Vicki Taufer’s Best Sales Tips + Takeaways
An Exclusive Look into the Details Behind Her Sales Process
In her feature, Taking on In-Person Sales, photographer Vicki Taufer gave an inside look on how she recently transformed her IPS. When it comes to Vicki’s sales approach, she does all that she can to create a valuable experience for her clients. From making her selling process and image reveals more personal to providing in-home consultations and installation services, Vicki likes to give her clients everything they need.
But in-person sales is more than a step-by-step process — Vicki knows it’s the details that bring the big picture together. Check out Vicki’s best tips and learn the logistics of her sales sessions to get insightful takeaways that you can incorporate into your own sales!
When it came to changing how I approached sales, there were a lot more details involved than just transferring responsibilities and deciding to book fewer sessions. I had to figure out how to spend more time with clients and focus on selling while also being able to work efficiently and effectively to have the time I need with my family. Ultimately, I had to determine a pricing structure that reflected this new process, effective selling practices, and the tools I needed to facilitate my sales.
Making Pricing and Products Part of the Experience
The first logistic I figured out was how to structure my pricing and collections to reflect my clientele and what they’re looking for in their journey with me. When it comes to what I want to sell, I focus on trying to provide people with the products they want and what I think they’ll benefit most from.
Worthwhile wall collections
For Wall Displays I sell space, not products. My Wall Art collections are priced at $2 per square inch, meaning that a 16x20" Wood Print and Gallery Wrap are the same price. Instead of trying to sell one large Wall Display to a client as a way to get sales, I create groupings of the products that fit their style and fulfill their vision. I want to make sure that what people have on their walls is exactly what they want with pricing that makes sense for them.
Placing value on print
Photo products are part of my photography, which is why I don’t sell digital files alone. If people only want digital, it’s because they’re not willing to invest in the experience as a whole. I believe that there’s value in print and the ability to turn an image into a tangible piece of art. My clients also see the value in print, and a large part of the reason they come to me is to receive photo products. But I also know that we live in a digital world where people value having their images exist online as well. That’s why I only allow digital files to be bought à la carte or I’ll include them if clients spend a certain amount. Even so, the digital files I give have basic retouching and are only printable up to a 5x7" size.
It’s important to know what your time is worth and have your prices reflect that. My photography involves me being there for my clients every step of the way. I charge appropriately to know that my clients are willing to make the investment in me. And ultimately, their investments and the relationships I build are what make my process worthwhile.
The Art of Using Samples
The advantage of having a studio space is that I can fill it with samples featuring my images. I designed all the wall groupings and collages I have on my walls, along with all the tabletop products. When my clients walk into my studio, they get to see what they’re really investing in with me as their photographer.
But even if you don’t have a studio space, you can still use samples to your advantage. It’s incredibly easy to have a variety of samples that you can bring with to consultations and sessions. Books + Albums are easy to carry and also allow you to show a variety of your images. If you want samples that don’t take up a lot of room, just order smaller sizes! 8x10" and 11x14" Wall Displays, like Metal Prints, are easy to transport while still conveying the overall product. For Framed Prints you can use frame corners to show clients your options and product quality.
Effective selling
Sometimes I have clients who come to our first meeting already knowing what types of products they want. With samples, I can show them how they can expand on the ideas they have in mind. For example, oftentimes parents who come in for a family session are only picturing the large family portrait they want to hang in their home. But when I show them the collages that feature images of the kids individually, they love the idea of highlighting their children’s personalities with displays that hang alongside the large family portrait.
If you don’t take the time to demonstrate to clients where they can utilize more images and products they’ll value, then you’re leaving money on the table. The main purpose behind samples is to show what you want to sell, yes; but, to use them effectively, you need to find the opportunities to sell to clients the products you think they’ll want to invest in. Take their vision and expand on it — and that’s how you’ll start receiving those larger wall grouping and collage sales.
Tools and Resources — What’s in My Bag
My gear bag is the ultimate resource I use to facilitate my sales. From hardware to home decor, I keep a variety of helpful items in my gear bag. Whether I’m meeting clients in their homes, or even at a coffee shop, I like to be prepared for every scenario. In-home consultations, image reveals and sales sessions, or the during installation, I make sure my gear bag has everything I need for the occasion.
Branded measuring cards
One of my favorite items I always bring with me is my branded measuring cards. I designed my own Accordion Press Printed Cards to I give to clients as a tool for measuring the walls in their home or office. These cards have a 16" ruler on one side with a small purpose statement while the other side features my logo and a few images. Clients can tape the card onto their wall and take a picture for me so I have a size reference to digitally design them a wall collection layout.
I also incorporated a space to write down the date and time of their session along with the suggestion to check out acuratedhome.com for more inspiration. It’s the perfect way to leave clients with a little piece of my branding and keep them excited until their session!
WHCC’s Inspiration Guides
I love having Inspiration Guides in my gear bag because it’s like being able to carry a product catalog and home decorating guide all in one booklet. This resource features photos of products in home settings paired with inspirational text to help my clients envision what they want their own home to look like. Whether we’re in my studio where I have similar settings or in a client’s home with their own decor, I find that Inspiration Guides are an extremely useful tool to get clients excited about the possibilities of what they can do with their images.
Pricing folio
As a business owner, I believe that a professional price menu is the most valuable tool you can have. Not only is it a convenient way to always have your price list on hand, but it also allows you to lay out your collections in an clear and understandable structure for your clients. I like to use Image Folios for my price menu because they’re durable, easily portable, and I can design them any way I want with my images and branding.
During a sales session I pull out my pricing folio so clients can compare my collections with the samples I’m showing them. Being able to hold and see a professional-looking, branded price menu while looking at the quality of my work and products reassures my clients of the investment they’re making. To not overwhelm clients, I keep my menu simple with only a few collection choices and a tiered pricing approach to include additional options and add ons. The different price levels allow clients to choose the collection that’s right for them based on budget and what products they want.
While the collections on my pricing folio help people understand the value behind certain products, I also like to offer price incentives to give clients more product options and increase my sales. If I have a client who is committed to investing in a wall collection but they’re also on the fence about purchasing an album, then I’ll offer a price incentive to push that album sale. This is also another way to make sure I’m providing my clients with the products and experience they want!
Swatches, frame corners, and samples
Since I don’t always meet with clients in my studio where I have full-sized samples, I like to carry Sample Sets of my favorite fabric swatches and frame corners in my bag. This way I can still show the variety of styles I offer and clients can see the quality of my products. If there’s a certain product I really want to sell or that I think my clients might love, then I’ll bring a studio sample with me as well. People like to see and hold the products they’re investing in — and the more you can show, the more excited they get!
Tape measure
This is one of my most essential pieces of gear that I always have with me. Oftentimes, people misjudge the size of the wall displays they want. They think a 16x20" will look like a 30x40" on their wall and won’t realize the size the really needed until their display is already purchased and hanging. If we’re not in my studio or I don’t have large samples on hand, then I use my tape measure to demonstrate to my clients the true size of wall displays. When I am in a client’s home, I use my tape measure to get dimensions of their walls so I can properly plan out their wall groupings and collages for when I return to install them.
Steps for a Successful Image Reveal
I’ve found that the most effective image reveals are done in person. It doesn’t matter if you host the image reveal in your studio, the client’s home, your home, or elsewhere — what’s important is how you present the photos and make clients excited about your work. If you’re unable to schedule an in-person image reveal and you have to rely on an online gallery, there are still steps you can take to make it a meaningful experience.
Clients love finally getting to see their photos, but what they enjoy even more is seeing what you can do with those images. There are softwares I use, such as Studio by WHCC, to digitally design wall groupings or other products with clients’ images. Even if I showed similar samples to them before, now they’re able to see how their own version would actually look. This works for both in-person and online image reveals, but I still suggest setting up a follow-up appointment for online image reveals where you can walk through those digital examples and your collections.
To keep your workflow running efficiently, give clients a deadline order date. Or offer an incentive if they place their order by a certain day, like a small gift or discount, to get them to order more quickly. For products that require design work, encourage clients to buy multiple(like purchasing a companion album) because it takes little to no extra design effort on your part.
At the end of the day, I want my clients to be satisfied, I want my family to be happy, and I want my business to be successful. All together, these practices help me create my client experience while allowing me to work effectively. I get the sales I want by utilizing my time and resources in a way that works for me. If you want to have a successful sales process, you need to figure out the details that will enable you to do so.
To hear more of my business practices and how I foster successful relationships, tune in to my feature episode on This Conversation!
