Intro by Skip Cohen
As I've written so many times in the past, the fun of this industry is in the friendships that come out of everyone's love for the craft. Well, meet a very new friend, Cheryl Dell'Osso. Cheryl's the Director of Content Strategy at Zenfolio and the Owner/Photographer at Portraits by Cheryl and Seniors by Cheryl in Raleigh, NC.
It's Marketing Monday, and with her permission, I'm sharing a post she shared a few months back with tips to help you sell more prints. Selling prints is an integral part of your business.
My own home is filled with prints. Friends have commented over the years that it's like a gallery. Expanding one of the points Cheryl makes in this guest post - memories were also never meant to live solely inside your computer! They deserve to be shared and always visible. The one little corner of my office in the grab-shot above is a never-ending reminder of so many beautiful memories.
And to share my most favorite quote about photographs from Jody Picoult:
“This is what I like about photographs. They're proof that once, even if just for a heartbeat,
everything was perfect.”
by Cheryl Dell'Osso
Photography is a form of art, and art was never meant to live solely inside a computer screen. Sure, your clients may be excited about getting that perfect profile-pic-worthy shot, but nothing truly brings a photograph to life like framed prints and canvases.
Having beautiful prints adorning their home’s walls benefits clients by serving as constant reminders of the joy they felt on the day of their shoot, but it can be equally as beneficial for the person behind the lens. Selling photo prints can lead to a huge leap in a photographer’s revenue while simultaneously showing off their skill and professionalism to potential future clients. Plus, photo prints serve as a daily reminder of you and your services, making your clients more likely to head your way for their future photo needs.
So how do you go about selling prints? The sales process should start the moment you come in contact with clients. And if your sales tactics don’t pay off right away, don’t fear. Selling prints often takes time and patience to find the best strategy that works for you. Learning to rely on e-commerce can make this process much smoother, as clients will be able to buy photo prints and related gifts directly from your website without the hassle of going back and forth about orders and pricing.
Once you have your e-commerce platform set up, here are four strategies you can use to increase your photo print sales.
Plant seeds before the shoot.
In today’s digital world, chances are most of your clients are coming to you with the expectation of receiving an online gallery of images they can then print at their local drugstore. It’s important to change this expectation the moment you start working with them.
As clients browse your portfolio, offer them examples of finished, framed photos and other products, and walk them through the benefits of having something tangible to house their memories. Show them the differences between photos that are printed on metal versus canvas so they can start to envision which products may look best in their home.
Let the quality of your work be your biggest selling factor. Consider ordering photo prints from a local drugstore that you can use for a side-by-side comparison to the products you’re offering. Once clients can physically see and feel the difference in quality, it’ll be hard for them to settle for shiny drugstore prints.
Present your work.
After the shoot, it’s important to follow up on those initial seeds you planted by helping your client picture how framed prints of their new photos can be used. Photo prints can help tell your client’s story and serve as great personalized home decor. As an added bonus, their photos also make great gifts and greeting cards!
Show your client examples of how your work has been used to liven up the space above a mantle or to create a gallery wall of memories. If you’re photographing families, show them a progression of photos that exhibit a child growing older.
Visually seeing these milestones might spark an emotional response to picture how their own child’s aging might look and think about why it’s important to capture their child at each stage of life. The bonus of this strategy is that they can easily recreate that progression by booking you for annual portraits!
On your e-commerce site, list finished products of past clients (with their permission) to show real-life examples of what other families, brides and pet owners are doing with their photo prints. You might even consider presenting a few prints from your client’s own shoot to give them something to hang onto.
Create a print selling strategy.
Once you’ve showcased the benefits of photo prints, it’s time to seal the deal. For this, you’ll need to create a selling strategy.
The best strategy for selling photo prints will differ between photographers based on their niche and specific client base, so it’s important to figure out what approach makes the most sense for your business.
For some photographers, this might mean building printed products into their overall photo packages so that ordering photo prints is the default. This can be influential for clients because they aren’t being charged extra for “add-ons” (even though the cost is being built into your session pricing).
Other photographers might offer deals and discounts for buying framed or mounted images on the day of the shoot to build clients’ excitement about seeing the finished photos. This strategy can also create a sense of urgency, which is a strong selling factor regardless of industry.
Another approach could be offering to mail a finished framed or mounted image to a client free of charge so they can see how it will look in their home. Then, add a price tag if they decide to keep it.
Whatever your selling approach, it’s important to market the convenience of your photo print service. Remind clients about their ability to order printed products by sending a follow-up email a few weeks after the delivery of their gallery. Oftentimes, people become busy and simply forget to have their photos printed. An extra nudge could be all it takes to push them over the finish line.
Find a professional printing source.
Your clients may wonder why it’s beneficial to order their photo prints directly from their photographer instead of printing them at a drugstore. Make the answer about quality and convenience.
By setting up an e-commerce platform on your site that offers multiple types of printed products, you’re creating a seamless process that allows clients to order their prints directly from their digital gallery. This saves them the hassle of having to download the photos they want printed and upload them to another site. It can also save them a trip to the drugstore, since products will be shipped directly to their door.
Convenience should also be a factor on your end, so make sure you find an e-commerce platform that’s also easy for you to use. Look for a service that offers a website builder so you can more easily integrate your store and portfolio. You’ll also want to find an e-commerce service that allows you to set your price, control your markup on products, offer coupon discounts and set gallery expiration dates to increase your early print sales.
Finally, consider partnering with a photo lab to print and deliver your products so that you can focus more on selling. It’s important to find a lab that offers the quality of photo prints you want your clients to receive. If you’re new to selling professional prints, or decide to change labs, it’s also a good idea to review your editing workflow. Uploading photos with the ideal file sizes and color space for your partner lab is key to beautiful prints.
Other factors to look for in a photo lab include fast shipping, a wide range of product offerings and daily customer service availability in case any issues arise with your client’s order. After all, you are ultimately responsible for making sure your clients’ orders meet their expectations and arrive on time.
Selling photo prints is a great way to expand your business, revenue and potentially even your client base. Finding the right sales tactics and process might take time and practice, but the payoff is far greater than the patience needed to succeed.
Check out "Why?" one of the most popular features on the SCU Blog. It's a very simple concept - one image, one artist and one short sound bite. Each artist shares what makes the image one of their most favorite. We're over 100 artists featured since the project started. Click on the link above and you can scroll through all of the episodes to date.