Episode Summary: From The Corporate World To A $5k+ Average Sale with Tanya Smith
Release Date: January 15, 2025
Host: Nikki Klosser
Guest: Tanya Smith
Introduction
In this episode of The Portrait System Podcast, host Nikki Klosser welcomes Tanya Smith, a successful Canadian portrait photographer who transitioned from a corporate banking career to building a thriving photography business. Tanya shares her journey, strategies for achieving a $5,000+ average sale per client, and insights on managing a profitable and fulfilling photography practice.
Guest Background: Tanya Smith's Journey
Tanya Smith recounts her significant life changes that led her to photography. After a long tenure in corporate banking, she took time off to be a stay-at-home mom for her two young children. Following a divorce, Tanya sought a new path that would provide both personal fulfillment and financial stability.
“I was looking at... this was terrible.”
[02:57] Tanya Smith
Tanya's introduction to boudoir photography began when a friend encouraged her to experience a boudoir photoshoot as a client. Initially inexperienced, she faced challenges in capturing flattering images but persisted, ultimately discovering a passion for making clients feel empowered and beautiful.
Photography Focus and Style
While Tanya specializes in boudoir photography, she also offers a variety of portrait services aimed primarily at women. Her portfolio includes:
- Boudoir Photography (90%): Creating intimate and empowering images.
- Branding and Headshots
- Beauty Portraits
- Mother-Daughter Sessions
Tanya emphasizes maintaining consistent pricing across all portrait genres to simplify the experience for both herself and her clients.
“I don't charge differently for a different genre... It would work for any portrait genre, for sure.”
[04:03] Tanya Smith
Transition to Photography: Challenges and Learning
Tanya describes her initial struggles transitioning from a client to a photographer. Her first attempts at boudoir photography resulted in disappointing images, prompting her to refine her techniques and approach.
“I always did art... I even did a few little art shows.”
[05:00] Tanya Smith
Through perseverance and continuous learning, including attending Sue Bryce Education's Portrait Masters in 2017, Tanya honed her posing skills and business acumen. Her corporate background provided a solid foundation for understanding the business side of photography, which proved instrumental in her success.
Marketing Strategies: From In-Person Events to Word-of-Mouth
Tanya initially leveraged in-person marketing tactics to build her client base, including:
- Women's Shows and Bridal Expos
- Pop-Up Events and Silent Auctions
- Collaborations with Local Boutiques
As her business grew, word-of-mouth became a significant driver of new bookings, benefiting from years of consistent client satisfaction and referrals.
“Now, a lot of my clients... come from other clients.”
[17:41] Tanya Smith
Tanya acknowledges the evolving landscape of marketing, noting that while social media remains vital, consistent and diversified marketing efforts are crucial for sustained growth.
Pricing Strategy: Achieving a $5k+ Average Sale
Tanya discusses her strategic approach to pricing, which involves:
- Gradual Price Increases: Moving from $300 to $400, then to $700, and eventually to a $3,100 average sale.
- Per-Image Pricing: Charging consistently per image regardless of format, simplifying client decisions and maintaining profitability.
- Package Structuring: Offering tiered packages with clear value propositions, encouraging clients to opt for higher-value packages.
“I just made it super, super simple. So all I do is charge per image.”
[34:39] Tanya Smith
Tanya highlights the importance of aligning pricing with business goals to avoid burnout by reducing the number of shoots needed to achieve desired revenue.
“If you do the math and do the numbers and you're charging properly, that's really good money... I was at a half a mil for kind of technically working part-time.”
[14:23] Tanya Smith
Managing Workload: Balancing Quality and Quantity
To maintain a sustainable workload, Tanya implemented a strategy of:
- Increasing Pricing: Allowing her to charge more per shoot while reducing the total number of bookings.
- Hiring Assistance: Bringing on an assistant to manage administrative tasks and streamline the workflow.
- Consistent Scheduling: Alternating weeks with fewer shoots to ensure time for family and self-care.
“The logical thing is to raise your prices, which is scary no matter when you do it or how many times you do it.”
[14:20] Tanya Smith
Consistent Marketing: Beyond Social Media
Tanya emphasizes the necessity of sustained marketing efforts to keep the client pipeline active. While social media remains a component, she underlines the importance of diverse marketing strategies such as:
- Networking at Local Events
- Word-of-Mouth Referrals
- Business-to-Business Collaborations
“As long as they’re good with the $1790, then they're good and they'll book. Very cool.”
[40:48] Tanya Smith
Tanya notes that the ease of acquiring clients via social media has diminished over time, requiring photographers to adopt more robust and varied marketing tactics.
Package Structure: Simplifying Client Choices
Tanya shares her effective package structuring approach:
- Per-Image Pricing: Uniform pricing across all formats.
- Clear Value Statements: Highlighting the total value and benefits of each package.
- Upselling Opportunities: Offering additional digital copies or albums as add-ons or complimentary upgrades to incentivize higher purchases.
“I have my assistant in there who's also amazing... and it's just myself, Jordan, my assistant, and the client.”
[37:14] Tanya Smith
This method simplifies the decision-making process for clients and ensures transparency and fairness in pricing.
Client Interaction: Enhancing the Experience
Tanya outlines her approach to client interactions, focusing on creating a supportive and empowering environment:
- Reveal Sessions: Conducting in-person or Zoom sessions to review images together, fostering a personal connection and ensuring client satisfaction.
- Guided Selections: Assisting clients in selecting their favorite images to create a curated final product.
- Emotional Support: Being prepared for emotional responses, ensuring clients feel cherished and supported throughout the process.
“They almost always cry, which is kind of cool.”
[41:58] Tanya Smith
Tools and Products: Enhancing Efficiency and Quality
Tanya recommends several products and tools that have significantly improved her workflow:
-
AfterShoot: An AI-driven tool for culling and editing photos, which learns her editing style to streamline post-production.
“It can learn how I edit and then edit my photos the way I would do it in like, four minutes.”
[51:29] Tanya Smith -
Spider Holster: A comfortable camera holster that alleviates shoulder and neck strain, essential for maintaining physical health during extensive shoots.
“It's the same thing, right? Yep.”
[52:11] Tanya Smith
Overcoming Burnout: Staying Creative and Refreshed
To prevent burnout, Tanya practices several strategies:
- Creative Shoots: Engaging in projects that differ from her usual work to reignite passion and creativity.
- Taking Breaks: Regularly scheduling time off to recharge and maintain a healthy work-life balance.
- Collaborative Efforts: Involving family members or taking on new challenges to keep the work environment dynamic and enjoyable.
“I need to take maybe a week off or something.”
[44:52] Tanya Smith
Advice for New Photographers: Mindset and Persistence
Tanya offers valuable advice for those starting in the photography business:
- Maintain a Positive Mindset: Avoid getting bogged down by self-doubt and negative thoughts.
- Consistent Progress: Keep moving forward, learning, and adapting despite challenges.
- Value Your Work: Understand that your photography provides significant value to clients, whether through empowering them in boudoir sessions or enhancing their personal branding.
“If other people can do it, you can do it... it’s not going to be easy, but it’s definitely rewarding.”
[53:25] Tanya Smith
Conclusion
Tanya Smith's journey from the corporate sector to a flourishing photography business underscores the importance of strategic pricing, effective marketing, and maintaining a healthy work-life balance. Her insights offer invaluable guidance for photographers aiming to elevate their businesses and achieve financial independence.
Connect with Tanya Smith:
- Website: TanyaLSmith.com
- Instagram: @TanyaLSmithPhotography
Notable Quotes
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Tanya Smith
“One client, one friend of mine who was a model in her twenties... I managed to make a beautiful woman look worse than she does in real life.”
[06:40] -
Tanya Smith
“People say no because it's too pricey, but I’m not trying to be busier. I’m trying to be profitable.”
[15:38] -
Tanya Smith
“Business doesn't get easier, you just get better.”
[25:06] -
Tanya Smith
“The mindset part is probably the most important part that you have to learn and adjust, and it never ends.”
[24:26]
This comprehensive summary captures the essence of Tanya Smith's experiences and strategies shared in her conversation with Nikki Klosser on The Portrait System Podcast. Whether you're a budding photographer or an established professional, Tanya's insights provide actionable steps to enhance both your artistic and business endeavors.