By Doug Box
I would like to meet the guy that invented the concept of charging a sitting fee and hoping for a big order. I want to meet him and punch him in the nose. What a stupid concept. Hundreds of thousands of photographers have fallen into lock step. Why? Is it because everyone else does? Or is it because we are too chicken to close the sale?
We wait until the majority of the creative work is already done before we ask for the order. What other business is run this way? We are in a “custom” business. Things would be different if we had ten stock family portraits negatives and everyone ordered from those negatives. If you went to a jeweler for a custom piece of jewelry and consulted with that artist, would you expect him/her to make the custom piece without having some commitment level from you.
In my opinion there are two different times to close the sale: before or after the session. What typically happens in most studios is as follows:
• You advertise so that someone calls.
• On the phone, you convince them to come into your studio to look at your work.
• You convince them you are the photographic artist for them.
• You advise them on clothing, background selection, photography time, etc.
• They make an appointment and agree to pay your sitting or session fee.
• And then you QUIT selling!
We quit too soon. They are ready to buy now! Think for a moment. At this point, you, as the artist know what size image they need, if you did all the right steps in the portrait conference. I assume you ask, who will be in the portrait, the style of the image - close up, 3/4 length, full length or small subjects with a lot of space around them. You know where they intend to display the portrait. You discussed finishes such as plain, canvas, watercolor etc. I believe you know, right now, what size they need. Why not be honest with your client and sell them at least the minimum size NOW!
If they are doing a family portrait, four people, on location at their home on the front porch, full length with some space around the subjects, they like canvas and want to hang it over the fire place. You know they need a 24x30. Why not go ahead and close the sale on the proper size? Are you afraid they will say no? Are you afraid to know that they intend to spend only $200 or $300? That they would never put a portrait that size on the wall?
The conventional thinking is, when they see the images, we hope they will want to part with a lot more of their money because the portraits are so beautiful. Granted, this does happen sometimes. But why not go for the commitment before the session.
If you go to buy a new car, and they don't have the exact model and color with all of the accessories that you want in stock, they have to order the car for you. Doesn't the salesman tell you the price? Or does he say, “To build that car we charge $4,000 for the labor, $500 for shipping, $700 for plastic, $2,000 for steel and plastic, a $600 painting charge, $900 sewing charge, etc. You really don't care how they arrive at the price, but you do want to KNOW the total price! Don't you? Also, does the salesman wait until the car comes in to see if you like it before he/she closes the sale? I don't think so! In my experiences not only do they get a commitment from me, they arrange for financing and I sign a contract. Of course, the car dealer would not make you take the car if you don't like it. And I guarantee our portraits. If the client is not happy with the initial images, I either redo the portraits or refund their money. My goal is that they love the portraits and spend a reasonable amount on their portrait.
Why don't we close the sale before the session? Why not decide on a size and price before you do all of the creative work? In fact, if they only want a small portrait, wouldn't you do the photography different? Or if they want a portrait to hang over the couch, you will probably not do head and shoulders type poses.
I believe we should quit thinking of our business as a service business and instead we should sell products! In fact, I believe we should price the product, inclusive of all charges. For example, one of my specialties is outdoor or on location family portraiture. Typically, these are full length with space around the family showing the environment. You and I know that the minimum size for this type of portraiture would be a 16x20 (bare minimum). So my family portraiture is priced beginning at $xxx. This price includes, the portrait planning appointment, the on-location portrait session, the viewing date, a 16x20 enlargement and a folio of several of the portrait studies (originals). We have collections up to 40x50. You can always upgrade the image size when you project the final images. I want to be honest with my clients. If the portrait we are designing for a particular space in their home needs to be a 24x30, I tell them that is the size I recommend. I let them know what it will cost. The total amount. I'm not afraid to tell them the price. I feel the value they will receive is worth every penny they will invest. Their initial commitment level may not be quite this high. They may initially only commit to the 16x20 size. I can continue to recommend the proper size when I show their images.
I have made a decision in my life and in my studio that I can not profitably invest the time it takes to plan the session, do the photography, make the prints and deliver the portraits with only a $200 to $300 sale. That is not to say you should do this. It is to say you should know your business, your expenses, know all of your costs, know what profit margin you want and make intelligent, informed decision. The decision should be that you should make a profit with every session at your studio. That seems so simple! But, I see many photographers that don't make a profit on every session. Either by design or by the lack of planning, this happens all too often.
Why? I think there are several problems, lack of business skill, lack of planning, lack of selling skills, you don't know your numbers - expenses, overhead, profit margin, etc. and you are chicken to close the sale.
For some, for the starving artist, the fact the they created a beautiful image is reward enough. If the client did not have the good sense to purchase enough to make the session profitable, that was their problem. Have your time and creative talents been put to good use? I contend they have not! As a “starving artist” you might be delighted with a small sale of an exceptional image. Self satisfaction for a job well done may be reward enough for you. But I am an entrepreneur, a business man, someone interested in profit. I hope you don't feel profit is a dirty word! I don't!
So how do we achieve this profit status? Do most of your selling before the images are taken. At this moment, the excitement level is the highest. They are ready to be sold. They are in the decision making mood.
This article is reprinted by permission of the author, Doug Box. To contact Doug, visit his web site www.SimplySelling.com or email him at dougbox@mac.com. You can also write Doug Box at 2504 County Rd 235, Caldwell, TX 77836