{"version":"1.0.0","segments":[{"speaker":"Annemie Tonken","startTime":0.0,"endTime":3.48,"body":"So a while back,"},{"speaker":"Annemie Tonken","startTime":0.0,"endTime":3.48,"body":"I had a client reach out to me."},{"speaker":"Annemie Tonken","startTime":3.48,"endTime":7.68,"body":"It was a new client, and they"},{"speaker":"Annemie Tonken","startTime":3.48,"endTime":7.68,"body":"were real sticky about the"},{"speaker":"Annemie Tonken","startTime":7.68,"endTime":12.36,"body":"price. So we had our intro phone"},{"speaker":"Annemie Tonken","startTime":7.68,"endTime":12.36,"body":"call, and I just kept getting a"},{"speaker":"Annemie Tonken","startTime":12.36,"endTime":16.44,"body":"lot of friction, a lot of"},{"speaker":"Annemie Tonken","startTime":12.36,"endTime":16.44,"body":"pushback about the price,"},{"speaker":"Annemie Tonken","startTime":16.44,"endTime":20.1,"body":"questions about the price. This"},{"speaker":"Annemie Tonken","startTime":16.44,"endTime":20.1,"body":"is really stretching our budget."},{"speaker":"Annemie Tonken","startTime":20.1,"endTime":22.52,"body":"It's more than we were"},{"speaker":"Annemie Tonken","startTime":20.1,"endTime":22.52,"body":"anticipating spending those"},{"speaker":"Annemie Tonken","startTime":22.52,"endTime":26.6,"body":"kinds of questions, which are"},{"speaker":"Annemie Tonken","startTime":22.52,"endTime":26.6,"body":"not unusual, but I remember when"},{"speaker":"Annemie Tonken","startTime":26.6,"endTime":29.6,"body":"I hung up the phone assuming"},{"speaker":"Annemie Tonken","startTime":26.6,"endTime":29.6,"body":"that they weren't going to book,"},{"speaker":"Annemie Tonken","startTime":30.26,"endTime":34.7,"body":"and then lo and behold, you"},{"speaker":"Annemie Tonken","startTime":30.26,"endTime":34.7,"body":"know, I send over the proposal,"},{"speaker":"Annemie Tonken","startTime":34.76,"endTime":38.36,"body":"and they do book, they fill it"},{"speaker":"Annemie Tonken","startTime":34.76,"endTime":38.36,"body":"out, they lock in their date,"},{"speaker":"Annemie Tonken","startTime":38.84,"endTime":43.54,"body":"and we go about getting ready"},{"speaker":"Annemie Tonken","startTime":38.84,"endTime":43.54,"body":"for the session. So I was kind"},{"speaker":"Annemie Tonken","startTime":43.54,"endTime":49.06,"body":"of anticipating that, you know,"},{"speaker":"Annemie Tonken","startTime":43.54,"endTime":49.06,"body":"the rest of the conversation as"},{"speaker":"Annemie Tonken","startTime":49.06,"endTime":51.88,"body":"we went through the process of"},{"speaker":"Annemie Tonken","startTime":49.06,"endTime":51.88,"body":"the session, and you know, when"},{"speaker":"Annemie Tonken","startTime":51.88,"endTime":54.46,"body":"they were purchasing their"},{"speaker":"Annemie Tonken","startTime":51.88,"endTime":54.46,"body":"collection, that they were going"},{"speaker":"Annemie Tonken","startTime":54.46,"endTime":61.86,"body":"to be on the least possible"},{"speaker":"Annemie Tonken","startTime":54.46,"endTime":61.86,"body":"expense road. And as it turned"},{"speaker":"Annemie Tonken","startTime":61.86,"endTime":67.08,"body":"out, that was not the case at"},{"speaker":"Annemie Tonken","startTime":61.86,"endTime":67.08,"body":"all. First, at their session, we"},{"speaker":"Annemie Tonken","startTime":67.2,"endTime":69.66,"body":"had agreed to meet. They did not"},{"speaker":"Annemie Tonken","startTime":67.2,"endTime":69.66,"body":"want to do a session at their"},{"speaker":"Annemie Tonken","startTime":69.66,"endTime":71.76,"body":"home. Their kids were older."},{"speaker":"Annemie Tonken","startTime":69.66,"endTime":71.76,"body":"They wanted to be, you know,"},{"speaker":"Annemie Tonken","startTime":71.76,"endTime":75.84,"body":"outside the house. So we met at"},{"speaker":"Annemie Tonken","startTime":71.76,"endTime":75.84,"body":"a park that I sometimes"},{"speaker":"Annemie Tonken","startTime":75.84,"endTime":81.08,"body":"photograph at, and I got there"},{"speaker":"Annemie Tonken","startTime":75.84,"endTime":81.08,"body":"early, and the two parents"},{"speaker":"Annemie Tonken","startTime":81.26,"endTime":85.76,"body":"showed up in separate cars with"},{"speaker":"Annemie Tonken","startTime":81.26,"endTime":85.76,"body":"the kids in the two cars, and"},{"speaker":"Annemie Tonken","startTime":85.76,"endTime":89.9,"body":"they were both driving very"},{"speaker":"Annemie Tonken","startTime":85.76,"endTime":89.9,"body":"expensive vehicles. I don't"},{"speaker":"Annemie Tonken","startTime":89.9,"endTime":92.66,"body":"remember exactly what the make"},{"speaker":"Annemie Tonken","startTime":89.9,"endTime":92.66,"body":"and models were, but they were"},{"speaker":"Annemie Tonken","startTime":92.72,"endTime":97.46,"body":"like six figure cars times two."},{"speaker":"Annemie Tonken","startTime":92.72,"endTime":97.46,"body":"So that was like Clue Number"},{"speaker":"Annemie Tonken","startTime":97.52,"endTime":103.06,"body":"one, and then the second, sort"},{"speaker":"Annemie Tonken","startTime":97.52,"endTime":103.06,"body":"of insight into their situation"},{"speaker":"Annemie Tonken","startTime":103.12,"endTime":107.62,"body":"was that I ended up dropping a"},{"speaker":"Annemie Tonken","startTime":103.12,"endTime":107.62,"body":"product off at their house,"},{"speaker":"Annemie Tonken","startTime":107.98,"endTime":111.4,"body":"which is not typically what"},{"speaker":"Annemie Tonken","startTime":107.98,"endTime":111.4,"body":"happens normally people, when"},{"speaker":"Annemie Tonken","startTime":111.4,"endTime":115.0,"body":"they order through my online"},{"speaker":"Annemie Tonken","startTime":111.4,"endTime":115.0,"body":"gallery, their products come"},{"speaker":"Annemie Tonken","startTime":115.06,"endTime":118.9,"body":"delivered directly to their"},{"speaker":"Annemie Tonken","startTime":115.06,"endTime":118.9,"body":"home, but for some reason or"},{"speaker":"Annemie Tonken","startTime":118.9,"endTime":124.26,"body":"another, I had to go deliver"},{"speaker":"Annemie Tonken","startTime":118.9,"endTime":124.26,"body":"their products, and when I"},{"speaker":"Annemie Tonken","startTime":124.26,"endTime":126.6,"body":"showed up at their house, they"},{"speaker":"Annemie Tonken","startTime":124.26,"endTime":126.6,"body":"lived in a gated community where"},{"speaker":"Annemie Tonken","startTime":126.6,"endTime":132.72,"body":"houses start at like a million"},{"speaker":"Annemie Tonken","startTime":126.6,"endTime":132.72,"body":"and a half. So here I had gotten"},{"speaker":"Annemie Tonken","startTime":132.78,"endTime":137.34,"body":"all this pushback, initial"},{"speaker":"Annemie Tonken","startTime":132.78,"endTime":137.34,"body":"friction about the price of my"},{"speaker":"Annemie Tonken","startTime":137.34,"endTime":143.48,"body":"services, which you know, they"},{"speaker":"Annemie Tonken","startTime":137.34,"endTime":143.48,"body":"are, what they are. And if I had"},{"speaker":"Annemie Tonken","startTime":143.54,"endTime":148.22,"body":"been perhaps earlier in my"},{"speaker":"Annemie Tonken","startTime":143.54,"endTime":148.22,"body":"business or less confident about"},{"speaker":"Annemie Tonken","startTime":148.22,"endTime":153.08,"body":"my pricing, it would have been"},{"speaker":"Annemie Tonken","startTime":148.22,"endTime":153.08,"body":"not unlikely that I might have"},{"speaker":"Annemie Tonken","startTime":153.08,"endTime":155.78,"body":"said, You know what, let's go"},{"speaker":"Annemie Tonken","startTime":153.08,"endTime":155.78,"body":"with a different price or"},{"speaker":"Annemie Tonken","startTime":155.78,"endTime":159.5,"body":"package or something. I might"},{"speaker":"Annemie Tonken","startTime":155.78,"endTime":159.5,"body":"have changed what I, you know,"},{"speaker":"Annemie Tonken","startTime":159.5,"endTime":163.66,"body":"had established as my pricing in"},{"speaker":"Annemie Tonken","startTime":159.5,"endTime":163.66,"body":"order to accommodate this budget"},{"speaker":"Annemie Tonken","startTime":163.66,"endTime":166.78,"body":"that they were talking about,"},{"speaker":"Annemie Tonken","startTime":163.66,"endTime":166.78,"body":"only to then find out that, like"},{"speaker":"Annemie Tonken","startTime":167.2,"endTime":170.26,"body":"they had plenty of room in their"},{"speaker":"Annemie Tonken","startTime":167.2,"endTime":170.26,"body":"budget, it was just a matter of,"},{"speaker":"Annemie Tonken","startTime":170.44,"endTime":174.88,"body":"you know, whatever it was, why,"},{"speaker":"Annemie Tonken","startTime":170.44,"endTime":174.88,"body":"for whatever reason, they wanted"},{"speaker":"Annemie Tonken","startTime":174.88,"endTime":177.94,"body":"to give me some pushback about"},{"speaker":"Annemie Tonken","startTime":174.88,"endTime":177.94,"body":"that. When I didn't capitulate,"},{"speaker":"Annemie Tonken","startTime":177.94,"endTime":181.14,"body":"they went ahead and booked and"},{"speaker":"Annemie Tonken","startTime":177.94,"endTime":181.14,"body":"and the rest is history. They"},{"speaker":"Annemie Tonken","startTime":181.14,"endTime":184.02,"body":"bought my top package, they"},{"speaker":"Annemie Tonken","startTime":181.14,"endTime":184.02,"body":"bought a bunch of products that"},{"speaker":"Annemie Tonken","startTime":184.02,"endTime":187.14,"body":"went beyond their print credit,"},{"speaker":"Annemie Tonken","startTime":184.02,"endTime":187.14,"body":"and everyone lived happily ever"},{"speaker":"Annemie Tonken","startTime":187.14,"endTime":192.0,"body":"after. But today I share that"},{"speaker":"Annemie Tonken","startTime":187.14,"endTime":192.0,"body":"story because I want to talk"},{"speaker":"Annemie Tonken","startTime":192.0,"endTime":196.98,"body":"about pricing, and I know that"},{"speaker":"Annemie Tonken","startTime":192.0,"endTime":196.98,"body":"it can feel like pricing is, you"},{"speaker":"Annemie Tonken","startTime":196.98,"endTime":200.06,"body":"know, it's just about the"},{"speaker":"Annemie Tonken","startTime":196.98,"endTime":200.06,"body":"numbers. You put together a"},{"speaker":"Annemie Tonken","startTime":200.06,"endTime":203.18,"body":"spreadsheet, or you go through a"},{"speaker":"Annemie Tonken","startTime":200.06,"endTime":203.18,"body":"calculator, or you look around"},{"speaker":"Annemie Tonken","startTime":203.18,"endTime":206.36,"body":"and you see what the market"},{"speaker":"Annemie Tonken","startTime":203.18,"endTime":206.36,"body":"tells you you can charge. There"},{"speaker":"Annemie Tonken","startTime":206.36,"endTime":209.6,"body":"are all different ways to price"},{"speaker":"Annemie Tonken","startTime":206.36,"endTime":209.6,"body":"your business, but in reality,"},{"speaker":"Annemie Tonken","startTime":209.6,"endTime":214.04,"body":"pricing goes beyond the numbers."},{"speaker":"Annemie Tonken","startTime":209.6,"endTime":214.04,"body":"It goes beyond the math and the"},{"speaker":"Annemie Tonken","startTime":214.04,"endTime":219.14,"body":"sort of bare bones reality of"},{"speaker":"Annemie Tonken","startTime":214.04,"endTime":219.14,"body":"what it costs you to run a"},{"speaker":"Annemie Tonken","startTime":219.14,"endTime":224.5,"body":"business, and turns into"},{"speaker":"Annemie Tonken","startTime":219.14,"endTime":224.5,"body":"something that is pretty deeply"},{"speaker":"Annemie Tonken","startTime":224.5,"endTime":228.28,"body":"emotional for a lot of people."},{"speaker":"Annemie Tonken","startTime":224.5,"endTime":228.28,"body":"On your client's end, it can be"},{"speaker":"Annemie Tonken","startTime":228.28,"endTime":232.48,"body":"tied to the value of your"},{"speaker":"Annemie Tonken","startTime":228.28,"endTime":232.48,"body":"business. It can be tied to the"},{"speaker":"Annemie Tonken","startTime":232.48,"endTime":237.46,"body":"perception around kind of where"},{"speaker":"Annemie Tonken","startTime":232.48,"endTime":237.46,"body":"you are in the market. But on"},{"speaker":"Annemie Tonken","startTime":237.46,"endTime":242.28,"body":"your end, pricing really can get"},{"speaker":"Annemie Tonken","startTime":237.46,"endTime":242.28,"body":"caught up in your confidence,"},{"speaker":"Annemie Tonken","startTime":242.28,"endTime":247.98,"body":"your self worth. It's certainly"},{"speaker":"Annemie Tonken","startTime":242.28,"endTime":247.98,"body":"driven and steered by your past"},{"speaker":"Annemie Tonken","startTime":247.98,"endTime":250.68,"body":"experience with money. If you've"},{"speaker":"Annemie Tonken","startTime":247.98,"endTime":250.68,"body":"ever heard somebody talk about"},{"speaker":"Annemie Tonken","startTime":250.68,"endTime":254.46,"body":"money scripts, we carry a lot of"},{"speaker":"Annemie Tonken","startTime":250.68,"endTime":254.46,"body":"money baggage into our"},{"speaker":"Annemie Tonken","startTime":254.46,"endTime":259.26,"body":"businesses, and our pricing does"},{"speaker":"Annemie Tonken","startTime":254.46,"endTime":259.26,"body":"impact our ability to"},{"speaker":"Annemie Tonken","startTime":259.26,"endTime":262.7,"body":"communicate the value of our"},{"speaker":"Annemie Tonken","startTime":259.26,"endTime":262.7,"body":"services. So there's so much"},{"speaker":"Annemie Tonken","startTime":262.7,"endTime":267.2,"body":"more to pricing than just"},{"speaker":"Annemie Tonken","startTime":262.7,"endTime":267.2,"body":"numbers on a page, and today I"},{"speaker":"Annemie Tonken","startTime":267.2,"endTime":271.76,"body":"want to talk about three big"},{"speaker":"Annemie Tonken","startTime":267.2,"endTime":271.76,"body":"mindset shifts that I think are"},{"speaker":"Annemie Tonken","startTime":271.76,"endTime":276.86,"body":"kind of required when it comes"},{"speaker":"Annemie Tonken","startTime":271.76,"endTime":276.86,"body":"to pricing your business"},{"speaker":"Annemie Tonken","startTime":276.86,"endTime":282.76,"body":"profitably and talking about"},{"speaker":"Annemie Tonken","startTime":276.86,"endTime":282.76,"body":"that price confidently, right? I"},{"speaker":"Annemie Tonken","startTime":282.76,"endTime":286.84,"body":"want to help you get to a place"},{"speaker":"Annemie Tonken","startTime":282.76,"endTime":286.84,"body":"where you get many fewer we"},{"speaker":"Annemie Tonken","startTime":286.9,"endTime":292.72,"body":"can't afford it. Responses from"},{"speaker":"Annemie Tonken","startTime":286.9,"endTime":292.72,"body":"clients who actually can afford"},{"speaker":"Annemie Tonken","startTime":292.72,"endTime":297.52,"body":"it. Welcome to this can't be"},{"speaker":"Annemie Tonken","startTime":292.72,"endTime":297.52,"body":"that hard. My name is Annemie"},{"speaker":"Annemie Tonken","startTime":297.52,"endTime":300.6,"body":"Tonken, and I help photographers"},{"speaker":"Annemie Tonken","startTime":297.52,"endTime":300.6,"body":"run profitable. Sustainable"},{"speaker":"Annemie Tonken","startTime":300.6,"endTime":303.96,"body":"businesses that they love. Each"},{"speaker":"Annemie Tonken","startTime":300.6,"endTime":303.96,"body":"week on the podcast, I cover"},{"speaker":"Annemie Tonken","startTime":303.96,"endTime":307.32,"body":"simple, actionable strategies"},{"speaker":"Annemie Tonken","startTime":303.96,"endTime":307.32,"body":"and systems that photographers"},{"speaker":"Annemie Tonken","startTime":307.32,"endTime":310.74,"body":"at every level of experience can"},{"speaker":"Annemie Tonken","startTime":307.32,"endTime":310.74,"body":"use to earn more money in a more"},{"speaker":"Annemie Tonken","startTime":310.74,"endTime":314.16,"body":"sustainable way. Running a"},{"speaker":"Annemie Tonken","startTime":310.74,"endTime":314.16,"body":"photography business doesn't"},{"speaker":"Annemie Tonken","startTime":314.16,"endTime":322.22,"body":"have to be that hard. You can do"},{"speaker":"Annemie Tonken","startTime":314.16,"endTime":322.22,"body":"it, and I can show you how. So"},{"speaker":"Annemie Tonken","startTime":322.22,"endTime":326.72,"body":"in light of the story that I"},{"speaker":"Annemie Tonken","startTime":322.22,"endTime":326.72,"body":"shared there in the intro, I"},{"speaker":"Annemie Tonken","startTime":326.72,"endTime":330.74,"body":"want to kind of start with this"},{"speaker":"Annemie Tonken","startTime":326.72,"endTime":330.74,"body":"mindset that you really need to"},{"speaker":"Annemie Tonken","startTime":330.74,"endTime":334.88,"body":"go into every conversation about"},{"speaker":"Annemie Tonken","startTime":330.74,"endTime":334.88,"body":"your pricing, understanding that"},{"speaker":"Annemie Tonken","startTime":335.06,"endTime":339.8,"body":"the phrase too expensive is kind"},{"speaker":"Annemie Tonken","startTime":335.06,"endTime":339.8,"body":"of a garbage phrase. Now"},{"speaker":"Annemie Tonken","startTime":339.86,"endTime":342.46,"body":"sometimes someone is going to"},{"speaker":"Annemie Tonken","startTime":339.86,"endTime":342.46,"body":"say that's outside of our"},{"speaker":"Annemie Tonken","startTime":342.46,"endTime":345.88,"body":"budget, and that's going to be"},{"speaker":"Annemie Tonken","startTime":342.46,"endTime":345.88,"body":"reality, and that's fine."},{"speaker":"Annemie Tonken","startTime":345.94,"endTime":349.54,"body":"Everyone has a budget. We should"},{"speaker":"Annemie Tonken","startTime":345.94,"endTime":349.54,"body":"respect people's budgets. I"},{"speaker":"Annemie Tonken","startTime":349.6,"endTime":354.4,"body":"would never encourage anyone to"},{"speaker":"Annemie Tonken","startTime":349.6,"endTime":354.4,"body":"try and talk somebody out of"},{"speaker":"Annemie Tonken","startTime":354.4,"endTime":359.08,"body":"their budget, because that's"},{"speaker":"Annemie Tonken","startTime":354.4,"endTime":359.08,"body":"kind of a shady thing to do. But"},{"speaker":"Annemie Tonken","startTime":359.56,"endTime":363.6,"body":"sometimes the phrase that's too"},{"speaker":"Annemie Tonken","startTime":359.56,"endTime":363.6,"body":"expensive is just kind of a"},{"speaker":"Annemie Tonken","startTime":363.6,"endTime":368.1,"body":"stand in for whatever it is"},{"speaker":"Annemie Tonken","startTime":363.6,"endTime":368.1,"body":"that's holding that person back."},{"speaker":"Annemie Tonken","startTime":368.16,"endTime":373.08,"body":"Right? I have many, many"},{"speaker":"Annemie Tonken","startTime":368.16,"endTime":373.08,"body":"examples, like the story that I"},{"speaker":"Annemie Tonken","startTime":373.08,"endTime":377.34,"body":"just shared about people who"},{"speaker":"Annemie Tonken","startTime":373.08,"endTime":377.34,"body":"very clearly had plenty of money"},{"speaker":"Annemie Tonken","startTime":377.4,"endTime":381.92,"body":"but told me that my prices were"},{"speaker":"Annemie Tonken","startTime":377.4,"endTime":381.92,"body":"higher for whatever reason. The"},{"speaker":"Annemie Tonken","startTime":381.92,"endTime":386.78,"body":"thing is, it's really important"},{"speaker":"Annemie Tonken","startTime":381.92,"endTime":386.78,"body":"that you establish what your"},{"speaker":"Annemie Tonken","startTime":386.78,"endTime":389.84,"body":"prices are and become"},{"speaker":"Annemie Tonken","startTime":386.78,"endTime":389.84,"body":"comfortable enough talking about"},{"speaker":"Annemie Tonken","startTime":389.84,"endTime":393.38,"body":"and sharing that price, and"},{"speaker":"Annemie Tonken","startTime":389.84,"endTime":393.38,"body":"comfortable enough with the idea"},{"speaker":"Annemie Tonken","startTime":393.38,"endTime":397.04,"body":"that not everyone will be able"},{"speaker":"Annemie Tonken","startTime":393.38,"endTime":397.04,"body":"to afford what it is that you're"},{"speaker":"Annemie Tonken","startTime":397.04,"endTime":401.8,"body":"charging in order to set that"},{"speaker":"Annemie Tonken","startTime":397.04,"endTime":401.8,"body":"price and be happy with it."},{"speaker":"Annemie Tonken","startTime":402.28,"endTime":406.0,"body":"People have budgets. The economy"},{"speaker":"Annemie Tonken","startTime":402.28,"endTime":406.0,"body":"affects everyone, but it's also"},{"speaker":"Annemie Tonken","startTime":406.0,"endTime":408.94,"body":"really frustrating when people"},{"speaker":"Annemie Tonken","startTime":406.0,"endTime":408.94,"body":"say they can't afford it, and"},{"speaker":"Annemie Tonken","startTime":408.94,"endTime":411.34,"body":"then they're out there spending"},{"speaker":"Annemie Tonken","startTime":408.94,"endTime":411.34,"body":"money on things that are"},{"speaker":"Annemie Tonken","startTime":411.4,"endTime":415.3,"body":"important to them, perhaps, but"},{"speaker":"Annemie Tonken","startTime":411.4,"endTime":415.3,"body":"kind of objectively less"},{"speaker":"Annemie Tonken","startTime":415.3,"endTime":418.24,"body":"meaningful than the services"},{"speaker":"Annemie Tonken","startTime":415.3,"endTime":418.24,"body":"that we provide as"},{"speaker":"Annemie Tonken","startTime":418.24,"endTime":422.28,"body":"photographers, right? So let's"},{"speaker":"Annemie Tonken","startTime":418.24,"endTime":422.28,"body":"talk about what's really"},{"speaker":"Annemie Tonken","startTime":422.28,"endTime":427.2,"body":"happening when someone says we"},{"speaker":"Annemie Tonken","startTime":422.28,"endTime":427.2,"body":"can't afford it. If they can't"},{"speaker":"Annemie Tonken","startTime":427.2,"endTime":431.34,"body":"afford it, then that is what it"},{"speaker":"Annemie Tonken","startTime":427.2,"endTime":431.34,"body":"is. But oftentimes, it's not"},{"speaker":"Annemie Tonken","startTime":431.34,"endTime":435.36,"body":"that they can't afford it, it's"},{"speaker":"Annemie Tonken","startTime":431.34,"endTime":435.36,"body":"that the perceived value of what"},{"speaker":"Annemie Tonken","startTime":435.36,"endTime":439.38,"body":"you're offering doesn't yet"},{"speaker":"Annemie Tonken","startTime":435.36,"endTime":439.38,"body":"match the price that you've put"},{"speaker":"Annemie Tonken","startTime":439.38,"endTime":443.48,"body":"out now again, that doesn't mean"},{"speaker":"Annemie Tonken","startTime":439.38,"endTime":443.48,"body":"that they don't love your work."},{"speaker":"Annemie Tonken","startTime":443.48,"endTime":446.66,"body":"It doesn't mean that your work"},{"speaker":"Annemie Tonken","startTime":443.48,"endTime":446.66,"body":"isn't valuable. It means that"},{"speaker":"Annemie Tonken","startTime":446.66,"endTime":450.56,"body":"the client doesn't fully"},{"speaker":"Annemie Tonken","startTime":446.66,"endTime":450.56,"body":"understand the value yet, right?"},{"speaker":"Annemie Tonken","startTime":450.68,"endTime":454.28,"body":"Maybe they've talked to other"},{"speaker":"Annemie Tonken","startTime":450.68,"endTime":454.28,"body":"photographers whose prices were"},{"speaker":"Annemie Tonken","startTime":454.28,"endTime":458.9,"body":"half what yours are, and even"},{"speaker":"Annemie Tonken","startTime":454.28,"endTime":458.9,"body":"though they like your work"},{"speaker":"Annemie Tonken","startTime":458.9,"endTime":463.6,"body":"better, that seems like a big"},{"speaker":"Annemie Tonken","startTime":458.9,"endTime":463.6,"body":"jump to them. Your job isn't"},{"speaker":"Annemie Tonken","startTime":463.6,"endTime":467.44,"body":"just to create beautiful photos"},{"speaker":"Annemie Tonken","startTime":463.6,"endTime":467.44,"body":"and then hope that people put,"},{"speaker":"Annemie Tonken","startTime":467.5,"endTime":471.28,"body":"you know, connect the dots and"},{"speaker":"Annemie Tonken","startTime":467.5,"endTime":471.28,"body":"figure out like that's worth"},{"speaker":"Annemie Tonken","startTime":471.28,"endTime":475.06,"body":"whatever it is that he or she is"},{"speaker":"Annemie Tonken","startTime":471.28,"endTime":475.06,"body":"charging. It really is to help"},{"speaker":"Annemie Tonken","startTime":475.06,"endTime":479.08,"body":"clients see how those photos"},{"speaker":"Annemie Tonken","startTime":475.06,"endTime":479.08,"body":"will mean something in their"},{"speaker":"Annemie Tonken","startTime":479.08,"endTime":483.54,"body":"lives. Will transform something"},{"speaker":"Annemie Tonken","startTime":479.08,"endTime":483.54,"body":"in their lives, right? This is"},{"speaker":"Annemie Tonken","startTime":483.66,"endTime":488.04,"body":"how they preserve memories. It's"},{"speaker":"Annemie Tonken","startTime":483.66,"endTime":488.04,"body":"how they feel better about"},{"speaker":"Annemie Tonken","startTime":488.04,"endTime":490.92,"body":"themselves. It's how they"},{"speaker":"Annemie Tonken","startTime":488.04,"endTime":490.92,"body":"promote their businesses. It's"},{"speaker":"Annemie Tonken","startTime":490.92,"endTime":495.6,"body":"how they, you know, create"},{"speaker":"Annemie Tonken","startTime":490.92,"endTime":495.6,"body":"legacy type products and things"},{"speaker":"Annemie Tonken","startTime":495.6,"endTime":498.06,"body":"for their children and"},{"speaker":"Annemie Tonken","startTime":495.6,"endTime":498.06,"body":"grandchildren. I mean, these are"},{"speaker":"Annemie Tonken","startTime":498.06,"endTime":503.06,"body":"big, important transformations,"},{"speaker":"Annemie Tonken","startTime":498.06,"endTime":503.06,"body":"big, important things that you"},{"speaker":"Annemie Tonken","startTime":503.06,"endTime":507.98,"body":"are offering to people, and you"},{"speaker":"Annemie Tonken","startTime":503.06,"endTime":507.98,"body":"really have to take the time and"},{"speaker":"Annemie Tonken","startTime":507.98,"endTime":513.74,"body":"make the point of helping them"},{"speaker":"Annemie Tonken","startTime":507.98,"endTime":513.74,"body":"connect those dots. They reached"},{"speaker":"Annemie Tonken","startTime":513.74,"endTime":517.7,"body":"out to you because they saw"},{"speaker":"Annemie Tonken","startTime":513.74,"endTime":517.7,"body":"value in whatever it was that"},{"speaker":"Annemie Tonken","startTime":517.7,"endTime":522.4,"body":"you did. Now you just need to"},{"speaker":"Annemie Tonken","startTime":517.7,"endTime":522.4,"body":"demonstrate for them how that"},{"speaker":"Annemie Tonken","startTime":522.4,"endTime":526.78,"body":"value will show up in their"},{"speaker":"Annemie Tonken","startTime":522.4,"endTime":526.78,"body":"lives, because as you do that,"},{"speaker":"Annemie Tonken","startTime":527.26,"endTime":530.5,"body":"they will be more and more"},{"speaker":"Annemie Tonken","startTime":527.26,"endTime":530.5,"body":"willing to spend money on that."},{"speaker":"Annemie Tonken","startTime":531.46,"endTime":534.28,"body":"We all want to believe that our"},{"speaker":"Annemie Tonken","startTime":531.46,"endTime":534.28,"body":"photos will sell themselves,"},{"speaker":"Annemie Tonken","startTime":534.52,"endTime":538.06,"body":"that, you know, clients will"},{"speaker":"Annemie Tonken","startTime":534.52,"endTime":538.06,"body":"just kind of get it. But most"},{"speaker":"Annemie Tonken","startTime":538.06,"endTime":538.42,"body":"people"},{"speaker":"Annemie Tonken","startTime":538.42,"endTime":543.84,"body":"really do need that help when it"},{"speaker":"Annemie Tonken","startTime":538.42,"endTime":543.84,"body":"comes to believing that what you"},{"speaker":"Annemie Tonken","startTime":543.84,"endTime":548.7,"body":"offer will actually help them"},{"speaker":"Annemie Tonken","startTime":543.84,"endTime":548.7,"body":"get what they want. Now I want"},{"speaker":"Annemie Tonken","startTime":548.7,"endTime":552.48,"body":"to talk about this in terms of a"},{"speaker":"Annemie Tonken","startTime":548.7,"endTime":552.48,"body":"totally different example. I was"},{"speaker":"Annemie Tonken","startTime":552.48,"endTime":555.66,"body":"thinking about the healthcare"},{"speaker":"Annemie Tonken","startTime":552.48,"endTime":555.66,"body":"industry or the fitness"},{"speaker":"Annemie Tonken","startTime":555.66,"endTime":560.54,"body":"industry, the weight loss"},{"speaker":"Annemie Tonken","startTime":555.66,"endTime":560.54,"body":"industry and all the different"},{"speaker":"Annemie Tonken","startTime":560.54,"endTime":564.14,"body":"health coaches and personal"},{"speaker":"Annemie Tonken","startTime":560.54,"endTime":564.14,"body":"trainers out there who are"},{"speaker":"Annemie Tonken","startTime":564.56,"endTime":568.16,"body":"charging sometimes high prices,"},{"speaker":"Annemie Tonken","startTime":564.56,"endTime":568.16,"body":"but many of them are these days,"},{"speaker":"Annemie Tonken","startTime":568.16,"endTime":572.54,"body":"are charging pretty low rates."},{"speaker":"Annemie Tonken","startTime":568.16,"endTime":572.54,"body":"You know, 25 bucks a month, 50"},{"speaker":"Annemie Tonken","startTime":572.54,"endTime":575.06,"body":"bucks a month, 100 bucks a"},{"speaker":"Annemie Tonken","startTime":572.54,"endTime":575.06,"body":"month, if we're talking about"},{"speaker":"Annemie Tonken","startTime":575.06,"endTime":578.48,"body":"like online coaching programs,"},{"speaker":"Annemie Tonken","startTime":575.06,"endTime":578.48,"body":"some of those are pretty"},{"speaker":"Annemie Tonken","startTime":578.48,"endTime":582.7,"body":"inexpensive, right? And if you"},{"speaker":"Annemie Tonken","startTime":578.48,"endTime":582.7,"body":"follow what it is that they are"},{"speaker":"Annemie Tonken","startTime":582.76,"endTime":587.56,"body":"teaching you, chances are that"},{"speaker":"Annemie Tonken","startTime":582.76,"endTime":587.56,"body":"they will be able to make good"},{"speaker":"Annemie Tonken","startTime":587.56,"endTime":590.56,"body":"on the promise of real,"},{"speaker":"Annemie Tonken","startTime":587.56,"endTime":590.56,"body":"meaningful transformation in"},{"speaker":"Annemie Tonken","startTime":590.56,"endTime":595.78,"body":"your body. But the"},{"speaker":"Annemie Tonken","startTime":590.56,"endTime":595.78,"body":"transformation requires time and"},{"speaker":"Annemie Tonken","startTime":595.84,"endTime":600.48,"body":"effort, and in many cases, it"},{"speaker":"Annemie Tonken","startTime":595.84,"endTime":600.48,"body":"requires discomfort of A. Right?"},{"speaker":"Annemie Tonken","startTime":600.48,"endTime":603.72,"body":"Eating Less, working out more,"},{"speaker":"Annemie Tonken","startTime":600.48,"endTime":603.72,"body":"pushing yourself in a way that"},{"speaker":"Annemie Tonken","startTime":603.72,"endTime":606.3,"body":"maybe you don't love pushing"},{"speaker":"Annemie Tonken","startTime":603.72,"endTime":606.3,"body":"yourself, and that is a lot to"},{"speaker":"Annemie Tonken","startTime":606.3,"endTime":612.42,"body":"ask of someone now, as these GLP"},{"speaker":"Annemie Tonken","startTime":606.3,"endTime":612.42,"body":"one drugs have come on the"},{"speaker":"Annemie Tonken","startTime":612.42,"endTime":617.64,"body":"market. You've got ozempic,"},{"speaker":"Annemie Tonken","startTime":612.42,"endTime":617.64,"body":"which costs like $1,000 a month,"},{"speaker":"Annemie Tonken","startTime":617.64,"endTime":621.44,"body":"right? And requires you to give"},{"speaker":"Annemie Tonken","startTime":617.64,"endTime":621.44,"body":"yourself daily injections, which"},{"speaker":"Annemie Tonken","startTime":621.44,"endTime":625.04,"body":"I don't think many people are"},{"speaker":"Annemie Tonken","startTime":621.44,"endTime":625.04,"body":"too thrilled about, and it has"},{"speaker":"Annemie Tonken","startTime":625.04,"endTime":628.34,"body":"this long laundry list of"},{"speaker":"Annemie Tonken","startTime":625.04,"endTime":628.34,"body":"potential side effects, and some"},{"speaker":"Annemie Tonken","startTime":628.34,"endTime":633.02,"body":"of them are sound terrible, but"},{"speaker":"Annemie Tonken","startTime":628.34,"endTime":633.02,"body":"ozempic is super hard to get,"},{"speaker":"Annemie Tonken","startTime":633.02,"endTime":637.88,"body":"and all the other GLP one drugs"},{"speaker":"Annemie Tonken","startTime":633.02,"endTime":637.88,"body":"are like flying off the shelves"},{"speaker":"Annemie Tonken","startTime":637.94,"endTime":642.82,"body":"even at these really high"},{"speaker":"Annemie Tonken","startTime":637.94,"endTime":642.82,"body":"prices. Why? Because people"},{"speaker":"Annemie Tonken","startTime":642.82,"endTime":647.68,"body":"believe that it will work, and"},{"speaker":"Annemie Tonken","startTime":642.82,"endTime":647.68,"body":"they see that it's less work on"},{"speaker":"Annemie Tonken","startTime":647.68,"endTime":652.66,"body":"their part, less effort on their"},{"speaker":"Annemie Tonken","startTime":647.68,"endTime":652.66,"body":"part, than working out a lot,"},{"speaker":"Annemie Tonken","startTime":652.66,"endTime":656.14,"body":"or, you know, having to give up"},{"speaker":"Annemie Tonken","startTime":652.66,"endTime":656.14,"body":"the ice cream that they love so"},{"speaker":"Annemie Tonken","startTime":656.14,"endTime":660.22,"body":"much. So even though these drugs"},{"speaker":"Annemie Tonken","startTime":656.14,"endTime":660.22,"body":"are expensive, even though"},{"speaker":"Annemie Tonken","startTime":660.28,"endTime":664.44,"body":"giving yourself injections is"},{"speaker":"Annemie Tonken","startTime":660.28,"endTime":664.44,"body":"uncomfortable, even though there"},{"speaker":"Annemie Tonken","startTime":664.44,"endTime":667.74,"body":"are the risks of these side"},{"speaker":"Annemie Tonken","startTime":664.44,"endTime":667.74,"body":"effects, people are willing to"},{"speaker":"Annemie Tonken","startTime":667.74,"endTime":670.44,"body":"pay for things when they believe"},{"speaker":"Annemie Tonken","startTime":667.74,"endTime":670.44,"body":"that it will help them get the"},{"speaker":"Annemie Tonken","startTime":670.5,"endTime":675.84,"body":"outcome that they want. So if we"},{"speaker":"Annemie Tonken","startTime":670.5,"endTime":675.84,"body":"are to translate that to our job"},{"speaker":"Annemie Tonken","startTime":675.9,"endTime":679.26,"body":"as salespeople in the"},{"speaker":"Annemie Tonken","startTime":675.9,"endTime":679.26,"body":"photography world, we're not"},{"speaker":"Annemie Tonken","startTime":679.26,"endTime":683.6,"body":"here to convince people, but to"},{"speaker":"Annemie Tonken","startTime":679.26,"endTime":683.6,"body":"educate them, we want to show"},{"speaker":"Annemie Tonken","startTime":683.6,"endTime":688.04,"body":"them evidence that we get people"},{"speaker":"Annemie Tonken","startTime":683.6,"endTime":688.04,"body":"the results that they're looking"},{"speaker":"Annemie Tonken","startTime":688.04,"endTime":692.48,"body":"for and that we have a process"},{"speaker":"Annemie Tonken","startTime":688.04,"endTime":692.48,"body":"that works each and every time."},{"speaker":"Annemie Tonken","startTime":692.48,"endTime":696.62,"body":"Right? You want to position"},{"speaker":"Annemie Tonken","startTime":692.48,"endTime":696.62,"body":"yourself as the easy sort of"},{"speaker":"Annemie Tonken","startTime":696.8,"endTime":700.6,"body":"push button solution, like the"},{"speaker":"Annemie Tonken","startTime":696.8,"endTime":700.6,"body":"ozempic that will help your"},{"speaker":"Annemie Tonken","startTime":700.6,"endTime":704.98,"body":"clients get something that they"},{"speaker":"Annemie Tonken","startTime":700.6,"endTime":704.98,"body":"care deeply about. If you can"},{"speaker":"Annemie Tonken","startTime":705.46,"endTime":709.96,"body":"sort of sell that at the level"},{"speaker":"Annemie Tonken","startTime":705.46,"endTime":709.96,"body":"of your pricing, you will not"},{"speaker":"Annemie Tonken","startTime":709.96,"endTime":713.26,"body":"have a hard time booking"},{"speaker":"Annemie Tonken","startTime":709.96,"endTime":713.26,"body":"clients. The second perception"},{"speaker":"Annemie Tonken","startTime":713.26,"endTime":717.46,"body":"shift, or mindset shift, that I"},{"speaker":"Annemie Tonken","startTime":713.26,"endTime":717.46,"body":"want to talk about is the fact"},{"speaker":"Annemie Tonken","startTime":717.46,"endTime":721.56,"body":"that how you present your"},{"speaker":"Annemie Tonken","startTime":717.46,"endTime":721.56,"body":"pricing has a huge impact on how"},{"speaker":"Annemie Tonken","startTime":721.56,"endTime":725.4,"body":"it's received. Now, you have"},{"speaker":"Annemie Tonken","startTime":721.56,"endTime":725.4,"body":"heard me talk before about the"},{"speaker":"Annemie Tonken","startTime":725.4,"endTime":730.14,"body":"importance of not hiding your"},{"speaker":"Annemie Tonken","startTime":725.4,"endTime":730.14,"body":"pricing. I am all for giving"},{"speaker":"Annemie Tonken","startTime":730.2,"endTime":732.72,"body":"some amount of pricing"},{"speaker":"Annemie Tonken","startTime":730.2,"endTime":732.72,"body":"information on your website. I"},{"speaker":"Annemie Tonken","startTime":732.72,"endTime":735.9,"body":"think it's really important"},{"speaker":"Annemie Tonken","startTime":732.72,"endTime":735.9,"body":"actually to build that trust."},{"speaker":"Annemie Tonken","startTime":736.2,"endTime":740.66,"body":"However, when you give every"},{"speaker":"Annemie Tonken","startTime":736.2,"endTime":740.66,"body":"last detail about the pricing"},{"speaker":"Annemie Tonken","startTime":740.72,"endTime":743.84,"body":"right up front, and you sort of"},{"speaker":"Annemie Tonken","startTime":740.72,"endTime":743.84,"body":"shove that in someone's face."},{"speaker":"Annemie Tonken","startTime":743.84,"endTime":748.22,"body":"They don't necessarily have a"},{"speaker":"Annemie Tonken","startTime":743.84,"endTime":748.22,"body":"full understanding of what's"},{"speaker":"Annemie Tonken","startTime":748.22,"endTime":751.88,"body":"involved who you are. It just"},{"speaker":"Annemie Tonken","startTime":748.22,"endTime":751.88,"body":"means that you're going to be"},{"speaker":"Annemie Tonken","startTime":751.88,"endTime":756.08,"body":"judged kind of only on price, as"},{"speaker":"Annemie Tonken","startTime":751.88,"endTime":756.08,"body":"opposed to all the different"},{"speaker":"Annemie Tonken","startTime":756.08,"endTime":761.98,"body":"factors that go into your client"},{"speaker":"Annemie Tonken","startTime":756.08,"endTime":761.98,"body":"experience. So if you break that"},{"speaker":"Annemie Tonken","startTime":761.98,"endTime":766.72,"body":"up and you say, okay, you know"},{"speaker":"Annemie Tonken","startTime":761.98,"endTime":766.72,"body":"minimum expense is x, or the"},{"speaker":"Annemie Tonken","startTime":766.72,"endTime":771.58,"body":"average client invests x, y, z,"},{"speaker":"Annemie Tonken","startTime":766.72,"endTime":771.58,"body":"that lets them make a basic"},{"speaker":"Annemie Tonken","startTime":771.58,"endTime":775.12,"body":"decision about whether they can"},{"speaker":"Annemie Tonken","startTime":771.58,"endTime":775.12,"body":"afford you, and then they're"},{"speaker":"Annemie Tonken","startTime":775.12,"endTime":778.66,"body":"reaching out and giving you the"},{"speaker":"Annemie Tonken","startTime":775.12,"endTime":778.66,"body":"opportunity to talk them through"},{"speaker":"Annemie Tonken","startTime":778.66,"endTime":782.16,"body":"what's involved. I think that"},{"speaker":"Annemie Tonken","startTime":778.66,"endTime":782.16,"body":"makes an enormous difference."},{"speaker":"Annemie Tonken","startTime":782.16,"endTime":785.52,"body":"And if you take nothing else"},{"speaker":"Annemie Tonken","startTime":782.16,"endTime":785.52,"body":"away from this episode, that"},{"speaker":"Annemie Tonken","startTime":785.52,"endTime":788.28,"body":"would be something that I would"},{"speaker":"Annemie Tonken","startTime":785.52,"endTime":788.28,"body":"say, if you change that one"},{"speaker":"Annemie Tonken","startTime":788.28,"endTime":791.64,"body":"thing in your business, it will"},{"speaker":"Annemie Tonken","startTime":788.28,"endTime":791.64,"body":"make a big difference. But when"},{"speaker":"Annemie Tonken","startTime":791.64,"endTime":796.08,"body":"it comes to talking about the"},{"speaker":"Annemie Tonken","startTime":791.64,"endTime":796.08,"body":"same total price, you can make"},{"speaker":"Annemie Tonken","startTime":796.2,"endTime":799.86,"body":"it more or less risky for"},{"speaker":"Annemie Tonken","startTime":796.2,"endTime":799.86,"body":"someone to make that investment,"},{"speaker":"Annemie Tonken","startTime":800.1,"endTime":804.38,"body":"just in the way that you package"},{"speaker":"Annemie Tonken","startTime":800.1,"endTime":804.38,"body":"that up. So for example, let's"},{"speaker":"Annemie Tonken","startTime":804.38,"endTime":808.22,"body":"say that your full client"},{"speaker":"Annemie Tonken","startTime":804.38,"endTime":808.22,"body":"experience price is $1,500"},{"speaker":"Annemie Tonken","startTime":809.0,"endTime":812.9,"body":"right? If you just put that"},{"speaker":"Annemie Tonken","startTime":809.0,"endTime":812.9,"body":"number out there as, like, a big"},{"speaker":"Annemie Tonken","startTime":812.9,"endTime":816.5,"body":"single lump sum, whether it's on"},{"speaker":"Annemie Tonken","startTime":812.9,"endTime":816.5,"body":"your website or whether that's"},{"speaker":"Annemie Tonken","startTime":816.5,"endTime":819.08,"body":"just, you know, somebody reaches"},{"speaker":"Annemie Tonken","startTime":816.5,"endTime":819.08,"body":"out to inquire and you say,"},{"speaker":"Annemie Tonken","startTime":819.08,"endTime":824.32,"body":"Okay, it's $1,500 to work with"},{"speaker":"Annemie Tonken","startTime":819.08,"endTime":824.32,"body":"me, many clients at that point"},{"speaker":"Annemie Tonken","startTime":824.32,"endTime":827.98,"body":"are going to instinctively"},{"speaker":"Annemie Tonken","startTime":824.32,"endTime":827.98,"body":"flinch, not necessarily because"},{"speaker":"Annemie Tonken","startTime":827.98,"endTime":831.16,"body":"they can't afford it, but"},{"speaker":"Annemie Tonken","startTime":827.98,"endTime":831.16,"body":"because it feels risky. It's a"},{"speaker":"Annemie Tonken","startTime":831.16,"endTime":835.18,"body":"big expense all at once on what"},{"speaker":"Annemie Tonken","startTime":831.16,"endTime":835.18,"body":"is essentially an unknown"},{"speaker":"Annemie Tonken","startTime":835.18,"endTime":838.66,"body":"entity. Right? Here are a few"},{"speaker":"Annemie Tonken","startTime":835.18,"endTime":838.66,"body":"things to keep in mind. Number"},{"speaker":"Annemie Tonken","startTime":838.78,"endTime":844.26,"body":"one, those big numbers feel"},{"speaker":"Annemie Tonken","startTime":838.78,"endTime":844.26,"body":"riskier than the same amount"},{"speaker":"Annemie Tonken","startTime":844.26,"endTime":849.54,"body":"broken into smaller bites. So if"},{"speaker":"Annemie Tonken","startTime":844.26,"endTime":849.54,"body":"nothing else, taking that $1,500"},{"speaker":"Annemie Tonken","startTime":850.26,"endTime":853.86,"body":"and breaking it into a three"},{"speaker":"Annemie Tonken","startTime":850.26,"endTime":853.86,"body":"installment payment plan can"},{"speaker":"Annemie Tonken","startTime":853.86,"endTime":857.94,"body":"make it feel much more"},{"speaker":"Annemie Tonken","startTime":853.86,"endTime":857.94,"body":"manageable. Now I like to take"},{"speaker":"Annemie Tonken","startTime":857.94,"endTime":861.14,"body":"that a step further and make it"},{"speaker":"Annemie Tonken","startTime":857.94,"endTime":861.14,"body":"so that there is an initial"},{"speaker":"Annemie Tonken","startTime":861.14,"endTime":864.86,"body":"investment of a session fee, or"},{"speaker":"Annemie Tonken","startTime":861.14,"endTime":864.86,"body":"whatever you want to call it a"},{"speaker":"Annemie Tonken","startTime":864.86,"endTime":870.5,"body":"booking fee. And then after the"},{"speaker":"Annemie Tonken","startTime":864.86,"endTime":870.5,"body":"photos are able to be previewed,"},{"speaker":"Annemie Tonken","startTime":870.5,"endTime":873.98,"body":"after they can see like that"},{"speaker":"Annemie Tonken","startTime":870.5,"endTime":873.98,"body":"person showed up, they took the"},{"speaker":"Annemie Tonken","startTime":873.98,"endTime":879.02,"body":"photos, and now I can see that I"},{"speaker":"Annemie Tonken","startTime":873.98,"endTime":879.02,"body":"love them. Putting the rest of"},{"speaker":"Annemie Tonken","startTime":879.02,"endTime":881.92,"body":"the payment the balance after"},{"speaker":"Annemie Tonken","startTime":879.02,"endTime":881.92,"body":"they've been able to preview"},{"speaker":"Annemie Tonken","startTime":881.92,"endTime":886.18,"body":"their images, makes that a much"},{"speaker":"Annemie Tonken","startTime":881.92,"endTime":886.18,"body":"more manageable purchasing"},{"speaker":"Annemie Tonken","startTime":886.18,"endTime":889.84,"body":"decision than someone being"},{"speaker":"Annemie Tonken","startTime":886.18,"endTime":889.84,"body":"asked to pay upfront for"},{"speaker":"Annemie Tonken","startTime":889.84,"endTime":893.92,"body":"something that they haven't yet"},{"speaker":"Annemie Tonken","startTime":889.84,"endTime":893.92,"body":"seen or received. Right? So"},{"speaker":"Annemie Tonken","startTime":893.98,"endTime":896.5,"body":"think about that as you think"},{"speaker":"Annemie Tonken","startTime":893.98,"endTime":896.5,"body":"about the way that you're"},{"speaker":"Annemie Tonken","startTime":896.5,"endTime":901.86,"body":"presenting your pricing second"},{"speaker":"Annemie Tonken","startTime":896.5,"endTime":901.86,"body":"price. And anchoring helps. So"},{"speaker":"Annemie Tonken","startTime":901.92,"endTime":904.5,"body":"I've talked about price"},{"speaker":"Annemie Tonken","startTime":901.92,"endTime":904.5,"body":"anchoring before. It's basically"},{"speaker":"Annemie Tonken","startTime":904.5,"endTime":911.04,"body":"this concept of we have some"},{"speaker":"Annemie Tonken","startTime":904.5,"endTime":911.04,"body":"sort of mental script around"},{"speaker":"Annemie Tonken","startTime":911.04,"endTime":915.18,"body":"what the price of everything"},{"speaker":"Annemie Tonken","startTime":911.04,"endTime":915.18,"body":"should be. We have an idea in"},{"speaker":"Annemie Tonken","startTime":915.18,"endTime":918.12,"body":"our mind about what coffee"},{"speaker":"Annemie Tonken","startTime":915.18,"endTime":918.12,"body":"should cost if you go to a"},{"speaker":"Annemie Tonken","startTime":918.12,"endTime":922.88,"body":"coffee shop. We have an idea in"},{"speaker":"Annemie Tonken","startTime":918.12,"endTime":922.88,"body":"mind about what a dozen eggs"},{"speaker":"Annemie Tonken","startTime":922.88,"endTime":925.64,"body":"should cost at the grocery"},{"speaker":"Annemie Tonken","startTime":922.88,"endTime":925.64,"body":"store, right? And when the price"},{"speaker":"Annemie Tonken","startTime":925.64,"endTime":930.62,"body":"goes up or down, it's not that"},{"speaker":"Annemie Tonken","startTime":925.64,"endTime":930.62,"body":"that price, in and of itself, is"},{"speaker":"Annemie Tonken","startTime":930.62,"endTime":934.16,"body":"bad or wrong or high or low."},{"speaker":"Annemie Tonken","startTime":930.62,"endTime":934.16,"body":"It's just that it's different."},{"speaker":"Annemie Tonken","startTime":934.22,"endTime":937.82,"body":"Or when it's different from that"},{"speaker":"Annemie Tonken","startTime":934.22,"endTime":937.82,"body":"anchor that we have, then we"},{"speaker":"Annemie Tonken","startTime":937.88,"endTime":941.44,"body":"feel like, oh, that's expensive,"},{"speaker":"Annemie Tonken","startTime":937.88,"endTime":941.44,"body":"or oh, that's inexpensive. When"},{"speaker":"Annemie Tonken","startTime":941.44,"endTime":945.82,"body":"someone comes to us, we don't"},{"speaker":"Annemie Tonken","startTime":941.44,"endTime":945.82,"body":"have any control over what their"},{"speaker":"Annemie Tonken","startTime":945.82,"endTime":949.0,"body":"price anchors around photography"},{"speaker":"Annemie Tonken","startTime":945.82,"endTime":949.0,"body":"are. They may have hired a"},{"speaker":"Annemie Tonken","startTime":949.0,"endTime":952.0,"body":"photographer in the past that"},{"speaker":"Annemie Tonken","startTime":949.0,"endTime":952.0,"body":"charged a quarter of what you"},{"speaker":"Annemie Tonken","startTime":952.0,"endTime":955.9,"body":"charge. So their anchor is set"},{"speaker":"Annemie Tonken","startTime":952.0,"endTime":955.9,"body":"really low. They could have"},{"speaker":"Annemie Tonken","startTime":955.9,"endTime":958.84,"body":"worked with a photographer"},{"speaker":"Annemie Tonken","startTime":955.9,"endTime":958.84,"body":"before that charge double what"},{"speaker":"Annemie Tonken","startTime":958.84,"endTime":961.56,"body":"you charged. So all of a sudden"},{"speaker":"Annemie Tonken","startTime":958.84,"endTime":961.56,"body":"they see your price and they"},{"speaker":"Annemie Tonken","startTime":961.56,"endTime":964.8,"body":"think, Huh, that seems kind of"},{"speaker":"Annemie Tonken","startTime":961.56,"endTime":964.8,"body":"low. Maybe this person is new,"},{"speaker":"Annemie Tonken","startTime":964.8,"endTime":968.04,"body":"maybe they don't really know"},{"speaker":"Annemie Tonken","startTime":964.8,"endTime":968.04,"body":"what they're doing. Those things"},{"speaker":"Annemie Tonken","startTime":968.22,"endTime":972.12,"body":"can have a positive or a"},{"speaker":"Annemie Tonken","startTime":968.22,"endTime":972.12,"body":"negative impact, but we don't"},{"speaker":"Annemie Tonken","startTime":972.12,"endTime":978.36,"body":"control them. What I like to do"},{"speaker":"Annemie Tonken","startTime":972.12,"endTime":978.36,"body":"is, again, give people enough"},{"speaker":"Annemie Tonken","startTime":978.36,"endTime":982.1,"body":"information on your website that"},{"speaker":"Annemie Tonken","startTime":978.36,"endTime":982.1,"body":"there is some sort of anchor"},{"speaker":"Annemie Tonken","startTime":982.16,"endTime":986.78,"body":"that you've set, but give"},{"speaker":"Annemie Tonken","startTime":982.16,"endTime":986.78,"body":"yourself the opportunity to then"},{"speaker":"Annemie Tonken","startTime":986.78,"endTime":990.62,"body":"come in and talk about the"},{"speaker":"Annemie Tonken","startTime":986.78,"endTime":990.62,"body":"alternatives. Maybe you have a"},{"speaker":"Annemie Tonken","startTime":990.62,"endTime":994.4,"body":"few different offerings in your"},{"speaker":"Annemie Tonken","startTime":990.62,"endTime":994.4,"body":"business, and you can talk about"},{"speaker":"Annemie Tonken","startTime":994.4,"endTime":997.64,"body":"those things, and then their"},{"speaker":"Annemie Tonken","startTime":994.4,"endTime":997.64,"body":"anchors, their price anchors,"},{"speaker":"Annemie Tonken","startTime":997.64,"endTime":1001.62,"body":"become those products in your"},{"speaker":"Annemie Tonken","startTime":997.64,"endTime":1001.62,"body":"business, rather than comparing"},{"speaker":"Annemie Tonken","startTime":1001.62,"endTime":1004.92,"body":"you to all the other businesses"},{"speaker":"Annemie Tonken","startTime":1001.62,"endTime":1004.92,"body":"out there in the world, right?"},{"speaker":"Annemie Tonken","startTime":1005.1,"endTime":1009.6,"body":"So positioning your price next"},{"speaker":"Annemie Tonken","startTime":1005.1,"endTime":1009.6,"body":"to alternatives at different"},{"speaker":"Annemie Tonken","startTime":1009.6,"endTime":1013.5,"body":"price points, and showing what's"},{"speaker":"Annemie Tonken","startTime":1009.6,"endTime":1013.5,"body":"included and why that particular"},{"speaker":"Annemie Tonken","startTime":1013.5,"endTime":1016.74,"body":"product could be beneficial for"},{"speaker":"Annemie Tonken","startTime":1013.5,"endTime":1016.74,"body":"someone can really change how"},{"speaker":"Annemie Tonken","startTime":1016.74,"endTime":1020.3,"body":"that number is perceived."},{"speaker":"Annemie Tonken","startTime":1016.74,"endTime":1020.3,"body":"Finally, remember to build some"},{"speaker":"Annemie Tonken","startTime":1020.3,"endTime":1025.34,"body":"context around what it is that"},{"speaker":"Annemie Tonken","startTime":1020.3,"endTime":1025.34,"body":"you are offering. So saying this"},{"speaker":"Annemie Tonken","startTime":1025.34,"endTime":1029.3,"body":"is a full service experience,"},{"speaker":"Annemie Tonken","startTime":1025.34,"endTime":1029.3,"body":"from planning to final delivery,"},{"speaker":"Annemie Tonken","startTime":1029.48,"endTime":1032.48,"body":"and then walking them through"},{"speaker":"Annemie Tonken","startTime":1029.48,"endTime":1032.48,"body":"what that means helps a client"},{"speaker":"Annemie Tonken","startTime":1032.48,"endTime":1036.02,"body":"understand what it is that"},{"speaker":"Annemie Tonken","startTime":1032.48,"endTime":1036.02,"body":"they're paying for. People often"},{"speaker":"Annemie Tonken","startTime":1036.02,"endTime":1040.58,"body":"don't need a lower price. They"},{"speaker":"Annemie Tonken","startTime":1036.02,"endTime":1040.58,"body":"just need a better frame in"},{"speaker":"Annemie Tonken","startTime":1040.58,"endTime":1044.02,"body":"which to understand your price,"},{"speaker":"Annemie Tonken","startTime":1040.58,"endTime":1044.02,"body":"right? So show them how the"},{"speaker":"Annemie Tonken","startTime":1044.02,"endTime":1048.76,"body":"investment works for them, both"},{"speaker":"Annemie Tonken","startTime":1044.02,"endTime":1048.76,"body":"in structure and value and also"},{"speaker":"Annemie Tonken","startTime":1048.76,"endTime":1049.6,"body":"in outcome."},{"speaker":"Annemie Tonken","startTime":1051.1,"endTime":1054.28,"body":"The last thing, and I won't"},{"speaker":"Annemie Tonken","startTime":1051.1,"endTime":1054.28,"body":"belabor this point, but it"},{"speaker":"Annemie Tonken","startTime":1054.28,"endTime":1057.28,"body":"really is important. So many"},{"speaker":"Annemie Tonken","startTime":1054.28,"endTime":1057.28,"body":"people out there use that"},{"speaker":"Annemie Tonken","startTime":1057.28,"endTime":1062.64,"body":"phrase, price your worth. Are"},{"speaker":"Annemie Tonken","startTime":1057.28,"endTime":1062.64,"body":"you charging your worth. You are"},{"speaker":"Annemie Tonken","startTime":1062.64,"endTime":1067.92,"body":"not your price, right? This is a"},{"speaker":"Annemie Tonken","startTime":1062.64,"endTime":1067.92,"body":"big sticking point for me, and"},{"speaker":"Annemie Tonken","startTime":1068.04,"endTime":1071.04,"body":"it really changed a lot for me,"},{"speaker":"Annemie Tonken","startTime":1068.04,"endTime":1071.04,"body":"because I used to use that"},{"speaker":"Annemie Tonken","startTime":1071.04,"endTime":1074.22,"body":"phrase too, like I need to"},{"speaker":"Annemie Tonken","startTime":1071.04,"endTime":1074.22,"body":"charge my worth. Separating your"},{"speaker":"Annemie Tonken","startTime":1074.22,"endTime":1078.0,"body":"identity from your pricing is"},{"speaker":"Annemie Tonken","startTime":1074.22,"endTime":1078.0,"body":"really important for your mental"},{"speaker":"Annemie Tonken","startTime":1078.0,"endTime":1083.66,"body":"well being and for your ability"},{"speaker":"Annemie Tonken","startTime":1078.0,"endTime":1083.66,"body":"to weather the ebbs and flows of"},{"speaker":"Annemie Tonken","startTime":1083.66,"endTime":1088.16,"body":"any business, right? So many of"},{"speaker":"Annemie Tonken","startTime":1083.66,"endTime":1088.16,"body":"us treat pricing like some kind"},{"speaker":"Annemie Tonken","startTime":1088.16,"endTime":1091.58,"body":"of personal report card. So if"},{"speaker":"Annemie Tonken","startTime":1088.16,"endTime":1091.58,"body":"someone books, it means we're"},{"speaker":"Annemie Tonken","startTime":1091.58,"endTime":1095.24,"body":"good, and if they don't book, it"},{"speaker":"Annemie Tonken","startTime":1091.58,"endTime":1095.24,"body":"means we're too expensive, or"},{"speaker":"Annemie Tonken","startTime":1095.24,"endTime":1098.96,"body":"we're not talented enough, or"},{"speaker":"Annemie Tonken","startTime":1095.24,"endTime":1098.96,"body":"we're doing something wrong. And"},{"speaker":"Annemie Tonken","startTime":1098.96,"endTime":1103.84,"body":"that kind of thinking is totally"},{"speaker":"Annemie Tonken","startTime":1098.96,"endTime":1103.84,"body":"toxic, right? Your pricing is a"},{"speaker":"Annemie Tonken","startTime":1103.84,"endTime":1106.78,"body":"business decision. It should"},{"speaker":"Annemie Tonken","startTime":1103.84,"endTime":1106.78,"body":"reflect your cost of doing"},{"speaker":"Annemie Tonken","startTime":1106.78,"endTime":1111.22,"body":"business, your expertise, your"},{"speaker":"Annemie Tonken","startTime":1106.78,"endTime":1111.22,"body":"client experience and your"},{"speaker":"Annemie Tonken","startTime":1111.22,"endTime":1115.66,"body":"financial goals, but not your"},{"speaker":"Annemie Tonken","startTime":1111.22,"endTime":1115.66,"body":"worth as a human being. And"},{"speaker":"Annemie Tonken","startTime":1115.72,"endTime":1119.44,"body":"while we're at it, I want to say"},{"speaker":"Annemie Tonken","startTime":1115.72,"endTime":1119.44,"body":"this too, you are not"},{"speaker":"Annemie Tonken","startTime":1119.44,"endTime":1123.72,"body":"necessarily your ideal client."},{"speaker":"Annemie Tonken","startTime":1119.44,"endTime":1123.72,"body":"Now, chances are you and your"},{"speaker":"Annemie Tonken","startTime":1123.72,"endTime":1129.06,"body":"ideal client share many values"},{"speaker":"Annemie Tonken","startTime":1123.72,"endTime":1129.06,"body":"related to esthetics and the"},{"speaker":"Annemie Tonken","startTime":1129.06,"endTime":1132.48,"body":"importance of photos and those"},{"speaker":"Annemie Tonken","startTime":1129.06,"endTime":1132.48,"body":"kinds of things, but it's way"},{"speaker":"Annemie Tonken","startTime":1132.48,"endTime":1136.98,"body":"too easy to assume that because"},{"speaker":"Annemie Tonken","startTime":1132.48,"endTime":1136.98,"body":"you can't or wouldn't pay a"},{"speaker":"Annemie Tonken","startTime":1136.98,"endTime":1141.44,"body":"certain amount for photos, or"},{"speaker":"Annemie Tonken","startTime":1136.98,"endTime":1141.44,"body":"because you feel nervous about"},{"speaker":"Annemie Tonken","startTime":1141.8,"endTime":1145.7,"body":"charging a certain amount, then"},{"speaker":"Annemie Tonken","startTime":1141.8,"endTime":1145.7,"body":"your clients must feel the same"},{"speaker":"Annemie Tonken","startTime":1145.7,"endTime":1150.14,"body":"on the client end. But your"},{"speaker":"Annemie Tonken","startTime":1145.7,"endTime":1150.14,"body":"clients are not you, your"},{"speaker":"Annemie Tonken","startTime":1150.14,"endTime":1152.72,"body":"financial history, your"},{"speaker":"Annemie Tonken","startTime":1150.14,"endTime":1152.72,"body":"relationship with money, your"},{"speaker":"Annemie Tonken","startTime":1152.72,"endTime":1156.56,"body":"fears, those are yours. Now,"},{"speaker":"Annemie Tonken","startTime":1152.72,"endTime":1156.56,"body":"your clients might be in a"},{"speaker":"Annemie Tonken","startTime":1156.56,"endTime":1158.84,"body":"different life stage. They might"},{"speaker":"Annemie Tonken","startTime":1156.56,"endTime":1158.84,"body":"be in a different income"},{"speaker":"Annemie Tonken","startTime":1158.84,"endTime":1161.62,"body":"bracket. They might be in a"},{"speaker":"Annemie Tonken","startTime":1158.84,"endTime":1161.62,"body":"totally different mindset"},{"speaker":"Annemie Tonken","startTime":1161.62,"endTime":1164.98,"body":"altogether. So don't let your"},{"speaker":"Annemie Tonken","startTime":1161.62,"endTime":1164.98,"body":"personal money baggage shape"},{"speaker":"Annemie Tonken","startTime":1164.98,"endTime":1168.22,"body":"your pricing or your sales"},{"speaker":"Annemie Tonken","startTime":1164.98,"endTime":1168.22,"body":"process. The more you project"},{"speaker":"Annemie Tonken","startTime":1168.22,"endTime":1171.04,"body":"your own issues onto your"},{"speaker":"Annemie Tonken","startTime":1168.22,"endTime":1171.04,"body":"clients, the more you're"},{"speaker":"Annemie Tonken","startTime":1171.04,"endTime":1174.4,"body":"limiting your potential. The"},{"speaker":"Annemie Tonken","startTime":1171.04,"endTime":1174.4,"body":"moment that you can say, this is"},{"speaker":"Annemie Tonken","startTime":1174.4,"endTime":1177.58,"body":"what it costs to work with me"},{"speaker":"Annemie Tonken","startTime":1174.4,"endTime":1177.58,"body":"and stay grounded no matter how"},{"speaker":"Annemie Tonken","startTime":1177.58,"endTime":1180.96,"body":"someone responds, that's when"},{"speaker":"Annemie Tonken","startTime":1177.58,"endTime":1180.96,"body":"everything really changes,"},{"speaker":"Annemie Tonken","startTime":1181.02,"endTime":1183.96,"body":"because confidence isn't about"},{"speaker":"Annemie Tonken","startTime":1181.02,"endTime":1183.96,"body":"having all the answers. It's"},{"speaker":"Annemie Tonken","startTime":1183.96,"endTime":1187.56,"body":"about being rooted in your"},{"speaker":"Annemie Tonken","startTime":1183.96,"endTime":1187.56,"body":"value, even when other people"},{"speaker":"Annemie Tonken","startTime":1187.56,"endTime":1193.14,"body":"may not see it just yet. So to"},{"speaker":"Annemie Tonken","startTime":1187.56,"endTime":1193.14,"body":"recap, pricing isn't just about"},{"speaker":"Annemie Tonken","startTime":1193.14,"endTime":1198.36,"body":"math. It is about recognizing"},{"speaker":"Annemie Tonken","startTime":1193.14,"endTime":1198.36,"body":"that too expensive often means"},{"speaker":"Annemie Tonken","startTime":1198.36,"endTime":1201.8,"body":"I'm not yet convinced it's."},{"speaker":"Annemie Tonken","startTime":1198.36,"endTime":1201.8,"body":"Helping clients believe that"},{"speaker":"Annemie Tonken","startTime":1201.8,"endTime":1205.46,"body":"what you offer will work for"},{"speaker":"Annemie Tonken","startTime":1201.8,"endTime":1205.46,"body":"them and provide them with that"},{"speaker":"Annemie Tonken","startTime":1205.52,"endTime":1208.7,"body":"outcome and that goal that they"},{"speaker":"Annemie Tonken","startTime":1205.52,"endTime":1208.7,"body":"are looking for. It's about"},{"speaker":"Annemie Tonken","startTime":1208.7,"endTime":1213.02,"body":"presenting your pricing in such"},{"speaker":"Annemie Tonken","startTime":1208.7,"endTime":1213.02,"body":"a way that you remove friction"},{"speaker":"Annemie Tonken","startTime":1213.02,"endTime":1217.4,"body":"and make it easier for people to"},{"speaker":"Annemie Tonken","startTime":1213.02,"endTime":1217.4,"body":"say yes. And finally, it's about"},{"speaker":"Annemie Tonken","startTime":1217.4,"endTime":1221.68,"body":"detaching your self worth and"},{"speaker":"Annemie Tonken","startTime":1217.4,"endTime":1221.68,"body":"your personal money baggage from"},{"speaker":"Annemie Tonken","startTime":1221.74,"endTime":1225.04,"body":"the prices you charge in your"},{"speaker":"Annemie Tonken","startTime":1221.74,"endTime":1225.04,"body":"business. If this is a topic"},{"speaker":"Annemie Tonken","startTime":1225.04,"endTime":1228.22,"body":"that you are really struggling"},{"speaker":"Annemie Tonken","startTime":1225.04,"endTime":1228.22,"body":"with, and you could use some"},{"speaker":"Annemie Tonken","startTime":1228.22,"endTime":1233.74,"body":"help with practical solutions to"},{"speaker":"Annemie Tonken","startTime":1228.22,"endTime":1233.74,"body":"how to position your pricing,"},{"speaker":"Annemie Tonken","startTime":1233.74,"endTime":1236.56,"body":"how to overcome those"},{"speaker":"Annemie Tonken","startTime":1233.74,"endTime":1236.56,"body":"objections, I have a free"},{"speaker":"Annemie Tonken","startTime":1236.56,"endTime":1239.26,"body":"resource that I want to point"},{"speaker":"Annemie Tonken","startTime":1236.56,"endTime":1239.26,"body":"you to. It's at this can't be"},{"speaker":"Annemie Tonken","startTime":1239.26,"endTime":1244.38,"body":"that hard.com/worth. It and in"},{"speaker":"Annemie Tonken","startTime":1239.26,"endTime":1244.38,"body":"it, I cover some of the most"},{"speaker":"Annemie Tonken","startTime":1244.38,"endTime":1248.52,"body":"common objections that people"},{"speaker":"Annemie Tonken","startTime":1244.38,"endTime":1248.52,"body":"feel, but they don't say and"},{"speaker":"Annemie Tonken","startTime":1248.52,"endTime":1252.48,"body":"instead, they say, It's too"},{"speaker":"Annemie Tonken","startTime":1248.52,"endTime":1252.48,"body":"expensive. So go grab a copy of"},{"speaker":"Annemie Tonken","startTime":1252.48,"endTime":1256.32,"body":"that. It's at this can't be that"},{"speaker":"Annemie Tonken","startTime":1252.48,"endTime":1256.32,"body":"hard.com/worth, it, and I will"},{"speaker":"Annemie Tonken","startTime":1256.32,"endTime":1259.68,"body":"see you back here next week."},{"speaker":"Annemie Tonken","startTime":1256.32,"endTime":1259.68,"body":"That's it for this week's"},{"speaker":"Annemie Tonken","startTime":1259.68,"endTime":1262.22,"body":"episode of This can't be that"},{"speaker":"Annemie Tonken","startTime":1259.68,"endTime":1262.22,"body":"hard. I'll be back Same time,"},{"speaker":"Annemie Tonken","startTime":1262.22,"endTime":1265.64,"body":"same place next week. If you"},{"speaker":"Annemie Tonken","startTime":1262.22,"endTime":1265.64,"body":"like the show, be sure to check"},{"speaker":"Annemie Tonken","startTime":1265.64,"endTime":1268.76,"body":"out this can't be that hard.com."},{"speaker":"Annemie Tonken","startTime":1265.64,"endTime":1268.76,"body":"To explore all the resources we"},{"speaker":"Annemie Tonken","startTime":1268.76,"endTime":1271.64,"body":"have for photographers. And of"},{"speaker":"Annemie Tonken","startTime":1268.76,"endTime":1271.64,"body":"course, it would mean the world"},{"speaker":"Annemie Tonken","startTime":1271.64,"endTime":1274.52,"body":"to me if you would leave a"},{"speaker":"Annemie Tonken","startTime":1271.64,"endTime":1274.52,"body":"review of the show on iTunes or"},{"speaker":"Annemie Tonken","startTime":1274.52,"endTime":1278.12,"body":"Spotify, as always. Thanks so"},{"speaker":"Annemie Tonken","startTime":1274.52,"endTime":1278.12,"body":"much for joining me. I hope you"},{"speaker":"Annemie Tonken","startTime":1278.12,"endTime":1279.5,"body":"have a fantastic week. You"}]}