| Kalen Henderson|
Posted March 22, 2013
It was a great opportunity to share with so many of you through the PhotoBiz webinar recently. I had some great feedback, especially in regard to selling images. It seems as if no matter what aspect of my business I choose to discuss, the subject more often than not turns back to the selling of images.
Selling images is a process that we began with the purchase of our first digital camera. It only made sense from a business standpoint when we ran our numbers and figured what the profit margin was on a digital file. It also made sense to me from a creative standpoint because it forced me to be a better, more creative photographer. The more images I could sell, the more profit I could make, therefore, my images needed to be unique and different, creating a sense of urgency to buy from the consumer. I could no longer get away with one or two good images and hoping to make the profit on multiple prints of each.
If you choose to sell images, it needs to be done with great care and thought, keeping the ultimate goal in mind – to sell prints later. For us, the selling of images has become secondary because our clients have learned over the course of many years that our ability to print through a professional lab is far superior to any print that they can hope to make on a home printer and our efficiency for printing far outweighs any time they would spend sitting at a kiosk in a box store. Quite simply, we can do it better.
Also remember that when you price those images, you need to get a “fair” price for both yourself and your client. There is no way of telling what an image is “worth” because unless someone wants it, it really has no value and many customers understand that. They also know that the only market you have for that image is to them – there is no other buyer who might be willing to pay a higher price. Therefore, set a price that creates a harmonious relationship with your client and encourages them to purchase several images as well as to make plans for a return session sometime in the future. We have a target sale average that we like to hit with every sale and do so by pricing our images at a point where our clients believe they get a good quantity of product for the price.
Not every session results in an image sale and there are different types of sessions – promotional sessions especially – where we do not even offer an image sale. If you’re considering selling your images try a test run first before jumping in with both feet. Offer a family or other type of portrait special where the client can purchase the image if they desire and give it a test drive. If you find that it doesn’t work in your market or if you have difficulty wrapping your head around it, then that type of sale is probably not for you.
In the meantime, take advantage of everything PhotoBiz has to offer. With the price of gas on the rise, there is no better sales tool than your website and no better provider than PhotoBiz.