SHOOT TO SELL
Do you want to sell more images to your clients? What if I told you that you’ve already blown it if you’re waiting until the sales session to talk about prints? The truth is, in order to sell more of your work, you need to talk with your clients about their print expectations well before the sales session.
Most of our photography clients come to us with an idea or expectation already in their minds for what they’re going to do with their resulting photographs. Some may be dreaming of large canvas prints, while others may be thinking of cards, custom albums, fine art photography, or a simple collage of prints to display in their entryway. Whatever their expectations are, as “shoot to sell” photographers, we need to know them before even thinking of taking out our cameras.
FOR EXAMPLE
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A 24x30 canvas that one of my clients ordered. I was also able to
sell a canvas of an ultrasound picture from their pregnant daughter,
plus 4 accordion books to give as gifts to other family members.
This client came back to me for other photography projects as well
because they knew I could help them out.
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Let’s say, for instance, that one of your clients would like to enlist your services for a large family session. From this shoot, they are expecting to get a photograph of the extended family that they can make into a large canvas print for their wall. Without knowing upfront that they want a large canvas print you may still take some great images, but having just that little bit of extra information can get your gears really going, which in turn will help ensure that your clients are more than just satisfied. In this type of situation, I like to think about some of the following:
- Locations that can accommodate a large family, that also have enough of an open surrounding area that can be used as a backdrop to wrap around the edges of a canvas frame.
- How much time I will spend on the large family shots, in relation to the individual portraits.
- Wardrobe ideas to help prevent clashing outfits.
Once you’ve learned what your clients are hoping to purchase, and you’ve had the opportunity to plan and make suggestions, it’s time to bring out your camera and let your pre-planning pay off.
THE EXTRAS
In the above example, I know that I will be providing at least one large canvas for this family. However, now it’s time to get my brain thinking about the other images that I’d like to capture during this session. Some of the other images that are very likely to make a good impression and sell include:
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When shooting for canvas, make sure to leave plenty of
negative space for wrapping.
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- Variations of the complete group shot
- Individual family portraits
- Pictures of just the kids
- Just the boys, and just the girls
- Group shots of all the siblings together
- Group shots of just the adults
- Candid shots of the family interacting
Even if your client didn’t ask for any of these extras, you should be thinking about what images may complement the ones they did ask for (and, therefore, anticipate that they will want later on). This type of planning works well for all types of sessions:
Baby sessions: a series of detail shots – the eyes, fingers, little piggies
Engagement sessions: full length photographs of the couple, headshots of both the bride and the groom, details of the ring, kiss shots, dress details
Weddings: images of the couple, details of the rings, shoes, cufflinks, table setups, flowers, bridemaids and groomsmen, candids of the guests
Any session with an album: textures, such as flowers, doors, walls, and linens, will go well with any photo in the album and provide extra personalization options
SHOWING OFF
When it comes time to show off your work, before you even think about uploading your images to an online storefront, such as Instaproofs, start with an in-person viewing session. An in-person viewing session allows you to see your clients’ reactions and to guide them through the initial ordering process.
Many of your clients are overwhelmed by the number of beautiful images they are shown, and they really appreciate a professional opinion on what to order. In the example I previously mentioned, my clients wanted a large canvas of their extended family. Since I knew beforehand what they were looking for, I knew right away what images to suggest for the canvas. Bam! Sold.
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Knowing that my client wanted an intimate portrait to be used on their
wedding invitations, I was able to capture this gem with very little
prompting during their engagement session. It was the featured image
on the invitations that they purchased through me, and it is one of my
favorite images in my portfolio.
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After making your initial suggestions, based on your clients’ previously expressed expectations, it’s time to show off a little more and help your clients see what else is possible. For example, now might be a good time to let them know about potential canvas groupings, or to suggest other images that would look great right next to their large family portrait (good thing you captured those in your session, right?). It might also be a great opportunity to say, “Wouldn’t it be lovely to have an album of this special family session for your coffee table?” or “It’s almost Christmas time – these images would be great on cards to share with everyone!”
This type of planning and personal involvement opens the door for significantly increased print sales, and significantly increased customer satisfaction, repeat business, and referrals.
THE FOLLOW UP
Once an in-person viewing session is complete, follow-up by uploading the images to an online gallery and photo storefront. Having the images online will allow your clients to share your work with their friends and family, and it will also provide them with additional opportunities to view and purchase more of their images. Personally, I like to also add a referral incentive for my clients if their friends and family place an order. After all - they just increased my sales revenue and they’ve helped spread the word about my photography services.
WRAPPING IT UP
With just a little change in the way you approach your photography sessions, your clients will be more satisfied, you’ll see a significant increase your print sales, and you’ll see a marked improvement in the referrals you’re receiving.
So what are you waiting for? Get out there and have some fun, establish yourself as being able to anticipate your clients’ needs, and provide high-quality finished products. Your clients, and your wallet, will thank you for it.
Jennifer Galles is the owner/photographer for Galles Photography, located in the "Sweetheart City": Loveland, Colorado. She specializes in weddings, seniors, and family sessions. You can find more of her work at her website or Like her on Facebook.