A strong agenda: PSPA 2008 features mix of education, networking opportunities.

This year, PSPA 2008, Jan. 30 to Feb. 1, at the Renaissance Las Vegas Hotel, Las Vegas, Nev., offers a packed agenda in a 2-day event. It is held concurrent with PMA 08 and gives attendees a chance to check out the trade show floor in the afternoon. For more details, visit www.pmai.org/pma08/pspa.

Head to class

The educational sessions offer a strong lineup, covering a wide variety of topics. Sessions this year include information on creative posing strategies, protecting copyrights, lighting techniques, the fundamentals of selling school pictures, and using green screen technology, to name just a few.

Expect to pick up a lot of specific information on how to improve business. For instance, attendees can hone their business skills at "Business Practices 101 (Stay Out of Trouble)," on Jan. 30, with John Pittman, CEO of photo manufacturing company Sports Stars Inc.

By using 12 simple questions, says Pittman, owners will have the guidelines on whether or not employees are considered independent contractors or employees. If the answer to three or more questions is "yes," chances are the IRS will consider them employees, meaning owners are responsible for applicable reporting and matching taxes.

Pittman will also cover taxes. "Sales tax is widely understood--use tax is not," he says. "This little-understood tax applies in all but four states. It is likely every photographer attending the seminar is at risk of having to pay 'back use tax plus penalties' if subjected to an audit." Pittman will explain how to become compliant and avoid fines and penalties.

Selling and marketing are key topics this year, and several sessions are devoted to helping attendees improve in this area. In "Developing a Strong Underclass Market" on Jan. 31, Ralph Romaguera Sr. of Romaguera Photography will explain his winning formula. He'll cover cultivating the proper positive attitude, plan of action and perks (meaning what to leave with the secretary or principal to keep your name in front of them).

"In a nutshell, it is about the PAPA theory--Preparation, Awareness, Persistence and Accountability," he says.

In another session, "Prospering Over Adversity" on Feb. 1, Romaguera will show how to grow the business, even in tough times.

On Feb. 1, in "It All Starts with Just Plain Selling Skills," Laurence Harper, Portrait Design Photography, will focus on the skills needed to effectively identify potential customers, understand their needs, and win their business.

"As a school and sports photographer, I know it is difficult for most of us to 'sell' and bring in new business," says Harper. "This session will focus the skill one uses to identify the school decision maker, understand their needs and goals, and make a presentation that wins the customer's business."

Harper says his session will be hands-on and offer steps photographers can use to profit. Attendees can expect to learn:

1. The differences between sales and marketing.

2. How to get the appointment.

3. Selling intangibles.

4. Establishing a winning presentation.

5. Overcoming objections.

6. How to retain and increase revenues from existing customers.

International members should note this session, as Harper says he has trained the art of effectively selling to "nonsales" people in 14 countries, including the United States, Finland, Germany, Czech Republic, Australia, Hong Kong, and more.

In another business-oriented session on Feb. 1, Mike King, Waiter's Publishing, will examine "Ways to Penetrate the School Market Via Yearbooks."

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"Marketing yearbooks into schools can open the door for school picture business," King explains. "Capturing the yearbook contract often opens the opportunity to be the first available to offer photography service to the principal or yearbook sponsor for next year. This will assure, by doing both, the independent can have more overall impact on quality of color, packages and yearbooks, customer service, technical support, pricing and, of course, accountability to the school.

"The yearbook sale shuts the back door and ultimately protects the photography business from the yearbook company that will come in to offer their photography business."

At the session, attendees will learn about:

* Commission structure of the exclusive yearbook salesperson.

* How to approach the secretary of the school to obtain vital contract information.

* Five questions you must ask to obtain vital information.

* How to set the stage for your second sales call on your first visit, and more.

In "Goals Set to Goal Get" on Jan. 31 with Gareth Davies of Colorfoto Ltd., the largest school photography business in Wales, attendees will learn common mistakes in setting goals, as well as techniques to keep owners focused on their goals.

"In a previous life I was a professional soccer player, and have taken some goal setting and achieving strategies employed in professional sports," says Davies, who will show how those strategies can be used for business and personal success. At Colorfoto, "We have achieved most of the growth in the last 3 years using some of these techniques, so I know they work."

Networking

Of course, the conference is not all business. Members say an important part of the conference is meeting and interacting with colleagues, and PSPA 2008 affords opportunities to do just that.

For instance, part of the educational program on Jan. 30 includes Roundtable Sessions, which feature five topics affecting the school photography market.

At the PSPA Town Meeting on Jan. 31 at 8:00 a.m., PSPA Board members will comprise this panel session discussing issues and opportunities facing the school photography industry and the PSPA organization as a whole. The PSPA Official Business Session will be part of the agenda.

On Jan. 30, the Supplier Luncheon gives attendees the opportunity to meet with school-portrait industry suppliers to discuss products and services, and to schedule appointments during the PMA Trade Show. Each supplier--also available on the PMA Trade Show floor--will staff a literature display table to answer questions during this working luncheon.

New this year is the Lab Luncheon, which will take place on Jan. 31. This event, which is all about networking, allows school photographers to meet with sponsoring labs about their services.

And receptions provide a relaxed setting to catch up with friends and make new ones. The PSPA Early Bird Reception on Jan. 29, and the PSPA Welcome Reception on Jan. 30 provide a chance for attendees to gather and share stories from the day.

Three keynotes highlight PSPA 2008

The conference begins with the Opening Keynote from Murray Banks on "Performance Under Pressure--Leading with Passion and Style!" On Jan. 30 at 8:00 a.m., Banks, of Peak Presentations, explains how to ensure a passionate leadership style, even under constant pressure. He'll explain why leaders need to keep their lives in balance to be at their best, and how to spread enthusiasm to colleagues so they can spread it to customers.

A second keynote closes the day on Jan. 30 at 4:00 p.m., with Terri Sjodin of Sjodin Communications explaining, "The Nine Biggest Sales Presentation Mistakes and How to Avoid Them." Sjodin explains how to build and deliver a more polished and effective sales presentation, focusing on developing verbal communication skills for greater impact with clients.

Closing out the conference on Feb. 1, from 10:30 a.m. to 11:30 a.m., is the keynote session, "The Seven Irrefutable Rules of Business Growth: 21st Century Strategies for Building Your Company," with business expert Steven Little. In this session, Little investigates just what it takes to effectively and profitably grow a business.