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It's All About Sales |
by Doug Box
Photographic skills is not the only answer! Yes, you have to be able to put an image on paper, but how good the image is - is not directly proportional to your profitability. We all know mediocre photographers that are successful and great photographers that are poor.
Marketing is important, so are business skills. But it is sales that accounts for the success of profitable studios. I am studying a book and tape series called The Closers Part 1 & 2. by Ben Gay III (yes that is his real name). He confirms what I know from experience. Closing the sale does not just happen right before you get the check. It is a continuous process.
The phone is often times the first contact a prospective client has with you and your studio. Please, please, please do not put an untrained person answering the phone!
"Hello", answers an untrained employee.
"Is this Doug Box Photography?" a prospect asks
"Yea, what do you need?", comes the answer.
"Ahh, I need some information on wedding photography, Can you give me some idea of what a typical wedding album costs?", the prospect asks.
"Lets see, oh here's the price list. Well weddings start at $2,000 and go up to , wow! $6,000. Man that's expensive!", the staff person says with no training.
" OK, ahh, thanks.", CLICK
That one is gone! (More later on creating a script for every life cycle at your studio)
But proper use of the phone is not the only thing that adds to closing the sale. Your paper work is the next image the clients have of your studio. Beautiful paper work is one more part of closing the sale.
What does your studio look like? Both inside and outside?
First let me ask you this simple question, who are we as photographers selling to? Who are typically our client? WOMEN ARE! Listen men, we need to learn what is important to women. Women are our clients. We need to learn to sell to women. What does this mean?
First, when a woman drives up to you studio, what does she think? Is the grass cut? Is there nice landscaping? Is there junk laying around? Is the drive and walkway swept off? It is hard to change a first impression! What does your sign look like? What sign? What does the front door look like or the entrance way? What are the colors of the studio? masculine colors, because that is what we men like? Or feminine colors? What about smells? Are there candles burning. Did you know that pumpkin pie spice scent is the best for selling?
Every little detail is part of closing the sale. What are you wearing? Do you look professional? Does your image and the image of the studio match your pricing structure?
Your customers are looking for more than a "picture". They are looking for someone who will help them, someone who will listen and answer their questions, someone who will help them look their best, and more significant, they are looking for someone they can trust. That's right, someone they can trust! They can have pictures done lots of places. They want something special, an experience. I have always felt that being a great wedding or portrait photographer starts with one thing. No, not great skills in lighting. No, not a great poser. No, not even a great business man. It is a great personality! I'll never forget something Lisle Ramsey said in 1980, "If people like the photographer, they will like the photography!" I have based my business on that anthem. If you are not tremendously likable, either learn to be likable or hire someone who is likable and you hide behind the camera and be quiet.
One of those questions of the universe, like if a tree falls in a forest...., Does a goof ball (someone with no personality) know that he/she is a goof ball? They must like the way they are, or they change. SO, how will they know they need to be more likable. Oh well, some questions may never be answered.
Your reputation is part of closing the sale. What is your reputation around your area? Are you getting lots of referrals? Do you ask for referrals? Do you qualify your clients? Not everyone is right for you. Some people don't think quality portraiture is important. The value does not equal or exceed the price. Why qualify your clients? (The word is qualify not pre-judge), To find out what their specific needs and wants are before you start giving them your standard sales presentation. Always qualify your clients, never pre-judge your clients.
So you want to be a Master Salesperson. Here is what you need to do:
• Qualify, don't pre-judge. Listen, intuitively. Not to just the words but to the deeper meaning. When they ask, "How much is an 8x10?" Realize they probably just want to know, can you make me look good? Can you help me with clothing? Can you help me have a good experience with my portraiture? They just don't know what else to ask.
• Be prepared! That does not mean a stale, canned sales pitch. Practice what you are going to say, what points you want to cover. Know the BENEFITS you offer to your clients. Not the features! A feature is 26 years of experience. A benefit is your peace of mind. A feature is, open 9 to 5 Monday through Friday, late appointments available on Tuesday and Friday. The benefit would be, More convenient for you with our flexible hours.
• Offer a written guarantee! My guarantee has always been, We guarantee you'll love your portraits or we'll redo them or refund your money. No matter what the reason, and we'll still be friends. "What do you mean no matter what the reason? What if it's not your fault?", you might ask. That's right, no matter what the reason! I want them to be happy with the images AND the experience.
This article is reprinted by permission of the author, Doug Box. To contact Doug, visit his web site www.SimplySelling.com or email him at dougbox@mac.com. You can also write Doug Box at 2504 County Rd 235, Caldwell, TX 77836