How to Sell More Wall Art – 6 Tips for Photographers

– If you are a photographer
who’d love to sell more wall art than digital files,
but you just can’t seem to get many of your clients to go for it, then today’s video is for you. I’m going to outline great
tips for photographers who want to sell wall art. (light electronic music) If you’re earning a living
from selling digital files and you’re happy to do so, then great. Go ahead and don’t let anyone tell you what you should and should not be selling. It’s your business and your life. But, if you’re passionate about images being beautifully displayed on the wall, and selling digital leaves you
a bit cold and unfulfilled, then it’s time to design your business and your marketing
around stunning wall art. There are several things you
can do that almost guarantee most of your clients walk away
with artwork for their walls. So, let’s jump into what they are. Number one, feature wall art
in a big way in your marketing. How will clients know that
you’re all about wall art unless you make it abundantly clear? Feature wall art all over your
website and your eBrochures. Have testimonials from delighted clients, specifically talking about the wall art that they purchased from you. Use video to show your samples
off in the best possible way. Do behind-the-scenes live streams showing how you go about
designing wall galleries or how to hang them in a hassle-free way. Take photographs of the
displays in your clients’ home. Repurpose all of this into blog posts and social media stories. Make it impossible for anyone
to miss that your business is centered around displaying
photography on the wall. So look at your website and your client brochures at the moment. Can you honestly say that you’re making this
crystal clear, right now? In the beginning, when
you don’t have any clients who’ve bought wall art,
you’re just gonna have to get as much mileage as you possibly can from your gorgeous sample
projects and your mockups. You could eke that out for a good while, and you could get some
juicy marketing from it if you use your imagination. As soon as you get your first
client who buys wall art, go to town on that and get as much marketing
as you can from it. It all has to start somewhere, right? Number two is be savvy with your digitals. Even clients who want
wall art and buy wall art, they’re still keen on
owning their digital files, so use this to your advantage. Don’t sell individual digital files. Don’t even sell sets of them. Only sell them as a complete set and price them high, really high. This does two things. Firstly, it repels the
clients who are just looking for a few digital files and,
remember, that’s a good thing. It makes way for all the
clients who want wall art and allows you to create
really desirable packages for your clients,
packages they can purchase which include stunning wall
art and their digital files. Because these files
have a low cost to you, you can allow your clients
to make great savings when they opt for a package like that. So it’s win-win. They get great wall art that’s
going to be on their walls for everyone to see that exudes quality, and they get their digital files too. This only works if your
digitals are expensive, and you have plenty of
wriggle room in your pricing. You have to be brave here, and you have to go the whole mile. See, doing this in half
measures just doesn’t work. Number three is you must keep
your choice to a minimum. Putting every type of wall
product on your price list is going to completely
overwhelm your client, and it’s going to push them
towards digitals or prints. Or, even worse, they
won’t be able to choose. What do you love? What would you display
on your own walls at home if you could choose anything? Choosing the product
that you love the most will not only attract
clients who love those too, they’ll also be so much
easier for you to sell. We only choose to sell
classic framed prints, no canvas wraps, no acrylics. If someone asks, then we’re happy to source other products for them but, guess what, nobody ever asks. They come to us to get the products they’ve seen on our website
and in our marketing. Don’t overwhelm your clients
with frame choices either. Three or four is more than enough. You could have a wood
finish, a metallic finish, maybe a black and white finish, and you’ll find that
you’re covering most bases. Analysis paralysis is to
be avoided at all costs. Number four is plant the wall art seed and water it regularly, also known as your pre-sales touchpoints. Always assume, from the
very first point of contact, that a client wants wall art. Hopefully, you’re phoning
them whenever possible. If they leave a phone number, then you can assume that
they’d like to talk to you. Tell them that most of your clients end up with something
gorgeous for their wall, and ask them what they’d like to create. Yes, you might put some
of them off at this stage, but they are the ones
who just wanted a bargain on a few digitals, so
that is more than okay. Now that you’ve planted the seed firmly, you need to regularly water it. Send your brochure electronically or via snail mail to that client. Remember, it’s going to be
centered around wall art, and it should contain detailed pricing with images of the products
and different display ideas. Discuss wall displays again
at the pre-shoot consultation, and I would say a pre-shoot consultation is a must if you want
to sell wall products. If you’re doing this
in person or via Skype, show them your samples. Get specific about where they’ll
be hanging their artwork, and discuss the space and the decor. Get a photograph of that wall
space if you possibly can. During the shoot, mention
their wall art naturally as you’re working. This does not have to be sleazy. Remember, you’ve already
discussed it twice, and they might even know by
now what they’re going to buy. If you take a series of candid
frames of the kids playing, you can mention how great images like that can look as part of a gallery wall. After the shoot, hand them a
paper copy of your pricing. Yes, they’ve got a digital copy already, but now that they’re on
this high from the shoot, and they’re desperate to see their images, so give them something
to look through together before the sales session. Number five is shoot creatively
with wall art in mind. You’re going to find
that lots of your clients don’t want images on their wall where they are huge in the frame. Now that’s not to say that
you shouldn’t take closeups. Of course take them,
your clients love them. However, take a variety
of other shots too. Discerning clients are more
likely to purchase big pieces of wall art using an image
where the people in the shot are smaller in the frame, a
shot that’s a bit more creative. So practice these shots and
capture them for your clients. Take creative silhouettes. Use lots of foreground
and create negative space. These are going to look
fabulous on your client’s wall, and they’re going to be timeless. Number six is embrace in-person sales. Selling your photography in
person is pretty much essential if you want most of your clients
to purchase wall products. All your pre-sales
touchpoints will go to waste if you leave them to their own devices with a digital gallery after the shoot. Even if they wanted to purchase a beautiful
framed print from you, how can you expect them
to do that with confidence if you’re not there to let
them see and feel the samples, if you’re not there to show them exactly what that image would look
like inside the frame, if you’re not there to give
them your expert advice and walk them through their options? Don’t just prepare a
slideshow of their images for the sales session. Create some wall art
mockups using their images. Add these images to the
end of the slideshow. Make sure you have stunning samples to show them, nice and big. Now I know this costs money, but it all starts with just one sample. In fact, you can absolutely
start your wall art journey by offering just one wall product. Just make sure it’s a knockout one. If you’re not doing any of this stuff yet, it might feel a little bit overwhelming, thinking about implementing
each of these six tips. Please don’t think about them all at once. Just think about each
of them one at a time and break them up into little tasks. Then do one of those tasks each week until you’re ready to rock. It’s just all about putting it into a plan and chipping away at it. If you’re anything like our members, then this is the kind of
business you want to have. You’re excited by it, and you want to provide this kind of
experience for your clients. But the big stumbling
block is finding the time and putting all this into action. So, if that sounds familiar
to you, then please come and check out the Togs
in Business membership. We have in-depth courses and training that walk and talk you through
everything you need to do. But not only that, we provide
you with the accountability and the support you need to take action towards this
dream business every single day. It’s a membership for photographers who are ready to really step up a gear and create a business they love and that earns them a great living. Please do let me know if you
have any wall art sales tips to add to this list, or if
you just have any questions. I always love to hear from
you, and I read them all. (light electronic music)

5 Replies to “How to Sell More Wall Art – 6 Tips for Photographers”

  1. The membership is brilliant, I have learnt so much and I love the support! Thanks Julie, for another awesome video 😄

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