Tip 1 – Show More Albums
Read the full Tip 1 article here.
Tip 2 – Show Big and Fancy
It’s a proven fact that people buy on emotion. Studies have been done by all of the big business schools in the world and the conclusion is that people buy on emotion. Sure, they will shop around on prices, and do research, but when that final day comes, they buy on emotion. As a business, we are required to tap into that emotion at every stage of our sales process. The very first stage of the album sales process is when the client first looks at sample albums. Imagine your sample album showing as the show room of a BMW dealership. What does the dealership have on the show room? The bottom end cars with the fewest features? No, they have the coolest, fanciest cars with all the bells and whistles. Does everyone buy these? No. But it taps into their emotion. It makes them want to buy a car, buy a BMW.
Image courtesy of Finao
So, the logical conclusion for photographers is to show the biggest albums possible with the fanciest covers available. Christine, the owner of Finao Albums, turned me on to this concept. It costs approximately the same to order a 12×18″ album with 20 pages and a cover upgrade as it does a 40 page 10×10 album. Most album companies also offer discounts on samples, so any price differences really come down to $20-$30 per large sample album. Additionally, Brides and Grooms really don’t want to look through 40 pages of people they don’t know. They want to see the pretty getting ready and bride/groom portraits. They want to see the ceremony and ONE spread of formals (just to make sure you can do them) and the key moments of the reception. They don’t want to see 8 pages of people doing the Conga that they don’t know. 20 pages is enough for samples.
If people ask what a 10×10 album looks like, pull out a 10×10 portrait album and show they the size. Guaranteed that the clients will see it as a small option. They may not opt for a 12×18 album, but they’ll probably opt for a 12×12″ inch album. Secondly, showing large, elegant albums creates value in the album itself. It says to the client, that an album is a valuable product. Lastly, an investment in fancy albums pays off in bookings. If all of your competition is showing 10×10 leather albums and you are showing a 12×18 horizontal album with a metal cover, then clients will gravitate towards your offerings.
Fundy is the creator of the Fundy Album Builder™, design elegant albums right in Photoshop. You can download the free trial here.
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1 Comment at "7 Tips to Selling More Albums – Tip 2"
This tip can be applied to everything we sell. If you want to sell the most expensive, top of the line products to a client, SHOW them these products. You’ll never sell a 20×30 canvass if you don’t show the client what it looks like. Same with high end albums.
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