A huge crowd turned up last week to the first of our two-part webinar series focused on the most critical issue facing professional photographers: how to survive and thrive in today’s demanding market.

But plenty more people missed it and asked us to post a recording online.

So here’s part one: How to sell albums (and why)

Or click here to watch it full screen on our vimeo channel.

Ian (Director and co-founder), Stephen Baugh (Managing Director) and Jo Newman (UK Account Manager) answer some important questions…

What can my competitors teach me? How should I choose my sample albums? How could I double my sales per wedding? How could I offer cheap coverages without selling them? How could my “best” offer be too successful? Are the most successful photographers the best photographers? What do you mean, there are only two ways to compete?

Click here to view the takeaway notes to this webinar.

This week we follow on with part two of the series: How much do you need to charge? Details and registration here.

Cheers, Nigel

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Interesting question from Sergey on my Opportunities post.

What do you do if people want this cool album that they’ve never seen before – but they want to postpone the purchase, maybe until their first anniversary.

Here’s what we think.

As they say, a bird in the hand is worth two in the bush. I’d look for a way to sweeten the deal and get a commitment now.

OK, we hate the D word, but maybe a discount would do the trick. Or arrange monthly payments via credit card, preferably with a deposit to cover your costs. Anyway, try hard for a commitment now, and get the album out there working for you. In twelve months your chances of a sale will be much less.

But here’s our main point. Cherry picking like this is a problem if you sell “a la carte” instead of using packages.

It’s a fair assumption that most people have no idea what professional photographers like you do, and what they do “know” is largely defined by price shoppers, your budget competition and stuff they read on The Knot etc. Packages enable you to show them – wow them – and define what you’d like them to buy, and the price.

They also enable you to be generous if they commit ahead of time to what you want them to buy.

Sergey had another comment. After seeing Queensberry type products many people won’t settle for ordinary. Packages (Good, Better, Best) are a strategy for handling that too.

We have a webinar coming up tomorrow on these very topics. Click here for more details, and to register. See you there?

Cheers
Ian

PS Yes, we know every studio is different, so maybe packages aren’t for you. Worth thinking about though. We also agree packages need to be flexible.

PPS You could also check out our Knowledge Base for more on album-based marketing (you’ll need to log in).

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I’m dropping my prices … people aren’t spending as much … my bookings are down … I need to go to cheaper albums … I’ve started doing shoot-and-burn … I’m worried about my income.

You’ve heard the talk. Are you struggling in the face of competition, recession and demanding clients? Or do you just want to hear someone else’s take on things?

As well as our usual Photojunction webinars, we’re hosting two new ones on the most critical issue facing professional photographers: how to survive and thrive in today’s demanding market.

Webinar 1: How to sell albums (and why)
Thurs 19 August NZT.

What can my competitors teach me? How should I choose my sample albums? How could I double my sales per wedding? How could I offer cheap coverages without selling them? How could my “best” offer be too successful? Are the most successful photographers the best photographers? What do you mean, there are only two ways to compete?

Webinar 2: How much do you need to charge?
Thurs 26 August NZT.

I know how much I want to earn, but how much do I need to charge my clients to make it? How much is enough? What happens if my bookings go down, or I move to cheaper albums … or shoot-and-burn?

Ian has created a spreadsheet to help you answer those questions – and more important, show the impact on your income if you change what you’re doing – or your bookings go up or down. This powerful tool will be available online so you can use it yourself.

Don’t miss out. Book now.

It’s our first time with this content so numbers will be limited. Ian will present, with comment and questions from QBY CEO Stephen Baugh and Jo Newman (UK Account Manager). You’re welcome to submit questions in advance, or ask them during the event. Notes and resources will be available to take away.

Click here for webinar times and to reserve your place.

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Nigel’s post about Chris MacKenzie creating his own luck reminded me the world is full of opportunities. The problem is to recognise them and take action.

I was at a seminar in the States 2-3 years ago, a roomful of high net worth business people plus me.

We got to talking about Queensberry, and wedding albums in general.

Not one of them had ever seen a Queensberry or anything like it.

One guy had recently married at an exclusive Carribean resort … spent a gazillion bucks on the event … and “ticked the box” for a shoot-and-burn DVD from the resort’s tame photographer.

I had to go and get an album from my hotel room to show them what I was talking about. They loved it. A roomful of opportunities for the taking.

Cheers, Ian

PS According to dailyfinance.com, global wealth rose by 11.5% in 2009 and the number of millionaire households (in USD) by 14%. Millionaires are thickest on the ground in Singapore (11.4% of households) and Hong Kong (8.8%), but the USA has the most (4.7m). FYI.
Go get ‘em. But please don’t assume they’ll only spring for shoot ‘n’ Burn

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Meet Chris MacKenzie. He’s new to the industry. He’s working hard to build his business. He’s doing it in the tough UK market. And, he’s just set up a promotion with an exclusive venue in his area. A real ‘corker’ to use his words.

“The first day I was there, I met the Executive Vice President at Pebble Beach Golf Resort. The next day I met a billionaire. On my third visit, I met an Australian couple who’d just returned from a luxury six week tour of Europe. They were so taken by my sample albums that the chap started asking about using Queensberry to display his holiday snaps.”

Now some might say he was just lucky, but three new prospects and a potential album sale from three visits isn’t bad going. And all for a little time spent networking.

Networking isn’t an art. Or should I say, shouldn’t be an art. It’s about being genuine.

Most of us do it every day without even knowing, but being a little more organised certainly does help.

Let’s use Chris as an example…

Big picture, his ultimate goal is to build his business and client list.

He’s identified who he wants on that client list, figured out where they hang out, and gone and hung out there too. Simple.

Not some awe-inspiring marketing strategy, just a thoughtful approach to networking.

Networking is one of your most powerful marketing tools, especially in a largely relationship-driven industry like this.

You don’t have to wait for people to walk through your door, or for your phone to ring. Put yourself about a little, get out there and start building relationships… You’ll be investing in the long term health of your business. Promise.

Was Chris lucky? Yeah, maybe. But I think he’s creating his own luck.

Cheers, Nigel

PS Check out Chris’s blog and you might see a pattern forming.

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