Creating Your Ideal Photography Business


Creating Your Ideal Photography Business


Lesson Info

Portrait Sales Session Overview

We're gonna start with portraits and we're gonna end with weddings. So when you have a portrait sale, there are several different steps along the way, that are just as critical as that last hour in the sales room. The first one is planning. This is really important. This is where you plant the seeds of the sale. And you talk to your clients and you get 'em excited. Earlier, I shared with you how I talk to a client on the phone. Whenever they inquire about doing a session with us, I pick up the phone and I say, "Oh my gosh, I'm so glad you called, "what is it that you have in mind for this session? "Are you thinking anything in particular, "or do you want us to offer some suggestions? "And did I mention that Peter has this new location "that is so extraordinary? "He can't wait to create something brand new "for the right client!" Wow, that's powerful, that's different than what they were expecting. The planning session gives people the opportunity to explore the possibilities. After tha...

t, there needs to be a pause between when you plan and when you actually do the session. And this pause is very intentional because all those ideas that you threw out when you were planning the session. The client goes to their home and looks at their walls and says, "Wow, that wall's empty." And every time they walk by that wall, that empty space is staring at them. And all of a sudden, those things that you talked about start to live on that wall, in their mind, in their imagination. The wait is important. Don't book the session and do it the next day, unless there's a really good reason to do that. Then, the session itself. The possibilities become a reality. So when you go to the session, they've been imagining all of these things and all of a sudden, they become real in the session. Once they get that experience, they're like oh yeah, I gotta have that. Then, the waiting. Again, between the session and the sale, there's a pause. Don't do it the same day, if you can help it. Don't do it the next day. Give them a week, give them two weeks to think about that experience and relive that experience at that session. Then, the sale. That's where you actually do the selling in person. They're ready, they're primed. They walk in, they're excited, they know what's coming. And all you have to do is pick the image to go with what they have in their head. Then it's really easy. And then you get the waiting again. They start dreaming of their next experience with you. They've had such a great time, they're waiting to get this piece on their wall or their album or whatever it is they're buying and they are thinking about you anxiously anticipating the arrival of that product. It's an entire strategy, that when it's executed, you can be their best friend in the sales room. So, here's how it works. At the planning stage, this is what you do. We talked about pre-design and how important that is whenever you are creating products. Photography is visual and people have to see it before they can dream about it. So we have done the planning consultation many different ways throughout the course of our business. When we had, when we worked in a coffee shop, we would meet our clients in a coffee shop. We would bring in some samples of products. Peter would actually wheel in a suitcase full of albums and prints and different finishes. When we had a sales room, we had our clients come to us and we could show them things on the wall and let them touch things and feel things. It gave us freedom because we were able to show them a lot more than we were ever able to do in a coffee shop. But really, they were both pretty much, similar effectiveness. And then, now I'm probably not in the same state as my clients. And so now, I've had to develop a tool that I can use online and do this planning consultation over the phone. So I've developed a portrait location guide. You guys can find it on our website at If you go to the planning section, you can check out our portrait location guide. And it has hundreds of different locations that we photographed in. And it shows people the possibilities and it starts right in Boulder, Colorado and it goes all the way to Mexico. And every place in between that we love to photograph. And so it's planting seeds that the session can be anywhere and it shows samples of what Peter does because the last thing we want them to do is go to Pinterest and say hey I saw this picture, I want you to make this. That's not what we want. We want them to look through our images and see what we do and appreciate that. So, it doesn't have to be in a physical location, you can do it over the phone, you just have to develop the online tools to support that.

Class Description

"If you're struggling to figure out the business process of photography, this class is one of the clearest and most concise I've ever seen. If you're experienced but the business side and pricing are eluding you, you will find clarity here. I own at least twenty CreativeLive courses and hands down, this one explains pricing and strategy better than any others I've purchased or watched live." - Julie, CreativeLive Student 
Join Kathy Holcombe as she shares techniques and strategies to develop the photography business you desire. Whether you’re making the leap from part-time to full-time or starting your very first business, the amount of work can be overwhelming. From what products to offer, how much to charge, how to pay yourself or the legal considerations - start ups often sink before clients are even booked. Kathy will show you the ways to grow your business from the start. This class will cover: 

  • Defining what product you are selling and how much you should charge to make a living 
  • Photography business basics and how to track your income compared to other businesses 
  • How to write and create your business plan 
Kathy Holcombe and her husband Peter built one of the top wedding portrait studios in Colorado, then jumped in an RV with the entire family and began traveling the country full-time, and added a successful commercial division. Together they have built multiple successful businesses and have honed in on the important factors that every photographer should consider when building a business. 


1Class Introduction
2How To Price Your Products
3Which Products Will You Offer
4Methods For Pricing
5Mark Up Factors On Products
6What Is Your Per Hour Figure
7What Is The Feasibility Of A Product
8Target Sales Average
9Session Fees Pricing Strategy
10Minimum Purchase And Incentives Pricing Strategy
11Bundling Pricing Strategy
12Pre-Design Pricing Strategy
13Album Pricing Strategies
14Example Pricing List
15Business Basics Overview
16Tracking Product Lines In Your Business
17Track Your Session Counts
18Know Your Sales Average
19Importance Of Data Analysis
20Overview Of Costs
21Professional Photographers Of America Benchmark Survey
22Creating A Vision For Your Business
23What Do You Want To Accomplish
24Take A Leap Of Faith
25Refine Your Vision
26Products That Sell
27Identify Pricing Strategies
28Portrait Pricing Strategy Example
29Album Pricing Strategy Example
30Online Pricing Strategy Example
31Fine Art Prints Pricing Strategy Example
32Packages Pricing Strategy Example
33Sales Strategies Overview
34Portrait Sales Session Overview
35Sales Strategy for Portrait Sales
36How to Present Images to Client
37Sales Strategy for Wedding Sales
38Album Pre-Design
39Marketing: Define Yourself
40Who is Your Ideal Client?
41Who is Your Ideal Partner?
42How to Start a Partner Business Relationship
43Marketing Strategies that Work
44Product Lines: Business Plan Part One
45Workload: Business Plan Part Two
46Sessions: Business Plan Part Three
47Expenses: Business Plan Part Four
48Clients: Business Plan Part Five