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Rangefinder Magazine
Features/February 2002
That Added Bonus: Frame Sales by Lisa Pace,
CPP
To have a successful portrait business in today’s market, one must
try to bring in as much income outside of actual photography as possible.
In my studio, many add-on products are available such as cards, albums,
oiled portraits, watercolors, and frames. Frames can actually double the
amount of the total sale. By offering frames as an add-on you can pull
in some extra income.
Let’s face it—most of our clients have three framing options
when purchasing a wall portrait. They can 1) Frame it immediately, 2)
put it under the bed for framing later (which may or may not ever happen),
3) use a frame already purchased. All options include a frame. So, this
is a potential sale for the studio. It has to be framed somewhere why
not in the studio? You want the biggest possible sale! So where do you
go from here?
Begin by trying to pre-sell. You want to sell a wall portrait and have
it framed upon delivery in the frame selected by the client. There are
several ways to accomplish this goal. All of my clients are personally
referred. So the price list is sometimes the first contact with a new
client. There is a notation at the end of the list stating the wide assortment
of frames available. This introduces the idea of framing to the client.
The next step is to begin to visually educate the client about frames.
Each of the frame styles available to clients is displayed on portraits
throughout the studio. This lets them see different styles and is more
effective that corner samples. The sales area is arranged with a sofa,
mantle, and love seat. Each piece of furniture represents real household
situations. The mantle has a 24 x 30 portrait above it. The sofa has a
30 x 40 and there are four 16 x 20 portraits above the love seat. This
is done to contradict the idea that purchasing an 11 x 14 is the perfect
size portrait for above the mantle. The four 16 x 20s above the love seat
are from a single-family session to increase the number of framed wall
portraits from one session. All these tactics stimulate framed wall portrait
possibilities.
Finally, upon previewing the image, the client should be asked, “Would
you like to look at framing possibilities?” The answer is usually
“Yes,” because everyone is interested in discussing framing
options. Even if they make their frame purchase somewhere else, they are
open to discussion of the topic. The client reviews the sample frames
on display while discussing several key factors. These factors consist
of proper frame width for the selected size portrait, home decor, portrait
style, and previously purchased frames. This begins building that special
relationship between the client and the photographer. Clients will begin
to trust your opinion and see that you are interested in helping—not
just selling. It takes a while to realize that your clients actually value
and are paying for your professional opinion. They actually trust your
judgment. This allows you to have an influence on the final appearance
of the product you have created. You want your work, which is a part of
your heart and soul, to be displayed in ways that compliment the portrait
and the studio. Nothing can take away from your creations more than poor
presentation.
Frame sales are also offered as a customer service. You may tell your
clients “I make my living through portraiture, the frames are offered
for your convenience.” You want your clients to leave your studio
with a useable product. You have done them an injustice if you sell them
a product that they cannot use. That is what an unframed wall portrait
is—unusable! By providing a framing service your clients are able
to enjoy the product instantly and in today’s society that’s
what we expect. Customers actually enjoy leaving the studio with their
framed image ready to use. One-stop shopping says it all!
It takes so little to offer this service and the benefits are numerous.
Less than 10 minutes is all it takes to frame a portrait and very little
equipment is needed. You’ll need: a point driver, ATG gun, pro trim
knife, and a screwdriver. The selection of hangers varies, depending on
moulding width and weight. Saw tooth hangers are acceptable for mouldings
less than a 13ž4 in. width. Screw eyes and wire should be used for wider
mouldings. Backing paper is optional but really makes a neat finished
product. To enhance this try using wrapping paper purchased in a bulk
roll in colors that match your studio’s theme. That extra little
touch goes a long way for that professional customer service. And don’t
forget to “sign” your work with a sticker bearing your company
logo.
Lisa Pace, CPP and her husband Greg Pace ,CPP own and operate Portraits
by Pace in Muscle Shoals, Alabama. Lisa photographs children exclusively
and is currently serving as Alabama Director in PPMA, as well as working
toward her Master and Craftsman degrees.
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