Image Sales Executive
It is the job of the Image Sales Executives to increase the sales of the images owned or managed by the Picture Library, Picture Agency or publication for which they work. These images are licensed to a variety of buyers that include newspapers, magazines, advertising agencies, designers, broadcasters and (increasingly) webcasters.
Successful Image Sales Executives can expect to earn good sales commission on top of their basic salary. They need to be self-motivated and able to work as part of a sales team.
What is the job?
Companies that sell images range greatly in scale, from global picture agencies that sell tens of thousands of stock images each day, to individual collections that provide access to a specialised range of images, for example: scientific images, the work of a particular photographer, or pictures from a particular industrial sector. Picture Agencies can operate as a stand-alone commercial business, or as the revenue-raising arm of a museum, several related museums, a company or scientific research facility.
Whatever the size and focus of the agency, the role of the Image Sales Executive is to sell images and to meet or exceed predefined sales targets. To achieve this they will be expected to fulfil the needs of existing clients and actively seek out new buyers. Mostly they sell still images, but there is a growing demand for Picture Agencies to supply moving image clips and audio files as the internet and digital media become increasingly important in the global marketplace.
Depending on the exact nature of the agency, library or publication, Image Sales Executives will generally need to undertake the following duties:
- Meet daily call quotas for sales to new and existing clients to ensure that sales targets are met or exceeded
- Have a very good knowledge of the images their company can provide
- Actively seek out new images in response to customer requirements
- Suggest relevant products and services to customers, determining and in some cases predicting their needs
- Negotiate reproduction rates with customers
- Work with specialised Picture Libraries or Picture Researchers to locate specific images for their customers
- Handle the sale from the original phone call right through to delivery, invoicing and follow up
- Help the company develop their image sales strategy and marketing plan by working with the Business Development Manager (or Picture Library Manager) and the rest of the team to understand demand and identify new niche markets and promotional strategies
- They may also be asked to assist with general administration which will include clear record keeping and databasing.
If they work for a picture library, they may be required to carry out any digitisation and cataloguing to support the sales effort. They may also need to work closely with the licensing team to ensure that they fully understand copyright and ownership of the stock material.
To do their job well Image Sales Executives need to be able to spot trends and new business opportunities, as the demand for images changes according to a variety of cultural and commercial factors. In larger picture libraries and agencies, the image sales functions may be split into a variety of grades from telesales staff, through Image Sales Executives, Senior Image Sales Executives, to Account Managers. Responsibilities for different types of clients may also be split, with separate Sales Executives serving different market sectors such as publishing, corporate, digital and broadcasting.
Image Sales Executives spend most of their time working within a office-based sales team from where they will make their calls and handle client accounts. In some cases, they will be expected to travel to meet with clients face to face.
Sales Executives normally work a regular working week, though they may be required to work shifts to serve international markets in different time zones. Pay is generally good, with performance related incentives and bonuses.
Typical career routes
Image Sales Executives often start off as a telesales representative or Picture Library Assistant (see the Skillset Job Profile for this role) before seeking work as an Image Sales Executive.
Success as an Image Sales Executive offers opportunities to move further up the sales ladder to positions that may include (depending on the size of the agency): Senior Sales Executive, Account Manager, Sales Manger, Business Development Executive, Clearances Manager and National Accounts Manager.
Sales skills can often be transferred from Picture Agencies to Picture Libraries and previous experience within the commercial sector can help staff secure a more senior position within the Picture Library of a museum, gallery, specialist picture library, as a specialised Picture Researcher (see the Skillset Job Profile for this role), or at the picture desk of a publication or photographic agency. Sales skills are also transferable to other areas of Photo Imaging, such as manufacturing, and to other industries.
The British Association of Picture Libraries and Agencies (BAPLA) regularly post new vacancies for Image Sales Executives and other positions within the picture library sector on their website: www.bapla.org. Most of the larger Picture Agencies will also have their own websites that advertise vacancies within their organisation.
Essential knowledge and skills
Image Sales Executives need to be good at meeting client's expectations by sourcing and delivering appropriate pictures, as well as ‘closing' sales. A good understanding or visual composition, colour and the end uses of the images will be vital.
They to have a positive, can-do attitude, with the ability to hit targets while working as part of a sales team. They should be self-disciplined, highly motivated and be able to predict and meet the needs of a varied customer base. It is also likely to be an advantage if the applicant has experience in cold calling, telesales and marketing.
They should have good verbal and written skills, be able to communicate clearly and concisely on the telephone and via email, and should be able to build rapport with a wide variety of people. Good spelling is critical and the ability to touch type 40 words per minute or more will be an advantage.
Sales Executives should be computer literate, with a good understanding of databasing, presentation and imaging software, and have experience in imaging cataloguing and searching. Previous work experience is a significant advantage, particularly within one of the sectors to which the company sells images, for example publishing or advertising.
Training and qualifications
No prior qualifications are required to work as an Image Sales Executive. Most Picture Agencies place greater store in experience over academic qualifications, though a background (and qualifications) in Photography, Art and Design and English will be useful. Some employers specify they are looking for graduates when advertising senior sales positions.
If the Picture Agency or Picture Library provides a highly specialised range of images, a qualification in that specialist field is often required.
For this information and more, please view the attached PDF. 
Image Sales Executive
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