Guide to Selling

EARN MORE MONEY

WITH YOUR PHOTOGRAPHY
 Selling Your Work
Start making more money doing what you love
For many artists, creativity comes naturally and sales chops don’t come at all. We’ve assembled some
amazing advice, tips and tricks from a team of profitable pros to help you feel more comfortable selling your
photography. It’s time to start banking the money your photography can earn.
BOLDLY GO
Some real-world advice to help you conquer your confidence gap By Ashley Westphal
According to a 2008 study by the National Endowment for the Arts, there’s a 2:1
income gap between male and female photographers, a statistic that shocked me.
I’m in my early 30s, and like most women my age,
I don’t often think about the glass ceiling. Thanks
to our mothers, grandmothers and great grand-
mothers, we have choices about working. In fact,
women own 9.1 million businesses in the United
States alone. American women of my generation
were largely taught to believe we could do any-
thing we wanted to do.
So it startled me to see that a glass ceiling
existed for female entrepreneurs. I had assumed
that lower pay was something that was done to
women, not by us. As entrepreneurs, do we not
set our own rules, our own hours, and our own
pricing? Can it be we’ve created a glass ceiling for
ourselves? How did that happen?
Because of the confidence gap, that’s how. It
is the idea that women, possibly driven by so-
cietal norms, are inherently less self-confident
than men. Well, as entrepreneurs, we can do
Ashley Westphal has a passion for something about that.
showing women that, while they This isn’t about feminism or booster-ism or any
aren't always fearless, they are strong!
other –ism, it’s about dollars and cents and setting
When she's not helping bright, bold
female entrepreneurs run sustainable
a fair and proper value for the products we create.
First, we’ve got to face the reality of what we’re
part-time businesses through her
Fearless workshop, she's photographing actually making per hour. Take the time to add
bright, bold senior girls, rocking a up every single minute you spend with a client,
full-time corporate job, raising a bright, from answering the inquiry to prepping for the
4-year-old girl, being a wife, and
planning her next travel adventure.
session to the session itself, through the sales
process and down to the packaging of the prod-
ashleywestphal.com
uct. Now figure out the amount of your average
sale and divide the amount by the hours worked.
To complete the reality check, now factor in all
51 myclickmagazine.com
HOW DO YOU SELL TO YOUR CLIENTS?
There are a variety of methods to sell effectively. See which works for you.
I now sell all-inclusive packages because it cuts my
work and stress in half and still generates what I
need per session. Selling all-inclusive packages
ALL - means that shoot to final product is included
INCLUSIVE in a set upfront free, and I’ve found I’m able to
SALES book clients more easily. With pre-set pack-
By Chavi Malka, ages I have the advantage that I don’t need to
chavimalkaphotography.com
sell the value of prints to convince inquiries to
follow through and book a session. Potential cli-
ents mostly see my photos digitally, either on social I SELL
media, my website or texts of friends’ photos who have ONLINE.
previously worked with me. By Melissa Stottmann,
melissastottmann.com
Because I’m a print lover, I see the value in clients receiving quality printed
of your fixed costs and overhead expenses. How
photos so I include those along with digitals in my packages. My packages all
much are you clearing per hour? Is it a sufficient
include various amounts of digital photos with the corresponding 5x7 prints. I
trade off for your time?
also have a gorgeous album included in my top packages. (I do sneak in a bit
Second, consider balance. I’ve been asked how
of sales by showing my album sample and cover swatches to all clients during
I built up the confidence to charge for my work. I
their session and many do upgrade!) I do still have to go through packaging
do struggle with confidence like many women,
the USB and prints, but it’s the same for all clients — so it’s quick and easy. Since starting my business 6 years ago, I've had great success with online or-
and my answer comes from a very emotional
How do I do it? It’s really easy now that I don’t need to sell the value of dering, as I live in a different state than the majority of my clients. My client
motivator —valuing and protecting my time with
print. I mostly receive inquiries through my website and have a template base is primarily around the area I grew up in, and you’ll often find me travel-
my husband and child. They’re the reason I push
email I created to respond. Sometimes I’ll have a little back and forth by ing for 30 to 90 minutes to do sessions in clients’ homes. In-person ordering
to overcome my confidence gap. If it’s not your
email and randomly will call or be called by client. I have all my pricing and simply isn't a viable option due to the travel time and costs involved. I shoot
family, it might be travel, or alone time, or your
packages clearly laid out and listed on my website. Nothing’s hidden. Clients only on weekends, so I need to preserve that time for client sessions.
day job, or a passion you pursue, or a million
are sent an online session agreement/booking fee link and can easily book My sales process is very clear to clients, even before they book. I let them
other things you need and want in your life out-
online as long as they don’t have any questions. I use Machforms, which know that in 7 to 14 days I’ll send a link to a slideshow, and that a link to the
side your business. The point is that you must
allows me to embed custom forms on my site and am able to process the proofing and ordering information will follow in 24 hours. I’ve chosen to
fiercely protect and support a balance in your
booking fee using stripe. Once the form is completed, clients receive an au- carry three simple collections to make it easy to choose, and many clients
life or you’ll be miserable faster than you can
tomatic confirmation that their session has been booked. I generally follow know immediately which they’ll choose. I set up my slideshows right on my
say, “I’m selling my gear.”
up with session prep and location details a bit closer to the session. ProPhoto website. By creating a new gallery (in the same way I set up my
Third, understand that your value to your client
is not predicated by your cost of goods sold. It’s website portfolio) on a separate password-protected page, I can share the
predicated by how your product makes the client images with clients and add beautiful, emotional music. Clients will often
feel. Consider that albums and family photos will pass along the link to family and friends who will —such a bonus! — visit my
Photos by (left to right): Chavi Malka, Melissa Stottmann, Helen Bartlett
be the first things your clients grab if something site as well. For a full 24 hours the only access clients have to the images is
catastrophic is happening to their home. Memo- in this slideshow to watch and watch again. I believe this slideshow seals the
ries aren’t just valuable, they’re priceless. deal because the emotional impact of the images so often motivates clients
to order a larger package than they had anticipated.
Artists are, almost by definition, vulnerable.
We’re pouring our hearts into something that’s I send my clients a link to my Photocart with 5 days to complete their
deeply emotional for ourselves and for our sub- order. Photocart is a one-time purchase system I integrated into my site
jects. What propels us as artists can repress us as about 5 years ago because it can be customized to seamlessly match my
entrepreneurs. Just be aware of that distinction design and branding. The ordering options are incredibly simple for clients,
even ones who aren't Web-savvy, which is essential. (When clients are
Photo by Ashley Westphal
and challenge your instincts.
None of this will happen overnight, so start confused it can not only slow the ordering process but halt it completely.)
right now to make a habit of fighting your inner Inside each password-protected Photocart gallery, I present my three col-
doubt and finding confidence in yourself, in your lection options displayed with sample images from previous sessions to
art, in your business — it matters. help clients envision their own collections.
 MANAGE THE SALE FROM A TO Z
Good communication from first contact through a closed sale makes all the difference. By Beth Wade

I worked in corporate America for more than 10
years before starting Beth Wade Photography.
My first job out of college was a quick stint in
sales for a litigation support company. Within 12
months I’d moved to AT&T BellSouth Advertising
& Publishing, and met with hundreds of local
businesses to help them improve their ad in
the Real Yellow Pages. (Remember that bulky
printed phone directory?) I was also selling online
advertising, including websites, search engine
marketing and banner displays. My experience in
sales for a large corporation was a huge advantage
for me when I decided to start my business.
I had learned that success in sales is all about
listening to the customer’s needs, proving the
value of a strong brand, knowing how to pitch the
product, and closing the sale with a signed agree-
ment. I had established a solid, routine pitch and
a notebook of visuals, and I used them with every
single customer. I sold the heck out of our products.
I soon was promoted to sales management and
trained new advertising reps to sell Internet prod-
ucts using my procedure. I must say that even so,
it took me a while to figure out how I could apply
these skills to my own photography business.
The biggest hurdle for photographers is recog-
nizing they are small business owners and treat-
ing their work as a business. I had helped small
business owners reach their target clients, and
now I was in their position. I needed not only to
figure out how to attract clients, but also what
to do once a client contacted me; I needed to
figure out how to sell potential clients on my
photography services.
There are several business essentials to establish even before a client Now, back to sales. What are you selling? Your work. Your
photos. Your products. Your time. Your talent. Yourself. It’s
contacts you, including your business model, your brand, your time to create your pitch book, in this instance, your web-
products and your pricing. All are components in a successful sales process. site. Your website works for you as an online salesperson,
24-7. How? It shows what you want to sell. It makes it easy
Brand: Products and pricing: for clients to imagine themselves in your images. It makes
• Who is your target client? • Which products speak to your brand? them want those images so badly they will not settle for
• What experience is she looking for? • What are your profit margins versus any photographer but you.
• What kind of service and product cost of goods? How would you talk to a potential client face to face?
does she value? • Do your packages provide value What would you say and how would you say it? Imagine
• What look, feel or vibe does and incent clients to buy more? if I walked into a sales appointment and immediately
your business portray? • Are your price points appropriate blabbed, “We sell albums for $2,000. How many do
• What makes you different? for your target client? you want?” Conspicuously absent: details about
the features and benefits of the album; any reason No sale is
Business model: to trust me; any connection between us; any op-
truly
• Are you a high-end boutique? All-inclusive? Somewhere in the middle? portunity to find out if an album is what they truly
• What products do you offer? want and need; a sale. Part of being a great sales- a sale until
• Is your pricing profitable enough to pay for the client experience you person is listening to your customers, learning
what they want and need, and gaining their trust you have
want to create and also pay your salary?
• What is your unique value proposition to your client? through your understanding of those wants and a signature.
needs and your confidence that you can furnish it.
• You don’t want to be the cheapest photographer, but how are you the best?
Your response to a new client inquiry, i.e., lead
management, is the start of the sale. It’s a point
where many photographers freeze and fail. At
AT&T we preached that no sale is truly a sale until you have a
signature. I have found the best way to streamline the book-
ADVICE FROM A PRO ing process after the inquiry is by using these three tools:
“Fake it till you make it. Clients walked all over me when I was
starting out because I lacked confidence. I had to act like I
1. Customized email templates. The benefits are two-
fold: you stay organized, professional and consistent with
knew what I was doing, even if I didn't feel like I had a clue. Acting your communication, and you can filter out price shoppers
or non-committed inquiries. Design a short questionnaire
confident let clients know I was in charge, and before long, to email to every initial inquirer. Send it before giving any
the confidence wasn't an act.” — Brittany Chandler, britchandler.com pricing information. The questionnaire should explore their
needs and goals for the session. Remember the first key to
sales: Listen to your customer’s needs! Cater each email
template to answer client questions and give them details
about specific products they are looking for.
2. A welcome guide. Your guide should hit the second and
third keys to success: Prove the value of your brand and pitch
your products effectively. Write a strong value story telling
potential clients why you do what you do and what a session
with you entails. Show your products in beautiful photos SUCCESS
with concise descriptions. I recommend creating the IN SALES IS
guide in PDF format to ensure the client reads it
in the exact order as designed — clients are more ABOUT...
likely to buy if you prove value and establish a con-
nection before providing pricing information. 1.
LISTENING
3. Studio management software. The final key to customers’ needs
to success is smoothly closing the sale. Many book-
ings occur online, so you need the ability to sign
agreements and do invoicing electronically. If you 2.
cannot meet the client in person, I do suggest PROVING THE VALUE
of a strong brand
using electronic signatures rather than snail mail
or fax. I use Pixifi, but there are other programs
available. Pixifi gives me a place to organize client
info (I include the initial email questionnaire in the notes
3.
KNOWING
section of the customer profiles), and the means of securing HOW TO PITCH
a retainer and a getting a signed agreement. [Note: I don’t the product
use the words “fee” or “contract.” Fee can imply a penalty;
retainer implies a payment for professional services as yet
to be performed. Contract can imply “or else”; agreement
4.
Smoothly
implies harmony between parties.] CLOSING THE SALE
The sales process might not come naturally to photogra-
phers, but using systems, scripts and other tools with poten-
to get the
agreement signed
tial clients can sure make it easier and more effective.

HOME: ABOUT: STYLE: PORTFOLIO: TESTIMONIALS: PRICING: CONTACT:

Beth Wade (bethwade.com) WEB STRONG Give a brief, broad intro Give an insight into Talk about what need to tell them Photos sell photos. The highest praise Provide the minimum It is so important to
specializes in newborn, baby and family
Your online presence is your about what you do your work and back- makes you different. about all the benefits Show your best work. you'll ever receive is a price to secure a session have a contact form
photography in Lake Wylie, South
Carolina. She creates images that are
first — sometimes your only — chance. and where you do it. ground that will help Set expectations for you provide that a Display the kinds of recommendation. and the price range a page. Include the re-
artistic, natural and dreamy. Show one of your best establish common- their client experi- photo cannot, like how images you want to Share them! Let past typical client spends on quired field, “How Did
Think of each page of your images from each ality: hometown, work ence. Clients often a session with you create for them and clients sell the the session and prod- You Find Me?” This
website as another step genre and highlight and educational know what they love will make them feel. their family. features and benefits ucts. Give a brief guide allows you to track
toward the sale. For example: your specialty. background, hobbies, when they see it of your services to your products and where your business
family, etc. in your photos. You to potential clients. the ordering process. is coming from!

53 myclickmagazine.com myclickmagazine.com 54

I HIRED A Five years ago I realized I
needed a new approach to
SALESPERSON. the ordering process.
By Helen Bartlett,
Colleagues were having
helenbartlett.co.uk
success with in-person sales
sessions, and while the idea was
intriguing, I didn’t really want to
sell my own photos and spend my
evenings in viewing sessions. I made the decision to delegate
in-person ordering sessions to sales consultants, which has
been extremely successful and lucrative for my business.
The viewing takes place in the client’s home for ease and
simplicity. Our aim is to make the image selection a pleasur-
able experience to enjoy and ordering as easy as possible. We
also know that in-home meetings will allow us to measure
wall space, select appropriate frames for the space and décor,
and ensure that the images and dimensions selected will
work within the allotted space. Through our all-encompassing
service, family photography meets interior design.
My sales consultants have Apple MacBook Airs loaded
with Light Blue for managing the business as a whole and
ProSelect for showing the images. They also have iPads
loaded with Shoot & Sell, a large desktop screen, samples of
my albums, frame mouldings and examples of floating-mount
acrylics and aluminum. Consultants are prepared for likely
questions relating to products, from how to hang them on
the wall to which fonts can be embossed on the albums. The
entire sales kit fits into a rolling suitcase for easy transport.
At the viewing, the consultants show clients the edited
photos, the album design and a selection of layouts I’ve pre-
ADVICE FROM A PRO
“When I have clients ask for something I don't want to provide, be it additional
services or a discount, I remind myself it’s 100 percent OK to say no. It’s harder for
us to say than it is for them to hear. I think it's extremely important to maintain
power in your relationships with your clients. If you stick to your guns, stand behind
your policies because you truly believe in them, and communicate firmly but
respectfully, you won’t sacrifice your relationship with your clients. They may end
up respecting you more because of it.” — Bre Thurston, brethurston.com
55 myclickmagazine.com
pared. Aided by the consultant, clients make their choices. If
the client makes the final decision and places their order at the
viewing, my staff can immediately enter the info into Light Blue.
We offer a 10-percent discount as an incentive to order at the
viewing session. (Otherwise, we’ve found, the ordering will
be delayed by indecision, resulting in more work on our part.)
My consultants work on a fee-plus-commission basis that’s
both respectful of clients with a predetermined budget and
rewards the consultant for especially profitable sales.
After 5 years of working with this model, my average order
has doubled. Just as important, my clients really do embrace
the process. If you’re considering expanding your service with
viewing sessions but don’t want to deliver them yourself, I
absolutely urge you to test this approach. Yes, it is expensive
to set up with computers and samples, but for me it was defi-
nitely worth the investment. In fact, we made a return on cost
10-fold within the first few viewings.
LISTEN UP
The key to great sales is really hearing your clients. By Kristy Dooley
Everyone likes to feel special. The feeling of
ADVICE FROM A PRO
SOFTWARE something being made just for you is appealing,
TO HELP YOU especially when it comes to luxury purchases and “For me, it's all about only selling what I love. Three years ago, I was
custom photography. The standard is high for
all about the album, and my clients all walked away with the best of
SELL photographers these days, and if you want to set
yourself apart from the crowd, the most impor- the best. I'm in the business of attracting like-minded mamas
tant thing you can do is listen. When you know and sharing with them how my products and services impact my
exactly what your clients are hoping for, you can
customize the entire experience, truly delight own life. This gives me the confidence to sell those products
Present & sell
images ONLINE them, and generate greater sales. and services: The client has already made up her mind before com-
This is done by asking questions, being genu-
Pixieset, pixieset.com ine, and taking the time to prepare the session for
ing to me about whether or not my prices are “worth it.” Last year,
RedCart, redcart.com the specific client. If you want to sell your bigger I was all about the giant, oversized canvas, sold one to every client.
SmugMug, smugmug.com packages, you need to capture exactly what that This year, I want all the images, printed and accessible to the
client is hoping for. The only way to know what
Sytist, picturespro.com
that is is to listen. Does your client want a purely children, so all my clients take home 5x7 prints.”
ShootProof, documentary style (as opposed to traditional —Mae Burke, maeburke.com
shootproof.com portraiture)? Is she hoping for a certain kind of
Pic-Time, pic-time.com series for a grouped display on the wall? Do you
have a bride whose top priority is a portrait with
Zenfolio, zenfolio.com
her new husband? Make certain the timeline
allows for this, and be prepared with an idea of details on each person who will be a part of the ing photographed in the past. There might be
Present images the poses you want to capture. Perhaps a mom’s session. If you’re photographing kiddos, you’ll a unique family dynamic that would be help-
IN PERSON biggest priority for a family session is images of want to know their ages, what makes them laugh, ful for you to know, or a specific place in their
herself with her children. Make mom the primary what they’re interested in, anything that might home they want an image displayed. By build-
ProofShare,
proofshareapp.com subject, provide her plenty of images that show make them shy away from the camera. If it’s a ing the trust necessary for a client to confide
her love for her children, and she’s more likely to couple, ask how they met, what their wedding in you, and making the effort to meet their
ProSelect,
purchase your top package. plans are, and other appropriate details. Taking the specific need, you’ll have gained a client for a
timeexposure.com
There are tools to help you listen better. Create time to get to know your clients before the ses- lifetime, and increased your sales simultaneously.
a short questionnaire for clients to complete be- sion will ease conversation, making them feel as
PREVIEW how
fore working with you. Depending on the nature though they’re your only clients.
it will look
of your business model, you might consider fac- Inquire about their style, décor, and display
Shoot & Sell, tors such as session style, their hopes for display, preferences. Are they looking for a single formal
shootandsellapp.com any specific images they really want, as well as portrait to hang in their home, or an album of a
Swift Galleries, morning spent together at a favorite location? Do
theprintmakersystem.com they prefer bold colors or neutrals? Going the ex-
tra mile to ensure the images you create match the
preferred style and décor preferences of the client
Collect PAYMENT
you’re working with is another important consid-
KristyDooley
17hats, 17hats.com
(kristydooleyphotography.com) eration in distinguishing your business.
PayPal, paypal.com
lives in Vermont with her husband
and two daughters.
Listen to their concerns. People will readily
share what they feel comfortable saying. If you
Square, squareup.com
can, push the envelope a bit, and see if you can
Waveapps, waveapps.com
encourage them to share their concerns. Perhaps
your client’s husband isn’t keen on being in front
of the camera, or they had a poor experience be-
 MY BEST-SELLING PACKAGE
3 Photographers share their studio's top seller

ASHLEY WESTPHAL, ashleywestphal.com CHAVI MALKA,

chavimalkaphotography.com
Includes: Selling to
Signature Fine Art Album, RedTree Albums, high-income Designed Includes:
redtreealbums.com, or Signature Modern Art seniors for great Custom box with space
Album, asukabook.com word of mouth for USB & 5x7 Prints,
16x20 or 20x30 gallery-wrapped canvas, photoflashdrive.com
Miller's Professional Imaging, millerslab.com
Digital Photos on
10 mounted desk prints (8x10, 5x7, 4x6 or 8 wallets),
Miller's Professional Imaging, millerslab.com
Crystal USB,
photoflashdrive.com
MUSIC TO SELL BY
my premier slideshow, high-resolution digital Music sourcing company Triple Scoop Music
files for the full session 5x7 prints, helps photographers find songs for videos,
prodpi.com slideshows and sales presentations. We asked
1-year cloud hosting for
digital files and company CEO Roy Ashen for his suggestions
Top Packages also include: on how to choose the best tracks for your
all printed proofs
Playbook Album, finao.com slideshow presentations. “A great first step in
picking music is to be 100 percent clear on
Custom packaging bag, what you want the viewer to feel,” says Roy.
4imprint.com “Make sure the music matches the feel
and mood you want to evoke.” Any speaking
in your video? Roy suggests using an
instrumental track. We asked Roy to handpick
five of his favorite selling tunes.

ADVICE FROM A PRO

1. CHARIOT
“I’ve been in business since 2009. For me, everything clicked when by Jacob Lee
I started my family in 2011. I suddenly realized I couldn’t work
2. THE OPEN SKY
just for fun anymore, I had to make a living out of it. After having by Justin Busch

Photography by Melissa Stottmann, Ashley Westphal & Chavi Malka

MELISSA STOTTMANN, melissastottmannphotography.com my children, I wasn't afraid of charging what I needed to charge 3. WE GO FORWARD
for my kids as well as myself. I started to act as a business owner by The Vortex
Competitively Includes:
packaged All high-resolution images on a USB drive, more than as a passionate photographer. It was easier for me 4. FALLING SO FAST
for families iPromo, ipromo.com to give my prices knowing I was also working to give a great life to by Ace and Pearl
prints from ACI , acilab.com my kids. I also took many business workshops and that furthered 5. A STORY OF LOVE
client’s choice of an image box from ACI, acilab.com; my confidence. People were paying the prices I asked for and I knew by Dan Phillipson
or a book from Artifact Uprising, artifactuprising.com
I had a great service to offer and a great product, so I mainly
focused on that.” — Sonia Bourdin, soniabourdon.net

57 myclickmagazine.com