Solution to Selling and Marketing Wall Art to Your Clients
"Why are my clients only buying digitals?"
It's i of the most mutual questions I hear from professional person photographers. They endeavor to sell more concrete products similar wall art and impress albums, but no matter what, their clients just keep asking for digitals only. I've been hearing it for years and years… over and over over again.
When I get-go set out to solve this problem, I made several assumptions:
If the clients are only buying digitals, they're making that determination in a sales session — which means it must be a sales problem. Something the photographer is doing in the sales appointment is Non working. If they're non selling high-terminate products, they must be maxim the wrong thing.
As well, information technology couldn't be a problem with their marketing. After all, the client has already booked, showed upwardly for, and paid for a session. And at the cease of the solar day, at least the photographer is selling something, correct? At least they're booking clients.
That's what I assumed at start.
I was incorrect.
It turns out, the reason clients were only buying digitals is because digitals are all they ever thought they wanted… from the very first.
To put it another style, clients weren't buying wall fine art or albums because they didn't know nigh them until the very end.
This isn't just a sales problem. It'southward a marketing problem.
And there's a solution:
Here's what I discovered…
You Tin't Unsee It Once You've Seen It
If you didn't already know, I am kind of a nerd. Everywhere I get, I'g constantly on the watch for trends and tactics that are working in other industries that we can apply to professional person photography.
I trend that has me totally stumped is how the self-storage industry has exploded in recent years.
Have you noticed it also? How are these places popping up everywhere?
At first, I thought it was simply unique to my city. Then I learned how large of an industry information technology actually is.
Equally unsexy as self-storage may audio it'southward a $39.5 billion industry. Yes. Billion. And it's growing… vii.7% annually to exist exact. To put that in perspective, that's three times what Hollywood earns in box office sales in the US.
It's a large deal, and it's highly competitive. Which means at that place'due south probably something we can learn from information technology.
Equally I saw more and more cocky-storage places pop up around me, I started noticing something on their buildings. Each building I saw was using the same tactic. And not simply within the aforementioned visitor. I mean EVERY self-storage building.
If every business in an industry is suddenly using the same new tactic, and then information technology's probably working — or at least worth paying attention to.
Encounter if you can spot it:
It's something you should exist able to notice when driving by from a distance…
Exercise y'all see it all the same?
To go far super obvious, hither is a (rather crude) gif I fabricated:
(I told yous, I'one thousand a nerd.🤓)
All of these businesses are doing something better than most photographers practise on their websites.
They are SHOWING WHAT THEY SELL.
They accept literally cut out huge sections of walls and installed thousands of dollars worth of windows and lights so everyone driving by can clearly see what they are selling.
Is that really necessary? Practise we seriously lack the imagination to know what a storage facility looks like, that we demand them to cutting out walls and put in windows?
Well… yes. We admittedly need it.
At that place is something special that happens in our minds when nosotros SEE things like this with clarity.
We can clearly run into that information technology'south non some random warehouse or office edifice. It looks make clean, safe and organized. But more than that, you can encounter what you're getting when you rent a unit of measurement.
In that location'due south and so much power in clearly showing a customer what they're getting before they purchase it.
Even U-Haul, the most pop moving equipment rental company and sixth highest-earning cocky-storage company, does this with their moving trucks.
They bear witness y'all exactly what your stuff would await like within. They're removing the need for your imagination.
And I promise yous these companies wouldn't be doing it if it wasn't working — not in an industry that'due south this profitable or competitive.
Simply it'south not simply self-storage that's tapping into this. It's actually everywhere. Hither's another example…
Set The Expectation Early
Imagine that you walked into the wrong door in IKEA and all you saw was the warehouse department?
I bet you lot can imagine how much less you would spend if that was all there was. Merely nosotros both know that the experience of going into an IKEA is much much dissimilar.
Earlier you get anywhere near choosing boxes off the shelf (boxes containing the actual products you went there for in the kickoff identify), yous walk through what feels like miles of beautifully designed inspiration like this:
You lot walked in to shop for a java table. At present, seeing the java tabular array in context of an bodily room confirms that determination. You have to have information technology.
But you also HAVE to go the bookcase, because… well, only look at it! It's cute. And the floor lamps are a perfect friction match. And that carpeting works so well with the legs of the coffee table, too. Let's snag one of those on our way out as well.
Y'all were already going to buy that java table. Merely seeing the lamps and article of furniture in an actual setting gave you a new experience and a new expectation. You lot can see what's possible for your living room at present, and you're going to buy appropriately.
Which brings me to my final signal:
How well are yous showing what you sell?
Do you have product samples? Bang-up! That is a huge outset step!
But what about the strangers visiting your website who can't see those physical samples?
Are y'all showing off the wall art or impress albums you sell on your website? Or in your pricing guide?
How soon do new inquiries come across samples of the fine art you actually create (rather than just the pictures you take)?
Showing product samples in a sales session is keen, but it volition only get you and then far. Those clients have already booked y'all and completed their shoot. They're far along in your process and only expecting to purchase digitals. And those expectations can be actually hard to overcome.
That means, we need to bear witness what we sell earlier in our process so nosotros tin start to shape those expectations, and more importantly, build excitement and lead to even more bookings.
When I was first starting out, I was afraid to talk about products. Ever. I wanted them to just volume the shoot so desperately that I figured I would just bring up all the print and product stuff later.
But by hiding those vital details from my marketing and from my website, I was really scaring the all-time kinds of clients away.
The ones that did book didn't want any products. They just wanted the digitals. And because I never showed examples of production and print options up forepart, they were never interested when I tried to bring them up afterwards.
I never prepare the expectation. I never showed them what I thought they should really purchase. I didn't prove them the terminate issue I was passionate virtually creating.
(Ah… if I just knew and then what I know at present.)
The better — and sooner — y'all show off beautiful product inspiration, the more clients volition choose to book faster and spend more in the lodge session!
Large point: SHOW WHAT YOU SELL.
Source: https://blog.stickymarketingtools.com/how-to-sell-more-wall-art-and-albums-than-digitals/
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