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How to Start a Photography Business

Lesson 78 of 87

Boudoir Photography Hot Seat


How to Start a Photography Business

Lesson 78 of 87

Boudoir Photography Hot Seat


Lesson Info

Boudoir Photography Hot Seat

This is a good one 'cause Julie's a boudoir photographer. I want boudoir, wait, how is the correct pronunciation first? Boudoir. Bou-- Boudoir. Oh, you are actually French. Yeah. So, you would-- (laughing) She knows the correct pronunciation of this word. Say it louder. Boudoir. Okay, so we had a little discussion last night where they said it sounded funny when I say boudoir. Now, I don't say it the same, like boudoir, like with the glottal sound, but anyway. They say like, bou-dwar. Bou-dwar. (laughs) I don't know, I cannot say the R in English, so. So, what's our scenario here? So, you're a woman. Oh. Yeah. (audience laughing) Am I? You are, you look pretty as a woman, exactly. No, let's do this, okay, let's do... How 'bout I'm hiring you for as a gift to my wife. Okay. That makes sense, yeah? Okay. Hi, Pye. And this is our coffee shop first-time meeting, right? Okay. Cool. Hi, Pye. Hi. Nice to meet you. Nice to meet you. I just ...

got you some tea, your favorite drink. Thank you so much. Thank you for taking the time to respond to the questionnaire I sent to you last week. Of course. It helped me to learn more about yourself. As you can hear, I'm French. Yes. Oui, oui. (chuckles) So, if you don't understand something, just let me know and I will repeat myself. No, you're perfect, I can understand everything. So, have you ever been to France? No, I haven't, actually. It's one of those places that I really wanna go, but I haven't had the chance yet. How long have you lived here? It's been like 10 years almost. 10 years? Yeah, it's going fast. What kind of brought you here? My husband, actually, I met him here, came back and got married. Very cool. So, it's, you know, France, Paris, is a good place to go with your wife, for example. Have you ever thought about it? I have thought about it. I thought about going to a lot of places, Julie. Just haven't been there yet. Oh, yeah, well, great. So, what's the occasion for the photo shoot for your wife? Well, my wife had a baby recently. I'm gonna make this stuff up, by the way, guys, okay? My wife had a baby recently, and I think she looks beautiful, she looks amazing. She kind of, I think, is in this place that she has some self image things and I don't really understand 'cause she likes to work out, she looks fantastic, I think she looks beautiful. I want to give her a gift that maybe can make her feel that. And so, I do study a little bit of photography, like just as a hobby. I'm not nothing like you, I don't do anything like you. But I know that maybe taking pictures and helping her to see that in a photograph might help with that. This is a great idea because with boudoir, I can help her to learn how to pose in front of the camera and then feel like better about herself when she look at pictures. Do you have any idea of where she would like to see the pictures? I don't know, she's not expecting this at all. Okay. Yeah. So, how are you going to give her the gift? I never thought about that. Do you want any suggestions? Yeah! (audience laughing) Let's see, do you have date night with your wife once in a while? Yeah, like every other week or so, we probably do a date night. Well, it could be a good idea to surprise her one time with a gift certificate and the expense, we could do a video to show her about boudoir and how it can help her feel more comfortable. I think she might feel weirded out if it was like we were showing her how to feel more comfortable. Yeah. But what do you mean about the video? Surprise-- I don't know, she's pretty conservative, like-- Okay. This might be a little bit-- Too much. Out there for her. But I just want her to have something, you know what I mean? Okay. I'm givin' ya gold here. (laughing) So, do you want, you mean by something, you mean pictures? We love to print pictures. Oh, okay. Because it's something that she can see forever because when was the last time that you looked at your 1000 pictures from your phone, for example? Mm-hm, what, huh? (laughing and giggling) When was the last time I looked at my pictures-- Pictures on your phone. I look at my pictures on my phone a lot though. Yeah, all of them? Now I feel like you're judging me. (laughing and giggling) I'm trying not to. (laughing and giggling) Okay, so how much does your service cost, Julie? Well before we talk about that, I can tell you the collection starts at $800, but I want to really show you what the expense is about. So, $800 is kind of, okay. Yeah, and so, but the-- It's a little more than I was thinking about spending. I understand that, but what is going to happen is your wife, we're going to spend the day together, and we're going to take pictures, have fun, and then she will have the option to choose the pictures and keep them. It's going to be a lot of fun, it's going to help her to feel more confident, and it's the occasion to go buy new lingerie with your wife too. That sounds fun. Like date night, to go to the store, the lingerie store, and then help her to get ready for the photo shoot, so that way you can have a bit of yourself in the photos. Okay, well, thank you, Julie, it was nice meeting you. Nice to meet you. Alright, give her a hand. (applause) So, Julie, what I loved, you started step zero, you started asking questions, building a relationship. I wish you would have carried it on more, a little bit longer. And then getting to, I gave you a lot of golden words in there that I wanted you to pick up and kind of utilize as you're developing that value. And they were things like how I see my wife, "I think she's beautiful. "I feel like for some reason "she's not seeing the way that I see her," those types of things. And if you could have helped me to know that you saw my wife the way I do, that's what I was looking for and I didn't get there. Does that make sense? I didn't feel like you were seeing the person that I find is so beautiful. I felt like you maybe you're just trying to tell me, like you get it. But I want you to use those words. "Tell me what it is that you see in your wife." I gave it to you, I was preparing and this is exactly what we're talking about. So, set up your role plays with another person, okay? And then set up your scripts to go solo. Scripts you can do solo. That should be practicing your things, like your script would have helped you in your delivery of the line of, "When was the last time you looked "at 1000 photos on your iPhone?" I knew what you were getting at. We needed a script there to get it to, "All the images that you're capturing. "Where do they go? "When was the last time you saw that beautiful image "of your wife from the wedding day?" Or any of those things, it's playing back to those things and I liked where you were going with it. We gotta practice those script pieces so that we can kinda deliver them naturally and be it kind of a part of us. Good job, give her a hand, guys. (applause) Okay. Was that challenging? It is very challenging to do and it's one of those things where the funny part is tomorrow, you're already gonna be pretty dang good at it. What mistakes and everything that you just saw right now, within a day, as you think about this over one day, when you get back into that same situation, you will approach it 100% differently. So, just go and everyday, make the mistakes over a call, while you're driving, "Is that okay to say?" I mean, practice it, you can drive and talk through lines and scripts and stuff while you're driving. Listen to yourself, that's a perfect time to listen to yourself in those recordings. I was curious, how long did it take you to become comfortable with the sales aspect or to get into a flow where you were selling people more often than having people walk away, or confused. I get more and more comfortable everyday. It's not, like I don't feel like sales, just like photography, is one of those things that you just, you do it for a long time. I would say, I mean, you're gonna get better over many, many years and I would expect that in 20 years, I'll be even better than now. But I would say that you guys could be good at this in a couple weeks. It doesn't take our people long. What it takes is like when we bring in a new sales associate into our company that's gonna do studio management or client consulting, whatever it might be, when we bring that person in, the first step is that we smack down the barriers that they initially had on what sales is. The next step is that we teach them a process and then have them make all their flubs. We do the flubs first like in these type of role plays, right? Then we listen to them make their flubs over phone calls and kind of repeat and we have them record those. It doesn't take more than two weeks before someone's really good. Depending on how much time and how much effort they're putting, that's full time. So, maybe it'll take you guys a month or two. But if you do it, it's quick because this is an intuitive process to teach you. Understanding somebody else's needs and wants, those are things that are intuitive and easy. Do you notice I didn't have any of you sell me based on features. Right? Did any of our conversations up here go towards the arena of the cameras that we use, the lenses that we use, the lighting that we use, any of those things? No, because we smack the features sell down, right? That's tough to learn. The features sell, that's a really tough-to-learn thing. You gotta learn the features sell if you're gonna sell like a Honda Accord to that engineer guy. The engineer guy, he wants to know like every little bit of spec on that car and he's gonna know, "What is the wheel diameter? "What is this, what is," you know, "what is the power output of each cylinder of that car?" "Holy crap, are you serious?" That's not what we're doing though. So, I'd like to remove all of that stuff entirely from your dialog. In fact, that's one of the biggest mistakes our photographers make 'cause the photographers will come in and sit in on a meeting after the sales associate. The sales associate's trained. Then the photographer comes in. And they start feature talking. And it's like, dang, stop. But the sales associate knows that. So, the sales associate will take back over the meeting and close down the features discussion, it's not about that. 'Cause you gotta think of this, if you're creating good images, if that client is sitting there in your coffee shop, if they're calling you on the phone, if they're in your studio, then it doesn't matter how you created the images that you did. All that matters is is that it left an impression. Enough for them to actually get in touch with you, correct? So, we're all good on that side, right? We just dump that side of the whole sales conversation. There is one and only one time that I would say it's okay to discuss features, to discus techniques, to discuss gear. Can you imagine when that is? When the person sitting across from you hiring you is a? [Audience Together] Photographer? Photographer, and that will happen. Like I said, Mike and Natalie, both photographers. Yeah, we'll talk shop. That's who they are. That's the only time it's okay. Questions from online? You've talked a little bit about practicing with other people, but a question from Damien had come in, "How do we come up with more questions, "scenarios, lines," is that just through these role plays? Or are you just thinking about target clients, or what are some other, maybe, ideas? Well, the interesting thing is, like I said earlier, nearly 60% of your objections are handled by simply understanding that price objection's your number one, that 60% of your objection is price. So, once you know how to handle that one, that's 60% of them down. Now, can you imagine that the typical objections that a photographer would hear are pretty dang similar? So, something like 80 to 90% of the objections that a sales person hears come within five things. There's usually five things that you're gonna hear repeated over and over and over, and that's gonna vary for every single one of you depending on what your genre is, depending on what your industry is, everything. But 60% of the time, regardless of what industry you're in, it's gonna be price. And we already know how to handle that one, right? We handle it by establishing value, placing the cognitive dissonance, and then simply stating, "I understand." Because when somebody says to you, "That's expensive," Shell, I don't need you to adjust your price when I say to you, "Man, that's expensive." I need you to simply say, "Yeah, it is. "But it's gonna be worth it." Your client is looking for support. They're looking for somebody that they trust telling them, "You will get what you want." They're not necessarily looking for you to say, "Oh, well let me drop the price." Right? That is one of those things where I don't wanna say it's never wrong to lower your price. You know, if you are low on bookings and you've got a client there that's willing to spend $2000 instead of $2500, and it's like I got an open schedule, I'll take it. I'll take it, there's nothing wrong with that. The problem is when you're not in control. In that situation, you're in control. You're good, you're choosing to do that because you have the open schedule, you like this person, you wanna give them a special, Mike and Natalie's a perfect case of this where I love them. From the first time we met, I was like, "I want to document you guys' wedding." I wanted to do that, and I wanted to go to Cancun with them and I wanted our team to have that experience and I wanted to go and create those photographs. So, cutting a couple thousand off of a $10,000 price tag for me was easy. I wanted to. But that's the point, is that you're the person that's dictating the terms of the arrangement, not your clients. Your clients are coming to you, putting out the price, and then running the meeting like I ran with you.

Class Description

The content and opinions expressed in this course are for informational purposes only and not for the purpose of providing legal advice. You should contact your attorney to obtain advice with respect to any particular issue or problem


  • Start a photography business
  • Develop the ideal business structure and business plan
  • Research competitors and the market in your area
  • Build a short-term and long-term strategy
  • Create a marketing plan and marketing materials on a budget
  • Confidently conduct an in-person or phone sales session
  • Manage small business tasks from accounting to strategy


Professional photographers aren't just people with a knack for photography and a good camera -- because launching a small business on nothing but passion is a sure-fire way to fail spectacularly. Layer business savvy, marketing know-how, professional grit and more onto your existing passion and learn how to start a photography business. Take your hobby, vision, and creativity and build a career -- whether you are looking to run a full-time business or just a side gig.

Led by a photographer that's also a certified public accountant, Pye Jirsa, the class teaches the ins and outs of launching a photography business from the ground up. Along with three full days of instruction, Pye shares a 12-week plan to get your business up and running, a business expense calculator and more inside the class workbook. Understand what gear and skills you need before you launch and how to build a portfolio by photographing family members or organizing a stylized shoot.

Stop feeling overwhelmed by the monumental task and tackle one task a day in a 12-week plan. Brainstorm names for your business and learn the different types of business licenses available. Secure a domain name and build a website that's easily searchable. Develop a marketing plan with little investment. Master in-person sales and book your first session.

Whether you want to venture out in portrait photography, commercial work or any other client-based type of photography, learn the "business" in photography business with Pye Jirsa.


  • Photographers ready to launch a business
  • New professional photographers looking to grow a young business
  • Photographers interested in working in weddings, portraits, newborns, maternity, families, seniors, engagements or commercial photography


Pye Jirsa is a wedding photographer with Lin & Jirsa photography -- but besides running a successful photography business, he also has a background in accounting, creating the perfect blend for teaching the ins and outs of running a photography business. Along with working as a photographer and educator, Pye is also one of the founders of SLR Lounge, an online resource for photographers.

Learn from a founder of a photography business that photographs more than 300 weddings a year. Pye's Los Angeles and Orange County wedding photography business has been named among the top 100 wedding photographers by Brandsmash.


  1. Class Introduction

    Go from nothing to a booked client or grow a young photography business -- that's what students should expect from this course. Learn what's ahead in the course in this introductory lesson.

  2. Common Myths & Unknown Truths

    Bust the myths and set appropriate expectations for running a photography business. In this lesson, Pye shatters some myths, then lets photographers know what to expect before launching a business.

  3. The Road Ahead

    There are easier ways to make a living, Pye says, and the expectation that photography is easy money is setting yourself up for failure. Find out what the average studio spends on costs and start calculating rough numbers using an easy spreadsheet included in the class workbook.

  4. Find Your Passion

    The reality of working as a photographer, Pye says, is that 10 percent of your time will be spent taking pictures -- and 90 percent will be running the business. Pye redefines the passion that you need for business.

  5. The Lin & Jirsa Journey

    Go behind the scenes of Lin & Jirsa Photography and learn the story for how Pye's business launched.

  6. Part-time, Full-time, Employed, Partners?

    Walk through the different options for running a photography business. Learn the pros and cons of working as a photographer part-time or full time. Dive into options for working with a partner.

  7. Stop Wasting Time & Money

    Can your clients really tell the difference between an f/1.2 and an f/2.8 lens? Between a good camera and a high-end camera? No -- which means you shouldn't be wasting money on gear that you think that you need. Instead, re-focus on what clients easily notice.

  8. Your 12 Week Roadmap

    Getting a photography business off the ground can be done in as little as 12 weeks. In this lesson, Pye shares the roadmap for a 12-week launch, using the included class workbook to build your plan of attack.

  9. Great Plans Still Fail

    Strategies won't protect you from failing, but those failures can still take you somewhere. And you're not alone -- in this lesson, Pye shares some of his past failures.

  10. Strategy Vs. Planning

    Don't make the mistake of jumping right into business without first planning. Slow down, Pye suggests, and develop both a strategy and a plan.

  11. Mind Mapping

    Jump into step one for strategy and planning with mind mapping. Use this technique to brainstorm and build ideas using nothing but a sketchpad and a few minutes of time.

  12. Select a Focus

    Develop a focus to make the task of launching a business less monumental -- and launch a business that's better poised to compete. In this lesson, learn the importance of developing a focus then narrow down the focus of your business.

  13. Competitor Research

    What are your competitors doing? Professional photographers shouldn't burn up all their time comparing businesses, but researching competitors is an important part of the process. Learn who's really your competitor, develop a research strategy, and understand what to look for.

  14. S.W.O.T. Analysis

    Analyze your business environment by looking at your strengths, weaknesses, opportunities, and threats -- or S.W.O.T. Adapt this common business practice to photography and learn how to apply the analysis to your own business launch.

  15. Strategy & Long Term Goals

    Where do you see yourself in three years? Build a long term strategy by looking at your ideal work-life balance and lifestyle.

  16. Values, Vision & Mission

    Developing your business values, vision, and mission creates a foundation that helps your strategy and goals fall into place. Whether you work alone or with a team, pinpoint your values, vision, and mission.

  17. Effectively Managing Your Time

    Business owners that work from home often fall into the trap of neglecting to set a schedule. Learn how to effectively manage your time as a business owner when you don't have a time clock to punch, from setting hours and goals to tools to help you track your time.

  18. Artistic Development

    Part of the 12-week business launch is education and developing your skills as an artist. Learn tricks to catching up and developing skills as an artist.

  19. Create Your Plan

    In this lesson, develop a plan to ensure the fundamentals of photography are in place before your first shoot. Craft a plan for improving your technique, no matter what genre you plan to shoot in.

  20. What's Your Product

    In this lesson, define what your product is as a photographer. As a photographer, your product is a combination of you, your photographs, your experience, your website, and more.

  21. Luxury vs Consumer Products & Experiences

    What's the difference between luxury and consumer, besides just price? In this lesson, Pye walks through the different qualities that tend to be associated with luxury brands compared to consumer goods -- and how that relates to photography.

  22. Quick Break for Econ 101

    Economics play a big role in business. Dig into a few economics basics and how those concepts apply to the photography business.

  23. Your Target Market & Brand Message

    Identifying your target market and brand message is essential to building your business. Dive into the topic with an example using Pye's own photography business.

  24. What's in a Name

    Choosing the name of the business is a tough decision. Weigh the pros and cons of using your name for your business or coming up with a unique business name.

  25. Your Client 'Why'

    Craft a simple statement that builds the experience, or the why that you want for your clients. Learn what that "why" is in this lesson.

  26. Crafting the Why Experience

    Clients choose photographers for the experience. Identifying that why experience, then building that experience is an essential part of growing your photography business. Learn how in this lesson.

  27. Document the Client Experience

    Writing down the client experience helps ensure every client gets the same careful attention to that client experience. Work to document your client experience in this lesson.

  28. Business Administration Basics

    Work through the basic business tasks you'll need to tackle, from gear to business management software. Tackle registering your business name (including checking for an available domain name) and opening a business bank account. Learn why an LLC is often best for protecting personal assets, and the different types, such as a sole proprietor.

  29. Book Keeping Management

    How often should you look at financial statements? How should you keep track of what you are making? Tackle the bookkeeping best practices for your business.

  30. Create the Logo & Branding

    Build a logo that represents your business. Learn the qualities of the ideal logo. Then, jump into additional branding materials.

  31. Portfolio Design

    Learn how to show off your work in a portfolio. In this lesson, Pye shares why less is more, how to choose the images in your portfolio, and more.

  32. Design Your Services & Packages

    Design a pricing structure that suits your business and your goals. Learn what to do -- and what not to do -- when building your photography packages. Stop upselling and create a package that you -- and your clients -- will love from the start.

  33. Pricing Fears & Myths

    Continue building that pricing structure by dispelling the fears and myths surrounding pricing your work. Stomp out pricing fears in this lesson.

  34. Three Pricing Methods

    There's no right way to price -- in this lesson, Pye shares three different methods for pricing your work. Adapt these pricing frameworks for your own business.

  35. Package Pricing Psychology & Design

    Setting a "price anchor" helps your mid-way price point feel less expensive. Learn similar pricing psychology tips in this lesson, along with all how to name and develop your package prices.

  36. Psychology of Numbers

    Presentation matters -- even the font of your price can play a role in how potential clients view your prices. Learn best practices for presenting your prices.

  37. Pricing Q&A

    Expand on your pricing know-how as students like you ask questions during the live class.

  38. Grass Roots Marketing

    How do you create a marketing plan when you have no marketing budget? Build a plan to market your business on a budget, including network marketing and social media. Then, adapt your marketing plan as your business grows.

  39. The Empty Party

    Continue developing your grassroots marketing strategy and learn how to get people talking about your business. Use SEO, social media and word of mouth networking to grow your business.

  40. Friends & Family Test Shoots

    Taking test shots with a purpose both helps you practice your skills and expand your marketing efforts. Learn about brand ambassadors and organizing test shoots.

  41. Join Groups

    Joining online groups helps build a team of support, a resource for critiques and more. Learn how to make the most of online groups in this lesson.

  42. Second Shooting Etiquette

    Working as a second shooter is a great way to get your feet wet. Create more opportunities from second shooting by treating the task with proper etiquette.

  43. The Listing & Classified Hustle

    Directory listings and online classifieds are a simple, inexpensive way to get your name out there when you are getting started. Master some best practices for using online classifieds and similar options.

  44. Make Instagram Simple

    Continue working on social media marketing with tactics for using Instagram for your photography business. In this lesson, Pye shares the basics of using Instagram to find potential new clients.

  45. Your Automated Pinterest Plan

    Most brides use Pinterest more than any other platform to engage with vendors -- and the platform is important to other genres like family photography and newborn portraits too. Tackle Pinterest and learn to make your clients work for you by adding a simple plug-in to your site.

  46. Facebook Because You Must

    Pye cautions against relying on Facebook -- or any single source -- to build your business. But, Facebook is still an important part of your social media marketing. Learn Facebook marketing best practices.

  47. Giveaway & Styled Shoots

    Once you've built a quality portfolio, giveaways and stylized shoots can help boost your business. Learn why giveaways and stylized shoots are so important and how to make the most of them.

  48. Content Marketing & SEO

    Longterm, content marketing and search engine optimization is an important part of sustaining your business. Learn what content marketing and SEO is and how it plays a role in photography companies.

  49. The Monster: SEO

    SEO feels like a daunting task for photographers -- but in reality, it's just something that's simple once you learn how to do it. Master the keyword by understanding what keywords are.

  50. Selecting Your Keywords

    Now that you understand what a keyword is, how do you use them? Which one do you choose? Learn how to choose the keywords that will work best for your business in this lesson.

  51. Testing Your Keywords

    Just how viable is that keyword idea? In this lesson, learn how to determine if a keyword is good or not --and gain new ideas -- using the free Google Keyword Planner tool as well as options like Moz and SEM Rush.

  52. Grouping Main & Niche Goals

    Armed with your keyword ideas, determine what options should be your main focus and what should be a niche. Determine the main search goal, then build smaller niche goals for creating a searchable website.

  53. Your Content Road Map

    Build a strategy from those keywords and start building website content to bring potential clients in through search. Learn where to plug in those search terms and how to organize your web content using keywords.

  54. Content Marketing Q&A

    Gain additional insight into building your website content through questions from students during the live session, from how long web content should be to blogging tips.

  55. Inspiration to Keep Working

    Website content isn't a one and done thing -- but you shouldn't feel overwhelmed. In this lesson, find the inspiration to keep building your business when the tasks seem monumental.

  56. How to Craft Your Content

    Once you have your focus and keywords, it's time to start building your website content. Learn how to write better website content, where to place those keywords, and best practices for building content that will get noticed by Google.

  57. Internal Linking Basics

    Links play a role in how Google sees your website -- so how should you structure your website? In this lesson, learn tricks to building the links on your page.

  58. Back Link Building Basics

    What about links that originate off your website? Backlink building helps boost your website in the search results by building authority. Learn the basics for building authority by getting links on other websites.

  59. Link Value Factos

    All backlinks are not created equal -- so what determines a good link value? Master the basics of determining how to use backlinks to build the most value.

  60. Measuring Link Value

    Dispel misconceptions on link building and see how search engines value links differently.

  61. Link Building Strategy & Plan

    Develop backlinks to your website by building a strategy. Learn tricks like writing guest blogs as well as how often to work on backlinking.

  62. Link Building Plan: Vendors & Guest Writing

    Vendor websites are great places to build links -- and it's as simple as sharing photos with the vendors used on your shoots.

  63. Link Building Plan: Features, Directories, Comments

    Expand link building opportunities with features inside publications, as well as directories and comments. Learn how to target a specific publication.

  64. Link Building: Shortcuts & One Simple Tool

    Avoid shortcuts like buying links and unnatural link exchanges. Then, learn how to use the tool Backlinkwatch.

  65. What is Sales? Show Me!

    Sales is a life skill, no matter what industry you are in. Gain insight into the sales process as Pye roleplays sales sessions with students.

  66. Your First Massive Failure

    As Pye says, you can't sell to people that aren't in your target market. In this lesson, Pye discusses failure and how to qualify and differentiate your work.

  67. The Sales Process

    Walk through the process of selling your work in a simple four-step process. Learn tactics for selling your work.

  68. Your Second Massive Failure

    Avoid pitfalls to the selling process by tackling the most common mistakes, like sharing the price too soon.

  69. Understand Buyer Psychology

    What's going through that potential client's mind when considering your work? Build your sales process by understanding the psychology of sales.

  70. Step 0: Building Rapport & Trust

    Sales start with a relationship. Establish that trust by starting a conversation with the client -- and not about photography.

  71. Step 1: Identify Need or Want

    By identifying the client's wishes early in the process, you can create the best pitch tailored to that individual. In this lesson, Pye shares the system he uses to get to know what a client is looking for.

  72. Cognitive Dissonance

    Cognitive dissonance in sales comes in when weighing the price against the quality of the product. Walkthrough how cognitive dissonance plays a role in the sales process.

  73. Steps 2 & 3: Value Proposition & The Solution

    Based on the conversation leading up to this moment in the sales process, it's time to present your package that best fits their needs. Learn how to create a value proposition and present a solution.

  74. Step 4 : Close, Make the Ask

    Most new photographers find the task of presenting the price and getting the actual booking daunting. Learn how to be bold and get that client in step four of the sales process.

  75. Step 5: Follow Up & Resolve Concerns

    Build your follow-up process to avoid losing those leads. Here, Pye shares his process for following up after a client conversation.

  76. Family Photography Hot Seat

    While sales is similar across genres, the process can vary slightly based on the type of photography. In the series of hot seat sessions, watch students improvise client meetings.

  77. Business Example Hot Seat

    Next on the hot seat, sit in on a business sales session. Build a list of dos and don'ts with a sales simulation focused on commercial photography.

  78. Boudoir Photography Hot Seat

    Sit in on a simulated sales session with a boudoir photographer. Learn ways to improve when meeting with a client and build your people skills.

  79. The Best Sales Person

    Fine-tune what you've learned about sales so far with tips to become a better salesperson and improve your charisma as you meet with clients.

  80. Your Mindset, Vibrations & Frequency

    Continue refining your sales skills by adjusting your mindset on sales.

  81. Always Positive, Always Affirming

    As you meet with clients, Pye suggests always staying positive and affirming. Learn how to integrate positivity through body language and more.

  82. The Second Money & Dual Process

    Booking a client a second time is easier than the first. In this lesson, Pye walks through how to book the first sale or the minimum package while allowing the client to upgrade later.

  83. Chumming the Price Waters

    What happens when a client pushes for the price first? Pye walks through "chumming the price waters" and getting potential clients to see your value first.

  84. Creating Want or Scarcity

    Looking at both right now and in the first five years of your business, Pye digs into techniques for creating a want for your work.

  85. Timeless Advice on Being Likable

    How do photographers get clients to like not just their work, but themselves as a person? In this lesson, Pye shares tips on building charisma and starting a relationship with clients.

  86. Selling Over The Phone

    Many sales start with a phone call. Learn how to start a relationship on the phone and other tricks for working with sales when you're not in an in-person meeting.

  87. Forbidden Words in Sales

    Word choice matters in sales. In the final lesson of the course, learn what words to avoid and what to use instead.


Angela Sanchez

This class has been an eye opener for me; a point of change in my vision as photographer. Pye is and AMAZING, INSPIRING, GENEROUS instructor, with an, authentic desire to help people and to share with them the best of his knowledge. I will not have enough words to say thanks to Pye Jirsa, as a teacher and as a human being, and thanks to Creative Live who allows us to benefit from the experience of such a knowledgeable, educated, well-versed photographer and instructor. 1000% recommended!

Yenith LianTy

Been following this guy forever. Pye Jirsa may be well known in the wedding & portrait photography world and if there is something that this guy knows it is how to create a business, a sustainable one. The workbook he provided is comprehensive, and I honestly wish I had this when I first started out as a photographer! I love that he talks about his failures, keeping it real and honest for anyone starting out. He is definitely one of the best instructors around, super humble, down to earth and with a sense of humor to boot. The course is worth it! THE WORKBOOK is AMAZING! SUPER DETAILED!

Tai Hsin

I saw the live broadcast and it was amazing. Pye is one of the best instructors and inspirational photographers.. there are two type of ppl.. one who has the knowledge and doesn’t know to teach another who has the knowledge and knows how to get it through.... I still didn’t purchase this as I am saving for my daughters entrance fee for collage... :) Anyways he’s one of the best instructors and a good friend.... very humble and always cracks jokes.... Keep inspiring and keep teaching.... my blessings are always with you pye.