Converting Leads And Working With Current Clients
Growing Your Photography Business
By Robert Provencher
How do you convert a lead into a paying customer for your photography studio? Let's take one step back and look at how we got those leads in the first place. That will be instructive. Did you put on a display at the local mall and gather names for a draw? All those names are 'warm' leads. Meaning, they expressed some interest in your product.
The best way to convert them into paying clients would be to make them an offer. I've done this in my studio and it's a great tool for getting sessions happening quick. Send them all a letter, or better yet, call each and every one up, and tell them they won second prize which includes a sesion and free 8"x10". This is not a new strategy, but it does works! You will attract higher maintenance clients, but with time, and education, a good number of them will not only buy more, but will turn into long term clients.
Did you get a referral from a client? This kind of lead would be more credible and warmer yet! You would call them and have a much easier time creating rapport, credibility and trust. That's why your current clients will be your best source for solid referrals. You should have a system in place in your studio to maximize the use of referrals from current clients. Otherwise, you are turning your back on a huge opportunity.
What about leads that come to you, looking for a possible portrait experience. If they called you, you hope that the attraction was more than just the yellow page ad they saw. You know, price shoppers. If you are well positioned, and use strategies that, in their mind, place you in a favorable position, then you will increase your odds dramatically. This is called, you guessed it, positioning.
You achieve this through favorable word of mouth (publicity) and the sales message you bring to them in every marketing piece you use, including your yellow page ad, your webpage, your business card, your displays etc etc. In other words, you want to inform, educate and be consultive in your selling.
Many photographers miss this opportunity. For example, in our studio we have a special report that we use for prospective brides called "The Seven Mistakes Brides Make When Hiring A Wedding Photographer and What You Can Do About It" This special report gives solid advice, isn't biased towards my studio, and the core message distilled is 'you get what you pay for'.
It's important to be helpful, enthusisastic, outgoing, and above all, proactive. Don't sit back and wait for business to come to you, go after it. And make them offers. Use creative 'bundling' ideas such as The Kreative Kids Klub, Five Year Family plan, Babies First Year Wall Panel, or whatever creative strategies you can come up with. Offer something every single month. Leads and clients are like a moving parade. They're needs are always changing and you need to be in their face when the time is right.