Show Big Sell Big

Do you remember transproofs? For those of you who don’t, let me explain: Transproofs were a projection slide made from negative film. It was at the time, undoubtedly one of the best marketing methods a studio could use. Those of us who used twin dissolve projectors and a background music system were able to give clients an audio/visual presentation, which had lots of impact.

Since digital capture has come along many photographers have gone back to producing paper proofs, which is quite a backward step when it comes to selling big wall portraits.

The answer is most definitely a digital projector. Yes we have all spent a small fortune over the last year or two buying the latest digit camera, computer and printer, yet the projector has been overlooked as an essential part of a professional photographers kit. It is the one and only piece of equipment that will make you more money. Projectors are now compact and relatively inexpensive with prices starting from £700

Projector brightness is measured in ANSI lumens. Ultra-portables start as low as 500 lumens (best for lights-off presentations) all the way up to a 2500. A projector with at least 800 lumens is desirable for use in rooms where there will be some ambient light. A 1000 or more lumen projector would put you ahead of the pack however, and these brighter projectors have now become the industry standard.

The motto is ‘show big to sell big’

There are numerous presentation programmes (Pictures to EXE being on of them) available which will help you put together slick presentations to show your clients.

Special attention should be given to your selling area. If possible a separate room from you studio should be used. It should be tastefully decorated with large individually lit wall portraits preferable 40 x 30’s. Smaller sizes may be shown in clusters perhaps the children from one of the large family groups that you are displaying.

All surfaces must be clutter free with furnishings that match and are comfortable. Do not leave ashtrays out so that your clients aren’t encouraged to light up because your next client may be a non-smoke

Really listen to your client’s requirements but listen with eyes as well as ears. Listen to how things are being said as well as what they are saying. Over 50% of all communication is non-verbal; using body language, so learn to interpret what the client is really trying to say.

Keep abreast of the ever-changing market. Be sure you know what is in vogue. Your client may have come to you because she has seen some of your work at her friends and liked that particular style.

Think long term. Try to build long-term relationships with clients. If you are doing a family sitting, there is always the potential there for the client to come back for Christenings, Coming of Age Portraits, Engagements, Retirement etc.

When shooting a family portrait session, always remember to shoot splits i.e. the children individually, together, mothers with daughters, father with sons, mum and dad together, mum and dad individually etc. If you can encourage the family to bring along grandparents, or the family pets (if there are any) then this gives scope for even more splits which will lead to further sales.

Discuss with your clients what clothing would be most suitable for the portrait session. Explain how plain shirts look better than tee shirts. It’s a good idea if all the group co-ordinate what they are wearing. You might even suggest that they bring a change of clothes for some more informal shots. Denim is always easy on the eye and photographs well.

When arranging the viewing session, try to discourage the clients from bringing their “little darlings” with them as they can be distracting, their short attention span may mean they soon become bored and make demands to be taken home – before an order has been secured. You could also light-heartedly, remind them to bring their glasses – if necessary and their wallet – which is essential.

Run through your presentation before your client arrives; definitely do not show it to them if you are unhappy with it in any way. Never make excuses to your client such as ‘I will correct the colour etc when you have chosen’ only show finished edited and/or manipulated images.

After the first run through of the slides, tell your client how pleased you are with the images.

Work your way through the images one by one with your client, suggest which pictures would look great as a wall enlargement. Encourage your client to discuss where the wall portrait may be hung i.e. over the fireplace or over a three-seater settee etc.

Never underestimate the length of time it takes to fulfil the order; if you deliver it early, the client will be impressed with your efficiency but deliver late and the client may never come back!

It is essential that you are able to provide your clients with every means of payment that you would expect if you went elsewhere to make a purchase. Therefore acceptance of credit and debit cards is essential as this may create an impulse purchase.

Some studios even offer their clients credit facilities, though if you go down this avenue then you will have to obtain a Credit Licence. You may also need one if you have any connection with transactions where customers are given time to pay.

If you make transactions for which a licence is required without holding one, you are committing a criminal offence. In addition, you will not be able to enforce an agreement with a customer who defaults. However, a customer will still be able to enforce an unlicensed agreement against you. So best to be safe and apply for a licence if you intend to sell on credit.

Show your clients only finished framed pictures as examples and never sell anything bigger that a 12 x 10 unframed.

All these little tips help to make a smoother experience for both photographer and client and will hopefully result in the client returning again and again for you to record those “not to be missed” occasions in their lives.

Always remember luck has nothing to do with success.

Success comes from hard work, persistence and knowledge of the customer, product and competition. So plan, think ahead, and work very hard and success will come to you.

Photo Quote: I wish more people felt that photography was an adventure the same as life itself and felt that their individual feelings were worth expressing. To me, that makes photography more exciting. - Harry Callahan