Sales Tips for Photography Studios

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When I used to coach my son’s football team, we had a saying: “Know your role- Do your job” What it meant was that if a kid didn’t know what his assignment was, there was a good chance that he would complete that assignment. Your photography studio is like a football team in a number of ways. Not everyone is cut out to be the star quarterback or running back. Somebody needs to block, someone needs to make tackles, someone needs to kick off, etc. The trick is evaluating the roster so you put the proper kids in the right positions.
As a portrait studio owner, you need to do the same thing.
There are many roles in a photography studio – the photographer, the sales specialist, Photoshop guru, marketing, etc. Do you need to be an expert at all of these? Nope. In fact, I doubt there are many people out there who ARE good at all these areas. Photographic art is very personal and it is hard to be objective when selling our work. The important thing is to critically evaluate your skills and figure out what you are not good at – then hire someone else to do

that particular task.

In many cases, that weak spot is sales. A studio can survive with a mediocre photographer and a skilled sales person. However, the best artist in the world will go out of business if they have mediocre sales. This brings up the big question: Can you do your own sales?

Ask yourself these questions:
1. Do you hate doing sales at your studio?
2. Do you frequently find yourself lowering prices during a sales session?
3. Do you “throw in” free prints and poses to make sure the client gets everything they want?
4. Are you more of an Order Taker than sales person?

If yes, then there is a chance that Sales is one of your weak areas. How do you fix that? Well, there are a few options.

One option is to take classes and become better at sales. Like any ability, you can get better at sales with some education and practice. Fortunately, selling is a very common topic and there are tons of educational opportunities out there. Another option is to hire a full-time sales person – if your studio will support it. If sales is your weak point, hiring a good salesperson will probably pay for itself with higher sales. You can spend the extra time marketing to bring in more business. Of course, that is assuming you are good at Marketing – but that is another article…

Another option is to hire someone to do sales for you on a part-time basis – maybe once or twice a week. You might even find someone who will work strictly on commission- based on a percentage of the sale they make. If you can find the corect person, this is a relatively low-risk way to see if a pro salesperson would help you out. If the new person is doubling your sales averages, then you know that you need help with sales.

When it is all said and done, it is just like being on a football team. You need to put the right personnel in the right positions – especially yourself. A few improvements to your sales program can have you making more frequent trips to the end zone …or the bank.

For more information, visit:
My Photography Blog

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