In the final chapter of this series on the photography sales funnel we look at how you can begin putting what you’ve learned into action for setting up your own sales funnel. If you haven’t read the first three parts of this series please do so now:
The Potential Is Larger With A Niche
Once you realize the potential of a sales funnel, which I hope you do by now after following along in this series, you should consider implementing one for your own business.
When you first get started, don’t look at your business as a whole. Instead, look at it in individual pieces, or in niches. Maybe you photograph weddings, events and family portraits. In this case you could look at your business in three distinct ways through all three of your niches.
Each niche will be considered unique because you will be approaching customers and referral sources in different ways using different materials and tools. While they may all require you to have a website, how you move them through the site will take on different approaches for each of the different niches. For example as mother looking to book a family sitting may love looking through wedding images, but she won’t be able to “see” herself in your work. She wants to see other families and how you pose, choose your backgrounds, create packages, etc.
Planning Your Sales Funnel
Once your niches are determined and you are confident you want to bring in a lot of clients in those niches, you can begin work on your sales funnel.
Your main focus should always be on the needs of your customer. When I begin planning out my sales tools, instead of thinking of my niche as a whole, I think of one customer in particular. Don’t think of a “generic” customer. Instead, think of the best client you’ve ever had, the one you would love to have in your studio all the time. Then ask yourself a series of questions.
- What did you do to attract her? How could you improve on that process?
- What did she buy? What more could you have sold her?
- How did you communicate with her during the entire process, including in the present? How could you communicate with her now and into the future?
- What more could you sell her?
I’m sure just by reading these questions, ideas are popping up. Don’t stop the flow of ideas. Let them come and write them all down. This is how you will build your sales funnel for the future. [Read more...]