A Soft Sell For Your Photographs

A Soft Easy Selling System making your skills and your business appear valuable is essential, because not only will you start to believe it’s true, others will too. If you value yourself highly, it is more than likely others will value you highly too.

Hard sell can sometimes appear to be desperation. If all the right things are in place, the sales will generally fall into place. Selling is always a numbers game, a business of averages. Giving people the opportunity to buy in a non-pressured environment will give you the best result. In other words giving the client a product that they want, at a price they are willing to pay.

Is your work worthy of the price that you are charging for it? I suppose that we have all had those bad experiences with salespeople who were pushy, and use all those clever salesperson-type questions that lead you to say yes when you meant no! I didn’t want to be like that.

I had one of those experiences, and from that day I vowed that I would never be that type of salesperson with the selling of my photography. So I came up with a fantastic sales system that I call my “retail sales system”. No pressure on the customer, and no pressure on me.

A system that anyone can implement in their photography business, to maximize the sales, and leave the customer feeling happy with their purchase. You need to be successful at selling your photography, but at the same time, you do not want to put your customers under pressure or make them feel uncomfortable in any way about purchasing your images. You must always build trust with your customer.

This can be done by being open with your pricing and having knowledge of your product. It is amazing how many photographers that I have spoken to, do not sound convincing when I ask them their prices or to describe their various photography products.

By asking emotive questions like “How do you feel about that?” will also help the customer to mentally evaluate what they really like. You must be patient when you are selling your images. Do not rush the sales process, as it is a process that should be allowed to come to its own conclusion. Allowing one hour for the sales presentation is usually the amount of time that should give you the desired result.

Grab my FREE e-book “The Portrait Photography Soft Sell Guide.”

Email info@berniegriffiths.com

20 Must-Haves Before You Open Your Photography Business

  1. Register a Business name
  2. A Legal Entity….Business structure…Sole Trader, Company, Partnership etc
  3. A Website
  4. An Accountant to advise on tax, funding for retirement etc.
  5. A Professional email address eg not Gmail.
  6. A simple Business Plan containing your financial goals.
  7. A structured Price List with suitable products.
  8. Photography equipment Insurance, depending on the total value of the equipment.
  9. A Logo to give your business a professional look and trust.
  10. A Business Facebook page to allow you to do Facebook advertising. 
  11. Public Liability to protect yourself and your business from accident or injury to clients. 
  12. Electronic Point of Sale facility, like Square, to take credit and debit card payments, live and over the phone.
  13. Get a Calendar set up like Calendly.
  14. Get landing page Software like Jotform.
  15. Invest in a CRM like Tave, Light Blue, Studio Ninja, or Sprout Studio.
  16. Email marketing software like Mailchimp for email campaigns.
  17. A business Credit Card to pay business expenses.
  18. Accounting Software like MYOB, Xero, Quickbooks.
  19. A Marketing Plan and Strategy.
  20. A Coach or Mentor to guide you into building a Solid Business Foundation

The Millionaire Photography Business Coach

Cydney O’Sullivan, founder of Millionaires Academy, is an 18-times best-selling author, and shares the insider secrets she’s learned from building million dollar businesses for over 30 years. She has taught thousands of other experts how they can become more profitable as celebrity influencers.  

In this interview she talks to photography business coach Bernie Griffiths and how his unique “5 Steps to Freedom” coaching program is having so much success all around the world.


Watch the video on opening your first studio using the “5 Steps to Freedom” Coaching Program.


Photobizx And Bernie Style Facebook Ad Challenge

This Podcast is where it all began. The explosion in Marketing that has earned thousands of dollars for photographers over the last 3 years. This is the episode on Photobizx that started a Photography Business Revolution, and changed many photographers lives.

It is one one of the main reasons that Bernie is now often referred to as “The World’s Number One Photography Business Coach.”



You Must Grow these 5 Numbers in Your Photography Business

In my role as a photography business coach, I work with photographers to focus on five simple numbers they should be tracking and growing —increasing— every single month.

I’m the sort of a big number of person, and I do believe in tracking stuff that matters.

Here are the five simple numbers that we track every single month.

  1. Leads

The first number that we track is the number of leads.

And by leads, what I mean is how many leads are you getting every single month?

A lead is a response from any Marketing that you are doing, be it a Facebook ad, an e-mail marketing campaign, a third party Gift Voucher program, or a referral.

But that’s what we track every single month. Just once a month, you’re going to report in on your numbers. Okay? Number one: leads.

2. Revenue

Number two, we’re going to track weekly revenue.

The second deal we’re going to track is dollars per month; it’s gross sales per month. Right?

Most of the photographers in my Signature Coaching Program are doing between $5,000 and $15,000 with some a little bit more.

By the way, if you’d like a hand —if you’re already doing about a $100,000 a year and you want to scale, then, send me a private message via info@berniegriffiths.com and I’d love to help you get a little bit of a plan, or we can brainstorm.

So, number one, number of leads per month. Number two, monthly revenue.

3. Profit margins

Number three, profit as a percentage, is the third measure that we track. And so, obviously, how much money your business brings in is fantastic, but I think someone wise once said “Revenue is vanity, profit is sanity.”

And so, the third metric is profit —what’s your margins as a percentage?

We’ve got most clients who are doing a 90% gross profit margin, which relates in most cases to a 40% net profit.

That’s very doable when your business is super lean and in a “push” mode.

4. Photography

The fourth one of our five dials is the photography side and whether you are a smart photographer or not.

 You don’t want to work 100 hours a week, right?

What’s your smartness? It’s the thing that you have created in your photography business so that you work Smarter not Harder.

You do it effortlessly and easily. Your photography session goes seamlessly and so does the rest of your business.

So, what I want to know is how smart your business is?

What percent of the photographs that you take do you actually sell?

 5. Time Off

And finally, the number of free days. So, free days are the one that my high-performing photographers don’t struggle with.

For a lot of photographers, it is really hard to have time off. They take too many photographs, take too long to cull and edit them, have a too long sales process, and take too much time on the full customer experience. They find it all really hard.

6. Selling

Whichever of the 5 different ways you are selling, it is imperative that we maximize the sales, and create the highest profit.

My own “Soft Sell System” (I will send you the E-book on how to do this if you email me (info@berniegriffiths.com) has proven to be simple, time-efficient, and produce great sales.

So, here’s the thing right now. If you think about those five numbers, here’s your assignment; is to sketch up what they currently are for you.

And if you’d like some help brainstorming ways to make those numbers go up. I’m going to issue this as a challenge. My gut feeling is that almost no one’s going to do this. Maybe one.

And whoever it is, I reckon they’re the one who’s going grow their photography business.

“Screw it…..let’s do it.”



World’s Number One Photography Business Coach

World’s Number One Photography Business Coach, Author, Speaker, Business Strategist

I came across this in Linkedin last week.

I wondered who had given me the title of the Worlds Number One Photography Business Coach.

Then while talking to one of my clients they told me that they had given me the title.

Jenn and Jim Lindberg have a studio based in Lockhart in Texas. https://jenniferlindberg.com/
They struggled for many years trying to break into the “high end” canvas painterly portrait side of the portrait market.

Less than 12 months ago I took them on a different journey. 

A far more modern approach where we specialise in much more in demand and modern Acrylics.

Last month they did 45 sessions at an average of $2,444 per sale! Amazing!

Jenn and Jim named me The World’s Number One Photography Coach many months ago and now their vision of me I feel has been fulfilled.

Learn more about their journey here….VIDEO
On LinkedIn

World’s Number One Photography Business Coach, Author, Speaker, Business StrategistInternational Photography Business Coach and Consultant.

Bernie Griffiths has many years experience running a successful photography Business.
He started his career in England, as a photographer on a local newspaper. Bernie photographed his first wedding when he was only 15 years old.

He then spent a two years as chief photographer with P & O Lines travelling the world.He opened his own small business in Melbourne when only 23 years old.

Bernie has conducted business courses and seminars throughout Australia and New Zealand over many years, mentoring Micro Business owners.

He is dedicated to help out frustrated small business owners, motivate and guide them, with seminars, workshops, mentoring, consultancy, and with the sole aim of helping financial success, both with their business, and to live a better life.

Bernie is a “down to earth“ person who can relate to all areas of business. He has walked the path as a small business owner, and knows the short cuts that can lead you to accelerate your success, as a business owner.

He is now regarded as the World’s Number One Photography Business Ccoach.

Phone Bernie on +61 418 509 228

Get the FREE E-book on “Bernie’s Soft Sell System” by emailing info@berniegriffiths.com
If you own a failing Photography Business, or are starting a new one….
1. Grab a FREE copy of my book “Success Secrets of a Professional Photographer”
Email me bernie@berniegriffiths.com
2. Join the Membership Group  which includes “one on one” coaching.
3. Work with me with ”one on one” to grow your photography business to $100,000+ Email me a message with the subject line “Private” and tell me a little about your business and what you’d like to work on, and I’ll send you all the details!Let’s have a Zoom session where I can give you a plan of action for your business growth. Simply email me bernie@berniegrifiths.com with the subject line SHOW ME ON ZOOM
Copyright © 2021 aswpp, All rights reserved. 

Looking For The Best Portrait Selling System?

It can’t be done.

It’s too radical a change.

We don’t have the time.

We’ve never done anything like it before.

Why change everything is working OK.

It’s too far ahead of its time.

If it worked we would already be doing it.

We’re doing alright without it.

It certainly won’t work in my area.

Would you like to increase your sales average without changing your current pricing structure and at the same time present your product in a more professional manner?

 If so then read on, as I want to help you, the professional photographer, to achieve more income with a dynamic new portrait selling system.

The Initial Preparation For The Viewing Session

When a perspective client first visits the studio for you to take the photography session is it important for you to be enthusiastic before the session. Everything starts in the studio and you should focus on photographing the family as a group and then moving on to smaller groupings and individual portraits.

People buy expressions so make sure you get some great expressions.

Familiarise them with your product explain to them that there will be ordering from the photographs straight after the session point out that you will be able to work out an arrangement so that they can afford all of the photographs if they want them.

When discussing prices provide options they may want everything full size or perhaps a combination of small and large photographs, or files.

Never put the images on an online Gallery.

Any extra orders can be ordered from the main person doing the ordering, or even a separate Zoom sales session.

Bernie’s Soft Sell system first conceived over 10 years ago and it has fired photographers up to increase their sales in Australia, Canada, Uk, New Zealand, and in the United States regardless of the size of the town or the economic status of its citizens.

 Sales averages are multiplying rapidly , with positive thinking photographers everywhere adopting the Bernie Soft Sell System exclusively in their studios.

This method of marketing does however require simple selling techniques which may be unheard of to some more traditional studios.

You will achieve amazing increases in your sales by gradually changing your marketing approach, and with periodic tests and reviews of your results, you’ll undergo a smooth transition with guaranteed increased profits.

Get the FREE E-book on “Bernie’s Soft Sell System” by emailing info@berniegriffiths.com

You Are A Professional Photographer

So why do you want to have your own photography business? Do you like the thought of having more spare time? How about just working the hours that you want? Having a holiday whenever you feel like it? Having freedom? Making a great income? Working the hours that you want?
When you become a professional photographer, you are no longer just a photographer! You are a marketer, salesperson, accountant, Photoshop and Lightroom expert, copywriter, customer relations person and business owner.

Your destiny is well and truly in your hands!
Photography is becoming increasingly competitive, so it’s essential to be savvy with your marketing to keep a constant flow of customers coming in the door. Many people think they’re a professional photographer, but they cannot manage to maintain a steady flow of income. Having creative talent is just not enough – there are too many struggling photographers because photography can be a tough and competitive business. Photography, like any business, requires a good marketing plan, expertise in handling customers and have good sales skills.

I have owned a photography studio specialising in weddings and portraits, for over 40 years, and now I am an International Photography Business Coach.
I feel that today’s photographers trying to break into the industry, do so without learning the basic business principles needed to succeed. So many people pick up a camera and with little or no experience in the photography industry call themselves professional photographers, simply because someone commented on Facebook that they take amazing photos and could make money from it. To experienced professionals, this is one of the leading causes of frustration as it creates a lack of respect for the industry.

There are many different ways that photographers operate their businesses. It may be from a commercial property or their home, but the principles for business success remains the same. A solid business foundation is vital if you are starting a photography business if it’s to be successful in the long run.

So what are the materials that we have to gather to build that foundation for a successful business in photography?
You should have a simple structured price list that leads the customer to buy your core products, which in turn will help maximise your sales.
Forget what you would like the customer to buy. Let them decide on what they want based on the information that you have given them.
Do not prejudge what the customer can or cannot afford. Don’t think that the customer doesn’t have the money to invest a lot in photography. This is a big mistake. I have known a customer deprive themselves of a new car, choosing to rather spend thousands with me, on family photographs.
By not prejudging a customer, you can open your mind to the possibility that this customer will come back again and again over the years. Let your presentation be carried by this excitement, enthusiasm, and belief.

If you dress for success, the customer is more likely to take your higher prices seriously. I don’t mean over the top, but I do mean that you should dress professionally. Whether you are male or female dress appropriately at all times. It will have a positive effect on you, your business and your value.

You must practice your selling system. I used to role-play with friends or staff members, to perfect my presentation, right up to getting the money. You must build your confidence before you present yourself to your customers.

In my own business, I developed a very effective yet simple Soft Sell System, which I now as a photography business coach, I teach my clients around the world with fantastic sales results. A holistic approach is necessary because a photographers success depends on a multitude of factors all being present at the same time.

So what constitutes a solid foundation? There are four key areas to focus on to give your photography business base it needs to facilitate growth.


You are trying to sell something intangible… something that doesn’t exist until you press the shutter and take the photographs, so you have to build trust. What is positioning, and why is it so important?

It’s about defining yourself and your business. It’s about being professional in every aspect of your photography business. We live in a world where we are exposed almost every minute with thousands of images, messages, ideas, and other people’s opinions. You need to define yourself and your business so that you will feel more comfortable in your business and will have a clearer direction.

What is special about what you do, how you do it, what you believe in, and what you produce?
What makes you different from everyone else?
Do you offer a special service, or have a unique way of taking the photographs that give all of your images a different look.

I know in the good old film days I used to use a square format Hasselblad camera but so did lots of other photographers, so I bought a Hasselblad X Pan camera, and I used to shoot panoramic images throughout a wedding. In my advertising material and all of my displays, I used these photographs to give me a point of difference.

Do you have a specific genre that you photograph?
Maybe you have an unusual studio location like in a church, or maybe you are on a large acreage in the country.

The general public is more and more feeling that they don’t need a professional photographer. Maybe it’s because of all the “selfies” and such being taken with phones – the style of photography people are looking for has changed.


Once you have your positioning in place, it is easier to choose the right products you want to sell.

With so many products available, like prints on fine art paper, framed collages of wall portraiture, boxes of matted prints, or silk canvas, you may find it overwhelming to try and pick the right products for your business.

Try to select products that suit your positioning and your branding. In considering the types of products you should offer to your clients, it is also important to keep in mind the profit that you want to achieve. Could you maybe sacrifice a little bit of quality in buying a slightly cheaper product, for more profit?

You just need to source a product that your particular target customer wants.

One of the best suppliers I have found is Global Image Products. Their products stand out from the competition because they are price competitive, and also because of their uniqueness and quality. The Signature Portrait Box is the best selling product for my clients, and the white gloss lacquer finish which radiates a rich quality is the most popular choice of the many portrait boxes available.

A lot of hard work needs to go into finding out what customers want, and this can be done by simply keeping a record of what each customer purchases, and then seeing what are the most popular products.


Are your customer’s price-sensitive?
So the big question is … How do you set your prices?

Well, now that we have Positioned our business in the marketplace, chosen the Products that suit that positioning, we can now go about Pricing the products that suit your positioning. Your pricing should be an evolving thing – just like the rest of your business.

At present, you probably aren’t charging enough.
Ok there you go again saying “but Bernie my customers are already whinging about my prices, how do you expect me to put them up?”

Put your Positioning up, which will put your perceived value up, which will start to get you a different client that values your photography. If you simply don’t charge enough, it is unlikely that you will ever be able to make a profit.

Another reason photographers are hesitant to increase prices is their lack of confidence when setting their prices. They don’t believe that they are worth it. And let’s be honest, some photographers are not worth what they are charging.

As a photography business coach I have learned that it is all about balance. Be realistic in fulfilling the needs of prospective customers and don’t fall into the trap of charging a little less than your competitors. It is not a very strong business strategy and can lead to disaster. The key to charging what you are worth is to make sure you deliver on your offering, because if you charge a lot and under deliver, your business probably won’t be around for long. Don’t compete on price but rather start separating yourself from the pack. If you can create a Point of Difference, your odds of converting your leads and getting good sales are way higher.

Getting your prices right is a key component in making money in your photography business. I am often asked if you should put your prices on your website, and I don’t think that you should. Not a full price list anyway. I would have a products page with images of your products in situ, and a starting price for each of those products.

Give more value (whether perceived or otherwise) than price, and the customer will pay the price.


Your photography needs to be compelling and fresh and to stand out in the crowded marketplace.

The state of photographic art is under fire right now – and many photographers are wondering what to do about it.

The art of taking photographs is changing, and photographers are asking me what’s going on. It seems that clients are looking for VERY specific things, and it’s causing some concern in the photographic industry.

To run a successful business in today’s competitive environment, you have to acquire skills in all areas of your business. You have to be not only a photographer, but a psychologist, accountant, time management expert, Photoshop wizard, an advertising expert, and an advertising executive, to name just a few. That’s a lot of hats!

It took me a few years to realise that my photography was only a small part of my business, and that to create a comfortable income, I had to get customers. Then I had to learn what sort of photographs to take, that my customers found irresistible and that they would buy.

Working from Home

Many starting photographers are choosing to work from home, and this trend is set to continue, as more and more photographers take control of their passion for photography to create a profitable small business. Photographers are willing to juggle their business and family life for a more simplified lifestyle that can bring rich rewards.

In making your decision to work from home, you have to realise that your personal or home life could intrude on your work, and vice versa. The fact is that operating a photography business from home does need some know-how and discipline is needed to push you to focus on your work.

The good news is that working from home can provide you with a fulfilling career while being constantly around the family. There are many other benefits, of course, and the best one is that if carefully planned and executed, your business can give you a high income.

Sure it’s a competitive market. Of course, we’re dealing with budget brides and price shoppers. And yes it will require hard work and solid commitment.

I have learnt so much over my many years of running a photography studio, that I was motivated to write a book – called “Success Secrets of a Professional Photographer.”In the book, I reveal my strategies and secrets on how I sustained my own successful photography business for such a long period of time.

If you are a passionate photographer, simply having creative talent may not be enough for you to build the photography business of your dreams.

Photography can be a tough and competitive business, and like any business requires a good marketing plan, expertise in handling customers and having good sales skills.

Having owned a photography studio specialising in weddings and portraits, for over 40 years, and now as an International Photography Business Coach, I feel the challenge for today’s photographers is trying to earn a good income from their photography and to learn the business principles that are needed to succeed.

Despite all the doom and gloom that lies around the photography industry at present, I believe that there has never been a better time than now, to build a Successful Portrait Business.

There are great financial and satisfying career rewards for those who persist, get the right advice, and follow their dreams.

Bernie Griffiths,

Photography Business Coach

Over 40 years of owning three successful wedding/portrait photography studios, Bernie Griffiths educates, coaches and mentors photographers around the world to help grow their businesses and create a better life.

Photographers Dream Comes True

If you are a passionate photographer, simply having creative talent may not be enough for you to build the photography business of your dreams.

Photography can be a tough and competitive business, and like any business requires a good marketing plan, expertise in handling customers and having good sales skills.

Having owned a photography studio specialising in weddings and portraits, for over 40 years, and now as an International Photography Business Coach, I feel the challenge for today’s photographers in trying to earn a good income from their photography is to learn the business principles that are needed to succeed.

Despite all the doom and gloom that lies around the photography industry at present, I believe that there has never been a better time than now, to build a Successful Portrait Business.

John Glaser one of my clients posted this in my private Facebook Inner Circle Group today.

“I am doing a thing!!!

I opened my studio in mid-June last year, during a pandemic. I honestly had no idea what was going to happen but I felt like it was time for me to take a leap.

With the right coaching and a lot of perseverance I have come to a place where it is time to take the next big leap of faith.

In a little less than a year my studio has grossed over $250k in revenue and all of this while working a full-time job. The data is there and the numbers are real based on my 2021 sessions and sales so far I am projected to be over $500K in 2021.

It is time to cut the cord and move into this full time. It is another HUGE leap of faith but I am ready and nothing is going to stop me now.

Finding a good photography business coach that was perfect for what I needed, and I found Bernie at the perfect time in my life, and I had the support and encouragement from many of the members of Bernie’s Facebook Signature Inner Circle Group!!!

Dream big people because with the right tools and the direction you can reach your goals and more!!! ”     John Glaser  www.johnglaserphotography.com


Is Your Life And Your Photography Business Like a Tug-Of-War?

The Pandemic has caused massive disruptions to photographers and their businesses over the last few months.

It is set to continue for more time yet.

So what do you do with all the plans that you may have to grow your business?

Delay them?

Forget about them?

Give up?

It might surprise you, but I have seen amazing growth during the pandemic with the photographers that I am coaching.

Unrelenting belief has seen results in the biggest steps forward for their business in many years.

Here’s how I turned what seemed like incredible obstacles into more customers and business growth.

I got my clients to remember what there were really chasing

When you’re chasing a goal of creating a photography business and something else starts eating away your precious time it can be frustrating.

We sometimes forget what we were chasing in the first place. I remembered that money and business success are just stepping- stones to getting what we really want.

Life events are often the more important things, needing our full attention and getting in the way of our photography business development.

We tend to ask questions like “Which photography business model is the best?” and “Which niche is more profitable?” as if we’re designing the perfect business on a blank canvas.

One of the breakthroughs is weeing the type of business that you need to fit your life and business goals.

Do your life and photography business work together or is it more like tug-of-war?

Is Now Your Time To Shine?

You have the tools for your photography, now you need the business tools to fill your business with customers.

Is it time for you to take the next step in your business?

Watch the video

Email me on info@berniegriffiths.com or call +61418509228 for all the info

#worlds number one photography business coach

#bernie Griffiths

#photography business coach

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