How by slightly tweaking my sales model I increased my earnings by 60%
I'm a photographer specializing in family, baby and pregnancy sessions. I have my own
studio where I work. Some time ago, going through posts published on one of the Facebook
groups for photographers, I came across an interesting discussion and decided to make an
experiment related to it. Let me tell you about it below.
What to do when a client wants to buy more photos than he previously ordered?
The discussion was about photos not included in the package the client buys before the
session. A photographer asked about the best way to sell them if the client asks for them
after the session. If such situation occurs, she doesn’t have enough time to go through the
unprocessed photos again. What’s more, her computer doesn’t have enough space to keep
all of them.
A fellow photographer replied that when she sends a gallery from the session to the client, in
addition to the photos selected as part of the package, she also attaches unprocessed
photos in case the client wants to buy them. If this is the case, the client chooses which
additional photos he wants, he pays for them, and she processes them and sends them
back. That way, she doesn't waste time dealing with photos that won't be sold.
My experiment
Inspired, I instantly decided to implement a new sales model. Until now, my offer included
two types of sessions, which differed in duration and number of makeovers. I gave each
client a different number of photos, depending on how good our cooperation was. But I have
always committed to provide a minimum of 10 retouched photographs in high resolution.
My experiment introduced two fundamental changes: I began to specify the number of
photos the client will get as a part of the package and I gave clients the opportunity to
purchase additional photos. I admit that I had great concerns about what my clients will think
about the new sales model. I was worried they will think I am trying to take advantage of
them or persuade them to buy something they don’t really want.
My price list before and after the experiment:
My work pattern after making changes:
1. The client chooses the package and we arrange a photoshoot.
2. The client pays a deposit or makes a full payment; I take pictures.
3. I make a preliminary selection: I reject shots that are out of focus, poorly cropped and not
suitable for further work.
4. I put a watermark on all the unprocessed photos and send them to the client.
5. The client selects photos as part of the package and decides on additional photos.
6. I process the chosen photos and send them back to the client.
The tool I chose for my experiment
It turned out it was not an easy job to find a tool that would support my new way of working.
Most online platforms for photographers don't offer the features I needed, such as adding
watermarks or sales and photo selection options. Those that offer them, usually are not that
user friendly. But I found Photonesto, which gives all these options, is very intuitive and
offers a clear summary of each order.
Results of my experiment
In order for the experiment to give reliable results, I decided to perform 20 photoshoots in
the new model.
The results are included in the table below:
The prices from the table differ slightly from the price list presented above: some of the clients participating in the
experiment are my regular clients with whom I negotiate prices individually.
The results were fantastic: 90% of my clients chose to buy additional photos, which
significantly increased my profit! Interestingly, also the clients were positively surprised
by my new offer. Most of them said it was honest and they were happy about an option of
choosing photos themselves and buying extra photos if they liked them. This is yet another
proof that it’s worth setting a just price on your services and investing in professional
solutions!
Summary of the increase in sales profit after the introduction of the new model:
More sales, transparent price list and clear rules of cooperation
The increase in sales profit by over 60% (by PLN 6,810) is a lot. There is not much one
needs to add to that. And yet I will. Because this experiment showed me two important
things: that it is highly valuable to draw from other photographers’ experiences and that one
needs to constantly improve own business strategy.
Thanks to a conversation I accidentally came across, I completely changed the way I work.
What’s more, I decided to stay with this new model for longer. Apart from the financial
benefits, it has many other advantages. Firstly, I give my clients a clear price list and
manage their expectations well, because the terms of cooperation are set at the very
beginning. Secondly, I save my time as I only deal with photos that clients liked and paid for.
I don't waste time on photographs that I will never sell. In addition, this model works well with
those tricky clients who might want to get more photos for the same price. With a clearly set
price list and a good program for selling photos, this is not an option at all. My new sales
model protects both my clients and me. And it gives me confidence that I offer the best
service I can.
