| Biography:
Twenty years ago Michael began studying, developing and refining his photographic and business management techniques, which are now at the height of photographic industry standards. In a relatively short period of time, utilizing the marketing systems and sales strategies that are discussed in-depth during his seminars, Michael turned a small studio into a Super-studio that consistently grosses over one million dollars per year, even in recession years. His portrait awards have now come from every level of the industry. Michael’s work has been featured in the PPA Loan collection and Showcase books. He continues annually to win awards in national, regional and state competitions including Photographer of the Year (Triangle Photographers Association). His accomplishments include the Photographic Craftsman, Master of Photography degrees and PPA certification. He has also been selected for the prestigious Kodak “Pro Team”. Michael is currently one of only 13 Kodak “Mentors” He has also recently been awarded the new Approved Photographic Instructor designation. Michael has photographed many celebrities from the entertainment and sports industries, including Faith Hill, Jeff Foxworthy, Bill Cosby, Kenny Rodgers, George Carlin, Luther Van Dross, Arnold Palmer, Dan Marino, Robin Williams, Bette Midler, Christina Anquilera, Joe Montana, and many others. Michael’s most fulfilling career rewards come from his loyal and growing portrait client base, from his hometown of Pittsburgh Pa. The financial rewards from his photography and business management techniques have made Redford Photography one of the most successful portrait studios in the country. His lecture programs are based on a great deal of day-to-day, client-involved knowledge. Unique and highly successful marketing, sales, and business management systems are shared in a down-to-earth, and humorous presentation. Michael has blazed the trail and taken many arrows. He now has the tried-and-true map to portrait studio success. In his seminars he openly, and honestly shares in-depth, highly specialized knowledge that only experience and the resulting wisdom can provide
Program:
Marketing, Shooting, & Selling For Children, High School Senior, & Family Portraits
The strategies and specialized portrait knowledge shared in this seminar will quickly increase the quality of your portrait and business life!
At this program you will learn…
How to find, shoot, and sell to the best Children, High School Senior,
& Family Portrait clients.
This is basics and beyond instruction for photographers of any experience level.
Some of the subjects covered….
MARKETING
How to use networking and other marketing methods to attract great clients from your area.
How to quickly and easily qualify prospects on the phone so that you spend time with the most profitable clients.
How to generate multiple profitable sessions from a community display.
Many seasonal, annual, and promotional events that consistently draw the very good clients from your area.
SHOOTING
The basics and beyond of hi-key, low-key, mid key, window light, and outdoor portrait lighting.
SELLING
How to design a very effective price list and selling system that will have your clients instantly paying you very good money.
ARTICLE:
Portrait Selling Tip From Michael Redford
Getting the client to respond from the emotional side of the brain during the sale is one of the most powerful ways of getting your sales averages up!
We always give out a printed price list at the end of the session. We ask the client to assume that we have succeeded and that there will be at least 3 to 6 images that they will love after we and they have edited from the images created during the session.
We ask them to look over the price list and to think about where the images will be placed in the home. We ask them to also to give thought to who may receive gift prints.
When they return a few days later, we begin our sales presentations by showing a slide show with music of their images. I have edited very well the images from the session before showing the slide show. I show only the best 20 or 30. (I usually shoot around 100 images during an average session).
We then go back to the beginning of the show and show one image at a time. We ask the client to let us know if each image is a maybe or a no. I hope to have them say maybe to at least 10 or 15.
I at that point verbally go over the price list.
I have found that it is imperative to have a very, very simple price list so that the client can mentally understand it quickly. Having a complicated price list can very much slow down getting the money. I believe a complicated price list also promotes the hated “ I need to think this over” objection!
Our price list is Ale-Carte for each size, or collections. The collections include a wall portrait, (11x14 up to a 30x40, and 5 smaller images). (8x10 or smaller are smaller images).
Our 8x10’s and smaller are all the same price). 1 8x10 also equals 8 wallets of the same image. This makes our prices very simple for them to understand.
If we are asked by the client why they don’t get 2 5x7’s or 1 8x10 like the mall photographers we tell them that we make the photographs one at a time, which we do. We tell them they are “handmade” with much more care.
The client may choose up to 6 different images from the session for their collection.
Our collection prices go up $100 per wall portrait size.
After telling them the price of collections I then tell them that it’s truly best to pretend that the photographs are free!
I recommend that they put a “dream” package together for their home, family, and friends, not giving thought to price at this point. They know at this point a ballpark of what we cost because I just told them.
Women at this point have no problem telling me what they want. After the client puts the dream package together I calculate the package, (They are many trades in the package). For example 2 8x10’s equal 1 11x14) so I figure the final price and tell them the final price. I at that point am very careful to stop talking. I let the final number sink in their head and wait for their response.
It is truly amazing how they all just get into the dream mode. They just start putting together a package of wall portraits and gift prints.
We also offer 3, 4, and 5 piece framed and matted collections. And other items such as canvassing on the wall portrait. These items are merchandised on our sales room wall.
This takes a little practice but when you learn how to do this you WILL be amazed how easy it is for people to dream their way into much higher sales for your studio!
I have come to the conclusion over 20 years of doing this that people can handle one big number much easier than 5 or 6 smaller numbers adding along the way!
Of course 99% of the dream orders get purchased. This is by far the best idea I have ever used in the sales room! We have found that people can handle a higher price than they had planned.
Michael Redford has a complete line of DVD video presentations on the operation of the contemporary portrait studio. Much information on marketing, photography, and sales of portraiture is available at www.michaelredford.com. |
