In this episode of The Portrait System Podcast, host Nikki Closser speaks with portrait photographer David Lee about his headshot and fine-art photography studio in Scottsdale, AZ, and how holding a luxury mindset that focuses on quality without emphasizing the cost of goods leads to big sales of his fine-art portraits and wall art.

David had never held a DSLR in his life when he asked an inept-appearing wedding photographer to hand over his camera and let him have a try. A few months later, he heard from the sister of the bride. She had seen his images and wanted him to shoot her Las Vegas wedding. David borrowed a camera, watched some Youtube videos, and just like that, his photography career was born.

[Read: Attract Clients with Messages of Empowerment]

David brings this same nonchalant, make-it-happen mindset into his fine-art portraiture business, where he describes his sales style as non-sales. The key to his sales success is in authentically being interested in people, getting to know them, and somewhat casually sharing his amazing work without emphasizing the impressive price tag. By not placing importance on the price, David practices a luxury mindset wherein price is not an issue but rather quality and craftsmanship take precedence. Instead, his sales strategy involves showing his work with the assumption that someone will want it as a matter of course without regard to the cost.  

For example, when someone calls him for a headshot, he immediately invites them in for a consultation at his studio, which also serves as a gallery of his luxury fine-art portraits. These unhurried conversations are just as much about getting to know his client as they are about letting them know what kind of a photographer he is. He never tries to hook them in as a client, but rather offers them an out when he says he wants to them to make sure he is the right photographer for them.

“You sell what you love,” the photographer explains. “You sell what you show. When they go to the headshot station, they see the fine-art canvases behind me. And then, in a very nonchalant way, I give them a consultation so they never think they’re getting a sales pitch. They just turn around and as I point to the modifiers and the canvases I say, ‘Oh, that’s my fine-art work,’ and then I hand them the brochure or card or whatnot, and talk about their family. So, it’s about being kind of investigative in the sense that when you’re talking to someone and gathering information, you’re able to bring that back to them and prove that you’re listening to them.”

[Read: Sell Multiple Genres in Your Photo Sessions for Max Profits]

This soft sell works very well for David. Quite often his headshot clients will return with their families for a fine-art portrait canvas to ultimately grace their home. Because David is very matter-of-fact about the quality and value of his work, and his clients’ inherent worth and worthiness to possess such a piece for their own home, they naturally want to have one for themselves without him ever needing to outright sell it to them.

You can learn more about David Lee’s photography and see how his fine-art portraits and canvases are created on his website, Papparazzo Film.

The Portrait System Podcast helps portrait photographers navigate the world of photography, business, money, and much more. Hosted by Nikki Closser, the podcast is powered by The Portrait System, a comprehensive, online educational platform that teaches all aspects of running a successful portrait photography studio.