Closing & Profit

Come aumentare la tua percentuale di chiusura e i tuoi profitti durante un appuntamento (quando sei faccia a faccia con il cliente)

Volume 7/30

È un dato di fatto. Recenti statistiche confermano che vendere ad un cliente già acquisito è 8 volte più semplice che farne uno nuovo.

La chiave numero uno per avere clienti fidelizzati che tornano da te più e più volte (o che ti raccomandano per passaparola ad altri potenziali clienti) è la loro soddisfazione. Ossia la “cura del cliente” (il classico customer care).

Ma spesso saper rispondere o gestire le richieste dei committenti non è facile… e una parola in più o in meno può fare tutta la differenza del mondo tra un cliente soddisfatto che ti raccomanderà spontaneamente ad altri  e uno scontento.

Questa guida è per te se:

This free training is for you if:
  • You’re a burned out shoot-and-burner, trying to figure out how to do what you love while also making a decent living at it.
  • You’re tired of producing work you’re proud of only to see it end up lost on a thumbdrive in a drawer somewhere, never to see the light of day.
  • You’re fed up with trying the marketing fad of the day to stand out in your crowded market and want a long-term solution for bringing in more (and better) clients.
  • You hate selling and loathe the idea of being a salesperson.
  • You want a business that supports your family and your lifestyle without taking over your already limited free time.
  • You’ve ever considered switching to IPS, but you’re not sure how to make it all work for your business.
  • You’re burning out from all the shooting and burning.
  • You want to make more money, while serving your clients better than anyone else in your market.
  • You dabble in In-Person Sales, but you can’t figure out how to do it without feeling like a sleazy used car salesman.
  • You’re already doing In-Person Sales, but you want a refresher and an opportunity to up your game.

30 modelli già pronti per gestire le situazioni più comuni, frequenti e atipiche che possono verificarsi prima, durante e dopo la realizzazione di un servizio fotografico

1 - Inizia Qui

Innanzitutto, come membro del Foto Elite Lab, se hai domande su questa guida operativa puoi aprire una nuova discussione (o partecipare ad una già esistente) nel gruppo facebook privato

È importante che comprendi questo: le guide operative sono dei “piani d’esecuzione” incentrati sulla velocità d’implementazione e sulla praticità.

Non sono quindi i classici corsi pieni di concetti ridondanti e di mille parole che poi magari alla fine impieghi mesi o intere settimane per metterli in pratica.

Detto in altre parole: ogni guida operativa ti spiega come padroneggiare al meglio uno specifico aspetto della tua attività di fotografo attraverso la messa in pratica di una serie di azioni passo passo.

Per far questo, ho buttato via l’80% di teoria che non serve a nulla e ho distillato per te solo quel 20% di azioni che davvero ti aiutano a raggiungere uno specifico risultato.

Questo per un semplice motivo: se non metti in pratica ciò che impari, resterai sempre al punto di partenza e la tua attività di fotografo non decollerà mai veramente!

Ecco adesso come ottenere il massimo da questo corso:

  • Leggi la guida per intero, guarda tutti i video, e avanza di lezione in lezione (senza saltarle)
  • Non passare alla lezione successiva se prima non hai completato quella precedente. Questo ti aiuterà a mettere “le mani in pasta” come si suol dire, ed evitare di non mettere in pratica nulla di ciò che imparerai
  • Se alla fine di una specifica lezione trovi dei link che rimandano ad altre risorse esterne (esempio: casi studio, template, tool e strumenti), hai 2 possibilità: 
    1. Puoi saltare direttamente alle risorse consigliate per poi tornare qui e riprendere dall’ultima lezione che avevi completato
    2. Puoi decidere di visionare le risorse solo dopo aver completato tutte le singole lezioni

Come avrai già intuito, le guide sono state pensate per darti la massima flessibilità d’uso (infatti ognuno di noi apprendere in modo differente).

Proprio per questo motivo, in fondo ad ogni guida troverai il riepilogo di tutte le risorse consigliate (casi studio, template, checklist e tool).

Una volta completato il corso è perciò importante che prendi visione anche delle risorse che ancora non hai utilizzato o studiato.

Infine, dai un’occhiata all’immagine qui sotto per capire come usare l’interfaccia grafica:

  1. Le sezioni in cui è divisa la guida
  2. Le lezioni – Ogni sezione è a sua volta suddivisa in una serie di step successivi da completare passo passo
  3. Le frecce – Clicca sui bottoni per aprire e chiudere le singole lezioni
  4. Le risorse consigliate – Alla fine di ogni guida troverai il riepilogo delle risorse consigliate, raggruppate per tipologia

2 - Introduzione

2 possibilità: 

  • Incontro preparatorio/conoscitivo –> incontro di vendita per firma contratto –> sessione fotografica –> consegna materiale (tipico per servizi di moda, matrimonio, pubblicità, commerciali)
  • Incontro preparatorio/conoscitivo (con o senza caparra) –> sessione fotografica –> incontro di vendita per firma contratto e consegna materiale (tipico per ritratto, maternità, newborn, famiglia, ecc… quando il soggetto ritratto è spesso il cliente stesso)

 

In particolare:

  • Incontro preliminare
  • Transizione 1 (evento): Deve passare dallo stato di “sconosciuto” a quello di familiare.
  • In questa transizione, 3 cambiamenti avverranno. Non saranno molti cambiamenti… ma cominceranno a spostare le persone più in alto verso la linea di eccitazione. Cominceranno piano piano a rimuovere le barriere.

 

  • Incontro di vendita:

La fase di presentazione

  • Transizione 2 (evento): Deve passare dallo stato di “familiare” a quello di “interessato”. Questa è la fase cruciale. Se non realizzi questa transizione, questo evento, il percorso di vendita si ferma.
  • In questa transizione, molti cambiamenti avverranno.
  • Come riuscirci? È fondamentale che le persone ti vedano come un esperto, ma non solo. Un esperto che conosce i loro desideri e bisogni come nessun altro.
  • Come realizzarla? Sfrutta le informazioni collezionate nella fase 1 per cucire su misura una presentazione su di loro, come se il tuo servizio/prodotto fosse realizzato apposta per loro
  • Esempio: se ho di fronte una giovane coppia che ama il mare e i viaggi, enfatizzerò dei miei servizi:
    • La location marittima
    • Il concetto di viaggi e avventura
    • Spiegherò come riesco ad ottenere certe foto per raggiungere lo scopo di…

 

La fase di chiusura

  • Transizione 3 (evento): Deve passare dallo stato di “interessato” a quello di “impegnato/pronto”
  • In questa transizione, avverranno i cambiamenti più importanti (il prezzo non conta, sono eccitato, conosco i miei bisogni e sei proprio tu colui che può soddisfarli)

 

Vediamole una ad una.

This chart explains the step by step process for booking and getting a great sale from a family portrait enquiry.
Pag. 36 di questo: F:Fotografia – Infoprodotti AcquistatiAcquistatiGetProPhotoClub –> photography-sales-techniques-that-dont-make-you-feel-dirty-inside

3 - Incontro conoscitivo/preparatorio

Questo eservicio è obbligatorio.

Scrivi su un foglio tutte le domande che di solito fai durante un appuntamento.

Rileggila una ad una e assegna un punteggio da 1 a 5 per verificare se sono domande aperte che davvero ti servono per portare il cliente in uno stato di eccitazione e maggior fiducia, o se sono solo domande tecniche che – seppur utili (esempio: quante immagini servono? In che formato? Con che licenza?) – non fanno compiere la transizione mentale al cliente.

Dopodichè, aggiungi le domande che ti ho suggerito modificandole in base al tuo settore.

Dopodichè, fai pratica. Ti renderai conto che alcune domande funzionano, altre meno. Non c’è una regola. Dipende molto da te, dal tuo approccio, e dal tipo di settore.

- Incontro di vendita (fase 1)

Obiettivi emozionali:

  • Elevare la tua figura professionale al ruolo di esperto
  • Rimuovere le barriere (non alla fine!!!)
  • Anticipare le obiezioni finali

Obiettivi pratici:

The purpose of this meeting, at this point is to:
• Help your client choose photos for the products they already said they
want
• Make any tweaks or changes to products you may have pre-designed
• Find a home for any other photos they love, but hadn’t already chosen
a product for. (Think of this as the un-upsell. You’re just saying, “I
noticed you loved these 10 photos as well, but we don’t have a spot
for them in a gallery. Do you want to put those into a small coffee table
book?”)

 

Obiettivo –> Educare il cliente

 

Soprattutto: non pretendere che il cliente giudichi il tuo lavoro con i tuoi stessi occhi di fotografo. Nella maggior parte dei casi, infatti, noi notiamo dettagli e sfumature che al cliente semplicemente NON interessano.

 

Non scordarlo mai:

Il lavoro di educazione del cliente è parte integrante della tua attività di fotografo. Se trascurerai questa fase (per pigrizia, superficialità, o perché pensi che tanto “una bella foto si vende da sola”), di sicuro lascerai per strada una larga parte dei tuoi guadagni.

La scomoda verità infatti è questa: i fotografi non hanno quasi mai voglia di “educare” i propri clienti sul valore del loro lavoro. Credono che basti semplicemente piazzare sotto il loro naso 100 immagini fantastiche e poi aspettare che il cliente dica di SI perché sopraffatto da cotanta bellezza e cotanta qualità.

 

Ma proprio qui sta il tuo enorme vantaggio competitivo: nessun altro fotografo metterà così tanta energia nel comprendere le REALI motivazioni d’acquisto della sua clientela. Tu invece SI.

Fase 1: Inseminazione  (Mettere il seme e Preparare il terreno)

Obiettivi

  • Instaurare credibilità, fiducia, e autorevolezza
  • Cucire il discorso “addosso” al cliente
  • Anticipare le obiezioni

Fase 2: L’offerta

Obiettivi:

  • Presentare l’offerta
  • Anticipare le obiezioni
  • Mettere i paletti

Fase 3: La chiusura

Obiettivi:

  • Chiudere la vendita
  • Gestire le obiezioni
  • Massimizzare il profitto
  • Superare lo stallo

Errori che molti fotografi fanno è partire subito con l’offerta, e poi da lì costruire un discorso.

L’offerta viene dopo la fase 1. Prima costruisci il terreno, poi presenti l’offerta. L’offerta deve essere congruente con il seme che hai piantato, e viceversa.

Non è l’offerta di per se stessa che vende. L’iPhone non si vende da solo.

È il modo attraverso cui il cliente vede e recepisce l’offerta, è l’angolatura che hai dato all’offerta che porta alla vendita. Altrimenti basterebbe mettere sotto gli occhi dei clienti il listino e il cliente comprerebbe da solo, a distanza, senza mai incontrarti.

Concetto chiave: durante la prima fase devi dimenticare (DIMENTICARE) di avere con te il listino con l’offerta o la brochure promozionale.  Non tirarlo fuori. Usa solo il portfolio (all’occorrenza).

Today we’re focusing on mindset work, what your clients need, and what you’d like to sell.

As a photographer you have 2 options on final delivery of your images:

  1. Hand over a gallery of images that they can download or purchase prints online.
  2. Schedule a meeting with your clients to walk through the images together, and recommend print products for them to purchase.

Option 1 is easy: “shoot & share” shoot, edit, upload, done. No pressure on the client to make a decision, no pressure on you to commit to any additional time. You can profit from your online print sales (if the clients actually purchase anything), but the majority of your income is generated through your “service” fee. This business model works if you are operating at high volume and don’t have the desire to work on a closer level with every client.

Option 2 requires a bigger investment on both ends. You are required to become an expert not only in photography but in PRINTography as well (albums, prints, frames, matting, paper styles, cover styles, etc.). You’re required to hand-hold your clients through the entire process and provide them with genuine recommendations based on what you know they want. You’re required to get to know them on a more personal level in order to make such recommendations, and you’re also required to meet with them (in person or online) on multiple occasions throughout their entire experience with you in order to ensure they are thrilled every step of the way.

As a result of this level of attention, you are also required to charge more (in order to stay in business). You invest more in your expertise and your client experience, and in return, your clients invest a lot more in you.

You’re probably thinking, “in order to do ALL THAT, I’d have to make A LOT more. Who would want to spend so much more for something they can get so much cheaper?”

  • The same people who select the “white glove in-home delivery” option at Pottery Barn instead of choosing the self-assembly (never intuitive) Ikea option.
  • The same people that choose to make all their baby food themselves because they want nothing but the best for their kids.
  • The same people that walk into a Mercedes dealership thinking I want a high-quality car, with all the options, that makes me feel fabulous because I deserve it.
  • The same people that go to Sephora saying “I really want makeup that will make me look super young but doesn’t feel like cake on my face” instead of spending the time testing (and regretting) hundreds of cheap options from Target.

People choose to invest in the things they place value in because they know it will make their life better.

It’s your job to show them how much better their life will be when it’s filled with beautiful prints, albums, memories.

When you show them how much this will impact their lives, they will want to invest in you because you are the expert, and they will be willing to spend a lot more for that level of service.

You’ve probably already figured it out, but this is step one in being successful with print and product sales: Believing it’s the best way to serve your clients.

And it is. It will require a bigger commitment from you, but the earning potential is so, so worth it.

Most photographers just post all the photos to an online gallery and leave the client to make a decision. Not only is this killing your sales, it’s also poor customer service because you’re leaving the client to figure everything out for themselves. You’re the professional so you should be helping them decide on the right products, frames, sizes, colours and finishes to suit their tastes, décor and budget.
You sell what you show
If your client’s first impression of their family portraits is to see them all jumbled together on an online gallery then you’re depriving them of the wow factor. Photos don’t look anywhere near as impressive on a small computer screen as they do if you present them properly.

I stopped doing sneak peeks and online galleries until the sales appointment

I read this post by Elizabeth Halford and it all clicked. People lose their excitement after seeing a sneak peek online. I want the first time they see their photos to be in our ordering session. Not only do you get the satisfaction of hearing how much they love their photos, but they’re more likely to place larger orders.

There’s also no temptation for them to steal the images so that they don’t have to order as much. Even if you take every precaution on the books, I know people who have taken a photo of their computer screen with their phone camera and tried to print from that. Lame.

1. WHY I DON’T POST A SNEAK PEEK

  • Ariana (of Becoming Mom) said it perfectly: “The sneak peek…is kind of like seeing a bad movie preview. You know the ones I mean – the “comedies” that have like 5 funny jokes and you realize when you see the movie that you already saw all of the funny jokes during the preview.” This was the big lightbulb moment for me. If you show your clients the 5 best shots (which they can, by the way, just steal off your website) then when they’ve waited anxiously two more weeks to see the rest (because they think that EVERY photo will be as good as your 5 best!) they feel disappointed and instantly fall out of love.
  • People have a short flippin’ attention span. I mean SHORT. I can’t tell you how many clients have paid my £100 session fee (not that much, but a lot for my demographic) and then never buy ONE.SINGLE.PRINT. I kid you not it happened to me all the time. Now, I attribute most of my past failures to lack of expectation management but now, even with measures in place to manage expectations, I still get no-sale sessions and I’m putting this down to the sneak peek and the online gallery. One they’ve had a couple weeks (or even just a couple DAYS) to drool over the sneak peek, send the link to all their friends and family and go back to them over and over again, they ‘get over it’ and move on to the next shiny thing that comes their way.
  • When DO I post the session highlights? After the sale or after it’s clear that your client is a no-sale. Now, this is really really hard to do. It’s really going to take some self control not to post your weekend pride and joys but trust me. Just try and see what happens with your next few sessions when you combine this with the death of the online gallery.

Concetto chiave: prima chiudi il contratto e lo firmi, poi fai scegliere al cliente le immagini (le immagini le scegliamo insieme e ti aiuterò; non preoccuparti). Fondamentale per vendere prodotti fisici che alzano il tuo ordine medio (lo vedremo dopo)

- Incontro di vendita (fase 2)

🛑✋ HOLD UP, before you go wasting hours getting lost in all the beautiful offerings from every print lab in the country, I want you to answer a few questions:

  1. Is your style of shooting more photojournalistic (telling a story) or fine art (making a statement)?
  2. Is your imagery more modern, bold, striking or more classic, romantic, timeless?

If your work based around telling a story (weddings, lifestyle photography) you’ll want to start with albums: Pick ONE album that you love, with 2 or 3 customization options (paper style, cover option, size upgrade).

If your work is more fine art (epic couples portraits, family portraits, seniors) you’ll want to start with wall art: Pick 1-2 types of wall art (framed, canvas, metal, acrylic, etc.) and 3-4 size options (with 16×20 or 20×30 being the smallest and going up from there).

If your imagery is modern, bold, striking: Choose products that will fit that style (metal, acrylic, bold cover options).

If your imagery is is more classic, romantic, timelines: choose products that are in-line with that aesthetic (classic wooden frames with white matting, canvas gallery wraps, neutral album covers, simple matted prints, etc).

If someone had told me that I’d effectively triple my average portrait sale by taking the extra time to do in-person ordering sessions, I could have shot fewer portraits and still made more money in the same amount of time.

I’m not going to claim to be super-experienced in this because I’m not. I just changed to this method of sales this year. But the results so far have been ridiculously amazing. I had heard from other people that this was the case, but it was hard to fathom that I could have sales as high as they were saying. But the results are amazing.

Here’s what I did to drastically increase my average portrait sale.

I determined what our target portrait sales amount should be

This year, with both my husband and I transitioning to full-time photography, we wanted to include portraits into our income projections and not just weddings like we had done in the past. Seeing as I had never seen a pricing guide that included methods for pricing both weddings and portraits in a useful way, I created a pricing guide that could price any number of types of sessions. Using the Photographer’s Pricing Guide that I created, we determined how many weddings and portraits we’d need to do to support our family, and we were able to create sales goals for both portraits and weddings using it.

I created a package structure that makes people choose the package that I want them to buy most of the time

I never used to have packages. I simply charged a session fee and them let them buy the disc or prints afterward, all of which were ordered through an online gallery that I posted for a month. I hardly made anything, and I even had a few clients here and there who never ordered simply because they never got around to it.

So I purchased and read the Creative Pricing and Packaging for Photographersebook from Tofurious (affiliate links). It’s brilliant. I set up 4 different packages in such a way that that most people should select at least my target portrait sales goal, if not more. It’s amazing how well it works.

Ora: quando arriverai a presentare la tua proposta economica, ci sono alcune regole essenziali da seguire religiosamente.

Vediamo insieme quali.

 

Regola #1

Anche se il cliente ti dà un budget specifico (esempio: 700 Euro) mostra sempre per primo il tuo pacchetto/offerta/servizio più costoso

L’errore più grande che vedo fare ai fotografi è presentare subito l’opzione che più si avvicina al budget indicato dal cliente, nella speranza di chiudere immediatamente la vendita. Ma questo è profonamente sbagliato per 2 motivi.

Primo.

Il fatto che il cliente ti abbia indicato un budget, non significa che voglia spendere effettivamente quella cifra.

Immagina questo scenario: il cliente ti dà un budget di 500 Euro… tu presenti subito la collezione più economica dal tuo listino (entry-level), che costa ad esempio 600 euro, e il cliente storce comunque la bocca e ti dice che è troppo.

Bene: a questo punto che fai? Cos’altro puoi presentargli?

Risposta: niente.

Perché sei già partito con il prezzo più basso. E quindi la partita è già chiusa.

Secondo.

Il fatto che il cliente ti abbia indicato un budget, non significa che quel budget sarà l’elemento decisionale più importante.

Ricorda: meno del 10% dei consumatori decide l’acquisto primariamente sulla base del prezzo. Ma il 90% di chi vende (fotografi compresi) si comporta come se il 90% del pubblico usasse solo questo criterio!

Oltre a questo, se non presenti mai le tue offerte più ALTE, mai le venderai.

 

Regola #2

Vendilo mostrandolo

Ricorda: ciò che mostri è ciò che vendi.

Sembra scontato come concetto? Beh… non sai quante volte ho visto degli studi fotografici che alle pareti avevano solo stampe di piccole dimensioni o addirittura nulla.

Ma in fotografia la dimensione CONTA.

Più un album, una stampa, un fotolibro, è GRANDE… più crei un coinvolgimento emozionale nella testa del cliente.

Se hai uno studio e nelle sale mostri solo stampe di piccole o medie dimensioni, venderai per la maggior parte solo quelle.

Se mostri insieme stampe di piccole, medie e grandi dimensioni, il cliente 9 volte su 10 scarterà quelle più grandi – e questo semplicemente perché la sua testa gli dirà “dimensioni maggiori, stampa più costosa”.

Come già ti spiegavo, il cliente non sa cosa può comprare fino a quando tu non glielo mostri.

Se la vetrina di una gioielleria mostra solo orologi di pregio dai 2.000 Euro in su, non entrerai in quel negozio con l’intenzione di acquistare orologi da 200 Euro, semplicemente perché tutto ciò che vedi esposto all’esterno è allineato con un certo standard di lusso.

Se entri invece in una gioielleria che vende orologi di lusso e orologi economici, 9 volte su 10 opterai per prodotti accattivanti dal punto di vista estetico (che fanno comunque “la loro figura”, come si suol dire) ma che costano poche centinaia di euro.

 

Regola #3

Scendi molto lentamente

Immagina questo scenario. Ammettiamo che tu abbia nel tuo arsenale 3 proposte: la più costosa da 2.090 Euro, la media da 1.195 Euro e la più economica da 895 Euro.

Il cliente ti dice no all’offerta TOP e tu presenti subito quella media.

Poi il cliente ti dice no alla media e tu scendi subito all’offerta più bassa.

Cos’è accaduto?

Semplice: non hai dato il tempo al cliente di digerire certe cifre.

Dal punto di vista psicologico (e questo l’ho sperimentato GAZILIATE di volte in oltre 5.000 appuntamenti), quando una persona desidera una cosa e non c’è modo di farle digerire il prezzo… tale persona si trova in questa situazione:

Da una parte non vorrebbe perdere l’occasione – e quindi si sente dispiaciuta – dall’altra è come se già sapesse in cuor suo che tutto è perduto, e che non c’è modo di trovare un compromesso per appagare quel suo desiderio.

È un po’ come quando perdi tutte le speranze.

Ma cosa accade se di colpo intravedi una soluzione che fino a qualche secondo prima ti sembrava impossibile?

Semplice: ti senti inondato di positività, e quindi passi da uno stato psicologico “negativo” ad uno stato psicologico “euforico”.

Da questo momento in poi, il mondo ti sembrerà più bello, le persone intorno a te più felici e amichevoli, e la giornata di merda si trasforma in una giornata da ricordare.

Bene: questo è ciò che accade ad un cliente nel momento dell’acquisto quando passa da una condizione “niente da fare… devo rinunciarci” alla condizione “Aspetta! Forse una soluzione la troviamo!”

Ma se scendi velocemente quando presenti le tue offerte, non avrai dato al cliente la possibilità di metabolizzare abbastanza la sensazione di disagio e insoddisfazione che tutti noi proviamo quando PERDIAMO un’opportunità.

Di conseguenza, le offerte dal valore più basso non saranno valutate con la giusta dose di euforia e positività.

Ricorda: i SI più grandi vengono sempre dopo i NO più dolorosi.

Perciò, se il NO non è abbastanza doloroso… il SI sarà molto meno grande (e molto meno facile).

 

Regola #4

Non menzionare le altre scelte

Proprio per quello che abbiamo visto al punto precedente, se tu esordisci dicendo: “Bene… ho preparato per lei 3 proposte. Cominciamo con la prima”, il cliente non valuterà MAI fino in fondo le offerte dal costo più alto proprio perché nella sua testa sa già di avere delle àncore di salvataggio… e che quindi – se dice di NO alla prima opzione –  c’è sempre l’opportunità di valutare la seconda, e poi la terza, e così via.

Ma così facendo, stai violando la terza regola che abbiamo appena visto.

In altre parole: al cliente dire di NO non provoca alcuna sofferenza o disagio interiore.

È come andare al supermercato e scartare la scatoletta di tonno che costa 5 euro perché tanto già sai che puoi trovarne altre a prezzi più bassi.

Di conseguenza:

Quando inizi la negoziazione, MAI far sapere al cliente che nel tuo arsenale hai previsto 2 o più scelte. A lui o lei dovrà sembrare come se ciò che stai presentando in quel preciso momento sia l’unica proposta/soluzione possibile.

In fin dei conti: non c’è mica una regola che ti obbliga a svelare subito tutte le tue carte.

Il cliente non è tenuto a conoscere fin dall’inizio la tua strategia di offerta.

Proprio per questo, non c’è alcuna ragione logica per cui tu debba esordire dicendo: “Io le faccio 3 proposte, lei scelga quella che più le piace”.

 

Regola #5

Non porti mai su un gradino superiore rispetto al cliente

Esempio

Se ti trovi di fronte un editor fotografico di un magazine nazionale, è inutile metterti a spiegare per filo e per segno tutti i fattori che determinano il prezzo finale relativo ai diritti di utilizzo.

Se lo farai, la persona che hai di fronte si sentirà offesa e penserà che gli stai facendo la lezioncina.

- Approfondimento (alzare l'ordine con le stampe)

As a photographer, here’s common mistake #1 that’s losing you money:

Offering your clients wall portraits first (before everything else).
Here’s the thing. When you offer your clients wall portraits first, you’re forcing them to narrow down their photos to a select top few.
And when you do that, it’s much harder to then also sell albums (or any other product) because all the other photos are “secondary”. (At least in their mind)
If you’re successful at getting them to buy wall portraits, it’s going to be much harder to also sell them on an album.
And much harder still to sell them on several albums.
So you’re losing money.
Here’s how to fix that:
It’s simple. Offer the albums first.
The reason why is because when you offer albums first, you’re allowing your clients to choose a lot of photos that they love … enough to make an entire album.
And so then, they still have the option to narrow down further from those images to create wall clusters.
… But it’s much more difficult to go the other way around.
(Going from a select few images to trying to choose from the “rejects” to create an album is a much harder sell.)
Remember this: You want to make it easier for yourself to make more money (and of course, help your clients get more of their beautiful photos!)

Here’s common mistake #2 that’s losing you money:

Not offering add-on products!
(What I like to call “Oh by the way” products)
McDonald’s taught everyone with their “Would you like fries with that?” line.
For every customer that every buys a burger, that customer is going to hear, “Would you like fries with that?”
And that simple little line, said to every customer, is adding millions of dollars to their bottom line every year!
It’s an easy way to have your clients buy more products.
Imagine being able to easily add a couple of hundred dollars to most of the orders your clients make.
It’s entirely possible.
In fact, I’ve taught hundreds of photographers not only how to add a couple of hundred dollars to their client’s orders…. but how to 3X, and even 4X the size of their orders.
And I’d love to teach you how to do it too.
If you’d like to learn more, I’ve just released my new video course called:

I schedule their ordering session in their home

I tell people in the initial consultation that the viewing and ordering session is normally held in their homes. I bring black foam board in standard portrait sizes ranging from 8×10 to 24×36 with me so that we can walk around their house and see what size portrait would be best on each wall. This also makes 8x10s look completely puny, which is the goal. Many people think this is a proper size for a wall, when really it’s better suited for a desk or shelf.

I use black foam board because there are no images on it. People can easily get distracted by their opinion of an image when you simply have a photo sample in that size, so having black foam board helps them to focus on size alone. (Thanks to my friend Emily for that awesome tip!)

If people aren’t willing to do an in-home ordering session, I’m willing to meet in a coffee shop (we don’t have a studio since we are mainly wedding photographers) but I explain that doing it in their home allows us to help them choose which images and sizes would look best, and people appreciate the advice.

Cosa mostrare e come mostrarlo?

Proiettore

The best way of presenting your photographs to your clients is to use a projector. Projecting your images works so well for many powerful reasons:
  • It shows your images at a decent size and makes your art look far more spectacular and valuable than they do on an online photo gallery.
  • You’re with your client when they’re choosing their photographs and framing. This means you are able to educate them about the benefits of wall portraits (for example, a wall portrait of a decent size is something your client can clearly see and enjoy every day) and you can ask questions, create emotion and guide your clients through the process.
  • You sell what you show, so if you show your clients their photographs at a decent size using a projector then a little 8×10 inch print will look tiny in comparison.
  • Projecting shows your art in the best possible light. All the detail and all the emotion and expressions on the faces of the people in the photos are clearer and look much more impressive and valuable.
  • You can pre-empt and overcome any objections or misunderstandings your clients may have.
  • You’re offering a better service because you’re not just leaving them to decide on their own, you’re providing your expert advice to ensure they make the best decision for them.
  • If you leave clients to choose their own photos using an online service then they will naturally gravitate towards what they’re used to: a bunch of 7×5 prints and maybe a couple of ‘big’ 8 x 12s. Wall art often won’t even enter their head and they can’t see the quality of the various products you offer either.
  • The wonderful thing about selling wall art in decent sizes is that everyone wins. The client gets a gorgeous family heirloom where they can actually see the detail and beauty of the image and you make more money for less effort. After all it is just as easy to order a 30 x 40 as it is to order a 7 x 5.
…the benefits of projection don’t end there….
People buy what they feel they’re expected to buy
If you are showing your clients your photography at decent sizes all the way through, from your first meeting with them right through to the projection session then they feel they’re almost expected to invest in those sizes. Your client will find it hard to see all these gorgeous wall portraits and then say “nah, I’ll just stick with a few 7×5’s and an 8×10 please.”
It would be a bit like sitting down for a meal at The Dorchester 5 star restaurant and saying you just want a salad and some tap water – you’d feel a bit awkward because you know that isn’t what’s ‘expected’.
Please don’t think of this as manipulation though, we’re just educating the client in the value of wall portraits. I truly believe in wall portraits because they become family heirlooms, unlike the small sizes. I often say to my clients that I’d prefer they invested less money and bought one decent wall portrait rather than spending more and getting lots of smaller ones. They will treasure that wall portrait far more. Plus their friends and relatives will see it proudly displayed in their home and ask who created it! Everyone wins.

Originali o Prove

I bring 5×7 printed proofs, not digital proofs on a laptop or a projector

Wisconsin Newborn PhotographyMy friend Trisha mentioned this tip to me, and it’s backed up by psychology studies. People value something that is physically in front of them more highly than if they simply see an image of it. So I get 5×7 proofs printed through ProDPI. Yes, it costs me more than just showing them the proofs on a laptop, but I believe it is worth it.

I have them make piles. The “Must-have” pile, the “Maybe” pile, and the “I can live without it” pile.

With physical proofs, they can spread them out on a table and never forget that an image is there. It’s easier to compare, they get to see exactly what the colors look like when printed, and it’s really, really hard for them to put a photo in the “I can live without it” pile.

Then we start by picking the image they want for their main wall portrait. We pick any other large portraits or canvas that they want.

Next we pick gift prints and smaller prints.

Finally, they are left with a pile of images that they can’t live without but that they still haven’t ordered. It’s at this point I suggest they consider an album or digital proofs on disc. It works great as a low-pressure way to up-sell at the end of the session. While it may seem like a hard sell, it’s really quite easy as their desire to have those images will sell these items for you.

Offer incentives for hitting certain portrait sales amounts

I like to offer the printed proofs for sale at a large discount if they hit a certain sales amount. If they buy the entire digital disc in addition to a nice print order, I’ll throw them in for free. This way they’ll see how much nicer the pro lab prints look compared to the retail labs that they try to print from. Smaller digital images for Facebook or their mobile phones is something else I think will be a popular add-on incentive.

That’s it. Switching to that method of sales has been the best move I’ve made in my portrait business alone. I only wish I had been doing it that way from the beginning.

Come creare un prodotto premium

- Approfondimento (alzare l'ordine con gli album)

We Sell an Album to EVERY Client

We believe that albums are so important to preserving our
client’s wedding images that we sell one to every single client
who works with us.
We do this by including them in each package that we offer,
and we do not allow them to remove it. We explain to them
why we feel an album is the absolute best way to preserve
their images long-term, and they appreciate that they don’t
have to pay “extra” for an album.
Not only that, but it helps set us apart from all the other
photographers who sell these separately and allows us to
charge more up front.
We worked the cost of a small “base” album into our prices.
It’s an 8×8 30-page album with a photo cover, and then we
offer upsells for the various options.
We charge extra per 2-page spread, for upgrading from a
fine art album to a flushmount album, and for various cover
upgrades (leather, debossing, & image cameos) and we sell
additional mini albums.
By putting the cost of the base album into their package
and then selling various upgrades, we’re able to make a
significant amount of extra income after the wedding is over.

 

How We Prepare our Clients to
Upgrade their Album

After explaining to our clients why we feel an album is the
best way to preserve their images long-term and showing
them several samples, we talk about our album design
process with them.
Here’s exactly what I tell them.
“Because we don’t know in advance how many
pages it is going to take to best share the story of
your wedding, we will design it after the wedding
with as many pages as it takes to capture the best
moments and memories of the day.
Then, you can choose which pages you want to
keep, purchasing any extra pages that aren’t already
in your package that you’d like to have. Most
couples choose to add on at least a few extra pages
after they have seen the album design, but that is
completely up to you.”

This does two important things.

First, it allows you to design extra pages in their album, but
lets them know that they will have to pay extra if they choose
to keep them.
If they decide they don’t want that many pages, they can
choose which ones they want to keep and which ones they
want to discard. Once they’ve seen them in the album, it is
hard for them to discard the pages.
Second, it tells them that they will likely want to add extra
pages, and that most people do this. This is important
because people tend to do what they think is normal in a
particular situation, so if they know that most people do
something, they’ll be more likely to do it themselves. It’s a
form of social proof, much like a word-of-mouth testimonial,
only it is a bit more subtle.
Finally, we show them a good deal of album samples, with
one base album that is included in the packages and then
several other larger albums with upgrades applied to them so
that they can see the difference and know exactly what they
are getting and what the upgrades look like.
While ordering several large albums filled almost to the max
with pages is expensive, it will pay for itself very quickly.
People buy what they see and touch, and the quality of
professional albums is much higher than the crappy retail
or Snapfish-type albums that they are used to seeing. It’s
absolutely worth investing in several albums as samples.

In order to not go crazy selling albums to every single client
we had, it was important that our workflow was streamlined.
Early on in our business, we sold a package with an album
in it, and the clients took literally 4 years until they finally
ordered the album, despite several attempts to get them to
finalize the design I had sent them.
Not only that, but we had clients who wanted lots of revisions
and all sorts of control over the process.
If we were going to be able to do things profitably, we had
to make this as efficient and stress-free as possible, otherwise
the money wouldn’t be worth it.
So we developed a workflow system that works flawlessly.
Let’s dive right in.

 

Educate the Client (Again and Again)
You can have as many policies as you like, but if your clients
don’t know what they are, they won’t follow them.
However, by educating your clients and telling them exactly
what they should expect in the process, you gain two big
things.
First, you set proper expectations so they know how they
need to do. There’s a psychological principle that says that
people will do what they think they are supposed to do most
of the time. So when you tell them your policies, they’re far
more likely to comply to them.

 

Second, it also sets you up as the expert. If you’re doing
this in a consultation session, you’re empowering them by
teaching them how things work.
They likely have never purchased an album before if they
are a new client, and so by telling them how the process
works, you’re helping them understand something they don’t
already know.
People want to know what to expect and how things work,
and they are more likely to hire the person that educated
them than someone else who never mentioned it. This is
called reciprocity, and it is another subtle but powerful way to
gain authority in their eyes and become the best choice for
them.
We tell them our policies at the consultation (we call it a
process, not policies, as that sounds a bit less intimidating).
Then we write out all our policies in our contract which they
sign when they book us, so we go over it at that point again
as well. If you don’t have an album contract, you can buy one
here.
Finally, we send them an album ordering guide to go along
with their initial album design that reminds them of the
process and policies and tells them exactly what we need
them to do and when we need them to do it by. We also
send follow-up emails about a week before revisions or final
album approvals are due so that they don’t forget.

How We Design Albums
Early on we let our clients choose the images they wanted
to include in their album. However, while our clients liked
the idea of being able to choose everything, they often took
forever to narrow it down because of the emotional ties they
have to all the images. It’s a bit like asking a parent to choose
a favorite child. It’s nearly impossible to do it.
So instead, we decided that we’d choose the images for the
initial design and we’d design it how we’d personally print it
if it were our wedding. This allows us to add extra pages that
we can upsell to our clients later.

We explain to our clients that it can be overwhelming and
very time consuming to try and narrow it down and that they
almost always choose the same images that we would have
chosen as well. They like this. They see it as a service that
saves them time.
Then we reassure them that they can swap out any image
that they want completely free of charge, so they still have
control over the images that end up in the album.
Because we don’t want to be doing several revisions because
of the time it takes to go back and forth, we tell our clients
that we only allow one round of image swaps to happen for
free, and that we charge extra for any major design changes
or additional rounds of image swaps.
We then explain that we need them to indicate their image
swaps within 30 days, and then that the final approval must
be made within 7 days of getting their revised album or they
lose the right to make changes and we can order it as we see
fit. Because we have explained this at the consultation, when
they sign the contract, and when we send the initial album
design, they are not surprised and always have their stuff to
us on time.
Occassionally people will request design changes, but mostly
they swap out a very small handful of images that only take
a few moments to change if you’re using a program like
SmartAlbums and you can send it back for final approval
within 5-10 minutes. It’s slick and easy.

Smart Albums

Fundy Designer that make the design process fast and simple (use code HARRISCO17 for a special discount).

Album Companies
There are several great albums companies that you can order
from to get great albums. We use two different companies
based on the type of album people wanted to purchase.

Our base album is through Vision Art. We love their fine art
paper and the results it gives. Because it is printed on an art
paper and not traditional photo paper, it’s much thinner and
not so big and bulky, which we also love.

We aren’t personally a huge fan of their leather covers,
though, so we only offered image wraps. They may have
changed over the years since we tried them, but we never
took the time to re-evaluate them.

For flushmount albums, we order from Red Tree. I love their
Nabuk leathers (they feel much like suede) and I love that
they get all their prints through ProDPI, which is our lab
of choice. Their mini-albums are popular add-ons to our
wedding packages as well.

I also recently fell in love with Renaissance Albums when I
saw them at a trade show, but I haven’t ordered from them
(yet!) It’s another option that I know many people use and like
as well.

Free Article (Swipe File)
This is the exact article that we give to our clients before they
hire us that helps convince them that they need an album.
I give you full permission to use the article below word-forword
or to modify it for use with your business without any
credit back to me.
IMPORTANT! If you use this word-for-word on your website,
Google may see it as duplicate content and penalize your
search rankings since it’s already been published by me on
the internet, so you’ll want to either modify it significantly
or you’ll want to make sure the page is not indexed by
search engines. If you don’t know how to do this, search for
instructions on Google as it varies based on the website,
platform and theme you are using.
Because copying & pasting from a pdf can result in some
wonky formatting, I’ve also included this as a text file in the
.zip file you downloaded with this guide.
The article starts on the next page:

Why Digital Images are Not Enough
One of the first questions people ask when looking for a
wedding photographer is if they offer all the digital images
from their wedding. In fact, many couples plan to only
purchase the digital images and aren’t interested in anything
else.
By only purchasing the digital images, you’re putting yourself
at a huge risk of losing your photos in just a few short years.
Many well-intentioned couples who only get the digital
images never print their images at all, or only print a few for
gifts or for display. Even we’re guilty of having a hard-drive
full of photos of my kids and family that we simply haven’t
taken the time to order prints of yet.
However, there’s a huge risk of losing the images and
memories from them over time when you only have the
digital files.
With only the digital files, you are responsible for transferring
the images from one type of digital media to another as
technology advances every few years. Every time a file is
transferred, there’s a risk of file corruption. Not only that, but
if life gets crazy and you fail to transfer it to the new media,
you may end up with a beautiful disc/flash drive/etc of photos
that you can’t see anymore because there’s no machine
around to use the disc/flash drive/etc with.

This is why we believe that a professional wedding album
is of the utmost importance. Even if you never do anything
except store it in a closet, you’ll still have images to look
at and enjoy years from now with no additional work
whatsoever.
In fact, we believe in this so strongly that we include an
album in every single package we offer.
We only offer professional, high quality albums made
with archival inks and papers that are created to last for
generations with proper care. We want the memories of your
wedding day to be seen and enjoyed by your family for years
to come.
Don’t risk losing your memories. Make a beautiful album one
of your priorities. We promise you will not regret it.
You can read all about our beautiful albums and learn what
goes into ordering an album by downloading our album
guide at the following link: [Insert link to post, or make a link
that says “click here”]

- Approfondimento (alzare l'ordine con i file digitali)

- Chiudere il contratto

  • Riposizionare il problema
  • Fornire una soluzione
  • Far passare il prezzo in secondo piano (riposizionarlo)

Mistake #5: Failure to Use “Trial Closes!” Here’s one of the all time most powerful “SECRET WEAPONS” of effective salesmanship! And yet, only 5% or so of the photographers in the world know about it! (Which give YOU a huge “leg up” on your competition!) Remember, a big decision is made up of a series of smaller decisions. And a “yes” decision is made up of a series of small, baby-sized “yeses”. So “Trial Closes” are a critical part of good salesmanship. Trial closes are simple, little questions, the answer to which indicates where the prospect is in the buying process. Trial closes give you feedback, and let you know how your prospect or client is doing in the sales process. Here’s my favorites: “How do you feel about that?” “How does that sound?” “Don’t you agree?” I use these in EVERYTHING I say to a prospect or client! And I use them often! Lot’s of trial closes equals lots of sales! They are MAGIC!

 

Mistake #7: Failure To Close Correctly, and Often! If you don’t “close” (ask the obligating question) you don’t get the decision today, and will probably NEVER get it. (As I’m sure you already know, if the prospect doesn’t make a decision right now, to work with you, or to at least move to the next easy, baby step – she will almost certainly NEVER work with you. So it really is true – it’s now or never. You MUST be a wonderful, effective closer. If you fail at this, everything else just doesn’t matter! You starve. The key here is to break each thing down into simple steps and objectives. For example, for a phone call, the objective of that call is ONLY to get her to agree to come in and “chat” with you – no charge and no obligation. That’s all. Stay focused, and keep “closing” to get her to do this one easy step. For the Design Consultation or “chat” your objective is ONLY to convince her to do business your way, collect the pre-paid creation fee, and book the session right then and there. Stay focused. You don’t educate her about your canvas portraits. You don’t talk specific sizes and mention dimensions, (but you DO point at the images on your walls, and tell her the investment for them – without talking actual dimensions.) The key here is to CLOSE OFTEN. Many of you are familiar with my “Balloon” analogy. Think of a balloon full of air. Now, the air in the balloon represents EVERYTHING you know and can say about your photography services, unique factors, reasons to decide now, etc. The real “secret” to successful selling is to NOT let all the air out of the balloon, and THEN try to get her to close now and give you money. But rather, you let a little air out of the balloon, and then close (ask her to do whatever it is you want her to do.) If she says “no” you then let a little more “air” out of the balloon, and close again. So an effective sales person closes often. He or she does NOT wait until the end, and then close once, and if the prospect says “no” simply walks her to the door, and says good-bye.

 

The trial close
The way to ease into closing the sale is to use a series of trial closes first. A trial close is where you ask questions to establish what your client is thinking and how close they are to buying something.
Here are some examples of trial closes (some of which apply when talking to a prospect and some apply when you’re presenting the photos you’ve already taken):
I think little Jonnie looks fantastic

in this photo. His face looks so sweet when he laughs. Do you like that one too?
That photo would look lovely in your lounge, what do you think?
Are you happy with what we’ve discussed so far?
How do you feel about that (say this after you’ve just explained one of the benefits of using your service)
How do you feel about that?
How does that sound?
Don’t you agree?
Do you have a day of the week that would be most convenient for you?

One time honoured technique is to ask a series of questions where you’re confident you’ll get a yes and then ask for the order.
This has an interesting psychological affect. The more yes’s you’ve had before the close the more likely you are to get another yes. It’s one of those quirks of human nature, but it works amazingly well.

Distogliere l’attenzione.

Usa questa frase di aggancio:

  • tra l’altro, come le stavo dicendo
  • Tra l’altro, mi sono dimenticato di dirle
  • A proposito
  • Ricapitolando

La domanda fatidica:

È gestibile per lui/lui/voi la quota che ho proposto?

SI/NO/FORSE

SI –> prendi il contratto e inizia a scrivere chiedendogli prima i dati personali

NO –>

FORSE –> C’è qualche altra domanda che vorresti farmi? Avete dei dubbi a cui posso rispondere? Cos’è che vi impedisce di prendere una decisione sul momento?

  • Devo parlarne con il mio coniuge (esempio della telefonata a distanza: che ne pensi?)
  • Non sono abituato a decidere sul momento (offri incentivo ed elimina il rischio con una qualche garanzia)
  • Devo pensarci (a cosa? così posso rispondere)

For example, you could build up to the close like this:

You’re right, little Jonnie looks great in that photo, is that your favourite?
That frame is a nice modern design so I think it will suit your house –do you like it?
I’m able to have your photos framed and delivered within the next 10 days, is that ok?
I’m able to accept credit cards –is that how you’d prefer to pay?
Now you go in for the kill and say“OK, so which package would you like to choose?”

Notice that the question I used to close with couldn’t be answered with a yes or a no.

If you ask your client if they want to place an order then they might say no. Always give them two options like:

Do you prefer the gold or the silver package?
Would you like theoakor the metallic frame?

You’re verbally holding their hand and leading them through the process with a series of questions that leads to an inevitable conclusion –the right sale for the client. Fortunately your pricing and sales techniquesshouldalso ensure it’s a good sale for you too.

If you’re reading on, trust that I have the info you need! Digital delivery (shoot & burn, shoot & share) has been the norm since the beginning of the digital era, so we cannot blame our clients for expecting to have their galleries emailed to them with the option to download everything and take them to their local pharmacy.

It is our job to coach them through what the personalized print experience looks like, how it will benefit them, and how it will impact their lives.

Start by listing all the reasons you have been hesitant to transition to in-person sales, and what you fear your clients will object to:

  • These products are too expensive
  • I can print these somewhere else for much cheaper
  • I don’t have time to meet in person
  • I can’t decide right now
  • My parents are paying for the wedding
  • We don’t have space in our home for wall art
  • I don’t need photos of myself all over my house
  • Maybe later…
  • I just want the digitals

Now, find a way to shine a positive light on all of these objections:

  • These products are too expensive >> This is an investment in your future family memories.
  • I can print these somewhere else for much cheaper. >> You get what you pay for—show them how different products from CVS are from what you’re providing them.
  • I don’t have time to meet in person. >> In person faster and easier to make decisions because you can actually see what you’re purchasing and I can help guide you through the process instead of getting overwhelmed with tons of options online
  • I can’t decide right now. >> I’m here to help! I’m an expert in printed products so I can make recommendations based on your needs.
  • My parents are paying for the wedding. >> It’s important to discuss budgets ahead of time with anyone who may be a decision maker. I think if you talk to your parents about the importance of an album, they will be firm believers that this is an important investment, they may even want parent albums for themselves!!
  • We don’t have space in our home for wall art. >> We offer a variety of versatile options, including gallery collections that can be broken up to be displayed separately in smaller spaces or combined together to create a beautiful large wall display if your living situation changes down the road.
  • We don’t need photos of ourselves all over our house. >> Memories are meant to be celebrated and displayed! If you’d like something more subtle, we recommend an image that looks more like an artistic landscape than a traditional portrait, this way it looks more like a work of art but is still meaningful because of its representation of a special time in your lives.
  • Maybe later… >> We are committed to delivering a full service to each and every one of our clients which means we want to make sure you get to experience these memories and share them with your friends as often as possible. We know first hand, if you don’t do it now you’ll never do it! We specialize in helping you through the process so you don’t get overwhelmed with endless options and you get to relive your memories through print sooner rather than later. What hesitations are you having?
  • I just want the digitals. >> We absolutely offer digital solutions, however, most of our clients prefer having tangible prints and albums they can show off. With every image you select to purchase, we include a complimentary digital studio proof. Basically, everything you love enough to print, we’ll gift you the digital proof to share online as well!

This list should give you a head start on some of the common things you may hear in your transition. Feel free to adjust the language so it feels more authentic to you. And then swallow your pride, hop in front of a mirror, and actually PRACTICE saying some of these things aloud.

The more confidence you have in the process and how much better it is for your clients, the more natural you will sound when something comes up! Remember if its something you truly believe in, there’s no reason to be nervous. If you lose confidence in yourself, your clients will lose confidence in you.

There we have it. Six days of actionable advice to get started with print and product sales. The only thing left to do is to TAKE ACTION.

Think Client-Centric
Always frame everything as a benefit for your client. Always. If a client has a
question or objection about a policy, take a second to think through how that
policy is actually for their benefit, not for yours. If that’s not the case, maybe it
shouldn’t be a policy any more.
So let’s go through those questions at the beginning of this email and show
the difference.

My last photographer just gave me the digital files, can’t I just get those
and print stuff on my own?
• You-centric: “No! Booooooo digital files! Boooo! Hisssssss!
Booooooo!”
• Client-centric: “Sure, you can get digital files. But let’s talk about real
photos. The last thing I want is for the images we create for you to get
lost on a thumb drive in a drawer somewhere or to only get 5 minutes
of fame on your Facebook wall. Our clients hire us to create lasting
pieces to go in their homes, artwork they can enjoy day after day and
pass down to generation after generation. So let’s talk about that and
we’ll circle back to digital files afterward.”

 

What to say when someone thinks you’re too expensive?

Price objections
The most common objection is about price. Clients will often think you’re expensive because they only see you taking the photos, they don’t see the hours of editing, the preparation, arranging prints, the overheads, your marketing costs, insurance, equipment costs etc. You need to educate your clients and help them understand the value of what you do and what makes you different from the competition. We’ll come onto that in a second.

The first thing most clients will ask you is “how much is x”. Since this is the first question every client asks you probably think it’s the most important thing to every client. This is the trap most photographers fall into.

The reason clients ask this question is that they’re not sure what else to ask. In a sense it’s a pointless question anyway, because every photographer packages their products and services differently. Therefore, the client is rarely comparing like with like anyway. It’s like ringing a garage and asking how much cars are. You don’t know what they want yet, so how can you give them your prices? Are you just going to start rattling off all your packages without explaining them in any way? It doesn’t make sense.

I have a whole series of answers that help defuse the situation. For example:
“I completely understand how you feel. Many of my clients have actually felt that way initially. However, what they found was that they were so pleased with their wedding photographs and some of the unique services I offer that they were happy to invest a little more than they’d originally anticipated. Would you like to hear about some of the things that separate me from the other photographers in the area…?”

Notice how this response (and the others below) start with what salespeople call a ‘cushion’. This is where you let the client know you’re not threatened, defensive or upset. You’re understanding and calm which takes all the pressure away from the situation.
At the end of this response you can see there’s an opportunity for you to talk about what makes your service unique

 

“To be honest we’ve seen quite a few cheaper photographers.”
Your response:
“Ah, I’m glad you mentioned that. There are several things we do differently to other photographers in our area…”

This gives you an excuse to bring up more of the unique parts of your service (mentioned above) or reiterate ones you’ve already said. Saying ‘I’m glad you asked me that’ shows you’re not scared of talking about price and that you’re not defensive about it either. This diffuses any tension completely

Fattori da considerare per distinguersi dalla concorrenza e far riflettere il cliente:

Think about how you can add value to your client’s photography experience. Here are some of mine:

There are no time limits on my family portrait sessions so you won’t feel like you’re in a production line and we’ll have all the time in the world to create beautiful photos.

I use specialist software (Proselect) so you can see your photos superimposed within your home, effectively allowing you to ‘try before you buy’.

I meet you before your photography session for a no-obligation chat. This means I can thoroughly understand the kind of photos you like and help create a plan that means your photography session will run smoothly.

I offer a money-back guarantee. If you’re not delighted with your photos then you don’t pay a penny –no hard feelings!

I bring my studio to your home so your photos are being taken where you feel most comfortable. Everyone in your family will be far more natural in your home than they will ever feel in a studio.

If you like natural, outdoor photos then I’m happy to travel somewhere that’s meaningful to you. Photos on location have more emotion than studio photos because a beautiful and meaningful location adds an extra dimension to the final image.

Get the idea? Everything I say is angled towards how it will benefit the client.

 

Perché i prezzi non sono calcolati semplicemente sulla base del tempo e dei materiali impiegati? (o anche) Qual è la tua tariffa giornaliera?

 

Non mi faccio pagare in base al tempo o alle ore di lavoro. Almeno, non è il parametro più importante da considerare. Ogni progetto è unico, ed ogni cliente è unico. Di conseguenza, il tempo impiegato per completare un lavoro è solo uno dei fattori da considerare quando si tratta di determinare il prezzo per uno specifico progetto. La fotografia è un processo creativo… e il tempo legato alla produzione è raramente un indicatore di valore.

 

Super Dritta. Ricorda sempre che basare i tuoi prezzi esclusivamente sul tempo ti si può ritorcere contro, ad esempio nel caso in cui tu disponga di attrezzatura più sofisticata rispetto alla media dei tuoi colleghi… o nel caso in cui semplicemente lavori prima (e meglio) degli altri. L’efficienza dovrebbe richiedere un prezzo più alto, non più basso.

 

Costi troppo. Non posso affrontare questa spesa

 

Capisco perfettamente. Mi rendo che la fotografia artistica e personalizzata non sia per tutti dal punto di vista del budget. Grazie per avermi preso in considerazione e, se la situazione dovesse cambiare, non esitare a ricontattarmi.

 

Desidero solo un dischetto con le immagini

 

Abbiamo vari opzioni “digitali” possibili. Posso chiederti come intendi utilizzare questi file digitali, o come hai già utilizzato in passato immagini di questo tipo?

 

Nota. Molti vogliono soltanto usarle per i social network, oppure ti diranno “ancora non lo so”.

 

Posso avere uno sconto sul prezzo pattuito?

 

Ti renderai conto da solo, quando ti avrò consegnato l’ordine, che il prezzo complessivo è molto inferiore alla qualità del servizio che ti offro.

 

Perchè chiedi così tanto solo per il formato digitale? XXX Euro a foto? Sono forse rivestite d’oro?

 

Capisco perfettamente. Mi rendo che la fotografia artistica e personalizzata non sia per tutti dal punto di vista del budget. Metto tanto impegno e passione in quello che faccio, e soprattutto certifico ogni lavoro con il mio nome e la mia firma. Ho molte opzioni disponibili per vari budget.

 

Perchè non posso creare un album fotografico per mio conto? (nota: tale domanda in realtà significa: perché non posso eliminare l’album dall’offerta e acquistare solo le foto?)

 

Certo che puoi farlo! Se hai questo desiderio, a questo punto l’opzione migliore è di acquistare il set completo di immagini digitali (nota: a prezzo più alto) così avrai tutte le foto che desideri a tua disposizione in ogni momento. O magari, se preferisci, posso creare io l’album al posto tuo (sono specializzati anche in questo). Verrò da te con una bozza fra 2 settimane, e avrai la possibilità di fare anche una singola revisione. Il costo addizionale per questo servizio è di XXX Euro.

 

Mi costi più del mio avvocato!

 

Io non lavoro ad ore. Se dividi il costo totale del progetto per le ore complessive stimate… non avrai un’idea chiara di quelle che sono le mie tariffe. I miei compensi sono basati sugli aspetti creativi e di produzione richiesti dal singolo lavoro, oltrechè sui diritti di utilizzo delle immagini. Il tempo è un fattore che conta relativamente nell’attività di un fotografo.

My last photographer didn’t make me do a Planning Meeting, why do I
have to do one with you?

• You-centric: “That’s my policy. Everyone has to do a Planning Meeting.
It helps me sell you more stuff!”
• Client-centric: “We do Planning Meetings because it helps us craft the
perfect experience for you. We’ll ask you some questions, find out
more about you and your style, then put together a completely custom
set of suggestions based on what you’ve told us. This kind of handheld
service is actually the reason most of our clients book us and refer
their friends to us.”

Do I have to order right now, at the Sales Meeting?

• You-centric: “Yes, you need to order right now. How else am I going to
pressure you into buying more stuff than you really want?”
• Client-centric: “The Sales Meeting is the time I set aside the rest of the
world to only focus on you. You get my full, undivided attention and
expertise to help you decide exactly what’s right for you and your
home. Unfortunately, I can’t set aside more than one time per client to
do this, so this is the time that we’ll make all of your purchasing
decisions together.”

I don’t have time to do a Planning Meeting and a Sales Meeting, can’t
you just put my photos online so I can order them there?
• You-centric: “Noooooooooooooooooooooooooooooooooooo!!!!
(while on your knees, shaking your fists at the sky)
• Client-centric: “That’s actually one of the main reasons we started
doing this process instead of just putting everything online. We found
that life would get in the way and our clients would never end up
getting any of the photos they wanted, just because they got
distracted. And those who did still find the time to get to it took quite a
while and never really knew what they should get. With this new
process we can take the time to help you figure it all out and you’ll end
salesographer.com
up getting exactly what you want in far less time than it would take for
you to figure it out on your own.”

Obiezioni che rimandano la decisione di acquisto

 

Posso parlare con mio marito/mia moglie?

 

(Se anche il marito o la moglie è presente sul luogo dell’appuntamento): Certo. Potete parlarne tranquillamente. Vi lascio soli per qualche minuto (nota: dopo però aver raccontato la tua “storia di chiusura”).

 

(Se invece il marito o la moglie non è presente, e quindi si tratta di una scusa per non decidere subito): A cosa devi pensare? Come posso aiutarti a prendere questa decisione?

 

Puoi mettere le foto online così ci dò uno sguardo più tardi?

 

Certo. Ti offro la possibilità di avere una galleria online privata con tutte le foto della sessione per XXX (esempio: 300 Euro). I tempi di consegna sono di una settimana.

 

So che hai scattato molte più foto durante la sessione rispetto a quelle che mi stai mostrando ora. Posso vederle con calma e poi decidere?

 

Potrebbe sembrare… ma ti assicuro che ho già scartato tutte quelle che sono venute male o che magari erano solo dei duplicati. Queste che ti sto mostrando sono le immagini migliori. Non ne ho altre da presentarti.

 

Devo vedere dove posso collocare le stampe, perciò non posso ordinare le foto adesso. Puoi metterle online così me le guardo con calma? Oppure: Grazie per avermi mostrato tutte le immagini. Puoi metterle online così le guardo con calma? Non sono abituato a prendere una decisione sul momento.

 

Nessun problema! Come ti spiegavo prima, il costo del servizio comprende anche un appuntamento per visionare le foto e ordinarle. Se desideri invece avere anche una galleria online… il costo è di XXX Euro, e l’ordine viene evaso entro una settimana.

Devo pensarci un po’. Posso richiamarti fra 2 mesi?

 

Nessun problema. Le immagini non ordinate le considero scartate e vengono automaticamente rimosse dal mio PC il giorno successivo. Se invece vuoi che le conservo, basta che mi fai sapere per quanto tempo. Considera che posso tenerle nei mei archivi per altri 6 mesi al costo di 195 Euro.

Obiezioni sulle licenze

 

Perché hai bisogno di conoscere l’uso che farò delle tue immagini?

 

Le immagini rientrano nell’ambito della proprietà intellettuale, e il modo in cui concedo il diritto di utilizzare quella proprietà intellettuale è lo strumento attraverso il quale genero i miei guadagni. I prezzi per uno specifico progetto si basano anche sull’utilizzo che viene fatto delle mie immagini, perché se più foto vengono usate per molteplici scopi… significa che il loro valore di mercato è più alto. E di conseguenza anche il costo sarà anche maggiore.

 

Super Dritta. Il modo migliore per rispondere ad obiezioni di questo tipo è fare degli esempi. Se stai realizzando delle immagini destinate ad una brochure aziendale, paragona la diffusione di queste foto con quella che avrebbero avuto le stesse immagini se fossero state usate dalla stessa azienda per una campagna pubblicitaria sui più importanti giornali del mondo. Dando esempi di questo tipo (basati sul concetto di larga diffusione) il cliente comprende subito l’idea di dover pagare meno quando l’uso è limitato. Volendo, puoi anche usare l’ottimo esempio delle licenze concesse per i software dei PC: un’azienda, quando acquista la licenza di un software, deve necessariamente indicare su quanti computer questo programma verrà installato. Più PC = Costo della Licenza Più Alto.

 

Mi stai dicendo che io ti pago… e che non posseggo ciò per cui ho pagato?

 

Le immagini sono proprietà intellettuale del suo creatore. Stessa cosa accade per i libri, i software e la musica. Puoi usare un libro (leggendolo), e puoi usare un software… ma il suo creatore continua a detenere tutti i diritti. Comunque, per venire incontro alle esigenze di ogni singolo cliente… posso scrivere una licenza d’uso personalizzata che incontra al meglio le tue necessità. Il prezzo di tale licenza varierà a seconda dei diritti di utilizzo che mi chiederai.

 

Non voglio tornare da te ogni volta che ho necessità di usare le immagini

 

Sono più che felice di estendere i tuoi diritti d’uso per queste immagini, ma c’è il rischio che alla fine pagherai anche per utilizzi di cui non hai effettivamente bisogno. Il mio obiettivo, ovviamente, è quello di instaurare un rapporto a lungo termine con te… così chiedimi pure ciò di cui hai effettivamente bisogno, e sarò ben felice di proporti una licenza personalizzata.

 

Super Dritta.  Se il cliente ha timore che tu gli chieda delle tariffe maggiorate quando egli dovrà poi ri-usare le immagini per altri scopi, stabilisci fin da subito i prezzi per il futuro riutilizzo e scrivili nell’accordo.

 

Non voglio che qualcun altro usi le immagini per cui io ho pagato

 

Sono felice in questo caso di concederti una licenza di esclusiva per queste immagini, ma dato che questo tipo di concessione mi impedisce di generare un guadagno aggiuntivo… il costo del progetto aumenterà in modo significativo. Ti suggerisco di trovare un compromesso, ad esempio chiedendo la licenza di esclusiva per sei mesi. Questo farà sì che soltanto tu potrai usare tali immagini per un periodo di tempo… e al tempo stesso non mi preclude la possibilità di generare guadagni futuri grazie al loro utilizzo.

 

Super Dritta. Aggiungere il diritto di esclusiva per un periodo di tempo limitato rappresenta una potentissima arma di negoziazione. Infatti puoi concederla senza rimetterci troppo e al tempo stesso accontentare il cliente (oltre al fatto che spunterai un ordine dal valore più elevato)

 

Super Dritta. Come sempre… un po’ di buon senso. Se le immagini che hai creato non hanno un vero valore di rivendita (magari perché altamente personalizzate sulle esigenze del cliente finale… o perché non operi in settori e mercati dove “potrebbero” generare guadagni extra) non perdere il cliente focalizzandoti troppo su questo specifico aspetto.

- Chiudere il contratto (superare lo stallo)

Per superare lo stallo, devi adottare 3 tecniche a cascata (se funziona la prima… ti fermi, altrimenti passi alla seconda; ecc…).

Questa strategie è paragonabile ad un incontro di box: se il primo colpo ben assestato non lo mette al tappeto, ne sferri un altro un altro e un altro ancora)

Perchè non farle prima?

Perchè i clienti ti faranno sempre le obiezioni!! E se ti sei già giocato tutto le carte prima… quando poi ti fanno le obiezioni, tu rispondi, e loro restano della stessa opinione… che fai? Nada. Appuntamento finito.

Il concetto è questo: preparati ad incassare le obiezioni, incassale e rispondi, se la partita non è ancora vinta usa la strategie del boxer.

Se entri in un fase di stallo, ecco lo strategmma:

Secret #6: Go to the Bathroom
This might be my very best secret. And it’s strategic.
While they’ve already seen my pricing (I send it before our meeting as I want no surprises), I pull out the
pricing again, show them which package I’d suggest based upon their wedding day timeline and what they
are looking for, and I talk about the various options they can add on to that package.
I go through pretty much everything, but try to keep it as simple as possible so that they don’t get
overwhelmed. I answer any questions they have.
If I’m meeting with a couple or a bride and her mom or really anyone other than a bride alone, this is where
I make a strategic move.
After we go through the pricing, I excuse myself to go to the bathroom.
I do this intentionally in order to give them some time to look over the pricing and talk among themselves
for a few moments. Many times, you can tell they want to discuss something but aren’t comfortable doing it
in front of you, so this allows them to chat and potentially be able to book right there on the spot.
It’s just another way I serve my potential clients and give them the space they need to make a decision or
discuss if there are more questions they want to ask

Il modo più potente che conosco è introdurre la tua garanzia ed usarla per eliminare il rischio.

Ti aiuta anche a paragonarti con quello che gli altri fotografi NON offrono.

How you benefit from offering a guarantee
It shows you’re confident in your ability and subtly suggests other photographers might not be. If a prospect still wants to speak with other photographers after me I always advise them to ask if the photographer has a guarantee and see if it makes them look nervous.

It helps the prospect trust you. If you’re prepared to give clients back their money and mention that fact right up front then it means you’re clearly on their side and understand their fears.

It makes you sound professional. You’re not some dodgy scam artist who is only interested in getting hands on their money.
Crucially, it makes you stand out from all the other photographers because the vast majority don’t offer it, or don’t mention it.

State your guarantee with enthusiasm

Don’t just dryly state you have a ‘money-back guarantee’ . That phrase is devoid of any emotion and since we’re used to seeing it everywhere in shops and websites it has become almost invisible to us. Say it with enthusiasm and with a caring and understanding tone of voice. For example:
“I know how important these photographs are to you. I want you to LOVE your wedding photographs. That’s why I’m the only photographer in the area who provides a written and signed guarantee that you’ll love your photographs or you’ll get all your money back.“
A guarantee will book you more weddings than almost anything

 

Come abbiamo già visto, il primo fattore che allontana un cliente dall’acquisto è la paura, cioè il timore di prendere la decisione sbagliata. Esempio:

 

  • Come posso capire se questo fotografo fa davvero al caso mio?
  • E se poi il risultato finale non mi soddisfa?

 

9 volte su 10, infatti, l’obiezione sul prezzo non è sul prezzo di per se stesso… ma su altri elementi. E il fattore FIDUCIA è di sicuro il primo fattore che allontana una persona dall’acquisto.

 

Di norma, nessun cliente verrà mai a dirti: “In realtà il motivo per cui ti dico di no è che non mi fido abbastanza di te e del tuo lavoro”. Sarà invece molto più facile per il  cliente rifugiarsi dietro la scusa del prezzo eccessivo, e tu continuerai a credere (sbagliando) che il vero motivo per cui non ha comprato era il prezzo.

 

Ma se elimini il rischio dalla testa del cliente fornendo una garanzia soddisfatto o rimborsato, lo metterai nella condizione di prendere la decisione molto più a cuor leggero… e quindi avrai eliminato il fattore RISCHIO dalla sua testa.

 

La garanzia può essere a 15 giorni dall’acquisto, a 30… insomma, non c’è una regola fissa. Ricorda inoltre che da parte tua il rischio è davvero MINIMO. Di fatto, i clienti non chiedono quasi mai il rimborso (a meno che non ci siano degli elementi “ostativi” pesanti), ma anche nel caso in cui qualcuno lo chiedesse… tieni presente che il numero di rimborsi verrebbe AMPIAMENTE compensato dalle moltissime vendite in più che farai sfruttando appunto il fattore GARANZIA.

Vediamolo meglio con un caso studio.

 

Esempio. Se sei un fotografo di matrimonio, potresti presentare la tua offerta in questo modo: “Bene. La collezione che fa al caso vostro è questa e costa XXX Euro. Inoltre ho deciso anche di includere un incentivo speciale se aderite oggi, davvero molto prezioso. In pratica riceverete gratis anche 2 stampe grandi a parete (decidi tu la dimensione) del valore di XX.” Se il cliente ti dice “devo pensarci”, tu rispondi: “Certamente. Tenete però in considerazione che non potrete più usufruire di questo premio/incentivo in un secondo momento. È un’offerta speciale solo per chi ordina adesso”.

Questo è un modo “delicato” e non pressante per aiutare il cliente a NON rimandare la decisione di acquisto.

 

In base al settore a cui appartieni, decidi tu quali incentivi offrire e a che prezzo.

Alla fine di questo:

Bene. Ricapitolando…

E scrivi su carta cosa offri sul momento e cosa perderebbero (metterlo per iscritto aiuta i clienti a fissare i concetti in testa e dà una forma ufficiale a ciò che hai detto).

  • Garanzia Imbattibile
  • Incentivo perfetto

- Conclusioni

The Mechanics of the Sales Meeting

This is how we run our Sales Meetings. Feel free to rip it off completely or to
make changes and make it yours.
• Slideshow of all final images (20-30 for a portrait session, tops)
• Go one by one and sort into “Yes” and “No” (you can use Lightroom
for this, no need for some fancy-pants software. More details on this
kind of stuff in Day 7’s email)
• Find a home for the “statement pieces”. For us, these are the single
pieces of wall art or anything in a wall gallery. For you, this could be
album images. These are the absolute “must-haves”.
• Fill in the rest of the products they’ve already shown interest in.
• Find a home for the other photos they love that don’t have a spot in a
product they were already interested in.
• Choose Gift Prints for family, friends, upcoming holidays and to replace
old photos they already have in their home.
• Take their payment.

F:Fotografia – Infoprodotti AcquistatiAcquistatiSalesographerPhotoSalesToolkit

F:Fotografia – Infoprodotti AcquistatiAcquistatiSalesographerPhotoSalesToolkitOrderForms

- Bonus (1) - Customer Care For Profits

- Bonus (2) - Lo script telefonico "perfetto"

- Bonus (3) - 8 tecniche per acquisire clienti

- Bonus (4) - Passaparola Geniale

- Bonus (5) - Creare uno guida di stile

>> Risorse Correlate

Guide Operative