SPORTS PHOTOGRAPHY

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I've tried three main approaches for selling my athletic action shots. You can use whichever strategy best suits your situation . . . or combine some of the elements of each.

[1] Develop prints-of every participant-on the first day of an event, and then sell these finished works, from some prominent location, on the succeeding days of competition. This is a good way to get folks to buy prints, but I don't find the potential extra payoff to be worth the additional expense and work of printing up at least one shot of every single competitor.

[2] After the first day of competition, make a contact sheet of each roll of exposed film . . . and post these small pictures where the contestants can view them. You can then take orders to develop specific individuals' sports portraits.

[3] Make two sets of contact sheets (one for your own files, one to cut up and mail out) and send the proofs to each customer to invite mail orders. This approach involves additional paper work and postage costs (and your fees should be set high enough to absorb the extra expense), but it's the best way to draw business from one-day sports events. Proof mailing also reaches those potential picture buyers who didn't buy a shot on the spot or never even got around to visiting your booth. Remember, though, to always get your order forms out as soon after the event as possible (i.e., strike while the memory is hot).

No matter what sales technique you use, be sure to set up a filing system for your proofs. I've worked out a simple grouping of three sets of numbers for mine. The first digits record which roll of film—on an annual cycle—the picture is on. The second number identifies which year the roll was shot. And the third denotes the manufacturer's numbermarked on the film—for the specific shot on the roll. (Thus the third picture on the fiftieth roll of film used during 1980 would be labeled 50-80-3. )

You'll also want to get a contestant list from the secretary of each event you cover . . . so you'll know who you're shooting pictures of! With that knowledge, you'll be sure to mail the right contact shots to the right people (put your file number on the photo backs so your customers can order by number). Or—if you're selling "on location"—you'll be able to label each entrant's pictures on your display board. (This "name tag" tactic boosts sales: Folks that spot a friend's moniker tend to go fetch the lucky photographed contestant who will then often buy a picture.)

WHAT TO CHARGE

The prices you ask will, of course, affect the amount of business you get . . . but I can't dictate what you should charge. Your billing rate may depend on such factors as the need for recurring business—if, say, you are following a multi-event cycle race circuit—or upon just where in the country you happen to be (one horse-show photographer I know can get $4.50 for his work out west, and $8.50—for the exact same services-back east).

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