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Done-For-You Print Prices

Episode Transcript

So if you have been selling prints for a while, and you’re listening and you’re thinking, “Okay, he’s going to drop some knowledge bombs on how to price my products,” this is probably not for you.

But, if you were just starting out, you’ve never sold prints before, then this is what I want you to do…

The 30-Second Print Pricing Strategy

I want you to skip it. All right?

Okay… sort of.

I want you to just take your costs and multiply them by three or four. Three or four, and move on.

We need momentum right now.

This is, like I said, the second biggest thing that trips most photographers up when they switch to selling prints. The first one is, “What prints do I sell? What products do I sell?” And then, “What do I charge for these things?” So for right now, I want you to just multiply them by three or four and move on.

Skip Pricing? Heresy!

Now, you might be all up in arms right now, so don’t stop listening to this if you’re thinking, “Oh my gosh, this is terrible advice. This guy has no idea what he’s talking about.” I want you to hear me out, okay? You’re thinking, “Hey, but this doesn’t account for my time. It doesn’t account for any of these other expenses that I have.”

And that is absolutely true. But, right now, again, what we need is momentum.

I have three main reasons that I think that it is better for you to skip really digging into your pricing right now, and circle back later.

Make it work today, and make it better tomorrow.

Related Post: Photography Print Pricing for the Mathematically Challenged

The Case for Skipping Pricing (… for now)

Those three reasons are this.

Reason #1:

Your actual prices, when you go through and say, “Okay, this is how much my time is worth, and this is how much time it takes.”

Those prices might terrify you.

You might do that math and say, “Oh my gosh, I can never charge enough for this. I could never charge these prices. I can’t do this.” And that might stop you from doing what you really need to be doing, and that is selling printed products.

Reason #2:

The second thing though, is that you don’t know what you don’t know yet. All right? So you’re really just guessing when you say, “How much time is it going to take me to do this, and this, and this, and this?” You have no idea yet.

So you’re kind of just putting out these made up prices anyway, so let’s just not do that for right now. Instead, three or four X your cost, and move on.

Do this for a while. Sell them at that price point for a while, until you have a good idea of what this process that you’re going to be learning through this series, of what this process is really like, because what’s going to happen is the third thing.

Reason #3:

You’re going to do this, you’re going to put this process into place in your business, and then you’re going to see that this process is amazing for your clients. Yes, it’s obviously great for you as well. But, it’s a really, truly good process for your clients.

What’s going to happen is you’re going to circle back to make it better with your prices. Those prices that were terrifying before, well now, you have the data to backup how much time it takes you to do everything. But, more importantly, you’re going to see those prices and they’re not going to be so terrifying anymore.

You’re going to look and you’re going to say, “Yeah, I’m worth that. In fact, I’m worth a lot more than that.”

So that’s what I want right now, I want you to just three or four X your prices, and move on, because we’re going to make it better later when you have a much better idea of just how great this process is for you and for your clients.

Psst… I’ve Done All Of The Work For You

So last week I gave you the list of products to sell.

This week, I’m going to do the same exact thing.

Path to Printmaker Product Pricing spreadsheet on tablet and laptop

I’ve taken that same list from last week, and I’ve gone and done all the leg work for you. I’ve gone and I’ve found every single cost for every size of each of those products that I think you should offer, and I’ve put all of those costs in.

All you need to do is go in and multiply those costs by three or four, and your prices will be done for you.

So you can grab those over at theprintmakersystem.com/prices.

That’s theprintmakersystem.com/prices.

Again, it’s every product that I think you should sell if you’re just starting out, and every size of every product, and I’ve gone and I’ve contacted the labs and gotten all of the costs for all of those products. It’s done for you.

I have no idea what we’re talking about next week. It’s going to be a surprise for all of us. But, I will see you then.

Again, I want to encourage you though, head over to theprintmakersystem.com/prices, and download that and be done with your products and your prices so we can move on and get you selling prints and not files.

Take care, I will see you next week. Bye.

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To Be Continued…

Since this was a quick-win kind of episode for those just getting started, it may not have answered your questions about how to set your print prices if you’ve been selling for a while.

Have no fear! I’m planning to dedicate an entire month of episodes just to pricing, so be sure to subscribe on iTunes or YouTube so you don’t miss those!

Be Heard!

What IPS-related topics scare you the most? What is that burning question you’d love to have answered? Leave a comment so I can be sure to cover it in an upcoming episode!

Episode Transcript

Hey, what’s up guys? It’s Chris here from the print maker system and I know that I disappeared for way too long, but I’m back and I’m starting a brand new series that I’m calling ips redefined. And in this series I’m going to walk you step by step through the nuts and the bolts of a six figure in person sales process and we’re going to leave no stone unturned. All right? We’re going to cover what to do and what to say in each of the meetings, why each of those meetings are important, how to choose your products, how to set your prices, how to increase your sales averages. We’re going to cover all of it in this series. So if this sounds like something that you think is going to help you grow your photography business, then I would encourage you to follow along. So if you’re on Facebook watching this right now, give this a like and a comment, all right?

If you’re watching this on youtube, make sure you click on that subscribe button and the little bell icon that’s going to give you a notification every time I post a new video in the series. And finally, if you’re listening to this on the printmaker podcast, then make sure you head over to iTunes, click on subscribe, and if you’re feeling kind, leave a a, a rating and a review for the podcast. All right?

Okay. So before we dig into the details, we need to start with the basics and that really is what is ips and why should you care, right? So most people think of ips as a sales process and edits. Very basic level. It is, right? But through the topics and the interviews and everything that I have planned for you in this series, I hope to redefine ips for you because it’s so much more than a sales process.

IPS, Redefined

All right? When done correctly, it’s a way to serve your clients better while also making more money. All right? So if I do my job right with this series, I think that you’re going to agree with me that ips should not stand for in person sales anymore. Instead, it should mean incredibly personal service because that’s exactly what this is.

This is a way to serve your clients better and incredibly personally. All right, so from a practical standpoint though, just so that we’re all on the same page, let’s talk about what a great in-person sales process looks like, and I call this the AEDD framework. Okay?

The AEDD Framework

It’s really simple, but basically what we’re going to do is we’re going to attract clients who want printed products in the first place. Then we’re going to excite those clients for those products throughout our process. We’re going to delight them with a sales process that feels nothing like sales, and finally, we’re going to deliver on everything that we’ve promised throughout the process.

All right, so again, that’s AEDD it’s attract, excite, delight and deliver and don’t worry. We’re going to dig really into each of these pieces throughout this entire series, but for me that’s what an in person sales or an incredibly personal service process looks like. We’re going to attract them on our website by setting expectations and only attracting the type of people who want printed products in the first place. We’re going to do this by setting expectations for price, for product and for process, and we’re going to set this on our website, on our blog, on social media, in an all of our communications. And again, don’t worry, we’re going to dig way deep into this in later episodes of this series. Okay, so attract next, we’re going to excite them for products throughout our process. This typically happens to the planning meeting and through the session and then through this thing that I call the magic moment between the session and the sales meeting.

So we’re going to, we’re going to be intentional about how we set up our process in what we say throughout the process to build that excitement. For all of these products that they’ve seen all over the place on our website and our blog and social media, right? And then from there, we’re going to carry that through and naturally guide that client to making a purchase. We’re going to do it in a way that feels nothing like sales. In fact, it’s delightful. It’s something that clients will actually go and tell their friends and families about a and refer them to you because of the process that you use. All right, and then finally we have the final d. So AEDD, attract, excite, delight, and deliver. We’re going to deliver on all of the things that we’ve promised. So a, for us, this literally means delivering.

We’re going to deliver and install any wall art products. We’re going to an deliver any products that they’ve ordered from us, and we’re going to wrap all of this up, tie it all up with a really nice bow and give our clients something worth raving about. If you’re wondering why your clients don’t refer their friends and their family, it’s honestly most likely because you’re not really giving them anything to refer them to. They’re not excited. So we want to make sure that we deliver on this and we do it in a way that really wows them. And this process does it. All right? So finally, why should you care? It’s like, okay Chris, this sounds cool, but is this really for me? Is this really better? And in really this process is better for both you and for your client. And let’s talk about this.

It’s better for you because number one, you can take on far, far fewer clients. All right? So most of our members make about four times more. What they make a before switching to this process, sorry, four times more after switching to this process than what they made before. Alright? So that means they can take on a quarter of the clients and still make just as much money or they can take on just as many clients they make four times what they were making before, right? You can make far more per client, obviously, like which what we just said. You can, you could just see your work printed and displayed and enjoyed and passed down. This is a big deal. If you’ve only been shooting and burning, then I don’t know that you really understand how fulfilling it is to see someone purchase your work and display it and enjoy it and pass it down.

It’s, it changes you as an artist in my opinion. Finally, you get to stand out in your market as somebody who is, who is doing something different than the see of shoot and burn photographers in your market. So if you’re thinking, oh well I can’t do this because everyone in my market shoots and burns will good, that’s great. You can be the only one out there doing something different. And while you won’t get all of the clients, that’s fine. You don’t need all of the clients. You need the ones who want this and who are willing to pay for it. And throughout the series I’m going to show you how to get those people all right. And actually there’s one last point, the level of service that you provide through this process, we’ll actually justify a premium price point so you can afford to, to raise your prices because the service that you provide justifies it.

All right? So, okay, that’s how it’s better for you. You probably have had an idea of how in person sales are or really even just product sales is better for you, but how is it better for your client? Let’s go over a few reasons here. Number one, you’re no longer saying, hey, here are your files. Good luck figuring out what to do with them because really that’s what we do when we’re shooting and burning. We’re saying, Hey, here’s your files. Good luck. You know, I hope the 17 year old at the Costco photo counter or the Walgreens photo counter can help you figure out what to do with these because I’m out. I’m moving onto the next client. Right?

The another point for why it’s great for the clients is that you’re doing all of the work. All they have to do is show up, answer some questions, and then smile during the session and you take care of everything else. Now, there is something to be said for the fact that you are doing all of the work for them because there are studies that have said that people now value their time more than they value their money. So if you can show them, I’m going to save you time and I’m going to save you a headache, then they’re gonna value that more than I’m going to save you money. All right? They’ll get something to enjoy and to pass down and they’ll get something to show for all of the effort that they put into this session. Think about it, when they book a photo session with you, what are they doing there?

They’re having the, normally they’re going to go out and they’re going to buy all new clothes. They’re going to get the kids ready. Let’s assuming it’s a family session. Get the kids ready to go through all of this process, all of this kind of hectic stuff to actually produce these. And then for what to have a few images to put on Facebook. No, that’s not okay. So this gives them something to actually show for all of the work. And all of the time that they put into it. So all right, so that is the kind of the introduction to this whole series we’re going to talk about in person sales or ips redefined and how this is not in person sales. It is incredibly personal service and I hope that you’ll join me up next we’re going to talk about products and pricing before because before we can really dig in to the mechanics of the ips process, we really, you have to have products to sell and prices to sell those products at.

So we’re going to talk about that next. Talk about how to choose products, how to set up your product mix, what types of products you should really be choosing, how many of each product. And then from there we’ll go on to how to price those products for profit without really stressing yourself out about like, oh, am I charging too much for my, for my market? All right, so I hope that you’ll join me if you think that this is going to be helpful for you. Again, please do leave a comment and like if you’re on Facebook, click on subscribe in the little bell icon. If you are on Youtube, and if you’re listening to this on the podcast, then thank you for listening to this on the podcast and make sure you go and subscribe over on iTunes and leave a rating and a review. I will see you in the next episode. All right. See Ya