurrent in negen van de tien gevallen zal reageren? Inderdaad, ook zij zal hoogstwaarschijnlijk haar prijzen verlagen. Het resultaat is een “race to the bottom”. Prijzen zullen voortdurend dalen tot het moment dat niemand meer winst maakt. En dat is duidelijk een lose-lose scenario!

It creates unsustainable obligations.

More service for less money sounds fantastic for your client. But in the end, you have to take on so much work to earn a decent living that you lose the motivation to go that extra mile. Sooner or later, that will inevitably lead to dissatisfied clients. The quality of your service is more likely to decline than improve.

You are the only one who can prevent that from happening by charging reasonable rates that are fair to your client and to you.

It isn't good for your client relationships.

You don't want clients to choose you because you are the cheapest. You want them to choose you for your expertise, the quality of your service, your personality and because they genuinely like working with you. That last part really matters, because when clients give you the job for those reasons, they will come back to you again and again and not to the next colleague who shows up offering a lower fee.

Choose the client who chooses you.

Keep in mind that when you notice a potential client only cares about your rates and not about the work you do, there is a problem. If they pick you for the price, they will just as easily switch to another home stager or real estate photographer who charges less. And one thing is certain: there will always be someone cheaper.

Clients who choose you for your expertise, your knowledge, your service, and who see and value the added benefits of that, are far more loyal than bargain hunters.

Business is not only about money.

Is je tarief het belangrijkste voor jouw klant? Ga dan snel op zoek naar nieuwe opdrachtgevers en neem afscheid van degene die duidelijk niet voor jou kiest vanwege de kwaliteit van je werk. Van dergelijke klanten is nog nooit iemand gelukkig geworden.

By defining the value you bring and creating a solid plan to reach your ideal clients, you will attract the right people without competing on price. With the right strategy and a well-thought-out package of services, you can grow your business. It is not easy in a competitive market, but it is absolutely possible.

In the end, by offering great service, being pleasant to work with, and providing a comprehensive, professional range of services, you build sustainable, profitable collaborations and relationships based on mutual trust, not on the invoice amount.