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Video Transcript:

Do you want to know the number one reason your clients aren't purchasing wall art?

I'd be willing to bet it’s because they have no idea you even sell it.

Sure, you have it on your price list. But offering wall art and selling wall art are two totally different things.

So what can do to show your clients you sell wall art?

What if you've never actually sold wall art before?

And what about pricing, do you need to be showing that, too?

I’m Chris Scott, and I head up the teams at Salesographer and Swift Galleries. We help photographers make more money running businesses they can be proud of.

In this quick video, I’m going to walk you step-by-step through the things you can do right now to start attracting clients who not only want wall art, but they're happy to pay you well for it.

So let’s go ahead and just dig in...

The most common (and worst) mistake you can make when selling your work as wall art is to not properly set your clients’ expectations.

Without properly set expectations, selling your work will be difficult. Worse, it feels bait-and-switch-y.

This is where most photographers feel “salesy”, because their clients are surprised by their prices or their process when it finally comes time to purchase some products.

On the other hand, properly set expectations turn what normally would feel like sales into you working together with your client to get them the perfect products for their needs

We need to set these expectations for:

  • The products we want our clients to purchase
  • The price at which they’ll purchase those products
  • The process we’ll use to sell them those products

And we want to set these expectations in, at least, these places

(Don’t worry about taking any notes, I’m going to give you a checklist at the end of this video):

  • We want to set expectations On our website
  • On our blog
  • On social media
  • And In our communications

So let’s talk first about setting pricing expectations.

One of the worst things that can happen at a sales meeting is for your client to be blindsided by the prices they’re expected to pay. Thankfully, price is a really easy expectation to set.

So let’s do that right now…

If you don’t already have one, go right now and add a “Pricing” page to your website. Don’t hide it somewhere on About Me page and don’t do the “contact me for my price list” thing. Let them know what to expect.

But wait! - Don’t put your entire price menu out there. That will only lead to clients comparing you to other photographers on price, which is not the main thing they should be looking at when trying to choose a photographer. Instead, just give them something to hold on to.

Go with “Sessions are $150 and custom wall galleries start at $1250” or “Our typical portrait client spends around $2000 on their photo products, some more, some less.”

We don’t need to show them everything, just let them know a rough estimate of what they should expect to spend.

Ok, So you’ve added a general price range to your pricing page and you didn’t bury it somewhere in the depths of your website. Good for you. Let’s add that price to one more place, as well.

Head over to your Contact page and add the same little snippet over there, “Sessions are $150 and custom wall art galleries start at $1250.”

Now, when someone contacts you, even if they skipped your pricing page, you know they had at least one opportunity to see your general prices.

Now let’s talk about Setting Product Expectations on your Website

Anywhere someone sees your work, you want them to also see the product you expect them to walk away from your session with.

Let me say that again, because this is the entire point…

Anywhere someone sees your work, you want them to wall art.

So how do we do this?

Create a portfolio page (you know, like your weddings, seniors, families portfolios on your website) just for the product you want to be known for. I highly suggest picking one type of product and focusing in on only that product.

So, if you’re going with wall art, you should have a portfolio page of only wall art mockups and photos of actual pieces you’ve delivered.

If you haven’t sold any wall art yet, don’t worry about it, go sign up for a free trial of Swift Galleries (it’s totally free, we won’t even ask for a credit card number), design a few mockups, then export those to use on your website. Better yet, design mockups for your most recent (or favorite) clients and sell them through Swift Galleries to make some great wall art sales while still in your free trial!

Ok, so you’re setting expectations on your website. Let’s move on to your blog.

Go back to your 3-5 most recent blog posts and add a wall gallery mockup.  Talk about why that gallery is the perfect representation of your work, in physical form.

This is your chance to really dig into the “why” of the products you offer, to start showing off your expertise and to make it clear that you have a reason for offering the types of products you offer.

Do this for every single session you blog from this point, forward.

Great, now let’s set Product Expectations on Social Media

If your blog is the place where you get to tell potential clients why you believe in the products you offer, then social media is the place where you get to have a two way conversation about those products.

For every session you shoot, post a gallery to social media.  Better yet, post two and ask you readers to “help you decide which one is best”.  

Run a “help me decide what our next sample gallery should be” contest at the end of your busy season and have people vote.  Give the client in the winning gallery something for having theirs chosen as the winner (this gets your clients to tell their friends to go vote on their favorite sample gallery).

Cool? Alright, let’s move on to setting Product Expectations in your Teasers

The In-Person Sales community is not big on posting teasers. The issue is that you may hijack that excitement your clients have when seeing their photos for the first time. There’s a lot of validity to that concern. However, I think you can use your teasers as a way to continue to reinforce your expectation for a wall art sale.

Instead of posting a slew of photos for your teaser, post one wall gallery mockup. Now you’re giving them a chance to see a photo or two or three, but they’re seeing it in the context of the product you expect them to purchase. They’re seeing the end result.

I believe the benefits of reinforcing this expectation outweigh the drawbacks associated with posting teasers.

Again, the main point here is, everywhere someone sees your work, they should see wall art.  This is how you become known for providing wall art.  You become the photographer to go to in your market for that product.  “Oh, you want canvas galleries?  You should go to Chris & Adrienne Scott, I always see them posting those!  Go check them out over on their website!”

Ok, the last place we want to set product expectations is in our Communications

You can plant the seed for wall art sales in how you talk to your clients about their sessions, as well. Here are just a few ideas:

  • Don’t just ask “what do you want to do with your photos?” Instead, ask “where in your home would you like to display your photos?” This lets your client know that people come to you for wall art and you just assume they're doing the same.
  • If you use Swift Galleries, or something like it, ask up-front for a photo of your clients’ walls to use for their mockups. Again, this shows that you’re assuming they’ll do what everyone else does - order wall art.
  • Even while photographing your clients’ sessions, you can be planting the seeds for a wall art sale, just in how you talk to your clients. As you’re shooting, mention the products they’ve shown interest in – “Oh, this shot is going to be perfect for that piece we talked about for over your couch!”

Again, the point here is for your clients and potential clients to see wall art wherever they see your work. It will quickly teach them that your studio is the studio to go to for wall art and you'll be surprised how quickly people will start to seek you out for it.

Ok, last thing… let’s talk about setting expectations for your business’ processes.

The absolute best way to handle objections and confusion during your sales meeting, or come sales time, (things like, “I can’t make this decision right now, not without my spouse here” or “can you just put my photos online so I can think about it and order stuff later?”) is by letting clients know your process right from the start, then reinforcing that, over and over.

You can do this on your website with a quick note (emphasis on “quick”… people are busy, they won’t read a novel) about how you walk your clients through the process of picking products to help them come up with the absolute best products for their session.

Mention, again in a quick blurb, about how you’ll have a pre-session planning meeting to help them decide what to get and what products will be best for them.

When you meet with the client, start talking about some of your other process points, things like, “At the sales meeting, we’ll make all your product choices and I’ll get those ordered that week, so be sure that any decision makers are present.”

Set these expectations up-front and they won’t come back to bite you during your sales meeting.

Ok, so we’ve talked about how to set expectations for price, product and process in order to sell more wall art.

If your mind is reeling right now, go grab our free checklist so you can make sure you hit all of the main points. Just click the link in this post to get that for free. And while you’re clicking things, if you learned something from this video, how about hitting that share button or leaving a comment? I’ll answer any questions that come up in the comments!

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