Rethinking In-Person Sales
All Photos by Devon Dadoly Photography
IPS Tactics Can Overlook Trauma Sensitivity
Photographers deserve to be paid. They deserve to be paid WELL. Unfortunately, photography can be a financially risky business for creatives who are looking to make their passion their career. In-person sales (IPS) have long been thought as the gold standard for photographers seeking to maximize revenue, introducing the potential for photographers to quadruple their sales average by incorporating these tactics into their workflow. However, it’s my opinion that photographers interested in offering a trauma-informed experience for their clients should reconsider the practice. Let’s explore why IPS as we know it might not be the best approach for all clients and how it may inadvertently cause distress.
Trauma-informed care emphasizes physical, psychological, and emotional safety, and aims to empower individuals, allowing them some control and autonomy.. Applying a trauma-informed approach means being mindful that photographer/client relationships inadvertently bring a power imbalance, and in order to support clients effectively, each step of a photographer’s workflow should be consistently re-examined for potential distress.
The Pressure of In-Person Sales
High-Pressure Environment - IPS often involves a face-to-face meeting (in person or virtual) where photographers present products and packages, aiming to secure higher sales. This setting can create a high-pressure environment for clients, who might feel compelled to make quick decisions under the watchful eye of the photographer. For someone with a trauma history, especially if related to authority figures or high-pressure situations, this situation has the potential to be triggering and overwhelming. Trauma and emotional dysregulation are insidious enough to impact decision making skills and self esteem.
Lack of Control - IPS sessions, which are typically led by the photographer, can exacerbate feelings of losing control. If the client feels they lack control over the buying process, the risk of retraumatization increases. Trauma-informed care emphasizes giving control back to the individual, something that IPS fundamentally lacks
Financial Pressure - IPS strategies frequently leverage emotional moments documented in photographs to encourage purchases. Clients might feel pressured to spend more than they are comfortable with, leading to financial stress. This can be particularly detrimental for individuals whose trauma includes financial instability or exploitation.
Emotional Manipulation - The emotional appeal of photographs is undeniable, and IPS often capitalizes on this by presenting images in a way that elicits strong emotional responses. While this might boost sales, it can feel manipulative and exploitative, especially to those with trauma backgrounds.
Alternative Approaches for Trauma-Informed Sales
There are many ways that photographers can incorporate trauma-informed approaches into their sales practices without compromising that opportunity for maximizing revenue. For me, it’s all about transparency and options.
Eliminate Gallery Reveals - Offering online galleries that are sent directly to clients instead of a face-to-face gallery reveal (sometimes even offered during an IPS session) allows clients to view the photos in the comfort of their own space and time. This approach reduces pressure and provides a sense of control, which is crucial for a trauma-informed approach. This reinforces the “collaboration, voice, and choice” principle of trauma-informed care by allowing clients to make decisions on their own time, in their own space, and respond to the photographs in their own way.
Transparent Pricing - Clear, upfront pricing for all products and packages can assist in alleviating financial stress. Providing a detailed price list before any sales meeting allows clients to consider their options on their own time, promoting a sense of safety and trust. This tactic also reinforces the “trustworthiness and transparency” principle of trauma-informed care. Additionally, there are plenty of options for gallery software that allow the photographer to promote sales through the gallery or in email communications to the clients, further promoting autonomy for the client to make purchasing decisions on their own time.
Flexible Sales Consultations - Offering flexible, low-pressure consultations can help by emphasizing that there is no obligation to purchase immediately and that clients can take their time to decide.
Sensitivity Training for Photographers - Photographers, like any service provider, can benefit from training on trauma-informed care principles. Understanding the impact of trauma, recognizing signs of distress, and learning how to create a supportive and collaborative environment can make a significant difference in client response.
While in-person sales might seem like an effective strategy for maximizing revenue, it is essential to consider the emotional and psychological impact on clients, especially for photographers looking to leverage a trauma-informed approach in their work. Adopting this approach in photography sales not only fosters a safer and more respectful environment for clients, but can also build trust and long-term relationships. By prioritizing clients’ well-being, photographers can create a more inclusive and compassionate business model that respects and acknowledges the diverse experiences of the communities they desire to serve.
PLEASE NOTE: My blog posts are written from my personal experience as a boudoir photographer who uses Therapeutic Photography techniques and Trauma-Informed Photography methods in my work. My methods and opinions may expand and change overtime. I am not a mental health or medical professional, nor am I a licensed counselor. I am not certified by any institution or organization to give medical and mental health advice.
ABOUT THE AUTHOR: Devon Dadoly (she/they) is a therapeutic photographer and multidisciplinary artist who specializes in body affirming intimate boudoir and portrait photography. Devon is an outspoken advocate for the fat acceptance movement, destigmatizing addiction, and uses a trauma-informed approach when working with clients. They have over 10 years of experience working with and photographing folks in recovery from addiction, sexual trauma and eating disorders.
