Business

Dachowski Photography studio aims for print sales

February 2017 issue

Dachowski Photography studio aims for print sales

Dachowski Photography, run by the husband-and-wife team of Jeff Dachowski, M.Photog.Cr.,CPP, and Carolle Dachowski, M.Photog.Cr., is based in Bedford, New Hampshire. While the Dachowskis handle nearly every photography specialty—wedding, family, baby, commercial, senior, child, product, and food—their primary focus is photographic illustrations of people. 

The Dachowskis have built their business on sales of wall portraits. Their studio reflects this strategy:

  • There’s an inviting and spacious lobby area lined with a gallery of some of the photographers’ favorite works.
  • Because in-person sales are the biggest profitability driver in their studio, the Dachowskis don’t offer online galleries; instead, they invite clients to view proofs in their studio sales room. There, everyone sits at a round table facing a gray wall that displays the images. This is a big-impact environment that heightens emotions. It’s also an atmosphere that allows them to control the sales process, something that doesn’t happen when clients can preview images at home or elsewhere and could be distracted, in a bad mood, or looking at images on a poor-quality or small screen.

“We typically sell our sessions right after we photograph them if it’s a benefit to the client,” says Jeff. “This can yield excellent results as we, as a culture, have a decreased amount of patience. Clients want results now.”

Only purchased images are retouched, which saves time in post-production and ensures that no enhancement work goes to waste.

The Dachowskis believe wall portraits have the greatest impact on the family—much greater than a smaller gift print. So the sales session always focuses on a plan to help the client purchase and place wall portraits in their home.

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