How to Sell Albums to Seniors Using Psychology

Josh FisherThanks to Finao for letting me guest blog post to all of you awesome Finaons!  Allow me a sentence or two to introduce myself:  I’m Josh Fisher and I run a wedding and senior portrait studio in Moore, OK.  I also teach senior portraits at www.seniorportraitsecrets.com – They’re both a ton of fun to run :)

Albums have been one of our best sellers with senior portrait clients.  They undoubtedly have a higher value than a print in the eyes of a client.  But one of the best things about albums vs a large print is that clients actually take these products out into the real world which leads to word-of-mouth referrals.  You can’t imagine your client hauling around a 20×30 matted print, right?  No. but they DO carry around their 8×8 or 10×10 album when they are meeting with close friends and family.  It’s just one of those things they HAVE to show.

So we work hard to sell as many albums as possible.  Almost every client leaves our sales room with one on order.

And we use some psychology to get this done :) 

1 – Sense of Ownership

The first thing we do in our sales appointment is start the process of creating a sense of ownership in an album.  No, we don’t show them a slideshow first, or go through their images first, we don’t even let them look at their images until they look at a physical sample of an album.

Why?

It’s called the Endowment Effect, which states that consumers place higher value on products they own than on those they don’t.  So your goal is to create a sense of ownership with albums.

How do you do this?

Studies have shown that the longer someone holds a product in a store, the more likely they are to purchase it.  In fact, simply by holding an album, our clients are already developing a sense of ownership of that album.  The power of touch is one of the biggest weapons of influence on the buyer.  Take full advantage of that!

And we also do this by our choice of words and our process.  Before they look at their images, we start having them pick out their album cover by looking through Finao’s non-leather swatch kit.  Our seniors go CRAZY over all the awesome options.  Like seriously bonkers.

Some of Finao's amazing fabric swatches. This is just the tip of the iceberg!
Some of Finao’s amazing fabric swatches. This is just the tip of the iceberg!
2 – Have a Killer Product

A lot of clients come in and just want to purchase the disc of images. Then they want take that disc and make their own album with Shutterfly.

You can easily kill this option by having a Shutterfly sample album next to a Finao playBOOK sample.  And along with the swatch kit, they’ll be so involved with their own album right then and there that the option of printing it themselves is now out of their mind.

(RELATED ARTICLE: SHUTTERFLY VS PROFESSIONAL PHOTO ALBUMS)

3 – Create an Emotional Connection 

The number one way to create an emotional connection is to pre-design their own album and show it during the sales appointment.  We just do quick spreads and we use Fundy Designer to do it.

Use the ownership angle again…

“I’ve designed YOUR (not “an”) album, so we can see exactly what it WILL (not “could”) look like.  Of course, if you’d like to swap out any pictures, we will customize it to make it perfect for you.”

They’re seeing their own album on the screen, instead of JUST seeing a sample album of someone else.  Plus, who knows…maybe they just buy it because they don’t want to waste the time you already put into designing it…haha!

Screenshot of a simple album design for senior portraits using Fundy Designer.
Screenshot of a simple album design for senior portraits using Fundy Designer.

If you’re loving where this is going, read the rest here: 

http://www.seniorportraitsecrets.com/how-to-sell-albums-to-seniors-using-psychology/

Cheers,

Josh

One last thing!

Today I am excited to announce a new brand created by me and the artists behind Josh Fisher Photography. For the past two years, I’ve been using an exclusive set of Photoshop actions and Lightroom presets. Exclusive because my team created them specifically for me and my brand. I’m calling it the Josh Fisher Editing Collection.

In a world of senior photographers that all look the same, I’ve been able to stand out in my local market and attract stylish seniors.

This has given me an unbelievable advantage over my competition. Over and over again my clients say how different my work is compared to everyone else. And they love it. And even better…they spend more money with me.

I’ve taken my entire fine-tuned workflow and packaged it up for other senior photographers to use. These are step-by-step recipes. No more messing around with stuff in Photoshop and Lightroom.

I’m also incredibly excited to say that CG Pro PrintsStickyAlbums and Finao have partnered up with me in doing giveaways for the launch of this product. So enter in the giveaway below and check out www.joshfisher.co to learn more about the Josh Fisher Editing Collection.