5 Reasons Your Clients Don’t Do What They Are Supposed To Do

Have you ever noticed that people don’t always do what you expect them to do?

Whether its your prospects not following through to sign the contract, or current clients not ordering in a timely manner, there are a variety of things you can do to fix the situation.

1. She misunderstands what the next step is

What makes sense to you might not make sense to your clients. You assume she knows what the next step, yet in her mind it may be anything but clear. Sit down and write down your sales process, with steps for each thing you expect her to do. Then make sure you explain things along the way. Friendly phone calls, or even a postcard in the mail is a great way to remind her of what step is next in line.

2. She is in a hurry

Your client has a lot on her mind. She’s thinking about dozens of things every day. And because she may not realize the next thing she has to do, its up to you to walk her through the steps. Lay out expectations, and add dates when appropriate. For instance when we met with potential wedding clients, we didn’t push sales. If they needed time, we always gave them time to think things over – and gave them a specific date we would hold their date without booking, which was usually around 48 hours. If we didn’t hear within that time frame, we would place a phone call just to check in and remind them their date will be open to other potential customers. Friendly reminders can lead to more business. [Read more…]

The Only Goal Of Every Marketing Campaign And Why You’re Probably Doing It Wrong

If you’ve been in business for any length of time, you’ve created a number of marketing campaigns to reach out to potential customers.

Why did you create them?

If you thought, “to bring in customers” you’re only half right.

Ultimately all marketing is created to bring in new customers. But if you don’t consider the “how” within the campaign itself, you’ll never have the results you’re looking for. Let me explain.

I recently went through a wedding magazine here in my local community. Chances are its not a whole lot different from the one’s in your community. And as I browsed through them one thing clearly jumped out at me.

All of the ads are virtually the same.

Sure, the photo, logo and phone number changed. But the structure of the ads themselves was all the same.

So what makes someone choose one over the other?

An Ad Needs To Say More

As a photographer, I know how easy it is to get caught up in the emotion of your own work. You loved the client, you loved the atmosphere, and the particular image you’ve chosen for your ad really “speaks” to you.

The problem is the potential client doesn’t have that same vantage point. They don’t know the client, they don’t know the details of the image, and they don’t know how well you’ve connected with the image. They just see the one photo in the ad, and base their entire first impression from it.

The problem is their first impression becomes muddled when they see photo after photo, page after page, and they all pretty much begin to look alike. And that’s because business owners don’t take it to the next level, and put into a marketing campaign what truly needs to be there.

The goal of every marketing campaign is to create a new belief, or change an old one.

We buy because somewhere deep inside of us we know we have a “problem”. And the person that comes closest to helping us solve our “problem” is the company that we ultimately will do business with.

Don’t believe me? Think about any product you’ve recently purchased.

Let’s use household cleaners. If you go up and down the aisle at your local store, you know there are dozens of different options. Some are “extra strength”, some are “gentle”, some are “safe for the environment”. When you approach the cleaning aisle, you have a “problem”.  You want to buy a cleaning product to use within your home. So you go shopping with a few ideas in mind, and possibly some preferences. Yet just by looking through the available products, you can quickly be swayed to other options. Maybe you’ve never thought about the harmful affects of cleaning products before. Would one that promised to “be safe in the environment your kids live in” make you think twice before you buy? Of course. Their marketing campaign – in this case the title and tag lines on the product itself – is enough to win you over and make you buy. And if you add in a television commercial or magazine ad that explains the same things in more detail, you may bypass looking at the products on the shelves, and go straight into the store with the sole intension of buying the “safe” product.

Okay, that’s cleaners. But does it really work for photography? Of course.

Since I began with an “ad” of a wedding photographer above, lets continue on with that example.

What is a bride looking for when she’s hunting for a wedding photographer?

Some brides may be looking for the perfect photographer because she doesn’t want to relive the horror of having “uncle Bob” shoot her wedding and lose everything like her best friend went through.

Or maybe she’s looking for a great photographer that will fit in with her personality, offer her a high level of customer service, and provide the perfect memories of her very special day.

Brides all have different visions and different wants from their photography. But if they have to choose based on dozens of ads that all look the same, it comes down to a coin toss.

Start the process by making them think. Even a simple question can set you a part from your competitors.

Then go into more detail. You may not be able to get a ton of information into an ad, but why not continue the story on your website? If you’re mailing a postcard, continue the story on the back, and explain why the average photographer doesn’t give you 100 percent of the service they deserve.

The goal is to get them to start questioning how all other photographers do things, and why you’re a little different. Once you get that question into their minds, you’ll quickly move apart from your competition. And book more.

10 Steps To Delivering The Best Customer Service To Your Clients

What does the term “customer service” mean to you?

According to Wikipedia, the definition is:

The provision of service to customers before, during and after a purchase.

That definition is key to understanding why some photography studios are busy, and others aren’t. The difference is in their understanding of what customer service truly is, and how often and when they connect with their loyal customers throughout their business life.

Customer service isn’t just how you handle the customer in a face-to-face conversation. Customer service extends to every point of contact you have with a person, from when they first notice you, until the moment you shut your doors and close down your business.

If you want to move ahead of your competition, make sure you have these 10 steps in place.

1. Have multiple ways to connect with potential customers.

And more importantly, check each source on a regular basis. In today’s world, people can connect with us via phone, email, text, Facebook and Twitter. And that just scratches the surface. While it is important to have multiple ways for a potential customer to connect with you, its even more important that you check each communication source regularly so you can answer questions immediately.

2. Use technology wisely.

If someone leaves you a voice message, let them know what to expect in return. If they send an email, send out an autoresponder message with the details. No matter what tools you use, you have a way of further connecting with your prospects and customers. Use it wisely.

For example, it’s easy to set up different forms and email addresses for different parts of your business. If you have a wedding page, when people fill out the form inquiring about your wedding services, use an autoresponder back to explain your services in more detail, and let them know you’ll be in contact in the next 24 hours to discuss their plans. Easy to do – and puts you one step up on the ladder of professionalism.

3. Show up on time for appointments.

It doesn’t matter how you connect with your prospects and clients, being on time sets the stage for future business. If you set up a phone call, make sure you dial their number on time. If you’re meeting in a coffee shop, be there a few minutes early so you can pick the perfect table, and have your laptop and other materials set up and ready to go. And if you are there for the shoot, be ready to go, camera and ideas in hand at the exact timeframe you selected. [Read more…]

How To Make Your Facebook Page Attract Customers

Putting up a Facebook Page is easy. Click on the Create A Page button, and it walks you through a few screens to add content.

The challenge comes from turning your page from a stand-alone, no one knows you’re there Page, into a Page that brings in new clientele every day. After working with Facebook steadily for a couple of years now, I’ve discovered there are four key steps that will help you move from a Page know one knows about, to a Page everyone raves about.

Use The Features

One of the reasons Facebook is so popular is its user friendliness. You can check in on your desktop, laptop, tablet or smart phone. You can use your browser window, or use an app. Phones, cameras and video equipment now come with “push one button” technology that allows you to go from concept to sharing in a matter of minutes. And in today’s me-society, that’s powerful stuff. Everyone is a reporter. Everyone stays connected.

With Facebook features, all of this is easy.

It may seem overwhelming at first, but most features can be enabled and used in a matter of minutes. Start with the basics. Then commit to trying something new everyday.

“I’m scared to post anything. I know it will be there forever, what if I make a mistake?”

I had a client ask me that recently. So we talked for a while. We had just set up her page, and she had 25 people liking her page – most were friends. With 25 friends, they will be forgiving. So I had her start out small. She photographed a few images on a hike, and sent them to her Page with a simple caption. She included photos of a conference she attended, and learned to tag the people in the photographs. And she made a couple of “mistakes” – spelling errors, and incomplete thoughts. But she learned, and is now much more confident about posting. And her friend base is growing in the process.

Develop A Strategy

What if I asked you what your marketing strategy is? What would your answer be?

I’m betting you would have a variety of ideas in place.

  • Advertise in the local magazine every month.
  • Monthly mailers to my client base.
  • The local bridal show.

I’m sure you have a number of campaigns and tools in place in order to keep clients coming in all the time.

Now let me ask what your Facebook strategy is? Hmmm… [Read more…]

How To Get Your Foot In The Right Door

This post is Day 22 of 30 Ways In 30 Days To Redesign Your Life With Photography. This series seeks to provide you with practical steps to get you from wherever you are today, to exactly where you want to be – this year! If your goal has always been to take your photography to a whole new level, hang on and start enjoying a new lifestyle you’ve always dreamed of.

If your goal is to bring in portrait or wedding clients, you quickly understand that you must advertise to the right people, and bring them in one by one. But what if you are looking for bigger jobs? What if you are looking for a few large clients on more of a corporate level in order to fill your studio for the year?

If you are just starting out, that can be a daunting task. I heard from several of you facing this type of situation.

“What is the best way to approach a company to try to get them as a client when you already have photos that are applicable to them? … How should I go about contacting the companies? Do I just call up and ask to speak to the head honcho and request a meeting? Or do I send them some stuff? Hard copies, or email low-res images and hope for the best?” ~Anne

“My biggest obstacle is trying to get my foot in the right door and my information in front of the right people, so naturally my first question would be how can I accomplish this. I need to get me and/or my information past the receptionist and the Administrative Assistant and into the hands of the person/people who make the decisions.” ~Rod

Become A Salesperson

In both of these cases, the key is not to think like a photographer, but to think like a sales person. Before you can ever hope to sell to the key person you are going after, you have to find a way to interest them in what you have to offer.

Where most photographers fail is with the sales process. No matter what type of small business you run, you have to be a sales person first, and do what you love second. When you get really good at it and your reputation is built, then you can dedicate more time to what you love. But as a small business owner, first and foremost you will always be in sales.

The first step is finding the person in charge. That might be the president of the company. It might be the director of HR. It might be a management director. In any case, you have to do a little research, especially if the company is large in size. Start by making an educated guess. Then get on the phone and give them a call. If you reach an admin assistant, be friendly and ask a few questions.

“I’m stuck and I have a quick question. Do you have a minute to point me in the right direction?”

A simple question like this takes the guard down, and turns a person into a helpful resource.

Then stick to a sentence or two to describe what you need. Remember, you are looking for the right person to begin campaigning. You aren’t there to lay out your entire business and history to someone that simply doesn’t have the time to listen.

“Who makes the decisions on what artwork to purchase for your restaurants?”

That’s a simple sentence that provides the assistant with just enough information to give you a resource. It doesn’t take away much time from her busy day, and it’s a simple answer for her.

If you don’t have an address, ask for a physical mailing address. They may be more leery of releasing a direct phone number or email address, but take what you can get.

Then start the sales process.

Sales is really about being creative, flexible, innovate, react, and do it all again. If you want to separate yourself from your competition, you have to do more than have a standardized sales pitch. You have to be more creative, innovate with what you have to offer, be flexible enough to make changes along the way, react so that you keep your customers happy – and then do it all again.

Think Creative

People in key positions here the same thing day in and day out. People constantly are bombarding their offices with “I just need a minute of your time.” From employees to management to sales vendors, they are already putting in long hours, and they will do whatever it takes to shorten up the process if they can.

So instead of bombarding them with the same old message, find a creative way to construe your message.

Instead of sending them a letter with the message, “I’ll only need a minute of your time”, try a creative package instead. Send a small one minute hourglass along with a note that takes less than a minute of their time to read. “I realize how important a minute of your time is.” That takes a standard idea to the next level.

While you are in photography, you don’t want to bombard them with your photography upfront. Instead, you want to provide them with benefits of what you can provide.

Start by writing a list of benefits.

Then incorporate one of the benefits into a campaign. The hourglass example above is an idea, yet with a little thought process, you can come up with a slew of ideas.

I’ve seen people mail just about anything. Look for clear plastic mailing tubes, boxes, customized postcards and more. Head to a party store, or search online for mailing options.

Don’t Give Up

People are busy. They may be planning to head out on vacation next week. They may be facing surgery in a few days. Their mothers or fathers may be sick and in the hospital. Or maybe they are on their way out the door to pick up a sick child from school, and bring them to the doctor’s office.

The point is you have no idea what their mindsets are when your package reaches their desks. If they are focused on something else, your package may not even register. It may get shoved aside, barely being opened or looked at.

Yet if something similar arrives a month later, their attention is back at 100 percent, and they are looking for ideas. It arrives at the perfect time.

If you give up after the first contact, you may miss a huge opportunity.

Just like marketing sometimes takes 8, 10, even 15 or more contacts to be noticed by someone, your contact may also take time.

While you never want to become a pest, a simple campaign periodically for a set time period is perfectly acceptable. Instead of planning one mailing, plan 5. Or 10.

Then rinse and repeat. You’ll learn so much from the first try. Use that to move on to another company. Research, modify and continue on. You’ll quickly build the photography business of your dreams.