When was the last time you fulfilled a print order? When I think of print sales, I envision awkwardly contrived meetings where proofs have been held hostage and finally revealed as leverage, using the client's emotions to maximize profits. I know in-person sales is an effective strategy, and photographers bankroll this method frequently. However, for the majority of photographers who don't want to take that approach, providing an online client photo gallery and a few simple suggestions can help you maximize your profits without the pressure of in-person-sales tactics.
Step 1: Provide an Online Client Photo Gallery That Sells and Fulfills for You
This almost seems too obvious to dedicate a whole paragraph to, but there are many photographers who use platforms such as Dropbox for image delivery. They shoot, bill, and deliver. This concludes their transaction. If you are delivering images in this way, you are leaving money on the table. A more profitable way to provide an online client photo gallery after your wedding or photo session is to deliver one that works for you in more than one way. Now, photographers have access to cloud-based client galleries that do it all: online proofing, digital downloading, as well as selling and fulfilling prints and products. There are many on the market, but one that stands out in a notable way is Zno Gallery, as it offers a 0% commission on all plans, including the free one.
Step 2: Suggest the Right Prints at the Right Time
Although clients sometimes select packages with prints and gifts at the time of booking, engaged couples especially feel stretched financially at their booking time. In addition to hiring their wedding photographer, they have to pay out a myriad of high-ticket vendors, which makes them sometimes book a more economical package. Here are some offerings you can suggest that could maximize your profits without overloading your client at the time of booking.
1. Offer a Parent Album Directly to Parents
One thing I learned from shooting weddings for eight years is that parents almost always want a parent album. In the beginning, I offered parent albums as a package option for the bride and groom. It didn't get many sales. After a few years, I learned to ask for the parents' email in the onboarding form and offer specific packages to the parents directly. Often, parents have imagined this moment for years, and they are keen on proudly showing off the special day with tabletop books, prints, or canvases.
2. Schedule Holiday Offers
When acquiring a list of parent emails and client emails, take time to pencil in email blasts for upcoming holidays. One email can be scheduled for all the mother-of-the-brides for that year, offering a sale on a gift box print set. An acrylic photo stand email blast can be scheduled for Valentine's Day or Father's Day. Continue sales throughout the year, not just in a one-time contract.
Step 3: Share Client Galleries With Guests
Aunts, uncles, and the bride's bestie are also your clients. When delivering your online client photo gallery, put a call to action for the couple to share their images with friends and family.
Did you know that, according to studies, a call to action increases sales by 1,617%?
You can try a simple sentence like this: "I know that your friends and family want to memorialize these special memories as well. You can provide this link to them for accessing digital downloads and ordering prints or products."
If printing is not part of your experience, you're definitely leaving money on the table. Cloud galleries that offer all-in-one stops for you and your clients are a great way to maximize your profits on each contract. No high-pressure sales meetings needed. Pop your images into your online client photo gallery, expand who you think of as your client, and schedule a few strategically planned emails to see how quick your annual income rises.
