How Undercutting Hurts

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How Undercutting Hurts

As a wedding photographer in Calgary and worldwide, I have worked incredibly hard to get to where I am. I know if you are a fellow photographer reading this, you probably have too. The sweat, tears, anxiety, elation, – you’ve felt it all. I have developed many wonderful relationships with fellow photographers in the industry, however some of the emails I am receiving from fellow photographers, clients and potential clients has me worried.

More than worried, I am incredibly frustrated and saddened.

We’ve talked about it before and we’ll talk about it again, because it seems that the message just isn’t getting across.


Now, we all know that undercutting is different from just starting out and having a low price to get your portfolio built. We’ve established that. We get it, everyone needs to start somewhere. Every client has a different budget range, and I am not saying that people who cannot afford a professional wedding photographer are doing something wrong. Far from that. I completely understand having been a bride myself, what it is like to have a limited budget for photography – and most people know that they get what they pay for.

This post is aimed at you my fellow photographers. It’s not all of you. I am not whitewashing or making a blanket statement. The people who the finger is being pointed at know who they are.

At the risk of tarnishing some of the relationships I have worked so hard to build, I have to tell you – You are ruining it for everyone. Your practices are hurting not only my ability to run a business, put food on the table and pay my mortgage, but yours as well in the long run.


Competitive Pricing Vs. Undercutting


I am not talking about photographers who are pricing competitively. I am talking about people who are respected, talented, professional, well known photographers whom I know well in our beautiful province and city. Photographers who have had  the same clients who inquired for my services, and then proceed to quite literally, not offer a slightly lower price to entice a couple, but have completely bottomed out in order to take a booking.

I understand we operate competitive businesses, but we are also artists. Artists need to support each other and create consistency in the market, so that there is at least somewhat of a standard in the industry.

Why is this standard important? Because it affects our ability to do what we love, and continue to make a living doing so. This means being able to provide for our families and have a roof over our heads.

We may not all have the same pricing, nor do we need to. We don’t need to all be best friends and offer the same things. But we do need to have respect. Respect for each other, and respect for ourselves. And part of that involves making a commitment to fairness and sustainability in the industry. If you want to create a sustainable market and have a well respected business, you have to think about your business practices, and part of that includes paying yourself fairly and not taking a job for almost nothing when you’re already established.

It’s a difficult season. The economy is tough, the industry is over saturated, and people everywhere are tightening up.

But that doesn’t mean we should lower our integrity or our values.


Why This Is Relevant to You, and Are you Undercutting?

It should be common sense as to why this is relevant to you. You might be snapping up clients left, right and center. But that honeymoon will not last forever. Have you researched the market? Do you know what other photographers in your area are charging? You know, it’s okay to ask each other. We don’t need to offer the same packages but you do need to see if your talent is on par with your market and pricing. Are you low balling inquiries to get more clients? Are you asking clients what another photographer has offered (if you don’t already know) and then low-balling?

Most people want a deal. I don’t blame them. But this behaviour with clients is talked about around the water cooler. To this day, I still receive referrals from friends of brides who’s weddings I shot 8 years ago when I first started – pricing included. Word stays around and travels fast. How do you want your business to be portrayed? In 2, or 5 years down the road do you want to have a difficult time booking clients?  What do you want potential clients to think about you? If you offer your services for next to nothing, it gives clients the idea that you don’t value your work, their wedding or your time. After all, it takes many hours of work before a wedding, as well as in post production to give them a professional product.  Do you want a solid reputation among your peers? Do you want there to be an industry that is sustainable?


What You Can Do

Be brave. Hold your head up high, and let your pricing reflect your talent and the industry around you. Don’t cave in to a rough market or pressure from a client. This is sustainable. This builds you a reputation as someone who values their work, time and business. This shows that you are a competitor in an industry who cares about the industry as a whole. This is what keeps the industry valued, and thriving.

Lift each other up. Connect with other photographers. Practice your business with integrity and in the next downturn, people will remember your name.

It’s not easy, but anything that’s worth it never was.


*Comment and share your experiences and advice below. Keep it constructive. Thanks for stopping by!*

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