in wedding photography, the primary factor customers will chose a photographer is because they can click with him/her, secondly is impress by his/her works. If photographers willing work hard on these two areas, pricing is no longer a competition among his/her peers.
when wedding couples shopping for wedding photographers base on price factors, there is only two reasons,
#1, the have no experience and knowledge on wedding photography and not sure how much it should cost?
#2, they are buying photographic papers with their image on it, and working hours of the photographer.
so you see how to address these two issues to win customers like them.
Agree with you on your views. Just to share my experience with the potential clients I meet nowadays
60-70% of my clients are from referrals. They either have gotten some feedback from friends or relatives or from my ex-clients on my service or have witness how I shoot an AD. So I guess the first impression is established. 2nd is when we have our first meet up and through the conversation on whether we can click. Third is showing them my portfolio which will just affirm their decision in choosing me. So I guess the percentage on referrals are like this
First impression - 30%
Click factor -20%
Portfolio - 30%
misc - 10%
price - 10%
As for new customers they will look at my portfolio (40%) and pricing(30%) first. Only when these two are within their expectations then the deciding factor is during meeting to determine if we click (20%). the other 10% is on misc questions like asking me what equipment I use.