6Ps of Selling - Get Started Kit

Julia Kelleher 6 Ps of Selling - Get Started KitPlease like www.facebook.com/jewelimages if you enjoyed this course. This closed FB group will continue the discussion as well. Join us!: https://www.facebook.com/groups/367403163398883/

Please see the end of this guide for upcoming workshops and a coupon to our store - valid for a limited time.

It may seem overwhelming to try and implement all these new things into your business. I know! However, if you take it one step at a time instead of looking at it as a huge undertaking, it will be fairly painless. Yes, some of these steps will require you to make some investment into your business, but always ask yourself this when you are considering purchasing something for your studio. Will it make me money? If the answer is yes, and you have the capital to invest by all means do it! If you need to wait a few months to get the cash, thats fine too. Take it slow if you have to. There is no use getting into a bunch of debt if you wont be able to get out of it soon.

This Get Started Kit will help you think about, prepare, line up your ps and qs, and provide resources for implementing the 6 Ps into your business. Its going to help you

dig deep into who you are as a professional and ask you a lot of questions. Its important to be HONEST with yourself about it. Sometimes the best lessons and the most progress is made from things we dont necessarily want to admit. So dive in, dig deep and start working for a purpose and some profit!

Julia Kelleher, M. Photog., Cr., CPP

PurposeWhy do you do what you do? Why do you get out of bed in the morning? And better yet, why should anyone care? Defining your purpose will make your vision about your business much more clear to you, and more importantly, to your customers. And when you sell your why, clients who believe what you believe will buy it. How you do it and what you do are simply proof of what you believe.

People dont buy what you do. They buy WHY you do it. -Simon Sinek. (Ted Talks 2009)

Remember Sineks Golden Circle: Heres our breakdown - Jewel Images

100% of businesses know WHAT they do - portrait photographyA smaller % know HOW they do it - heirloom fine art, custom made for your home decor, created by an artist with unique eye and creative techniques that are unrivaled in our area (our unique selling point).Very few businesses know WHY they do it - to cherish and hang onto that overwhelming feeling of love when your life changes in the biggest way it ever can--- the defining moment when you have a new reason to live---the birth of your child.


A Purposeful ExerciseThese questions are designed to help you define your purpose. Dont be disappointed if your why? doesnt come to you right away. Sometimes it takes months, even years to truly define it. Regardless, this critical analysis will get the ball rolling and get you really thinking about your why? leading you on the right path. Be as thorough as you can and its important to be truly HONEST in your answers. Use an extra sheet of paper if need be. Dont edit yourself....let the words come washing out. This is no time for your inner critic to beat you down.

What triggered your love of photography? Dig deep into the moment/time you knew you loved it and you had a passion.

Who encouraged you to be a pro photographer? How did they do it? What did they do that gave you the confidence to jump over the edge?

Who poo-pooed the idea of being pro? What was their reason? And did that reason resonate with you? Or can you sense that they are just fearful for your risk? Analyze it.


Did your parents have images of your family up on walls growing up? Why or why not in your opinion?

What did you feel when you looked at your family/wedding images on the walls? or when you considered that there were none?

How do those emotions relate to what you do now?

Are your parents still together/married? How do you think their marriage/divorce affected how you see family/love?


What subject do you love to shoot? I mean REALLY love to shoot? The one that you could do everyday and never get bored.

What is it about that subject that makes your heart sing?

What experience have you had in your own life relating to that subject? For example, if you love weddings, are YOU married? If you love children, do you have any? If you love landscapes, do you live in one? How does your life situation (positive or negative) affect your love of your subject?

If you cant pinpoint one subject you love to shoot, is there a deeper reason why you dont want to focus your art? Are you afraid of something?

List words that describe your artistic style: for example, whimsical, organic, clean, ethereal.


Are you an image maker ? Or an image taker? Feel free to interpret that question how you like. Just make sure you answer why you are one or the other.

List words that describe YOUR negative personality: for example, stubborn, short-fused, overly-meticulous...

Where did these negative traits come from in your life? Where did you learn them?

List words that describe YOUR positive personality: for example, upbeat, passionate, giving, etc....


Again, where did these traits come from in your life?

How do these positive and negative traits affect your art? Your business?

What is it about a printed photograph that moves you?


PreConsultationsOnce you have or are on your way to having your why, its time to start implementing the 6 Ps of selling. The goal is to always have your Purpose drive your decisions, drive your customer service and drive your brand. Its ok if your purpose is not where you want it to be right now. It will come as your business evolves. The important thing is never lose sight of it.

Preconsultations are the launching part of a the sales system. Doing them is vital to getting a good sale at the viewing appointment. Remember, human beings learn the best when all their senses are used: Sight Sound Touch.

They need to see visual reference. They need to hear it, and they need to write it down.

How do I start doing good preconsults?

If you cant start doing them as a separate appointment right away, then first start by incorporating one into the first inquiry phone call. Showing interest in the client at this point will encourage them to book. It will help define how unique you are compared to others in your market and will make the client feel your sincerity towards their session. Then, when the client arrives for their session, you can spend the first 15 minutes diving deeper into the consultation before you begin shooting. Plus, you can create an online questionnaire through a company like www.wufoo.com that your client can fill out.

For wedding photographers, you NEED to do a preconsult far in advance of the wedding. It is most effective right when the couple is determining if you are a good fit for their event.

What questions do I ask? Below is a list of questions/information that will get you started. This is taken from our online questionnaire that we provide ALL of our clients, so naturally it is geared towards newborns. Our Model Release, and Studio Policies and Liability agreement are also on the questionnaire which our clients electronically sign for at the bottom of the form.


Pre-Session Consultation Questionnaire.Name :Spouse or Partner Name :Your Email:

Phone Number :Address :

Type Of Session: Newborn and/or Maternity Bijou Baby: The First Year Family Children Other

Child #1 Name (newborn):Child #1 (newborn) Birthday:

Or If you are pregnant, please tell us your due date:

Additional Siblings/Children & Birthdays:

Newborn Statistics: Weight:Length: Time of Birth:Full Term?:

FaceBook ID:

What are your major portrait session goals?: Wall Portrait/Series Album Digital Files

Tell us about your style & home decor. Please include colors. You can use words like: NW rustic, Craftsman, Modern, Textural, Rich Tones, Contemporary, Eclectic, Artsy, Vintage, Minimalist, Cottage, Victorian, Bright, Breezy, Beachy, Organic, Earthy, Romantic, Traditional, Soft & Pretty, Edgy:


If you could shop for furniture anywhere with an unlimited budget, where would you go?

Tell us what colors you have decorated the nursery with and please describe its decor.

What specific wall/location do you want to hang or display a portrait? Where? Living Room Nursery Master Bedroom Dining Room Front Entry Other________________________

Directions to photograph your wall:We provide instructions to the client on how to photograph their wall. We tell them: with this image of your home, we will be able to show you your session images in different configurations and in the correct size at your ordering appointment. This gets them thinking about how they want to display their images.

Please describe the space and its style: contemporary, traditional, northwest rustic, eclectic, etc. Also, indicate the colors of the room and its lighting sources:

What color tones are you most drawn to?: Warm Colors (reds, yellows, oranges) Cool Colors (blues, purples, greens) Neutral Colors (browns, creams, blacks)

Do you generally prefer Color, or Black and White photographs? Color Black & White I like both depending on the image.


Describe things that are unique to you or your family. Do you/your family/children have any habits or interesting character traits? Is there a special daily routine, or even a facial expression that is decidedly "you/them?"

What books, movies, songs, cartoon characters, or toys are your child's favorite? Are there any special needs/personality characteristics that we should know about?

Describe your vision for your session and what you most want to capture during your session:

What is so special about this momentous time in your life? What feelings do you most hope to capture?

Are there any images on our website or Facebook page that you are drawn to? Why?:

How Did You Hear About Us?

Why did you choose Jewel Images Portrait Design?


ProductsOne of the most important aspects of product development is determining if a product fits your brand. If you are a vintage studio with a shabby-chic style, photographing babies, chances are you may not want to carry modern metal or acrylic prints!

So pay attention to who you are as a business. Pay attention to your WHY? Your products should speak your brand. So dont carry everything including the kitchen sink. Be selective and ask yourself these questions:

Is it unique? Does it look and feel high quality? Will it sell in my market? What does it cost? Too high? What can I sell it for? Profitable? What is its perceived value to the client?

Product Development ExerciseFill In The table BelowWrite down every product you carry.Write down every product you love or would like to carry.

Then figure out what it costs, not only in hard value, but also in the time it takes to create.

What will you charge for it? Does it have a high perceived value to the client? Will you make a decent profit from it? How much? Does the product match your brand? What are the pros to carrying it? Is it desirable? Easy to make? Unique? What are the cons? Does it take too much time? PITA to order? Not archival?

Product Cost What I

can charge for it:

Profit Perceived value: high? low?

Suit my brand?

Pros? Cons?


Product Cost What I can

charge for it:

Profit Perceived value: high? low?

Suit my brand?

Pros? Cons?

Once your list is done, pare down your offerings to only what you should carry based on profitability, branding and market demands.

Then make sure you create samples of every single product and/or create a well done catalog that highlights your products in the best way possible.

SHOW WHAT YOU WANT TO SELL!


PricingThis is the topic that makes most business owners want to shoot themselves. Pricing is NOT easy. Its actually very frustrating at times, and is a constant ever-evolving process. Just when you think youve got it right, something or someone comes along and throws a wrench in it.

Some Rules Always price against your COS (cost of sales) Your COS should be less than 25% of the retail sales price. Account for perceived (what the client thinks its worth) value-some products have

higher retail values because of it. Do NOT look at other photographers for pricing-unless you know they understand

what they are talking about. Consider your market. Los Angeles, CA or New York, NY can charge more than

Glendive, MT. Calculate your break even point and price to it. Create pricing that will encourage clients to purchase at your happy

place (average sale per session you want).

Break Even Worksheet

Download:Download the following excel spreadsheet and follow the directions. The numbers listed in blue are adjustable according to your data. Keep in mind this spreadsheet is just a starting point and does not get into the nitty-gritty of your numbers. It is a loose explanation of your numbers to give you an idea of where you stand and what you need to accomplish. How many sessions can you realistically do each month based on your business model? Where is your break even point? What does it tell you your average sale should be? Did the numbers surprise you?

http://www.jewel-images.com/BreakEvenExcel.zip

Spreadsheet created by Michelle Pinheiro. Used with permission.


-Example Spreadsheet for a Photographer who wants to earn a $25,000 year salary and shoot 5 sessions per month. His average sale must be $1,211 just to break even.-

Which Pricing Model Should You Choose?There are many ways to structure your pricing. You can sell A La Carte, you can create any number of Package styles. You can choose an all digital model. What you choose is highly personal and depends on your brand, your business model, your purpose and what you are comfortable selling. Here are some ideas:

Package Styles:

Conventional/Traditional

Big Ticket Item and No Set Sizes

Big Ticket Item and Print Credit

20 x 24 Canvas1-16 x 20 Wall Portraits3 - 8 x 10 Gift Prints4 - 5 x 7 Gift Prints

$1500

20 x 24 CanvasSession Album10 Gift Prints

$1500

20 x 24 CanvasSession Album$500 Print Credit

$1500


One Time Discount

Create a Collection

A La Carte Products.% Discount off the sale the day of the ordering appt.

???

1. Choose One Art Product2. Choose Digital Files3. Choose Boutique Items

$1000?? - soft minimum

Making Packages Fit Your Numbers:Once you have decided on a pricing structure, its time to customize it to your numbers.

1. Write down your packages. If you just starting out, no more than 5 packages.

The first one is your whopper. The really expensive one that no one will buy with the ultimate luxury product in it.

The 2nd one is your high-end, get-it-all package. The 3rd is your middle ground (some photographers price this at the

average sale they want). The 4th is below middle ground, but better than the bottom. The 5th is your bottom package with the least value and priced high

compared to whats in it (no collective discount. the client shouldnt want this one). Price this at the smallest amount you are willing to do a session (some price this at the average sale they want).

2. Set them aside for 3 weeks. DONT LOOK!3. When you come back to them, look at them as if you are a client.

Where is the best deal? Where is the most bang for the buck? If you go to a more expensive package do you get a lot more for a

comparatively reasonable price?

4. Now look at them as a business owner. Are they profitable? Do your packages meet a 25% or less cost of sales? Are they easy and quick to produce? Will your time to create them make the price worthwhile? Do they provide incentive for the client to spend just a bit more?


Are your best, most valued (to the client) products in the more expensive packages? Or can you get them cheap?

5. If you are doing a CYO (create your own) model: Is the soft minimum (the cheapest someone can leave your studio with

a purchase) a sale you can live with? Is your CYO built to attract the consumer to buy more? Have you built in incentives? CYO is basically A La Carte with rules. Do those rules get you where you

need to be $$-wise with each client?

We use the CYO structure with a hybrid (art and digital files) model. To see more on our pricing structure which also serves as our product catalog, we do offer it to photographers here:

http://jewelueducation.bigcartel.com/product/the-platinum-portrait-pricing-guide

Projection

The decision to sell in-person is a big one, but its also one of the most profitable choices you can make. A lot of photographers are scared to do it, and understandably so. It can be intimidating to sit there in front of your client and try to talk them into giving you $1K or more! If you feel like you are not a people person, or dont do well in this type of situation, it may be time to hire someone on a commission basis to do your sales for you. Once you know how profitable it is and how much time it saves you, you will be encouraged to switch.

I really believe the in-person sales process can be a soft sell. If you do a good and thorough pre-session consultation, it will simply be a matter of taking their order and showing them fun things to do with their images that they havent even thought of. That alone, will up your sale should you switch to in-person.

Your clients want your artistic input. Thats why they hired you. Your clients have no idea how to display photography. You have to help them. Your clients want attentive customer service: in-person sales give them that. Your clients want to be loyal to you: in-person service/sales helps foster that. Your clients want to be confident in their buying decisions: in-person sales can

show them that. Your clients want to know that what they buy will look good in their home: you get

the idea....


Getting started with projectionAre you on-location or do you have a meeting space where you can sell? Most photographers have these choices when it comes to defining a space to sell.

Location photographers:: somewhere publicgo their clients homeuse online meeting software.

Photographers with meeting space:retail locationoffice spacetheir home

Should you project?You dont have to. A laptop will work just fine. Some like to use Apple TV and AirPlay to a flatscreen through their computer or I-pad. Its better to at least start with in-person sales than not at all. Graduate to projection when you can afford it. I always say, get the presentation software like ProSelect first.

For those of you who want to purchase a projector, here is great place to start. These guys even have a team member who specifically works with photographers. What projector you purchase highly depends on your space, portability needs, the ambient light in the room, color needs and your throw distance.

http://www.projectorpeople.com/resources/photography-projection.asp

Presentation Software

Disclaimer: I am biased. I have been using ProSelect since I started and I cant live without it. I do NOT work directly for ProSelect, nor will I profit by promoting it (unless you decide to purchase it through my website, I get a little kickback from an affiliate sale.).

Someone once asked me if I had to be on a deserted island with either ProSelect or Photoshop which one would I choose? ProSelect. Hands down (even though there wouldn't be anyone to sell to on a deserted island. wink, wink). This software makes me six figures in revenue a year. Its easy to use and with its production capabilities, my clients FULL order (albums, cards, press products....anything) is at the lab being made 30 minutes after the client is gone.Cant live without it.


There are plenty of software options designed for presentation out there:

ProSelect (mac and pc)Studio Plus (pc only)PreeVu (mac and pc)YouProof (I-pad)PreVeal (I-pad)Shoot and Sell App (I-pad)

Before you decide which one to go with, consider these questions:

Does it sync with your accounting system or studio management software? Can it do any back-end workflow (production) for you? Does it have a full invoicing system? Do you need to use it on a laptop or an I-pad? What happens when you need to upgrade once your business grows? Will it grow with you? Will it pay for itself quickly?

Learning to Sell In-PersonThe first time you do it, you will be nervous. Just expect that. Unless you are the Bionic Man, or Mickey Mouse. There are a few things you can do to get more comfortable:

Learn the Lingo. Use the right terminology for words that seam cliche, negative or pushy.

Get comfortable with your software, so you wont fumble in the real deal. Create a step-by-step process in the sales room. How are you going to

lead your client through the sales process? Hash out any problems or objections that may occur and come up with

solutions beforehand. Practice over and over with a friend or good client who gets it.

Understand that it takes some time to get really comfortable with in-person sales. Just keep at it. And when you have the 6 Ps in place and are doing them well, the selling part will simply be taking an order and yet, your average sale will soar! Woohoo!


PoliciesSometimes policies are just hard learned lessons that you accumulate over time. Ugh. Sorry to say that, but its true. When you make a mistake in your business, or a client screws you over, you come up with a policy to deal with it in the future.

A good place to start is with someone elses policies that you can build on. So here you go, Im going to give you mine!

Caveat: You gotta give me your email though (yes, I am a business person thru and thru).

Head to this link: http://www.jewelimagesworkshops.com Sign up for our newsletter on the right side of the page. Once you approve your enrollment, you will be sent a link to our studio

policies.

I promise. I am NOT obnoxious with emails. We send one out about once a quarter. I will also not sell your email address. You have the option to unsubscribe should you wish once your receive the first one.

Legal Disclaimer: By enrolling and downloading our polices, you agree Jewel Images and/or Julia Kelleher cannot be held liable for the use of these polices in your business. Using them is no way a guarantee of profitability, avoiding customer service issues, increasing your average sale, or any other purpose or problem. We recommend you consult an attorney before implementing them. They were not written with legal counsel. Use at your own risk.


Communicating Your PoliciesIts one thing to have decent policies, its another to be able to communicate them to your client. And its so important to do so!

Some ideas:

Create an online form that your clients electronically sign stating they have read your policies ( see image below).

Go over the polices with them in-person at the pre-session consultation. Get a signature there instead.

Create an order appointment preparation guide that includes your policies. Provide this literature/marketing packet at the session.


When you beat your clients over the head with repeated information, they will get it. It has to be said repeatedly though. Hit all the senses. Make then listen, read and physically sign.

Final WordsCreating a system of sales like the 6 Ps serves good purpose:It will make things predictable.

Every client will go through the same process. You will be able to forecast your revenue/income. You can give yourself a steady paycheck. You will be able to plan other budgets: marketing, employee, equipment. You can forecast growth. You can show profitability. Your biggest job will be to just get clients through the door, not worry

whether they will spend. Your level of customer service will go up. You will increase your WOM referrals. Your client return rate will increase. Your anxiety will go down. You will have happy customers.

The 6 Ps of selling are just a model to create a system. As artists, our right brains have trouble understanding that something should be predictable, but owning a business is a balance.

You have to be : an entrepreneur and see the big picture. a manager to oversee the day to day. an employee to get the details done. an artist to see and be the creative.

Thats a lot! My hope is that this guide will help you get started, or at least get you thinking about profitability, selling and purpose. Owning a business is the hardest job you will ever love, but it sure beats the heck out of being in a corporate cage the rest of your life. Take it slow, be inspired.

Being a creative entrepreneur is 80% business and 20% art. Learn your business skills, find your purpose and excel.


How to find me:Julia Kelleher, M. Photog., Cr., CPPwww.jewel-images.comwww.jewelUeducation.comwww.facebook.com/jewelimageswww.instagram.com/juliakelleherwww.twitter.com/julialkelleher

Our Template & Business Tools Store For Photographerswww.jewelUeducation.bigcartel.com

Upcoming Workshops May 16-18, 2014 | Bend, ORProSelect & Sales - A Hands On Seminar For In-Person Sales(Limited to 15 students and filling fast. Register soon!)

In this 2-day course, you will learn the ins and outs of the worlds most powerful presentation software for photographers - ProSelect. Julia will teach you hands-on, the sales techniques, what to say and how to show, so that ProSelect is even more effective to your bottom line. Analyze your pricing and products so that they sell themselves. A small, highly intensive workshop, expect the personal attention you need to learn!


As one of the leading presentation platforms for photographers in the world, Proselect Software has a reputation for doubling, even tripling studio sales. User friendly right out of the box, it has given photographers the tools they need to create amazing in-person sales presentations to their clients. However, this software does SO MUCH MORE! Learn how the sales & design modules in ProSelect will allow you to create press-

printed products on the fly in front of your clients. Books, cards storyboards; all of it can be designed and then automatically created in Photoshopjust like a Photoshop action! Price your products, invoice your clients, and export all that data to your studio management software. Show your clients actual sized images on their walls. Place their images into wall

galleries and frame the images right in front of them with different mat options and orientations. A powerful presentation and design tool, and a sales and workflow module like none other, ProSelect will increase your profits, impress your clients, and speed up your post-order appointment workflow down to almost nothing.

This is an intensive, hands-on two day seminar covering all the advanced features of ProSelect Registration is limited to 15 attendees so Julia can provide one-on-one help. You should have a basic understanding of the presentation aspects of the software and be able to use it to show images to your clients. Julia will be taking you further in-depth and teaching you how to input your pricing, collections and use the invoice features. Bring your laptop, pricing materials and sample marketing pieces to class.

Tuition: $525(Limited to 15 participants. Includes Lunch both days and educational packet. Bring pricing materials, laptop with ProSelect and Photoshop installed, and marketing pieces.)

Click Here To Register


J & J BabyNewborn Posing, Sales and Marketing To Moms.Sept 16-18, 2014 | Koala, KS

Hands-On, Newborn Photography Workshop with two of the top newborn photographers in the world! Julia Kelleher, M. Photog. Cr., CPP and Julie Klaasmeyer, M. Photog., Cr. will teach this hands-on class at Julie Klaasmeyer Studio in Poala, KS.

J & J Baby is an intensive workshop teaching you how to unlock your creativity to produce stunning, emotive and technically prefect images of newborns. You'll shoot newborn babies alone and with their parents. Photographing a newborn with mom or dad truly gives them the sense of how small their child was. Just a few months later they will look at the images and not be able to believe their child fit in her arms. Epitomizing true, unconditional love, these images will touch your clients hearts and be an irresistible draw.

Come learn the art of newborn photography where the child AND her parents are the focus, and watch your reputation as a newborn artisan soar.

In The Studio Posing mom/ dad and baby. Asleep or Awake. Shooting with studio strobes and/or continuous lighting to get creamy backgrounds. Taking control of the session with body language and personality. Talking parents through a pose. Coordinating Sets/ Textures/Backgrounds for perfect harmony. Composing the shot for the most artistic look. Learning to see uniquely. Posing safety and newborn hygiene. Using The 5 Ss to help baby sleep.


Post Processing & Workflow Keeping Photoshop time realistic and efficient for maximum profit. Special bokeh effects and industry secrets for creating backgrounds. Getting cohesive skin tones. What to do when baby is too pink or jaundiced. High end design for specialty products that sell. Black and white- knowing how and why an image deserves it.

Sales Perfecting The 6 Ps of Sales | Creating a systematic approach to sales Using ProSelect and projection. Profitable Baby Plans. Dealing with difficult clients and challenging objections. Creating a system for great customer service. Pricing for maximum sales and satisfied clients. The question of offering digital files | How to do it profitably.

Julia Kelleher, Cr. Photog., CPP specializes in an organic, neutral tone of newborn portraits, specifically focusing on relationship portraiture with parents and capturing the tenderness of the unconditional love of a new child. Julie Klaasmeyer, M. Photog., Cr. has been named one of Kodaks "Photographer to Watch." She specializes in charming newborn portraits with a to-die-for color palette and a style that is uniquely delightful.

This workshop is a small, hands-on group learning environment. You will learn posing skills, leaving with an arsenal of new looks to try with your newborn families, and images for your growing portfolio. Well cover shooting newborns with natural light, and with studio strobes to still get soft, beautiful depth of field.

When you head home, youll know how to talk parents through the session, from calming techniques to complex poses, allowing you to take control of your session. Learn the latest in post processing and some of the industrys best kept secrets for enhancing bokeh, evening out skin tones, and perfecting black and white.


On day two its all about sales and how to create a sales system in your studio that gets you to your happy $$ place every time. Learn techniques in ProSelect that encourage clients to spend more and emotionally invest them in the process without pushing a hard sell. Finally, how to create a pricing structure that gives you the money you want while at the same time, gives your clients only what they want and need.

Two days of unparalleled learning that takes newborn photography to whole new level focusing not just on baby but also on mom and dad. Julia & Julie are a no-holds barred teachers who will share anything and everything to make sure you get it.

Be inspired! Be creative! Take newborn photography where no one else is going and thrill your clients at the same time.

Tuition: $1495 (Limited to only 25 students. 50% due to reserve your spot. Remaining balance due 30 days before workshop date. )

Register Here Today!


6Ps of Selling - Get Started Kit

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