Most photographers are hesitant to jump into IPS because, as artists, we don’t think we’re salespeople. Or, we’re terrified of becoming a salesperson because we associate sales with icky underhanded tactics to convince someone to buy something they don’t want. The truth is, if done right, whether you choose to sell in-person or virtually, you don’t need to use gross tactics or convince anyone of anything. I’m going to share with you how to sell artwork without being salesy.

It truly all comes down to your process. There are three things that you need to have throughout your process to ensure the sale is made easily and you’re truly focused on serving your clients. Those things are my three E’s: education, expertise and empathy.

The number one key to ensuring we don’t have to use sales tactics like hiding pricing, or pressure sales is to ensure that throughout our process, we build trust with our clients by leading them through a sales journey that starts with the first initial phone call and culminates in their artwork purchase. With the right process, the sale should be made before the session is even photographed, and the sales session is just coming up with the specifics.

Sell artwork without being salesy by EDUCATING your clients

This one is really the most important part to how we sell artwork without being salesy. We educate our clients every step of the way right from the first interaction on how we are different and what we offer so there are no surpises! No one should get to any point in your process and say “Oh, I didn’t realize you did this.”. You offer a different process than the majority of photographers, so you need to assume your clients think you’re the same if you don’t educate them on what’s different!

By starting with an initial phone call, during which we can walk them through our process and explain what the benefits are to them, and leading with a realistic investment average, our clients are fully informed about what they are getting themselves into when they book, taking the pressure off the rest of the process so you can focus on serving their needs, knowing the sale will come naturally once they view and fall in love with their images.

Build trust in your sales process by showing that you are the expert

Throughout the pre-session process, through an initial phone call and consult, you set yourself up as the expert by staying in control, sticking to boundaries and solving the problems your clients are facing. By showing your expertise at more than just taking photos, you build trust with your clients. When you serve them by helping with styling, and decorating, as well as caring for their needs, they don’t feel like you’re selling to them, but caring for them.

When we’ve built their trust in us as the expert in the photographic experience along the way, we approach a sales session differently. Instead of convincing clients to purchase artwork, were guiding them toward the best fit for the images they love so they can enjoy them the most.

Instead of trying to convince clients, have empathy

As photographers, we love to have a response to every objection that comes our way so that we can make that all-important booking. But rather than just rattling off your response to an objection, it goes a long way when you can show some empathy. Put yourself in your clients shoes. If you would feel awkward in a situation, don’t put your client in that situation. If they have concerns, address them with kindness and work with them to find a solution, turning hesitations into trust.

Using these principles, you’ll never be in a situation where you need to use pressure to gain 4-5 figure sales in your photography business.

Interested in learning how to put these things into your process with step-by-step guidance? My group coaching program, including the A-Z course on setting up a sales process that sells for you, might be what you’re looking for!

Like this post? Find related ones below:

• Why IPS Serves your Clients Better
• 5 Things I Regret Spending Money on in my IPS Business