NEWSLETTER for MARCH 1984
IS YOUR MARKET
you decide that you are going to have negative retouching, have
it on all of your orders and consequently build the price in
to your first print price. So this will mean that your price
list will cover the negative retouching on the first print,
and then extra prints are less. I do not think you can charge your customer an extra
item for negative retouching, as it is an item that will create
ill feeling and arguments. I remember the days when we did negative retouching on
black and white and the arguments that were a common place when
we charged a negative retouching fee. You will have to do what we eventually did, which was
bury the price in your first print price, to cover all of your
extra costs that there are in making that portrait.
you want to go good, better, best, ah la Ramsey, you can still
do this by pricing your sitting fee to different levels, for
the number of photographs you take and the number of clothing
changes you do.
it could be better for you to decide what your work is worth,
price it accordingly to have the number of negatives you wish
to take on the average sitting, and go for it.
TO SELL LARGE PORTRAITS
I believe you need a zoom lens, which you would probably have
to get from Kodak. This
will fit a Carousel or something else, and you would probably
have to have an engineer design a fitting, so this lens will
fit onto your push pull projector. This of course is probably going to cost another $40.00
to $50.00 and the lens, depending on what you can pick one of
these up for, probably around $100.00.
believe you need the push pull projectors so that you can treat
the transproofs just the same way as you would showing proofs,
in so much that you put them into two different piles. This means you can go through them and put them from
one pile to another, so that you have the possibles in one pile
and the not possibles in another pile. You of course show them all at 4011x60'1size,
so they get used to a big image. The minute you show the first one, which of course is
the best one at that size, you don't tell them what size it
is, but you tell them the price. For example, this is the $5,000.00 size. Every time you change the size, you tell them again the
price and not the size. You must tell them the price immediately, so that the calculator
that everybody has running in their mind, does not get started. You want to start the calculator at your price, rather than their price, so that you have established
calculator works in this manner. Say you hear an advert from K-Tel advertising a record
and they may say, it is a record of the Beatles. Your calculator starts off and it says to yourself, "Oh
yes, $9.95". They then go onto say that they have included in it every Rock
and Roll Star for the last 10 years, so your calculator goes
up a little bit more and says, "Oh yes, $15.95". As
well as that they say you get a booklet describing the life
of Kenny Rogers and you say, "Oh yes, $19.95". Then they come to the punch line and say, "All this
for a super value of $10.95", and you say to yourself,
"Ah, that's a good value".
the same thing applies with portraiture.
if you start off with the 40x60, and establish your price of
say $5,000.00, a 10x8 at $300.00 is going to sound mighty reasonable. O.K. the prices
I have used are a fraction more than what you would be charging,
but you have an idea of the thinking and an idea of the
sales technique. Always
mention the size by price rather than size. Use transproofs so that you can get a good, clean, bright image. Always
start off with your largest print first, even if you never hope
to sell that size and mention your top price. This will make your other prints seem more reasonable.
this sales technique you may be surprised at what you can sell.
I think it is possible to get prints at these extremely high
prices, if you have the ability to produce on the negative,
the quality. We
will be announcing new services later and these will help you
get those prices.
We then discuss Negative Retouching which had not been done since the introduction of colour.
Now with Digital printing & PhotoShop there is a complete new ball game as to what you can offer your customer....so let us look at the situation as it was in 1984 and the ways I suggested cashing in on this new service/skill...
people have money to spend and may have a lot of money to spend. I believe it is now feasible for somebody to do a Phil Charis
type operation in New Zealand in each of the major cities. You only need a very small percentage of the population
to be your clients and at the prices you will be charging, will
be placing you in that category, providing you can produce the
quality. can probably only think of a maximum of half a dozen
photographers that have the capabilities of producing this quality. Even they will have to work at smartening up their image,
to move into this group of people with money to spend.
these people walked into your Studio, you must ask yourself,
do you have on your price list a portrait that you can get in
an excess of $1,000.00 should they wish to spend this much,
and does the portrait and your establishment look like it is
worth an excess of $1,000.00. These people are not fools and will not pay $1,000.00
for rubbish, so the product and yourself have got to look like
it is worth an excess of $1,000.00.
will be articles in future Newsletters from Jane Conner about
how to sell retouching and what you should be looking for in
lighting etc. Read them carefully. We hope to run seminars on what the photographer must
do and the sales person must do to make retouching profitable
for your studio. The market is there, we can now produce the finished product,
all you have to do is to be able to take it and sell it.
not forget if you are sending a print in for negative retouching
there must be a proof acompanying it, so the retoucher can see
what is required. If
there is no proof, we will automatically do you an extra 5x4
and charge you for it.
to reduce your costs and if you have the proof, send it in.
KODAK PROMOTION (This could apply
to ANY Promotion)
can see all sorts of possibilities with the first of these items,
say 13x18, we say 13x10.
this is a free sitting and a free 5x4. Your client has paid nothing, so you are under no obligation
to let them take the proofs, previews, originals, call them
what you may, home at no charge. It has been proven in studies overseas, that if you can
go to the home and project onto the wall where they want the
photograph to go, you will get a much larger sale. This of course assumes that you have plenty of room round the
image, so that you can make them big.
photographer I know makes his clients sign for the proofs when
they leave the Studio and if they are not returned within 3
days, the contract says that they are sold and they will assume
the full charge. Of
course this particular Studio is not a volume operation. They do use the telephone a lot and they do telephone
their clients saying do not forget tomorrow is the day you have
to return the proofs, and I think if you are going to this sort
of operation, this is something that you would have to do. I do not believe you can do this sort of thing without
reminding your client, without creating ill will.
Do not forget when they call to pick up the proofs, try and get 2 people there and try to project some of the better ones, because if they go out with a fixed size in their mind, it is much easier than trying to sell them up later.
not forget to treat these people as if they are full paying
customers and give them the full treatment. Do not push them through a sitting every 5 minutes. There is no use taking thousands of photographs if you
do not have time to do proper selling and if your workroom cannot
handle the load. Work out how many you can handle and book that many per
is my believe that if you go in for this promotion, you are
going to have to be looking at handling at least 5 extra family
groups per week. That means a minimum of 60 family groups during this
period and I think this is what you have to aim for, for this
promotion to be what you would call a real good success. I feel you are going to possibly have to try to aim for
an average in excess of $100.00, preferably aiming for the higher
level of $200.00 to $300.00 per sitting. There are many Studios who will double or treble this
minimum of 60, 50 start thinking about it now and start working
out ways that suit you to promote this promotion.
feel the best opportunities for promoting this promotion are
what I call the direct method, in other words, going to the
families rather than to the whole community through the newspaper. Wherever there are families, get some brochures. Wherever there are families, put on displays, to make
a real effort to turn a loss period of your year into a profit