On Selling

Articles about Sales - How to make more money in your business

Turning an Initial Phone Call into a Guaranteed Sale by Kay Eskridge CPP, M. Photog.,Cr

Destination Engagement Portraits by Bruce Berg M.Photog., Cr.,

Maternity Photography 101 Kay Eskridge CPP, M. Photog.,Cr

Turning an Initial Phone Call into a Guaranteed Sale by Kay Eskridge

A potential client is on the line . . . what’s your next move?

First of all, congratulations are in order as some form of your marketing (word of mouth, print advertising, partnership marketing, social networking site, etc.) has done its job and a prospect has found you. They have a need and hope you can fulfill it. They actually ‘want’ to be sold. They want to feel they have called the right place, made the right decision and will be working with someone who understands and can meet their needs. It is now up to you to help them feel assured that calling you is the best thing they could have done.

With this in mind here are 10 tips that can help you turn an initial phone inquiry into the sale of a portrait session appointment (I personally do not like the word ‘booking’ or ‘booked’ and think that terms like schedule, scheduled or scheduling sounds classier and more professional).

• Thank callers for calling and show them you care about what they need by listening to them! Everyone has a story they want to tell and by actually giving them the chance to do so you are helping them become comfortable with you. They are beginning to trust you. You are becoming a friend and people like doing business with friends instead of salesmen.
• Get out your Client Inquiry Form (see below) and begin jotting notes on their file.
Ask questions that show you are concerned about their needs like . . . why are they looking to hire a photographer? is this session on celebration of a special occasion? are they on any type of deadline? are there any special situations you need to be aware of? etc. Use open-ended questions to get people to speak more freely. You should always talk less than the person you have called. It makes others feel more comfortable, particularly if you are asking them to make a decision. The more they talk, the easier it is for them to “buy into” the experience of the portrait session you are offering to sell them.
• Give some tips that reduce anxiety. Think about the most commonly asked questions you’ve received and be prepared to mention a few of the answers. Things like clothing recommendations, what they should expect during a session, your studio production timeline, cancellation policies, any specials you are offering, etc. You don’t want to overwhelm them but showing you have the answers will give them piece of mind.
• Ask them if they have any questions, and keep asking until they say, “No.” Then they will be ready to schedule a session.
• Scheduling the portrait session and projection appointment needs to be handled carefully. Do NOT ask, “What would be convenient for you?” This is courteous, but it forces them to make another decision. They may also choose a date or time that does not work for you, which may feel like poor service to them. Give them options that you have available until you find one that works for their schedule.
• Collect the information you’ll need to be prepared for their session using your Client Inquiry Form. This reaffirms your professionalism, care and concern for the success of their experience.
• Confirm the portrait session by taking their credit card information and reiterating your studio’s cancellation policy.
• Thank them again for calling and reinforce the fact they have made a very good decision in selecting you for their photographic needs. “We are excited to work with you Mrs. Jones, and look forward to the time we will be spending with your family on Tuesday the 6th at 2:00.”
• Send them a client Welcome Kit that should include any information they would need prior to their session (a reminder card with dates and times of their appointments, price lists, purchasing options, what to expect, information about the studio, any postcard or PR card with images representing the type of photography you would do for them, etc.)

Some additional things to remember . . .
You are the “manager of first impressions” for your business. Whenever you (or an employee) pick up the telephone, put a smile on your face first. It will enhance your vocal quality and you will sound pleasant and relaxed.

Do not make the mistake of assuming everyone shops based on price. Not all phone inquiries (potential clients) just want to know ‘how much is an 8x10?’ so do not begin your side of the conversation with this in mind. Maybe they are asking for the price of an 8x10 because that’s the only thing they know to ask about? This is when you begin educating them on the value of hiring a professional photographer. If price really is the only thing they’re concerned about then you need to decide if they are the right type of client for you. As Carol Andrews says . . . “When our clients are not properly prepared and educated regarding the benefits of professional portraiture, they will not meet our expectations, and the issue becomes money”.

The initial inquiry call is the perfect time to ‘plan the seeds’ of items you’d like to sell by asking questions. As an example, if you want them to purchase large wall portraits you can use questions like . . . do you know where you plan to display your new wall art? What are the colors, décor style or size of room you plan to display your new artwork? (these questions also aid you in helping them plan their clothing selections and appropriate portrait location to coordinate with their home décor).

A sale takes place when a prospect trusts and has confidence in the salesperson, and the prospect perceives a valued difference in the company and the product. Your challenge is to create an atmosphere where a "buy" can take place. You accomplish this by asking the right questions and letting the prospect or customer answer his or her own concerns -- while you uncover their present situation and real needs.

So, what’s the bottom line? The art of securing a sale during the initial phone inquiry is about establishing a relationship with a client using good communication skills so trust is established. It’s about successfully connecting with your clients from the very beginning so the experience of working with you goes beyond ‘just’ the portrait session.

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Destination Engagement Portraits
by Bruce Berg (M.Photog., Cr.),

We have all heard of (and hopefully photographed!), Destination Weddings. Recently I discovered the upside of promoting Destination Engagement sessions.

It is very beneficial to include a free engagement session with your wedding packages. You are able to get to know the couple better, find the nuances about their relationship and discover facial characteristics that photograph better. This all helps because when the day of the wedding arrives, they are very comfortable with you and you are more perceptive on what works and what doesn't. Plus, you are able to market yourself better to those attending the wedding more effectively.

Incomes in Oregon are far below the national average (and their unemployment rate is 12% and in my market area it is over 13%), yet my wedding average (not counting engagement orders) is one of the highest in the state at about $6,000 per wedding. My appeal is to the upper middle class and lower upper class markets.

Often, when we get booked for a wedding, the couple may live out of the area of their wedding and are "coming home" for their ceremony". In the past, I would try to get the couples to set up their engagement session at either my studio or a local park and spend maybe 20-30 minutes creating some images for them. As photography styles became more candid, and digital has come into play, those sessions became more free flowing, fun, about 90 minutes long and we started producing many more images and using several locations.

This wider variety of images started lending itself into some engagement albums that supplement the couples' wedding albums (We use Azura albums out of Norcross Georgia). More frequently, press printed books from White House Custom Colour were utilized as sign in guest books. Our standard charge is $595 for these 20-25 image books which include custom design service done by one of my three employees, my Photoshop artist, Lindsay Hansen. The profit margin with the guest books is generous

Because of the product and style of photography we do, the engagement sessions started to become a nice profit center, as most couples would buy the Guest book and then order additional prints as well. We then would use one of their engagement images to print up wallets at no charge with our logo on them and contact information on the back for how to view the couples wedding images that they would have available at the reception. People would start commenting about how unique the engagement books and images were, creating a local marketing buzz.

Two years ago, one of my couples asked about me traveling 2 ½ hours to a unique location near their home in Central Oregon. In the past, I may have just jumped on the opportunity for free, but knowing that there are costs involved besides my travel time, they agreed to pay $300 in addition to a guest book commitment.

The buildings where we took the images looked like we were in Spain. They loved the images so much that besides the guest book they ordered quite a few additional prints and a wall portrait.

Once future brides saw a copy of that couples' unique engagement book, more travel ensued. One couple flew me across the country to Washington D.C., covering all of my costs for 3 days, plus a $600 travel fee. Their total order was over $3,000.

In the past year I have been flown twice to San Francisco, leaving at noon and returning home late that same day, with the couples paying my $500 travel fee and covering my food and airfare. This year, one of those couples ordered a 24x30 canvas wrap (printed by WHCC) to have on display for their wedding and reception.

I've now done seven destination engagement sessions, with a sales average of over $2,000, which doesn't count my travel charges. Besides being a nice additional profit center, they have expanded my boundaries and have been a lot of fun!

Bruce Berg contact info: www.BruceBerg.com, www.SeniorPhotographs.com 541-726-6119.

Maternity Photography 101 Kay Eskridge CPP, M. Photog.,Cr

If you have a passion for, or are thinking about, offering Maternity Sessions to your photography business you have to remember the #1 most important thing . . . it’s all about ‘her’. Her comfort, her desires and her connections. If you can tap into all three of these you are well on your way to establishing a prosperous Maternity division to your business. Here are three easy steps to learn, follow and get you started . . .

Let’s talk first about her comfort and the elements needed to make your studio (home office or retail location) a place where she feels she is being taken care of. The following are steps you need to consider:
Discuss her clothing comfort level in advance (fully, partially clothed or nude figure study?) via a pre-portrait consultation. My preference is to do this in person so she has an opportunity to come to the studio before the session illuminating anxiety the day of the session and stress from not being about to find our location.
Have a robe available for her discretion (thick and warm for winter / satin and light for summer)

Set air conditioning in advance of the session to a cool temperature and or provide a room fan (she’s a human incubator and will always be warmer than normal body temperature)
Stock clothing items ‘just in case’ she’s forgotten to bring something like tube tops, robes, satin/silk material for draping, loose fitting clothing like bathing suit cover ups, etc.
Have plenty of fresh, cool water available. Snacks to nibble on to settle an upset stomach or if blood sugar drops.

Have skin sensitive or hypo-allergenic body lotion on hand.
Be aware of her constantly changing and highly charged hormone levels (she’s going to feel and complain about being FAT so be sensitive to that and give her plenty of reassurance)

Powder to tone down a shinny face (mineral based in a few color options)
Don’t spray room deodorizer or burn candles prior to the session as their sense of smell is extremely sensitive (if home based do not cook food that has a lingering odor the night before).

Discuss posing and lighting techniques that will be most flattering to her growing figure prior to the session to reassure her that you have her utmost personal body challenges in mind.

Next let’s talk about her desires and what items you can offer to help your sales averages grow? The most obvious would be images as ‘art’ for the nursery. Black and white images are always a huge hit as well as a ‘Watch Me Grow’ type option which would carry you into the Newborn and First Year baby plan and include images from the maternity session, newborn session and the first year of the baby’s life. It is a ‘growing’ type of plan so images would be selected after each session occurs guaranteeing more sessions than just the maternity. These images can be designed as a collage or multiple album options. Or you could create a series of maternity images showing how the baby is growing like a doctor would in terms of trimesters. The images could be designed in one collage or multiple framed images.

You could also sell her a Beautiful Belly Album that would include images from just the Maternity Session. As a follow up you could offer a second book from the Newborn Session as well as sub sequential albums from later sessions – creating a library of the baby’s life. Now you have an opportunity to make them ‘Clients for Life’ by introducing them to the many photographic opportunities you offer such as: My First Year, Birthday’s Rock, When I was one, two, three . . . , A Day in the Life or whatever you call the specialty options you provide.

Creative unique Birth Announcements are also an option for you as the images you’ve captured now become a work of art the family would want to share with loved ones and friends. We use WHCC for their press printed products and LOVE the options provided for options of style and shape. The bottom line is that you have to continue the relationship you’re forming with them by giving them reasons to spend their money with YOU!

The third tier of this plan is to tap into their connections and how you can reach other expectant mothers. You’ve made her happy and she’s hooked so now it’s time to ask her to refer you. Many times we fail to do something as simple as this. ASK her for her referrals! Who is her ob-gyn, her pediatrician, her fertility specialist . . . where did she shop for her maternity clothes, where did she register for her baby shower . . . do you see where this is going? Tap into the places pregnant women frequent and that is where you want to spend your time and focus with advertising dollars to make it pay off. Ask for the name of the owner or manager of the stores she shares with you and then use a Letter of Introduction with her name on it so you have a Verified Connection method instead of a cold call. Follow up with a phone call to arrange a ‘person to person’ meeting and then show them how this relationship will benefit both businesses. Talk to them about Partnership Marketing cards you can share as well as the option of displaying your work in their business. A Partnership Marketing Campaign is a win – win in today’s economy when everyone’s bottom line advertising dollar has become smaller and more guarded.

Now the next step is to ask your happy clients for referrals to their friends group. Using facebook, twitter and blogs you can post images that your happy moms will be able to brag about and send them directly to you. They’re proud of the blessed life they are now experiencing and if you can give them a photographic reason to share you’re setting yourself up for a gold mine of other expectant mothers.

The three steps are easy to remember: Her comfort, her desires and her connections. Hit all three and you’ve reached the Tri-fecta of Maternity Photography and if you can implement them effectively you are sure to move this portion of your photography business into a successful direction.