Portrait Startup

 

Portrait Startup

 

Lesson Info

What Products to Sell

one of the decisions I think you had to make watching facebook wass how do you choose what product to sell now I made it very simple in the glamour genre to sell a folio box of twenty images why did I choose a folio box because people wouldn't buy twenty war portrait and I don't like albums because albums that too had to produce in their expensive the folio box was cheap it was cost effective and had a good profit margin it was easy to a symbol I could pre purchase them and stack them up in my studio and all I had to do was print the images or send them off to the lab back name because I wasn't printing my own work then get them back put them in the folio box and now I get them back put them in the follow box put them on the reveal wall and I find myself inevitably having the client come tune up have a look at the photographs I wrap up the bucks tied up in a beautiful ribbon wrap it up and give thriving paper and they take it home with them right then and there now the process of that ...

takes a little bit of refining and until you really you need to go to digital sales and to really to do the reveal but when you are ready to do the reveal trust me it's kind of work and you're gonna be really impressed but dial in your system first around selling okay he go think about this with digital sales you khun cell in starbucks on the laptop I've done it before I've done at the a skype I've done screen sheer I've but making in person you know whether it's healthy home I've even been to somebody's home and would you believe it they got my laptop and plugged it into the entertainment system and I sold on a projection screen and the living room for three thousand dollars that's right when I was starting out when I had no money nothing this guy's writing me a three thousand dollar cheek sitting on his own couch you know and I'm just sitting there thinking oh my goodness I got in the car I went hi my call my mom and I was like I just made three thousand dollars sitting in this guy's lounge selling family portrait to them you know so digital sales you've got a really lock that down but I've seen it over and over and over and over again what are you selling because until you tell me who you are what you're doing what you're selling I don't know who you are what you do or what you sell and it certainly can't buy anything from you so you need to lock down your product and do it this week I want you to simplify your menu simplify your priceless small medium and large would be my ultimate satisfaction for you but obviously I'm looking at photographers all the time and all I'm saying is priceless you know ala carte images eight by team live in sixteen forty technologically canvas right bourbon that goes on and on and on and on to a whole other stuff that the public do not understand you're selling me numbers that I don't even understand you're not selling me a beautiful product you're not selling me anything tangible you're not telling me anything I understand you certainly not making it easy for me to spend money with you so for me locking it down to a folio box was simple if you're not doing a folio box you can't really do the reveal war all the reveal wall is based on a pre sold package of a folio box in a war portrait eso until you're ready to lock that right down you cannot do it I'm telling you right now the the only person that has to accept what you're selling is you you have to accept it you have to believe it you have to be okay with it you have to like the product you've chosen at the moment all of them in tours have put in a bid with so how they doing reveals the different folio boxes they've chosen I use for nao celtics everybody used something different uh day what data they all told you that's all and then bid was so on facebook there put it all up there for you to see there's a file that you can access with a ll the different options of folio boxes to suit everybody different places around the world in different price options and build nicky builds their own metz I couldn't think of anything I'd rather not do but that's okay if that saves you time or money or whatever it does it's cool with me it's what you feel countable with all right I just feel like this is really really important so people are so have some questions around digital sales and yet and mainly how do you price for digital sales okay so the next slide is where does the price come from so interestingly enough timmy said on day when she went to my highest package right from day one who very first sale in the studio was two thousand four hundred because she just took my price list and made it her own now I have heard every argument under the sun in the last five years as to why you can't use my prices nobody would pay them in my area you're nobody would spend that money on themselves nobody would buy that many photographs my mother in law said I'm disgusting and what do I think I am for charging that I went through on day one the evolution of pricing with you starting at four hundred dollars let's get riel of you doing anything under four hundred dollars for a photo shoot you know making any money you're actually paying someone to take the photograph so let's go back and study a price point at least around the four hundred dollar mag and remember the evolution of pricing so I really hit that on day one the pricing you need to go back to that segment and rewatch it it comes down to you started four hundred it goes up in increments it's around six hundred eight hundred twelve hundred eighteen hundred keep jumping up I've seen the evolution of photographers through winning important all do the same thing pricing portrait's is really interesting I want you to start it and eight by ten up I don't really want you to sell smaller print if you have to sell smaller prince can't you just so this is what my busted twenty years ago we took the five by seven off the pricing menu and we just put the eight by teen starting at one hundred ninety twenty years ago and if somebody said well do do a five by seven he'd say yeah it's the same prices eight by ten so size didn't matter anything smaller than a by team was the price of the smallest portrait so anything up to a night by teen was one price it's genius and it worked how were the most people like oh no that's never gonna work and it's not not gonna work because of what you believe in what you say cause it's not gonna work the seeking you push back on it's not gonna work and you could sell whatever you want at the end of the day if people are buying it it's and you're offering really good service in your product is viable and you're going to sell it it's only you and the way you're the only person standing in the way it is not the not the industry that is not the state you live in it's not the amount of photographers working around you it is not your cost it is not what you say it's what you believe it comes down I've seen it I've seen it over and over and over again the evidence is compelling it comes down to what you believe and every time I see somebody write a block on facebook he's the beautiful pat I'm doing everything right I'm doing everything susie is I'm pricing it out here I love my work I fully believe in myself a hundred percent it's not working and I just don't understand what my block is because I'm doing everything right you are you're the block there's something you're doing saying thinking being that is blocking you from getting the money and there is the hardest thing you're looking outside you for answers and the answers are inside you you're saying it you're thinking it you're believing it you need to face up to what that is and don't tell me you don't know because you don't know you're doing it you saying it you're being it and and it's like a the hardest realization it's like tuning a mirror slowly towards yourself and you're going at this ah it comes around you'll know it's me it was may it's you the whole time you I'll tell you right now that you were just the price come from uh I worked it out of this I would like to do a photo shoot and get three thousand dollars that's how I did it that at the end of the day I die about three thousand dollars out and said that would be a great number for me uh I would be out of pe a studio I'd be out of pe least I'd be able to pay a staff member oppa and makeup artist or both a re toucher I'd be out of outsource my retouching and offer an incredible product within that value how about we change the idea of price and look at it like this what would you like to average and your portrait sales okay let's just say that I want you to write it down at home right now what would you like to average nicky what would you like to average twenty four hundred okay if you would like to average twenty four hundred dollars I'm only gonna ask you one question do you know what is this what are you going to put in that experience in package that is with two thousand four hundred dollars that's the only question I need to ask you if you want let's say kennedy's I want eight hundred dollars okay can it what are you gonna put in that package to get eight hundred dollars that you feel good about giving this much service this much product for eight hundred dollars what are you prepared to do for the eight hundred dollars okay let's say I just announced right now my new my new portrait packages ten thousand dollars the only question I would ask surprise is what are you prepared to do to get ten thousand dollars what what does it look like is that a seven hour shoot is that fifty images is that a video of behind the scenes like what are you prepared to see the value of the average cell if you can answer that and I don't mean what does soo think is the value of ten thousand dollars I'm asking what you think is the value ofthe the average sal you want because if you're working from your value system now let's say kiner and I both charged three thousand dollars but kenna thinks she's so awesome she just gives the cd and they're lucky this mean an hour with her that's three thousand dollars she will sell that because she believes that but let's say sue feels a little bit more guilty and for three thousand dollars she'll take four hours to shoot she'll do eight outfits she'll even help you pick the clothes she'll rent the runway for you and take you out to lunch afterwards but that's what I need in order to feel good about the three thousand dollars I'm charging let's flip it around there's that helpful if I ask you how to value your average sale now I'm asking you what you feel comfortable doing for the amount of money that you want so let's say you're struggling to meet a three hundred dollar average right now you want you average to be twelve hundred what are you going to change to feel comfortable doing what you're doing to get twelve hundred dollars the only question I need to ask you serena carlin says I understand the process of getting your cost of doing business but I've a block when it comes to how much I want the prophet to be so not sure what is realistic so do you bucket that not just the twenty four hundred dollars sale as of the revenue that comes in for that but sort of are you thinking about the profit within their a cz well you know what if any of you out there actually making profit you're probably not watching this workshop unless you want to make a lot more profit so basically the end of the day I start up business doesn't make a profit most adult business is don't make a profit for five years but I made a profit from day one and my portrait studio my accountant actually was amazed when they did our books after the first year and I remember thinking it wasn't I wasn't trying to hit a profit margin per sale I was trying to be ok with what I was selling the fact that there was a profit there was just miraculously two may like at the end of the day I wasn't sitting there going now let's have a look at it this folio box costs one hundred ninety nine dollars these images cost this much money based on this much money the profit margin on this if I sell a six failure box innate value but I wasn't even close to getting there what I was just trying to do was at my average sale and every time I at my average sale I seem to just get more and more profit I got get paid more and it was amazing may so right now the cost of doing business is important how much is my income what is my average sale yes you do need to focus on there but profit on product was there's something I wasn't really focused on what I was focused on was the one question what was they prepared to do to get their profit but what was I prepared to give to get their profit both time wise and product wise because ultimately they time in product chips away from your profit so if it takes me three times longer to make the same amount of money is kenna and I give three times the product that kina does clearly kean is gonna have a higher profit imagine than I am but I wasn't driven by profit imagine I was driven by average sale what I was going to do within that sale and also you know I was over giving it the start so I burned out really fast because it's really hard to over cell and over retouch and over taken over deliver just to feel good about the money you're receiving and then I realized that was not sustainable I couldn't sell till nine o'clock every night and then retouched till three in the morning and then get up at seven o'clock in the morning and you're alive again it wasn't sustainable so basically what I learned to do was button off what I was giving and just feel good about what I was giving within their profit margin

Class Description


When Sue Bryce taught her first CreativeLive class in 2012, she reinvented the category of glamour photography. That workshop inspired thousands of photographers to create a new kind of portrait photography business.

During this special event, you’ll hear from Sue again and meet nine photographers who changed the trajectory of their business and their lives thanks to inspiration they found in Sue’s CreativeLive classes.

In Portrait Startup, you’ll find out exactly what these photographers did to transform their fledgling photography operations into sophisticated, profitable businesses. You’ll learn about what it takes to build a profitable photography business and Sue will detail the Areas of Mastery required to run and sustain it. 

You’ll learn about:  

  • Cameras & Lighting
  • Studio or Location
  • Website & Portfolio
  • Marketing & Design
  • Social Media & Connection
  • Price & Product
  • Sales & Selling
  • Money Management
Sue will discuss the essential elements for building a successful glamour photography studio and you’ll get specific, tactical insights for doing it yourself.

Each of the guest photographers will share their own unique story of following Sue's business model and they’ll provide intimate details on what they've discovered and what worked (or didn't) for them. Sue will share the secrets behind her wildly effective Reveal Wall and share strategies that guarantee sales while keeping clients happy and eager to refer you to their friends.

If you want to build a photography business that celebrates the beauty inherent in all women, while running a business that provides for you and your family, join Sue Bryce and guests for Portrait Startup and learn how to build a business and life that you love.

Click here for the Complete Sue Bryce collection.