“YOU CHARGE HOW MUCH???” How to confidently talk pricing as a photographer.
Have you ever been in that awkward moment where a potential client scrunches their face and says, “Oh wow… that’s a bit more than I expected”?
Or maybe it’s the classic:
“We just need a few photos—why is it so expensive?”
“My cousin has a good camera—can’t he just do it?”
Or my personal favorite: “Well, I could hire you… or get my floors redone.”
If you've ever stumbled through answering those questions, or left a conversation second-guessing yourself, you're not alone.
Pricing can be one of the hardest parts of running a photography business—especially when you’re still building confidence, or transitioning from hobbyist to professional. There’s a fine line between wanting to be “affordable” and completely undervaluing yourself. And when someone questions your pricing, it’s easy to feel flustered, frustrated, or even a little defensive.
Or maybe you’d just rather the ground open up and swallow you whole rather than having to have that conversation…
This post is here to help you feel more grounded and equipped in those moments—whether you’re just starting out or leveling up. We’re going to walk through:
Why your mindset about your value is where it all begins
The spectrum of pricing (and how to understand where both you and your client fit)
What’s really being said when someone says “you’re too expensive”
And best of all: how to avoid these conversations in the first place
So let’s start at the root of it all: how you see yourself.
Part 1: It Starts With You – The Mindset Behind Your Pricing
Before we even get into handling objections or explaining your pricing to others, we need to start with something way more important: you.
Because if you don’t believe in what you’re charging, no one else will either.
So many of us undercharge—not because our work isn’t valuable—but because we feel weird asking for more. We worry that our work isn’t “good enough,” that we’ll disappoint someone, or that they’ll be upset and demand a refund. Or worse—what if no one ever books us again if we raise our rates?
But here’s a reality check: if other photographers in your area are getting paid (and they are—check the stats, there are over 18,000 weddings in NZ every year), then there’s no reason why you can’t be, too.
Sometimes it’s not even about imposter syndrome—it’s because we ourselves think photographers charge too much. And so, to feel like the “good guy,” we charge way less. But here’s the thing: are you trying to build a business… or run a charity?
If you want this to be your career—not just a side hustle—then your prices have to support a sustainable business.
Because healthy businesses don’t operate at a loss.
Now, you can absolutely run a fair, value-driven, ethical business… but you’ve got to stop undercharging to the point that you’re constantly burnt out, resentful, or financially going backwards. (Believe me—I’ve been there. That’s why I’m in the middle of re-evaluating everything right now.)
And here’s a really important question:
Every time you say yes to underpaid work, what are you saying no to?
Time with your kids? A promise you made to your partner? That hour you could have spent helping your daughter sew her martial arts gi or playing Barbie with your youngest?
Those hours are precious. If you’re giving them to someone else—make sure it’s worth it.
And yes—it’s okay to charge less during a strategic season while you’re building a portfolio or developing a specific skill. (I’ve got a video on that too, if you want to check it out.) But that’s not a long-term business model. It’s a stepping stone, not the destination.
Because if you're photographing a wedding and that job takes you a full week of your life—between prep, emails, travel, the wedding itself, editing, delivery—and you're charging just a few hundred dollars? That math doesn't work.
You're not just selling the hours you’re physically taking photos. You’re charging for:
Your time
Your energy
Your skill
Your creative eye
Your gear
Your insurance
Your editing
Your communication
Your delivery
Pricing should reflect the true cost of delivering your service—not just what feels “comfortable” or “safe” to ask for.
Think of it this way: apprentice plumbers and junior hairdressers still get paid. Even a minimum wage job in New Zealand is nearly $24 an hour—over $700 a week—and that’s before accounting for tools, training, or responsibility. Why should your photography work, gear, and expertise be treated any differently?
And if you missed last week’s video where I walk through how to appraise your own skill level and figure out where you fall on the beginner-to-pro spectrum, I highly recommend you watch that. It’s a great place to reset your expectations around financial compensation.
But at the end of the day, all of this circles back to mindset and one very important decision:
Are you a business owner—or a weekend hobbyist?
And honestly, both are fine. You don’t need to prove anything to anyone.
But you do need to get clear in your own mind, because those two paths require totally different pricing strategies. If you straddle the fence too long, the middle ground usually looks like a failed business… and burnout.
Want to just watch the full video?
Part 2: Understanding Buyer Psycology and the Pricing Spectrum
Let’s talk pricing psychology for a second.
If someone’s purely hunting for the cheapest photographer, they’re not expecting the best.
And if they’re searching for the best, they’re not expecting it to be cheap.
That’s just human nature.
Think about it: no one walks into a Gucci store, sees the price tag, and starts complaining about how expensive it is or demands to know how they’re supposed to afford it. Why? Because Gucci isn’t trying to appeal to everyone. If you’re not their ideal client—they don’t need to convince you.
In luxury markets, price is part of the story. It signals quality, status, and exclusivity. It’s at the complete opposite end of the spectrum from someone shopping at a dollar store.
The Four Types of Buyers
To simplify how this applies to photography (or any business, really), here’s how I think of the four main types of buyers:
1. The Budget-Conscious Buyer
These are the folks who shop secondhand, wait for sales, stretch every dollar, and make things last. They’re not necessarily cheap—they’re just living within financial constraints. They know when they’re buying from a budget store, they’re not getting heirloom quality. But they’re okay with that because it fills a need right now.
2. The Practical Middle
This group is careful with money, but they understand the long-term value of quality. They’ll buy the wool jumper over the nylon one, knowing it will last longer and feel better. They usually shop mid-range—solid quality without going over the top. Pragmatic, sensible, no-fuss.
3. The Quality-First Buyer
These people only buy quality. They don’t want cheap, ever. They value great experiences and will happily pay for them. You won’t find them shopping at Kmart or the Warehouse. They’ve got boutique preferences and believe you get what you pay for.
4. The Status Spenders
And then… there’s the diamond dog collar crowd. These are the people who buy the most expensive option simply because it’s the most expensive. Quality is expected, but that’s just the baseline. They’re paying for exclusivity, bragging rights, and status. It’s Gucci or nothing.
And if you don’t believe me… Can we please just digest $3.2 MILLION FOR A DIAMOND COLLAR FOR A DOG.
Now Apply This to Photography
So how does this spectrum apply to us as photographers?
Let’s walk through it, especially with weddings as the example (since that’s the space I’m in right now).
Beginner Photographers (Under $1000)
These photographers are still learning, building a portfolio, and gaining experience. There’s nothing wrong with that. In fact, we all started here.
They serve clients on a tighter budget—often people who couldn’t afford a professional photographer otherwise. And honestly, this can be a beautiful, mutually beneficial arrangement. A small business needing content or a young couple who just want a few precious memories of their day can find huge value in these creatives.
It’s a great starting point. But if those beginners never raise their prices, they’ll burn out fast.
Mid-Range Photographers ($1200–$2000)
These photographers are competent and confident, but photography may still be a side hustle. Their prices are practical—solid work at a fair price. They’re not pushing for luxury or bespoke experiences, but they provide reliable, decent service.
They appeal to clients who want better than beginner, but aren’t looking to spend a small fortune. Their value proposition is: “I’ll do a solid job for less than the pros.”
This is also where many of us land when we’re building skills and transitioning from hobbyist to professional.
Professional Photographers ($3000–$6000)
This group is running a real business. They’ve invested in gear, systems, backup equipment, education, and have a strong creative vision. They’re booked consistently and are delivering not just quality photos, but an entire experience.
Clients at this level value the art of photography. They’re emotionally invested and want someone they trust. They’ll adjust their budget if they believe you’re the right fit—and they’ll appreciate the care and creativity you bring.
If you’re serious about photography as a career, this is likely where you’re aiming to grow into. That’s where I’m heading, too.
The Top-Tier Photographers ($10,000+)
These aren’t just photographers—they’re a status symbol.
They’re booked for name recognition, elite service, and the kind of clout that comes with being “the photographer for George Clooney’s wedding.” Clients want the best of the best—and they want everyone to know it.
Interestingly, the leap in technical skill from $5000 to $10,000 isn’t nearly as big as the leap from $500 to $5000. What changes? Perception. Packaging. Prestige. These photographers sell experience and exclusivity—and their clients are absolutely here for it.
Launch Pricing as a Confidence Builder
If you’re still early in your journey and figuring this all out, I highly recommend doing what I call launch pricing:
“To celebrate the official launch of my photography business, I’m offering 75% off to my first five clients while I build my portfolio.”
That’s not undercharging. That’s a clear, strategic offer with a purpose. It shows confidence, clarity, and professionalism—even if you’re brand new.
This is something I’ve learned through trial, error, and hindsight. It’s how I’m approaching things now—shifting from hobby to business with clear goals, realistic pricing, and a roadmap that reflects where I’m going.
Because when you know where you are on the pricing spectrum (and where you want to be), you can confidently answer questions, hold your ground, and communicate your value.
And here’s the final truth: Not every client is going to be the right fit—and you won’t be the right fit for everyone. And that’s okay.
Whether it’s price, style, availability, or values—if the fit isn’t there, it’s better for both sides to walk away with clarity and respect.
Your job is to know your lane—and own it.
PART 3: Anticipate the Objection
Let’s get practical.
When someone says, “You’re too expensive,” that’s often code for something else entirely. It can mean:
1. “I wasn’t expecting that much.”
They’re shocked. They had no frame of reference and just blurted out the first number that popped into their head. No research, no reality — just vibes.
Now they’re buffering like a dial-up modem and coming up with an internal error message. Give them a second to mentally adjust. Sometimes it’s not that they won’t pay your price — they just need a moment to process it.
2. “But we know each other.”
Translation: “I thought I’d get it for free.”
Now look, there are people I’ll gift my time to. Just like I have family who’ll deliver firewood to my mum and only charge her for the trailer — not the time it took to cut, stack, or deliver it.
But here’s the thing: The people I would do it for free for? They’re the ones who insist on paying me. And the ones who expect it for free? Usually didn’t value my time in the first place.
These days, I don’t do much free work — not because I don’t want to help, but because I literally don’t have the time. When I say yes to unpaid work, I’m saying no to my family, my business, or my rest. So weigh it carefully.
3. “I don’t see the value.”
Some people have the money, but don’t value what you do. For example: The groom who agrees to a wedding photographer just to keep the bride happy — but secretly thinks, “Why not just get Aunt Betty to take them on her phone?”
These are not your people. They’ll never appreciate what goes into professional work, and they’re not willing to pay for it. Move on.
4. “I can’t afford it.”
Totally valid. If it’s between hiring you and paying their rent or feeding their kids — let them go. Kindly, respectfully, and with a few suggestions.
You can say:
“Totally understand — I’d recommend checking out local high school students studying photography, your nearest camera club, or even new photographers building their portfolios. You might be able to find someone offering lower rates who can still meet your needs within your budget.”
I hate when sales gurus say you can “close anyone” if you’re good enough. That’s manipulative. Some people genuinely can’t afford it — and you don’t want to be the reason their electricity gets shut off. Read the room.
Read Their Energy
Not all price objections are equal. Some people are:
Tire kickers (just browsing)
Hagglers (want a deal no matter what)
Obligated (doing it because someone told them to)
Genuinely curious (need to understand more)
If it’s the last one — there’s hope.
And here’s something you can say that works across the board:
“It sounds like you’ve got a really solid idea of what you’re prepared to spend, which is an excellent starting point.”
(This turns it around on them, that it’s about THEIR deciding factors, not YOUR pricing).If price truly is your deciding factor - which is fine if it is, we all have budgets in our lives - you might be better to look at photographers who are earlier in their journey. If you dig a little deeper into Google or local Facebook groups or photography clubs, you’ll find someone offering lower rates while they’re building their skills and their portfolio. You may not get the exact product or experience you originally had in mind — but it could still meet the core goal you're aiming for on a budget that fits you better.
However, if achieving the vision you had is a higher priority, I’d suggest genuinely reviewing your budget.
A more experienced photographer brings more than just technical skill and professional-level equipment — they bring intention, insight, and intuition and the ability to guide you toward the outcome you’d envisioned. And sometimes that means the budget needs to reflect the years of training, expertise and equipment that’s required to bring that vision to life.”
This shifts the conversation from your pricing to their decision-making process. If budget is the priority, you can guide them toward photographers who are just starting out. If the outcome is the priority, invite them to reconsider their budget.
And obviously, just re-word it depending on the niche of photography you’re in.
Reframing the Conversation
Don’t defend your price — explain your value:
Your planning, systems, and prep
Backup gear and file security
Years of learning, trial and error
Editing, delivery, client experience
Peace of mind on the day
They’re not paying for photos — they’re paying for confidence. Confidence that you’ll create something that reflects the emotion, vision, and story of the day.
Real-Life Objections & Responses
❓ “We just need a few photos — why are your prices so high?”
You could say:
“Honestly, if you're only after a few photos and not too concerned about professional-level quality, I’d suggest finding someone in their portfolio-building phase or a student. Professionals have years of experience, insurance, thousands in gear, and business costs — it’s a whole operation. So it really depends on what level of service and quality you're after.”
❓ “My nephew has a camera — why should we hire you?”
“That’s awesome — I love that he’s getting into photography. But owning a camera is like owning a hammer — it doesn’t make you a builder. I’ve spent years learning how to deal with lighting, fast-paced events, and making people feel at ease. If you trust your nephew with the job, go for it. But if this is a once-in-a-lifetime moment and you want peace of mind, that’s where I come in.”
❓ “You’re way too expensive. It’s just a wedding.”
“Totally fair — weddings are expensive, and not everyone sees photography as a top priority.
But after the food’s eaten, the DJ’s gone home, and the flowers have wilted… all that’s left are the photos.
They’re the legacy. The in-between moments, the laughs you missed, maybe the last time some family are all together. That’s what I’m here to capture.”
❓ “Can I get a discount but still expect full custom service?”
“That’s kind of like ordering the $200 lobster but asking to pay for a $30 entrée. If cost is the main concern, I’d suggest going with a student photographer or someone still building their portfolio. You’ll get something decent without paying for the premium experience.”
❓ “Do you charge by the hour? Can you just show up for 30 minutes?”
“Even if I’m only there for 30 minutes, I’ve blocked out the whole day — I can’t shoot two weddings in one day. I also still plan, prep, and sort gear as if I were there all day. So I have a half-day minimum. Again — if you just want a couple of photos, someone in an earlier stage of their journey might be the better fit.”
❓ “I could hire you — or get my floors redone.”
“Fair comparison! It really comes down to what’s most important to you right now. You can renovate floors anytime. Most people only get married once. But I get it — sometimes it’s just not in the budget. And that’s ok. If that’s the case, I can recommend some photographers who are newer and might fit the price point better.”
The Key Takeaway:
Don’t make them feel bad. Even if they re-evaluate their budget, they might not come back if your attitude stung. Stay gracious. Put the ball in their court.
If they truly value budget over results — help them find someone more affordable.
If they value the result, give them space to reflect. They may come back when they’ve had time to consider what really matters.
PART 4: Create a Filter System
Ultimately, it’s ideal if when people approach you, they already know what they’re looking for and you’ve already answered most of their questions. That way, you can filter out the people asking price or service questions before they even get to you.
Your ultimate filter system:
Create a Welcome Pack and a Pricing Guide. You can make these separate, but I’ve combined mine into one comprehensive PDF. It gives potential clients a clear picture of what they’re getting and what it’s like to work with me. I fill it with photos, FAQ’s and pricing details so all the main questions are answered in there.
Right now, I have one specifically for weddings, but once I do branding shoots, I plan to make a separate one for that. So be sure to create different guides tailored to each photography niche or service you offer.
You can check out mine here
Click on the image to open the PDF
How to use your filter system:
When someone messages you asking about pricing, simply email or Facebook Messenger them your PDF. Or send them directly to the pricing page on your website if you have one.
If they ghost you after that, that’s actually a good thing. It means you filtered out someone who wasn’t your ideal client — whether it was due to price or style mismatch.
Sometimes, people will come back months later. They might have been in “information gathering” mode rather than “decision making” mode. Your guide gives them space to process without pressure. Don’t assume the worst if you don’t hear back immediately.
If they ask in person:
Confidently say,
“My wedding packages start at $1000, but all the details are on my website if you’d like to find out more.”
Then hand them a business card and move on. If they ask more, you’re better prepared because you’ve already established your starting point clearly.
You can’t avoid every question — but if you communicate better through writing (like me), having something you can point people to is invaluable.
And for those who say, “But you make YouTube videos” — yes, I fully script mine and stick to the script about 90% of the time. For public speaking, I have note cards. Play to your strengths.
If you’re confident speaking, memorize a few key conversation points (like the ones from the previous section) or ask ChatGPT for alternatives if you want. If you’re better at writing, direct people to your website or your welcome pack.
This way, you save yourself time, avoid awkward conversations, and attract the clients who truly fit your style and pricing — the ones who value your work and are ready to invest.
Final Thoughts
I want to leave you with two parting thoughts that I hope will help you feel more confident next time someone hits you with the dreaded:
“Why are you so expensive?”
1. Think like a Tradie.
We recently had some renovations done. I looked over every invoice — from the electrician, the plumber, and the builder — checking for things like supplies, call-out fees, and travel charges. But I never once turned around and said,
“Your prices are ridiculous! What makes you think you can charge $100 an hour — plus tax?!”
Why not? Because I understood: they were doing a job I either wasn’t qualified to do, didn’t have time to do, or frankly didn’t want to do. Their expertise, experience, and tools were all part of the package. Sure, I could try to figure it out myself with YouTube videos and a Bunnings run… but I also might make costly mistakes, waste a ton of time, or end up calling a professional anyway to fix the mess.
And as a sensible adult, if I were getting quotes for a renovation, I wouldn’t call the first builder and blast them for their prices. I’d get 2 or 3 quotes, weigh up who seemed the best fit, and make an educated decision.
So now — flip the perspective:
You are a Photography Tradie.
You’re running a business. You’ve got tools, training, experience, and overheads. People are allowed to ask questions — just like you’d ask a builder about materials or timelines. But if someone’s rude or devalues your work right out the gate, they’re probably not your client. And that’s okay.
2. Being told you’re too expensive isn’t personal — even though it feels that way.
It’s just part of stepping into business ownership. Ironically, the more confidently you handle these moments, the less often they happen — because people start to sense your professionalism and value before you even open your mouth.
So don’t shy away from the objection.
Don’t lower your prices every time someone flinches.
Know your worth. Build your systems. Communicate your value. And keep going.
If you’ve got stories to share, lessons you’ve learned, or awkward pricing convos of your own — I’d love to hear about them. Drop a comment, start a conversation, or let me know how you’ve been navigating life as a photographer or creative.
This journey’s better when we share it.
