If you’ve been a photographer for any length of time, you may have heard people talking about IPS. Are you wondering, what is IPS photography? I’m here to unpack what it means, why it’s the easiest way to be profitable in your photography business, and how to do it.

Let’s start with the burning question.

What is IPS Photography?

IPS is a model of photography business that was very common before everything went digital. IPS stands for In-Person Sales. In this business model, instead of sending a client digital proofs to choose digital images from, the photographer views the images in person with the client at an ordering appointment and the client orders artwork.

There are tons of different variations to the IPS model these days. While many IPS photographers choose not to sell digitals at all, some include them in the art purchase, allow clients to add them to their artwork, or offer digital packages.

The main differences between IPS and the business models popular today that rely fully on digital delivery, are the client has the option to purchase finished artwork from their photographers, and the photographer is present to give a hands-on, well assisted experience from start to finish.

Many photographers feel intimidated by this model and worry they’ll feel like a used car salesman walking their clients through the purchasing options. It can happen, and without the right system in place to ensure your clients are bought into the model, it can often put both photographer and client in an uncomfortable position. However, IPS photography should be more about serving your client and giving them a stress-free experience.

Want to learn more about setting up an IPS system that doesn’t result in pressure sales? If so, I teach it all in my 3 Day Challenge! Find the next one here!

Why IPS makes your business profitable

An IPS business model is one of the easiest ways to make your business profitable. If you’ve been in business for a while and you’ve run your cost of doing business, then you likely know that offering digitals only means you need a lot of clients. With the IPS business model, selling artwork means much higher sales. Clients often spend 4 or even 5 figures on their artwork, meaning you need much fewer of them to earn a living off your photography business.

Personally, my lifestyle family, newborn and maternity clients spend an average of $2500 per session on albums, artwork and prints. Because of this, to hit 6 figures, I only need 4 clients per month.

How to make your Photography Business IPS

If you’re thinking this may be the right direction for your business, here’s how it’s done. As I mentioned before, there are many different variations to it. Personally, I offer Virtual IPS, as spending a lot of time in my car travelling to appointments wasn’t serving the lifestyle I wanted. But whatever version of IPS you pursue, all of them include these elements:

• Most involve booking over the phone. Since the process is so different from the more common digital-based style of photography, it’s extremely important to ensure your leads understand what they’re getting themselves into. Also, as the biggest selling point to IPS is the increased service, this is a great way to get to know your clients. (Get my Fill-in-the-blank Booking Script I use for booking clients on the phone for just $35)
• A Consultation. Meeting with your clients before the session is important for preparing your clients by giving them helpful tips and helping them with styling. It is also important to your sale as this is where your clients get the opportunity to see the artwork you offer and start thinking about what they might like to do with their images.
• An Ordering Appointment. After the session, set-up an ordering appointment with your client. Use a projector or zoom to show them their images. Walk them through narrowing down to their favourite and help them select and design artwork.

These are the main bricks needed to build an IPS photography business. You can add more levels of service for a more luxury brand, including hair and make-up, gifts or a client closet. Each photographer has their own unique way of offering this photography experience.

If you’d like to learn more and explore IPS with me, I have a free Facebook Community for photographers looking to learn more about IPS models, particularly offering it virtually.