If you’ve ever struggled with album sales or felt unsure how to upsell without being pushy, you’re not alone. But here’s the truth: photography albums shouldn’t be an afterthought—they should be the centerpiece of your client experience. And selling them doesn’t need to feel like a hard sell. In fact, when done right, it feels more like storytelling than selling.
Veteran photographer Gary Box, who has built a powerhouse portrait studio along Route 66 in Oklahoma, shares his proven approach to the art of album sales. His studio sells more albums in a year than many photographers generate in total business—and here’s how he does it.
1. Show It to Sell It
You can’t sell what clients can’t see or touch. Gary emphasizes the importance of premium sample albums—not hidden in a drawer, but everywhere: in the gallery, sales room, even next to the “mom chair” in the camera room. His studio displays 49 samples of ACI’s high-end Riveli albums. These substantial, beautifully crafted books create an immediate sense of value and quality. His advice? Invest in top-tier studio samples and let the albums sell themselves the moment a client picks one up.
2. Don’t Decide Your Clients’ Budgets for Them
One of the most common mistakes in album sales? Assuming your clients can’t afford premium products. “Don’t sell with your own wallet,” Gary warns. Just because you wouldn’t spend $3,000 on an album doesn’t mean your clients won’t—especially when they perceive the value.
In fact, Gary often photographs seniors who drive cars more expensive than his. Let that be your reminder: focus on offering value, not making assumptions.
3. Shoot With the Album in Mind
Every session is a storytelling opportunity. Instead of capturing disconnected individual shots, Gary photographs in intentional series that are designed to work beautifully in a multi-image album spread. He considers layout and design while shooting—often capturing horizontal images with negative space to be used as background anchors across spreads.
This preparation makes album design seamless and more impactful—and ultimately drives higher album sales.
4. Price Albums by the Image—Not the Spread
Here’s where Gary flips the traditional pricing model: instead of pricing by spread or page, he prices by the image. Why? Because clients will cram as many images as possible onto each page if they’re only paying per spread. That’s more work for you, less profit, and less aesthetic value in the final product.
By pricing per image, you set the stage for high-impact design—and better margins.
Pro Tip:
Lower your entry point, not your prices. Offer a smaller base album (e.g., 18 images for $1,000) and charge per additional image. This gets clients started, but the flexibility to build their album often results in a much higher final sale.
5. Sell Albums Strategically During In-Person Sales
Gary’s in-person sales (IPS) strategy is tight and intentional. He starts with the wall art selection (which is “for mom”), then transitions to the album (which is “for the senior” or subject). During the sales session:
- He reviews session images in series.
- Encourages three to four images per spread for strong design.
- Drags chosen images into a designated album folder in ProSelect.
- Only reveals the total count (and cost) after selections are made, which consistently leads to higher-value albums.
This approach shifts the conversation away from cost and toward storytelling and personalization.
6. Use Boomerang Sessions to Grow Album Sales
One of Gary’s signature strategies is the “All Year Album” for seniors. Clients return throughout the year for themed mini sessions—homecoming, cap and gown, etc.—and each session adds more to their album. By the end of the year, it’s not just a photo book—it’s a complete time capsule of their senior experience.
Best part? Each additional image adds revenue, and clients often don’t realize (or care) how much they’ve spent when they see the finished product.
7. Market Albums from the Start
Album sales don’t begin in the sales room. They start with marketing. Every touchpoint—mailers, website, social media—should feature albums prominently. Even short flip-through videos of your albums on TikTok or Instagram help build desire before clients even arrive at your studio.
Let clients see what they can take home, not just what you can capture.
8. Keep Your Options (and Overwhelm) in Check
ACI’s Riveli albums offer tons of customization, but you don’t need to overwhelm your clients with every option. Gary only offers a few finishes—like acrylic and photo canvas—and limits page thickness, paper choices, and sizes to what he knows sells best (8×8 and 10×10). Streamlining your offerings makes decisions easier and faster for your clients—and more profitable for you.
The Bottom Line: Great Albums Sell Themselves—With the Right Strategy
The secret to selling more photography albums isn’t sales tricks—it’s experience, intention, and creating undeniable value. Whether you’re a portrait, senior, boudoir, or newborn photographer, albums give your clients a tangible, lasting story—and give you a serious boost in revenue.
By embracing the art of album sales, you’re not just increasing your income—you’re elevating your client experience.