NoBs Digital Dogbowl

Photography Marketing Tools: Projection Sales

Quite a while ago, about 1990, I bought two Ektagraphic slide show projectors with zoom lenses. Up until then, I would use what was called an opaque proof projector to show and sell portraits in my studio. The slide projectors were a huge stepping stone for me and very innovative as a marketing tool. I also purchased a large, high-quality, motorized drop-down screen that would descend from the ceiling before the presentation at the flip of a switch.

Of course, nowadays, with digital technology getting faster and cheaper than we ever thought imaginable, these tools are still available. But, they are lean and mean and only getting faster and better.

The fundamentals are still the same, however. When selling images that you've shot for clients in your photography studio, for the most part, the exact same steps are followed that I would use decades ago. Of course, we all have our own variations and tweaks and turns, but if you use certain strategies during the sales process with your video projector, you can earn maximum return on your sales. And that's a good thing.

Here's how it works. If I was using the opaque projector, or the slide projectors, or my video projector, I still follow the same steps. I would educate the clients well before the session that this was what they could expect. They knew and had no questions about when and how they were to see their proofs. I would do a little presentation just before the first image would be revealed to them. If this is done properly, they will be squirming with anticipation and eager to spend their money with you, assuming the images are good, of course.

I would explain that the images were not yet enhanced or retouched. I would show them samples of what I was talking about (from other shoots). You don't want any questions or confusion in their heads. A confused client makes not a buying client.

Now, the first image they would see would be one that I actually would have worked on and it would be one of my favorites. The first impression is SO IMPORTANT here. Never, ever, never, ever, never, ever let them see anything else beforehand any other way, especially a paper proof image or smaller ones on the screen. That first image goes for maximum impact and sets the pace.

I did this for years with the old fashioned opaque projector and the slideshow projectors (which, by the way, had a dissolve unit- oooo, state of the art technology it was!!). The technology behind the presentation doesn't matter. People are people, and, for the most part, they respond the same way. When they see that first image, and they have had all the information explained to them, their first thought, consciously or subconsciously, is: "yes! I love it!! It looks great!! I want. I want.

When you achieve this, the sale IS DONE. Fail to make a sale at this point, there is something else going on that is sabotaging the process, and you need to look a little deeper. When the client sees the rest of the images, all you need to do is sift through them and narrow it down to the favorites and makes suggestions.

Be strong, be a confident leader, and carry on through the sales process. If the word 'sales', scares you, then you need to get over it, or delegate this part of your business. Selling is essential. Selling for maximum profit is your duty and responsilbity. Shy salespeople have skinny bank accounts and cheap lenses.

Many clients already know in advance what they want. You would have discussed it well before the portrait session. If they weren't sure what they wanted, you would have dropped subtle hints, suggesting a wall hanging, some gift prints, and then you lead them to certain package offers.

Notice how I took the whole topic of video projectors and talked about the sales process. What does that tell you? It says that it's all about the sale. The process, the fundamentals never really changed. Video projectors and the software you use, are only TOOLS. Great tools, mind you, but tools nevertheless. Just like your camera and lenses. Just because you have some great gear deosn't make you a great photographer, right? You need to know, learn, and master the presentation skills required to sell, using video projectors, computer screens or opaque projectors.

What's great about video projectors is the size of the image. One of the largest exports in North America is entertainment. People watch tv and go to movies. Showing them a video projected image fits nicely into what they are already familiar and cozy with.

In our studio, we create a few variations. For example, a studio session would be straight ahead proof slide show. A location family session, which offered many photo ops and more images besides just the posed ones of the family, would have more 'story' and secondary shots. For this type of proof show, I would select a song to play along with during their initial viewing. I've even added some fun or sentimental title slides. I do the same with an engagement session on location or any session that would have more than just the selection of studio poses and add some music.

For weddings there is, in my opinion, no better way than to show the images, with music, theatre style. Again, I use the same techniques. (By the time the couple come in to see their wedding images, we've created a solid relationship.) I never show wedding images any other way for the initial viewing. Imagine the impact of seeing their wedding day come back to life with the 400-600 images that I've captured and creatively worked one and added some great music to. I love the anticipation, the smiles, and the emotions that showing a video projected show can produce. I love watching the shows myself, always getting as much out of it no matter how many times I've seen it.

If you want to download a sample slideshow that I created last summer, go here (32 MB, .exe file that will play on PC only- right click/save onto your harddrive).

This is one of many, many proof slideshows that I've created. Notice the file names across the top of each image. The first image that shows up is shown as color, b&w, and sepia to show the bride the options. Not surprisingly, it's the same pose she picked for a 20"x30" wall portrait for her home. (Clients will often pick the ones that you like as your favorites.) The power and impact behind using your video projector as a sales tool and marketing strategy is timeless and universal. People will always resonate with this media approach. If you aren't using one now, what are you waiting for?

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