TAPPA Tribune - August, 2016

August, 2016

The TAPPA Tribune Tampa Area Professional Photographers Association

President’s Message

Contents President’s Message

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How to set pricing expectations

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Greetings from the heat of summer.

Selling 4

This is the time of year that our natural light photographers start to long for a cool studio.

Stop Working so Hard in Photoshop! 6 This Month’s Program

This is also the time of year that we all need to start getting ourselves and our images ready for FOCUS. FOCUS is the annual convention of our parent organization FPP (Florida Professional Photographers).

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Advertise 24 Print of the Month

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Upcoming Events

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Print of the Month Rules

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FOCUS happens September 10-12, 2016. It happens at the Florida Hotel and Conference Center at 1500 Sand Lake Road in Orlando.

Classifieds 29 Board of Directors

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There are some important things you need to keep in mind. If you are a full member of FPP you are already prepaid to go to the convention. HOWEVER, to get this special you need to register online http://areyouinfocus. com/info/general-info/ by 5 pm on September 4th. Check the website for details on getting your hotel reservation discount.

What happens at FOCUS? All kinds of great things happen. Speakers this year include Hanson Fong, Kira Derryberry, Pete Wright, Carl Caylor, William Branson and a whole host of other great photographers. There is also the big annual Salon competition, and the trade show, and flea market, and awards ceremony, as well as a lot of socializing and partying. This is your opportunity to see members from all around the state.

Visit TAPPA on FaceBook

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The start of the next school year is just around the corner. For many of us this is the start of our busy season, last until right before Christmas. Now is the time for checking and double checking your equipment, your price lists, your schedules and your business plan. For me it is time to get my new studio finished so back to painting I go...

After FOCUS we have another big event to look forward to. For the FPP Fall Seminar this year you will get to listen to Russ Harrington. He is a Nashville photographer who has shot for many of the Country Music Scene’s biggest stars. He has over 600 CD and album covers to his credit. Early Bird registration is only open for a short time so get to https://fpponline.org and

On the cover: Photo by Michael Landes

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get registered. The Fall Seminar will be taking place at the same location, The Florida Hotel and Conference Center in Orlando.

Photo: Ginny Otto

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Selling

How to set pricing expectations

Overcoming pricing objections is one of the most challenging tasks a photographer faces. Here’s a fool-proof way to increase your sales by being proactive.

Before I lay out the strategy, there are two selling errors that most people make that will render any strategies you use useless: We tend to apply our own circumstances to the customer and we take what the customer says at face value. Let’s first address applying your own circumstances to the customer. We naturally think that we’re pretty much like everyone else and since we’re selling something that’s relatively expensive we unconsciously assess whether what we’re selling is too expensive. In short, if you couldn’t afford it it’s natural to assume the customer can’t either.

Since this all happens on an unconscious level, it’s difficult to catch unless you’re really paying attention to your thoughts. To run a successful business, you’re going to work with people who have higher incomes that you do so don’t assume they can’t afford something when they most likely can. This same problem comes up in discounting also, so pay attention to your thoughts when you’re presenting. It’s vital that you can look someone square in the eye and say what your

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work is worth without a trace of discomfort.

In other words, you have to believe it! It’s also important that you take the time to ask questions to find the real reason they’re not buying. Never take any statement at face value, dig deeper and find out if it’s really what they’re trying to say.

Deal with it up front The best way to avoid wasting your time is to set all expectations in the first conversation. Be descriptive and lay out the entire process every time. Here’s an example: Before our appointment, I’ll send you an info sheet giving you some ideas on what to wear and what to bring with you.

When you get here, we’ll spend a few minutes chatting about your photography and planning our time together. The actual photography will take about 30 minutes and then you’ll be finished.

Later on, I’ll go through the images and choose the best ones and show you the best three of each outfit. Once we’ve decided on the best of the best, I’ll touch them up and make them perfect, then we can get together and decide which images should go where. Most of the time people with needs like yours choose five images to create finish art of and depending on sizes will

be somewhere between $3,000 and $6,000. Does that sound about right to you? Now is where you shut up and listen to their response.

I can’t afford that One common response is I can’t afford that. Don’t accept that as an answer because it’s almost always not true. What they’re really saying is “I won’t pay that for what you’ve described. You haven’t convinced me of the value”. Now it’s your job to gently ask questions to get to the root of what the issue is and explain it. A process one of my friends calls loving curiosity. Consider this; most people spend $1,500 a year on cable TV, $2,400 a year on lunch, $5,200 a year on dinner out and over $1,000 a year at the coffee shop.

I even had one lady convincingly tell me she couldn’t afford a very modestly priced project even though I knew she showed up driving a Bentley!

Someone else does it for less This one is my favorite because it’s such a weak attempt to get a discount. Remember, you already know there are people who work for less and if

they truly suited the customer’s needs they would not likely have called you. A good answer is “I know, there are alternatives that are worth less. Do you think that would suit your needs?” Be ready for an uncomfortable silence and wait for the answer. Either way you can’t lose, if they say yes, it would, you’re not the right person for the job. If not, you’ve just cut off their attempt at a discount.

One thing to remembers is that you are there to suit their needs and you may or may not be the best person. Always deal in the customer’s best interest and you’ll always come out on top.

Don’t take it personally For creative professionals, it’s hard not to take things personally, but consider this, you have a job and they have a job. Your job is to provide what they need and get the most for it you can and their job is to get what they need and pay the least for it they can. Keep your emotions out of it and you’ll be a lot better at negotiating.

What are your favorite answers? Email me at Chuck@ChuckVosburgh.com and I’ll post them in the next issue.

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This Month’s Program

Stop Working so Hard in Photoshop!

How to enhance your speed and creativity Dave Cross

In this Dave will share practical Photoshop techniques that you can use every day to be more efficient, and to give your creativity a boost. Many people assume that means using Actions, but there’s a lot more to working smarter including customizing Photoshop, using presets, working non-destructively and more. Most of all you’ll see how to spend less time in Photoshop and more time shooting!

Topics will include • Photoshop “best practices”

Meeting Details Tuesday, August 9, 2016 Social 6:00 Dinner 6:30 Program 7:00 $30 with RSVP by Thursday, week before the event. $40 at the door

• Customizing Photoshop to look and operate the way you want

Register online at TAPPA.org

• Creating and using Workspaces

Doubletree Hotel 4500 W. Cypress St., Tampa

• Layer Comps, Adjustment Layer Presets, and Tool Presets • Taking advantage of the not-so-obvious speed enhancers

Bio: For over 25 years Dave Cross has been helping photographers and creative professionals get the most out of their Adobe software. Since1987, Dave has taught Photoshop, Illustrator and InDesign to thousands of users around the world. He has a Bachelor of Education, is an Adobe Certified Instructor and is a Certified Technical Trainer. Dave has taught for Adobe, at Photoshop World, the Texas School of Photography, the Santa Fe Workshops, Imaging USA and at numerous corporate locations. Dave has written many articles and multiple books, co-hosted Photoshop User TV and has appeared in many DVDs and online courses for Kelby Training, CreativeLive and Photoshop Cafe. He offers online training at online.davecrossworkshops.com and runs a “boutique” stock photography site for compositing, compositingstock.com.

Dave has taught Photoshop in every state in the United States, throughout Canada and in Europe, consistently earning rave reviews. Dave is well-known for his engaging style, his humor and his ability to make complex topics easy to understand. In 2009 Dave was inducted into the Photoshop Hall of Fame.

• Using non-destructive methods to create reuseable effects • How to use Smart Objects and Smart Filters to save you time

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TAPPA Tribune

TAPPA Tribune

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Dave Cross

Dave Cross

Picture Yourself in Your Next Home Finding the perfect home for you and your family can be time consuming and if you don’t know the latest real estate laws, it can get frustrating.

Why do it alone? Or hire a stranger?

Hire a team you already know and trust!

Chuck and Pat Vosburgh are the Realtors with an eye for finding the house you will love. With more than 20 years of combined experience in the Tampa Bay Real Estate market, we make the process of buying or selling a home easier and a lot more fun.

Chuck Vosburgh, Realtor 727.743.1740 cell Chuck@VosburghandVosburgh.com Pat Vosburgh, Realtor 813.220.4898 cell Pat@VosburghandVosburgh.com

125 5th Street South Suite 202B Saint Petersburg, FL 33701

VosburghandVosburgh.com

Each office is independently owned and operated.

Visit us on the web at TAPPA.org

ADVERTISE in the TAPPA Tribune

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For information and rates, contact Chuck Vosburgh at Chuck@ChuckVosburgh.com or call 727.743.1740

Print of the Month - Unclassified First place: Michaell Landes

Print of the Month - Electronic Imaging

Print of the Month - Electronic Imaging

Second place: Michael Landes

Third place: Ginny Otto

Upcoming Events

Print of the Month Rules

Classifieds

- Prints are to be mounted.

Tuesday August 9, 2016

Dave Cross

August 28-31, 2016

FOCUS Conference Tuesday September 13, 2016 To Be Announced

Tuesday October 11, 2016

Matt Kloskowski

Tuesday November 8, 2016

Al Auldeman

Tuesday August 8, 2017

Greg Daniel

More information on all of these events can be found in this newsletter and at TAPPA.org

- Size: 8x10.

- Electronic Imaging size can be two 8x10 taped together on the back and spread open for viewing.

- Three entries per member each month.

- There must be at least three entries in a category for that category to be included in the monthly competition.

- All entries MUST have your name and the category you wish to enter on the back of the print.

- Prints must be turned in before 6:25 pm.

Prints received after 6:25 will not be accepted!

Winners: - Please send your winning files to POM@TAPPA.org for the newsletter as soon as Possible. Deadline for publication is one week after the meeting.

Submit your classified ads to Chuck Vosburgh at Chuck@ChuckVosburgh.com by the third Tuesday of the month to run in the next issue. Ads are free for TAPPA members.

The TAPPA Tribune is published monthly for the membership of the Tampa Area Professional Photographers Association. Its purpose is to share knowledge and insight with the photographic industry.

The deadline for submission of articles and ad changes is the 15th of the month.

Permission is hereby granted to reprint the contents of this newsletter, provided the authors and The TAPPA Tribune are recognized as the source. The ideas and views expressed do not necessarily reflect the policies of the Tampa Area Professional Photographers Association; they are solely those of the author.

Editor: Chuck Vosburgh 300 62nd Street North St. Petersburg, FL 33710 Chuck@ChuckVosburgh.com 727.743.1740

Advertising: To advertise in the TAPPA Tribune, please contact the editor for rates and distribution information.

Meetings: TAPPA monthly meetings take place the second Tuesday of the month at: Doubletree Hotel 4500 W. Cypress Street Tampa, FL (one block east of Westshore Blvd).

Networking Dinner Meeting

6:00 pm 6:30 pm 7:30 pm

Register online at TAPPA.org

- Name your files by your last name-place-category. For example Smith-1st-Portrait.jpg - Any resolution 1000 pixels on the longest side or greater is acceptable. JPEG format is preferrable.

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Board of Directors

2016 OďŹƒcers President

Benjamin Todd

813 431-2873

Benjamin.Todd@verizon.net

Vice President

Glenn Nielson

813 540-4200

glenn@picsintheglenn.com

Secretary

Karen Barnett

727 267-8296

crestproductions@tampabay.rr.com

Treasurer

Amanda Pratt

727 308-9200

pratt1ak@gmail.com

Past President

Susan Black

813 230-6472

Susan@Bespics.com

Directors

Lee Burgess

727 724-1022

lee@leeburgessphoto.com

CJ Moment

813.244.6716

CJ@AnointedProductions.com

Booray Perry

813 728-7110

Booray@BoorayPerry.com

Melissa Sewell

813 230-7092

Melissa@DontBlinkllc.com

Chuck Vosburgh

727 743-1740

Chuck@ChuckVosburgh.com

Committees Delegate

Julie Johnson

Membership

Kevin Newsome

813 968-2810

Kevin@NewsomesStudio.com

Program

Glenn Nielson

813 540-4200

glenn@picsintheglenn.com

Salon

Gerardo Luna

813 410-1712

gerardolunaphotographs@gmail.com

Door Prize

Glenn Nielsen

813 540-4200

glennln@verizon.net

Scholarship

Carol Hackman Terri Daunic

727 867-9254 813 839-2860

HackmanC@tampabay.rr.com terridaunic@yahoo.com

Audio Visual

CJ Moment

813 244-6716

cj@annointedproductions.com

Newsletter Editor

Chuck Vosburgh

727 743-1740

Chuck@ChuckVosburgh.com

Photographer

Booray Perry

813 728-7110

Booray@BoorayPerry.com

Web Master

Booray Perry

813 728-7110

Booray@BoorayPerry.com

Hospitality

Pat Vosburgh Chuck Vosburgh

813 220-4898 727 743-1740

Pat@VosburghandVosburgh.com Chuck@ChuckVosburgh.com

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