Pulling from two decades of real-life experience, I want to share The Art of Selling Portraits: Mastering In-Person Sales with you.
In the world of portrait photography, sales can often be an intimidating aspect for many. The fear of selling, the uncertainty about client feedback, or the desire to avoid coming off as “sales-y” are common hurdles.
If you can relate to any of these, you’re not alone.
In today’s digitally driven world, we’re constantly exposed to countless sales pitches online and in person. But fear not, as I share my journey from online galleries to hosting in-studio sales sessions, transforming my business into a provider of luxury experiences.
I’ll take you back to a time when I first entered wedding photography (circa 2003). It was the age of film, and clients received painstakingly hand-numbered locking, yes, locking proof books, complete with paper order forms, to select their wall portraits, gift prints, and album images. The process was a labor of love. I must admit, a touch of nostalgia is attached to those early days of business.
Then came the digital revolution, and the proof book became a relic of the past. Online galleries and blogs took center stage offering photographers a new way to share their work.
Suddenly, online gallery sales flourished, becoming an additional income stream post-wedding.
Clients could now view their photos by clicking a link and sharing their gallery with their entire guest list, replacing the old tradition of gathering around a table during the holidays to flip through a proof book.
Times have changed. Online galleries, once a source of revenue, have become an added expense for many photographers.
Here’s why: When creating an online gallery and releasing images to our clients, the initial excitement dwindles within 24 to 48 hours*—especially if a sneak peek or preview has already been shared via social media.
*These figures are not researched and instead based on my own insight!
It’s not a reflection on clients or photographers; it’s the pace at which we consume media in our modern age.
As days turn into weeks, that beautifully curated gallery begins to gather digital dust. The intention to “place an order tomorrow” often fades away, frustrating everyone – the client for investing in the portrait session, selecting outfits, juggling schedules, and the photographer who pours their heart and soul into the session to see a low or no sale.
Fret not; there are potential solutions if your heart is set on online galleries. You can limit the viewing window for galleries, offer exclusive promotional codes for early orders, run sales throughout the year, or explore the effectiveness of Black Friday promotions.
You might think I’m entirely against online galleries, but that’s true.
Online galleries have their place, particularly if you’re into selling stock photography or are leveraging galleries as added value or a gift with a purchase. (Curious about this option? Request a call, and I can help you work through this!)
However, if you’re a photographer with a local client base, relying solely on online galleries does a disservice to your clients, business, and brand.
Resist the urge to click away and keep reading; I break down my entire in-person reveal and design session, taking under 90 minutes per client.
I understand that some photographers are introverts and dread the idea of being perceived as pushy in sales.
But here’s the truth: To see larger sales within your business and provide a luxury experience, you must embrace in-person or virtual reveal and design sessions. It might be uncomfortable initially, but it’s a vital step toward reaching your revenue goals.
Let me share some history: When I started my photography journey, my portrait investments were modest, and prints were priced low.
By transitioning to in-person reveals, my average sale skyrocketed to $1800 after a $300 booking fee. Several clients invested $3000 or more in wall portraits, albums, and keepsake products.
In my current role as a studio manager for several high-end boutique photographers, I’ve personally invoiced clients for $25,000 to $30,000. I can assure you these numbers wouldn’t have been achievable if they had solely relied on online galleries.
So, if you’re hesitant about in-person sales, remember that it’s a pathway to offering an elevated experience, increasing your revenue, and seeing your portraits proudly displayed in your clients’ homes and offices rather than collecting digital dust.
Sales don’t have to be daunting. Adopting a client-focused approach, providing clear guidance, and offering a luxury experience can unlock the potential for significant growth in your photography business.
Are you inundating clients with too many images from your shoots? If so, it might be time to reconsider your approach.
1) Cull Your Images:
Sharing over 150+ images from an hour-and-a-half shoot can be overwhelming.
Instead, aim to present a curated collection of 60 to 80 must-have-can’t-live-without photos. This will leave clients wondering how they can get their hands on all of them.
Similar poses and expressions require more choices, and we want to eliminate that – rule of thumb – varying the images with smiling, laughing, serious, standing, sitting, and leaning against. Two smiling photos in the same location, pose, and outfit aren’t varied and won’t help your sales.
Remember, it’s about quality, not quantity! This step also takes practice behind the camera – retrain your eye to think in terms of design, wall art, album spreads.
Before your clients even inquire about your services, sharing examples of what previous clients have purchased is key.
Use your social media, website, blogs, and newsletters to showcase how personalized portraits can be displayed. The more you educate on the possibilities, the smoother the sales process will be.
Create touchpoints throughout the pre-shoot nurturing sequence to guide your clients and reinforce what to expect during their reveal appointment.
Additionally, don’t underestimate the power of gentle selling during their shoot. Gush over the images and moments as you capture their portraits – dripping out phrases like “Oh my gosh, this image will look amazing on your wall” and “This photo screams Christmas Card.” As you take their photos, adding these little phrases helps plant the seed to the client that they will be investing in wall art and keepsakes.
The key to success is authenticity. If you genuinely love what you do and create beautiful portraits, your enthusiasm will shine through and build excitement for your clients.
When I shifted my photography business focus from destination weddings to high school senior portraits, I knew my sales process needed a major facelift. I initially invested in pricey software and a projector for my salesroom.
I quickly discovered it was clunky, overly technical, and failed to deliver the desired impact, and it just didn’t suit my “sales” style.
So, I decided to change course and embrace a more effective approach. I opted for first-edition 4×6 proof prints (similar to how I started my business with proof books).
These tangible 4×6 proofs were a game-changer, offering both affordability and impact – costing me under 10 cents per print, sometimes even as low as 4 cents per print.
This shift streamlined my sales process and enhanced the overall client experience. It’s a simple change that significantly impacted my photography business.
Picture this: your clients arrive for their reveal appointment.
We kick things off with the classic slideshow. Then, right there, in their view, they see all the amazing products on display – albums, image folios, storyboards, large canvases, and metal prints.
Now, here comes the magic.
In front of me, I have a stack of 4×6 proof prints, and the clients are on either side of me.
With a flip and a question, “Love it or like it?” we’re off to the races. The ones they LOVE, they flip to the left, and the ones they LIKE to the right.
As we go through this, I’m not just looking at the images but “reading the room,” picking up on those subtle cues.
Quick pauses usually mean a “like it,” And hey, it’s all good if there’s a difference of opinion.
I’d often tell my high school seniors and their parents, “You know, you don’t have to agree on every photo. It’s perfectly fine to have your individual favorites.”
Believe it or not, this whole process wraps up in under 5 minutes! It’s efficient, fun, and keeps things from getting overwhelming.
Working with remote clients – you can offer a similar experience through screen sharing with Google Meet, Teams, or Zoom – using Lightroom, Bridge, or whatever software you like to use for image selection – flagging the images your clients love and working with just those images to design wall art and albums.
“How Do You Wish to Display Your Photos?” or “What Would You Like to Do with This Collection of Photos?”
This question opens up exciting possibilities. Listen to your clients; if they aren’t clear, continue asking prompted questions – Do you prefer large wall art? If so, do you have canvas or metal prints in your home now, or would you prefer framed portraits?
My favorite scenario is working with a return client.
Usually, the first sibling in the family I have worked with or the oldest sets the tone for future sessions.
Sales Tip: Keeping their order on file pays off, as when the little sister comes in for her shoot, the order is often very similar, if not identical. Plus, the sales average tends to be the same or even higher (especially if you’ve raised your prices).
In my experience, 90% of my clients place orders like this:
Here are some key takeaways to ensure a smooth sales process:
Keep it Simple: Avoid overwhelming your clients with a myriad of choices. A confused mind tends to shut down.
Guided Design Session: Ask questions to help clients envision their desired display.
Would they prefer wall art or a keepsake album?
Have they considered ordering prints for spaces like their offices, vacation homes, grandparents’ homes, aunts/uncles, godparents, etc.?
Themed photos (sports, hobbies, or interests) are an easy upsell for storyboards and collages.
Streamlined Album Selection: Offer one album style and ask clients to select the top 30 to 35 images they want to include.
Avoid in-person album design, which leads to many opinions, decisions, and requests.
Instead, create a sample design and send it for approval a few days after the ordering appointment.
Display Strategy: Avoid showcasing 5×7 and 8×10 prints on your salesroom walls. Keep these as loose-mounted prints (unframed). Many clients mistakenly believe that 8×10 prints are large, but they’re better suited for bookshelves, entry tables, or desks when compared to larger wall art.
Digital Files: Include digital files as complimentary with print or product purchases or offer them individually at a specified price. Do not release digital files without payment.
Effective Silence: When presenting the total invoice, state the price and let your clients respond first.
The first person to speak often makes the purchase.
Understand that any awkward silence is not your fault; clients are typically figuring out their budget, reviewing payment options, or considering additional items to add to their order.
Remember, the key is to keep the sales process straightforward, interactive, and client-focused for a successful outcome.
I anticipate some common objections, like, “I don’t have time for in-person sales.”
Let me speak candidly for a moment—why are you in this business if not to provide a truly exceptional experience?
In-person sales add that touch of luxury that can make a world of difference.
For some clients, this might be the one and only time they are photographed in such a special way, a memory they’ll cherish for years to come.
Don’t you want to witness your clients’ pure happiness and joy when they first look at their images?
Or when you deliver their order, and they excitedly rush to that blank wall, ready to hang YOUR artwork and proudly show it off?
And what about those referrals who don’t even ask about the price because they want the same incredible experience their friend, sister, or family had with you as their photographer?
Here’s another nugget of wisdom, especially for those of you who are just starting out in photography within the last 3 to 5 years.
Make the transition to in-person sales and charge industry-standard rates right now.
As your business evolves and you level up, guiding your existing clients toward repeat business becomes much easier.
Instead of undercharging, giving away digital files, or offering mini shoots, position yourself and your business as a luxury experience.
Ultimately, it’s all about building lasting relationships with your clients and delivering an experience that exceeds their expectations.
It’s not just photography; it’s art, emotion, and memories captured in a way that deserves to be treasured.
I sincerely hope this mini-coaching session has helped demystify the process of offering in-person reveals and sales sessions for your clients. If you’re feeling uncertain about implementing this into your business, I invite you to schedule a call with me.
Together, we can develop a tailored strategy and even explore the possibility of working together during a VIP week to transition your business seamlessly.
Whether or not we end up collaborating, my wish for you is to take away valuable insights and methods that you can apply in your business. These insights will not only boost your revenue but also elevate the overall experience you provide to your clients.
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