We've both heard statements like "I just need a few shots, that's it. I don't need it retouched" and it's frustrating.
I'm a fan of looking within for the answer to solutions. Why do people feel that our occupation is worth less than the others? Is it access to cameras and apps in our pockets? Maybe we as photographers haven't done the best job talking about the process? I do believe that the better you are, the easier it looks and we are punished for that. Maybe that's why it looks like we just push a button.
Either way, this is an opportunity to gain ground and make yourself look different than the crowd. You have a process and to the non-photographer, it's interesting. Heck, even to me your process is interesting. Share it!
Speak about it in parts without overwhelming the client. Usually, after I finish the initial phone consultation, I'll give them a quick timeline of what to expect. I'll tell them that it takes a day to come up with a preliminary budget, and if approved I will need a couple more days to create the mood board. I will discuss that I need to put a team together, negotiate their rates and look for the location/studio. While it may seem obvious, many of my clients are unaware of the pre-production work involved.
After the shoot, I'll remind them (even though it's in the contract) that it should take a full day of ingesting the files, backing them up and having it ready for the selection process. Then another couple days to go through the image selects and showcase the best of the best in an online gallery. Your process may be different than mine but share that with your client. Communication helps manage their expectations and gives them insight into how you work.
Just by casually talking about the process I've learned that the connection to the client increases. They understand there's a method to it all, as a result, they are more patient. They appreciate that I put the time into their photo shoot. They are often more excited because this guy doesn't just push a button.
We do more than push a button. Personally, I find that clients accept the rates once they are brought into the process. For just pushing a button, we are overpaid. When they understand that we contribute in a number of ways, they understand the rate and are more likely to appreciate your work.
I keep them involved in the process, and not to the point of annoying them but enough to educate them on the process.
Again, most people are good. They feel that we're too expensive because what they see daily tells a story different than the truth. They take an iPhone photograph, run it through an app and it's done. If you share the process of their own shoot, with it's enjoyable for everyone, and they tend to respect you more as a professional. Because their "cousin with a really nice camera" cannot do what you can. Maybe they just push a button, but we do a lot more!