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Andrew presented a program on marketing and merchandising portraiture designed to "wake up the troops."
Mr. Simpson got into photography later in life, mentioning earlier experience of being a paperboy, then selling vacuum cleaners and later ladies shoes. As he
pointed out, this gave him quite an advantage over the usual photographer who may be talented and skilled in his craft, but has no training in sales. He pointed out that unless you are successful in selling
your work, your talent and skill have gone to waste. He also said the difference between failure and success is between doing something almost right and 100% right.
Mr. Simpson's topic was "From the Outside
In," and his message was that you need to take an inventory of your business from the client's point of view. He asked, "Would you buy from you?" Examine your studio, your work and your personality. He
asked, "Do you need a check-up from the neck up?" Business success depends on your attitude toward the customer; inefficiency, discouragement and poor service will ruin any business.
In addressing studio
appearance, Mr. Simpson said this first impression is most important to clients. If you will dress better, you'll feel better and do better. Keep your windows and your display prints current (change them
on a regular schedule) and your studio clean and neat.
Don't be a pack rat – if in doubt about keeping something, throw it out! Get rid of what you don't want to make room for what's new that you
do want.
Mr. Simpson (who was obviously a well-organized person) suggested that everything in the studio should have a system. He suggested using a time management system to preplan your year into sales days
and session days. Answer your phone like a business, even for a home studio, and immediately say your name so the person knows to whom they're speaking. He said his studio reserves every Saturday for a portrait
and wedding day, so that leaves 4 weekdays (Tuesday through Friday) to plan. He schedules three sales days, then three portrait days, then three sales days, etc. That way the days are always rotating from
one week to the next, and gives him time to get out of the studio (on sales days) for trips, conventions, speaking, etc.
Discussing his sales days, he does "Portrait Planning Sessions," not
consultations. Going over telephone responses, he said most prospective clients ask, "Do you do portraits?" He responds with, "Yes, is this for yourself or for gifts?" If they don't know, say, "Most
people buy one portrait for themselves and the rest for gifts." When you are selling, sell "gifts" (they are priceless), not 8x10.
His studio has a Planning Session Form, and before filling it out, he
explains to the client they are not committed to anything; and then they don't object. This lets you get all the details you need from them without resistance.
Ask what the client wants, and then give a
description of the photos you plan to take back to her (expanding on her original idea). Mr. Simpson said, "It's not the price that counts to the client, but the perceived value of the work." He suggested
not using the word "folio," it is meaningless to most clients – instead, call it a gift collection. Your pricing level is dependent on your attitude (what you think you're worth) and your market.
Suggesting you can have several levels of products; Mr. Simpson has weddings that are "good," "better," and "best."
In a sales session after a portrait sitting, he starts with the wall portrait, picking the
proof that is the "most appropriate image" for that use and usually the client will respect his choice. That leaves all the rest of the proofs as still saleable for other purposes. He then sells an "Accent
Print" (the next size smaller) for the hallway. Then he sells double or triple "Gift Collections" (folios) or multiple wall frames for the balance of the proofs. These are sold in small, medium and large sizes
– actual inch dimensions are seldom mentioned. He also doesn't sell high-key or low-key portraits, instead describing them as "winter colors, summer colors, etc."
He covered his material in a very
thorough and entertaining way. The meeting attendees were most eager to learn from him and ask questions, and virtually everyone returned quickly to their seats after a short mid-program break. Mr. Simpson is a very
personable speaker, and his occasional bits of humor kept the audience with him during the whole presentation.
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