Over the past two months, I’ve had the pleasure experience of trying to sell some used photo equipment online.
Most professional photographers try to keep up with technology by upgrading or expanding whenever a new tool comes out. Many photo businesses have to stay current to remain competitive.
A pro will look at the potential uses of a new item. If it might be of value, the photographer will make the purchase. Buying is usually based on the potential value of the item rather than the actual cost. It’s not purchase price but return on investment that’s important.
By comparison, many amateurs seem to be about product ownership. They will look at the price first and then decide if it’s worth adding to their collection of equipment. It’s not about return on investment or value received for the money. Instead, it’s about owning certain pieces of gear for the sake of ownership.
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I listed a camera and a lens on Craigslist. Of the two dozen replies, only two used a real name. All the rest where from people like bBadX23456 @ hotmail or gmail. But I suppose that’s to be expected from the Craigslist crowd.
One real-named person bought the lens after just three e-mails. The other real-named person is currently considering the camera purchase.
Most of the hotmailers and gmailers were either tire-kickers, lowballers or scammers. With some folks, I went through as many as 18 e-mail exchanges before they disappeared:
“Are you sure it’s a Nikon?”
“Do you have the original box?”
“I’ll give you $xxx less.”
“Do you have the camera strap?”
“I know you mentioned battery but does it come with a battery?”
“What month did you buy it?”
“What condition is the owner’s manual in?”
There was never a question about the camera’s current state of performance or functionality. No one requested a sample file. They were concerned only about price and how the camera looked.
Did I mention scammers? Some promised to pay me via Paypal if I would ship the camera to them right away, because they were leaving on an out-of-country trip in two days. Others offered to pay $200 more than my asking price, if I would send the camera to their “friend” living in another country.
When selling used photo items via a forum for pro photographers, there was none of the above. Interested photographers just sent an e-mail basically saying, “yes, I’ll buy it,” and the deal was done.
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What was fun interesting about the above exercise was that trying to sell used photo equipment is a lot like trying to sell photography services.
I often get an e-mail or phone call from a business asking, “How much is it for a portrait?”
As any photographer will tell you, this question cannot be answered without much more information. Shopping price at this point is a waste of time. A photographer cannot begin to offer value without knowing what is valuable to the client.
Before buying a new piece of equipment, a pro photographer has to evaluate the potential uses of that equipment and then decide if it will provide a good return for their investment.
Similarly, before a client buys photography services, they have to know the potential uses of that photography. Only then can a photographer offer value and only then can the client decide if that value might be worth their investment.
Yes, good photography, like good photo equipment, really is an investment which can pay dividends. On the other hand, disposable photography is just that.
When buying photography services, instead of just collecting photos the way an amateur collects camera gear, a client needs to see the full value of what they’re shopping for. After they understand the value, they will understand the price.
In other words, photography service is what you want it to be. It can be one-shot, cheap and disposable. Or, it can be a business asset that gives a positive return on your investment.
