Creating Different Session Types to Welcome Everyone’s Dollar with Blair Phillips
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Newton’s first law states that an object in motion stays in motion with the same speed and in the same direction unless acted upon by an unbalanced force. If things could just automatically stay in motion, all businesses would be set. Unfortunately, we are always faced with an unbalanced force. To remain successful, you must possess the ability to continually change and adapt to the marketplace.
We have seen many changes in our business over the past 10 years, with the largest change beginning about a year ago. It was common for clients to pay an average of $2,000 for a portrait order. The general public has begun to lose sight of the value of professional photography. In years past, there were not as many options for a good portrait. Now you can get a decent image on a phone, use an app for a decent edit, and your image is ready for social media. Social media seems to be the most important reason for pictures these days. In response, our studio recently completely overhauled its offerings.
Just as retailers are closing more and more stores and innovating to protect themselves from the bite of online sales, photographers also have to find ways to stay relevant in the marketplace. It is easy to sit at a desk and find the lowest price in the world and have something shipped right to your doorstep. Americans are accustomed to getting what they want when they want it. So at our studio, we have three pricing tiers that fit almost every budget.
The first option we offer is the traditional session that we have offered from day one. It’s a two-hour shoot with unlimited sets, indoor and outdoor, followed by an in-person sales appointment. Hair and makeup are included. If they don’t want hair and makeup, the price for the session does not change. We explain that it is complimentary. With hair and makeup, sessions tend to be more inspired. This session is for the individual or family that is not as budget conscious, and are used to getting exactly what they want. You should always keep products and services that may be considered too pricy for the average client. You should not punish the client who will spend a lot of money. Always have the higher-ticket offerings available for those clients. Think of it as the parking lot of a shopping mall. You peruse the parking lot and find vehicles that range in price from $500 to $100,000. There are people from all walks of life who gather there, in search of similar things, with completely different budgets.
We were getting phone calls from people stating that they had a certain budget they needed to remain within. Some of those budgets did not fit within our offerings at the time. Realizing we were turning away potential income-producing customers, we developed our second option. We wanted to create a way to let them spend their money with us. Our second session offering includes a modest session fee that nearly anyone can afford. We fought the issue of people that only want the digital files for long enough. This session generally lasts less than an hour, with two outfit changes, and includes only the digital files.
We also offer 40 percent off the regular price of prints should they choose to order any from us. When they order through us, they get the very best color, consistency and quality. Think of this as an express session for the working family that wants the experience and quality that you offer, but may not have a big budget. This gets them in the door. You have not put forth a ton of effort, and have created a new client who will market in the community for you. This has allowed us to reach a ton of new clients who would not have come in for the premium session that we offered in the past. It has opened up another side of our business. The key is adjusting the amount of time you put into these types of sessions to ensure you maximize your profits.
We developed our third type of session for the client who loves our work but cannot afford our higher-priced products. I see no harm in making everyone’s money welcome. We offer a session that takes 10 minutes, on one set, and post the images online for them to order from. The key is to collect the session fee and a minimum order requirement up front. This way you are guaranteed to make at least that amount of money for your efforts.
There’s very little work involved. We would never be able to reach these clients otherwise. These clients often return again and again. This turns into a constant influx of small amounts of cash. We stack these appointments on certain days each month. These sessions are an in-and-out type of deal. Every dollar I bring in helps the bottom line.
However you view the photography industry, we can all agree that it is constantly evolving. There are not many things in life that remain the same for eternity, without constant improvements or attention. The photography business is not self-sustaining without your constant evolution and willingness to answer the call of clients’ spending habits.
Want more information on this article? Get access to video content and additional supporting images. Launch the February issue of the magazine by logging in or signing up for a free account by clicking here. Shutter Magazine is the industry’s leading professional photography magazine.
