Portrait Photography Sales Mastery

A step-by-step sales system to maximize profits with every portrait session.
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Instructed by Laurence Kim Photography / Portraits
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  • Lectures 54
  • Length 2.5 hours
  • Skill Level All Levels
  • Languages English
  • Includes Lifetime access
    30 day money back guarantee!
    Available on iOS and Android
    Certificate of Completion
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About This Course

Published 9/2015 English

Course Description

Do the other photographers in your area charge really low prices?

Are there dozens of new photographers starting businesses in your area every month?

Do you struggle to get your clients focused on your art instead of on price?

In a world where every other person you meet is a professional photographer, it's harder than ever to earn a decent income with photography.

Many photographers struggle to compete, and as a result, end up dropping their prices to poverty-level wages.

It doesn't have to be this way!

I've done the research. I've incorporated my years of corporate sales and business experience into the photography world. And I've painstakingly tested pricing and sales methods over the course of dozens of actual portrait sessions.

The result is the Portrait Photography Sales System that you'll learn in this course.

I'll hold your hand and lead you step-by-step through the entire sales process, including:

  • building an effective and profitable price list
  • what products to offer - and what products to ditch
  • what to say when the client first calls or emails you
  • how to run a pre-portrait consultation that will result in big sales - before you've taken a single picture!
  • how to shoot for the big order
  • running an efficient and effective sales session
There are NO aggressive sales techniques in this system - you'll sell big by building an emotional connection between your client and your art.
Will you make $1,500 on every shoot? Maybe yes, maybe no - a lot of it depends on where you live and the quality of your photography. But if you follow the steps outlined in the course you'll be on your way to making the most money you possibly can with your portrait photography business.
Here's what some students have said about my other photography business courses:
The best explanation of pricing ever!!!!!
Excellent! After several years of wedding photography, this really exposed my weaknesses in marketing of my wares and made my business side a lot simpler!
Excellent, valuable information! Laurence adds clarity to the very difficult topic of wedding package pricing. The class is broken into very manageable pieces, so you always know exactly what it is you are dealing with. The explanations are clear and precise, and full of real world examples. Highly recommended!

What are the requirements?

  • A desire to run a profitable portrait photography business

What am I going to get from this course?

  • Build a simple, profitable price list
  • Understand the psychology of sales
  • Get clients to desire your photography
  • Shoot for the big order
  • Run a super effective sales session
  • Turn your clients into your best sales agents
  • Change the conversation away from price and onto your art

Who is the target audience?

  • Portrait photographers who want to make more money
  • Portrait photographers who want a proven selling system

What you get with this course?

Not for you? No problem.
30 day money back guarantee.

Forever yours.
Lifetime access.

Learn on the go.
Desktop, iOS and Android.

Get rewarded.
Certificate of completion.


Section 1: Course Overview

Here's a brief overview of the key to sales and what we'll cover in this course.


Screen settings for best results.


Here's a brief preview of how the portrait photography selling system works.

Section 2: Basic Pricing Principles

Why photography is not scalable, and what this means for your pricing if you want to make a decent income.


Luxury products (like portrait photography) don't sell on price, they sell on emotion. Be the luxury product.


What you can afford doesn't matter. What you'd be willing to pay doesn't matter. That's because you're probably not your own target market, and that's okay!


Session fees give you insurance against a bad session. It will also increase the customer's commitment to buy.

Section 3: Pricing Design

A high-end restaurant only has a few items in an elegantly simple menu. You should strive for the same with your photography business.


The products that you want to sell the most belong at the very top of your price list.


If you're only selling really small prints, chances are your pricing ladder is too steep. Start selling bigger by flattening out that ladder.


You don't need packages, but if you do, keep them subtle. You should be all about selling art, not deals.


Everything about your business should signal high-end luxury, including your price list.


To sell up, name down. This will allow the laws of human nature to run its course.


Yes, you should offer digital files if your goal is to maximize revenue. Here's how to do it.


How to set the absolute level of your prices. Here are a few things to think about.


Here's my actual prices. Obviously, you're going to adjust your prices up or down depending on your location.

But regardless of the actual level, you can use this price list to model your own. For example, look at the % changes between my print sizes.

2 pages

Here's a PDF copy of my price list. Please feel free to use this for inspiration. Or just copy it if you'd like!


Please take the time to do this exercise before proceeding.

Section 4: Step 1: handling the initial inquiry

How do you handle the initial inquiry? This lesson explains what you need to do and how to do it.


Here's a sample script to give you some ideas on exactly what to say.

Section 5: Step 2: The pre-portrait consultation

The pre-portrait consultation is the MOST IMPORTANT part of the entire sales system. Here's why.


Your meeting space should give your clients an important first impression. The moment they walk in they should think "wow". They should also think "luxury", which puts them in the proper mindset. They should know they're going to be spending some money after seeing your space.


You need to make the right first impression. This lesson is about putting your client in the proper frame of mind.


Here are a few style resources for men and women.


The pre-portrait consultation is the most important part of the system. The studio tour is the most important part of the pre-portrait consultation. Ergo - this is the most important lesson in the course!


Let's continue with the tour. In this lesson I talk about albums and ask probing questions to get the client thinking big!


Okay, great advice on the studio tour - but what if I don't have my own space? Should I sell at Starbucks? This lesson shows you what to do.


After the tour it's time to review your price list. Keep it short and sweet, and don't do a lot of talking. Your client will become your best sales person.


The pre-portrait consultation is not just about building emotion for the big sale - it is about the shoot, too.


We're wrapping up the pre-portrait consultation, but there's one more important thing you need to do - assign homework!


A summary and concluding thoughts on the pre-portrait consultation.


Here are the things you need to prepare for a successful pre-portrait consultation.

Section 6: Step 3: shooting for the big order

If you want a successful shoot, don't just wing it! You need a plan if you want to get the big print order.


When shooting you're the big game hunter. Your mission: get that hero image. Here are some tips that will help.


After you've nabbed the hero image, it's time to have fun and get the supporting images for the album and gift prints.


Let's make a plan for your shoots to nab those signature images.

Section 7: Step 4: The Sales Session

Yes, that's what I call it - the SALES session. Be prepared to be amazed.


Selling online is a lousy way to sell compared to selling face-to-face. Here's why.


If you want to have a successful sales session, you must cull your images down to a manageable number.


How I quickly get my images ready for the session. Remember this isn't a course on Lightroom or image editing - I just wanted to give you a peek behind the curtains of how I do it.


I always start my sales sessions with a slide show to get the client's emotional juices flowing.


Now it's time for the client to make their choices. Here's how I walk them through the process.


After the images are selected it's time to discuss albums and digital files. This is incremental revenue, so make sure you don't forget!


In this lecture I discuss my typical results, as well as how to respond to a session that turns out to be a dud.


Here's how I wrap up the session: tallying the order, accepting payments, etc.

1 page

Here's my sample order sheet. Feel free to copy it if you'd like!


My favorite product vendors. No, I'm not an affiliate for any of them. I pay full price for their products because of their solid business practices, great customer service, and terrific products.

Section 8: Step 5: After the Sales Session

Every part of this sales system is important, even something as mundane as the client picking up their order! Use every opportunity to move your business forward.


You've had a great session and the customer is pleased. Don't let the relationship end there!


Here are some things you can do to prepare for your sales session.

Section 9: Course Wrap Up

Answers to common questions about the system.


Answers to common questions about the system.


What we've learned, and what to do next.


As a thanks for taking this course, here are some bonus $15 coupons for all of my other Udemy courses!

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Instructor Biography

Laurence Kim, Photographer, Small Business Coach and Teaching Expert

I've been teaching people from both Fortune 500 companies as well as individual entrepreneurs for more than 10 years. Throughout my career, I've been a Vice President in a major financial services firm, a freelance professional photographer, and a small business coach.

I've taught topics such as sales, marketing, software and business development. I've delivered approximately 2,000 training sessions during my career, both to individuals and to groups.

Now I want to bring my training experience to a world-wide audience through Udemy.

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