Day 13 – Business School at the SWPP Convention Part 2
SWPP Convention 2010 Day 1 – Buisness School – Part 2
Today I’m continuing to post my notes from yesterday’s business school talks at the SWPP convention.
I nearly didn’t make it in today because of the snow and lack of trains in deep dark Surrey!
Unfortunately I did miss Michael Redford’s ‘Wake up to Marketing’ so if anyone has some notes to share I’d love to see some!
Back to yesterday……
Jane Breakell
Where to get those extra sales
‘What does today’s consumer want?’
- Good service
- An expert
- Fabulous products that reflect their style.
Shoot to sell structure
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- Think about the final destination of your images – This should reflect what you shoot – use at least 3 different locations – change the clothes, even if it’s just removing layers.
- Samples – Show what you want to sell.
- Take your clients through the sales process.
On-line viewing = cop out!
- Where’s the emotion?
- What happens to these images – Nothing!
- The main problem is that your images are always there for your client to see – why would they need to order them.
- Your client is not going to visualise the finished product without your help – and samples!
Insuring the sales journey runs smooth.
- Signatures on artwork – adds value, or at the very least, perceived value.
- Have intimate knowledge of your products and suppliers. If they are local then visit them and ask to see how your products are produced.
- 90% of the selling is done before the viewing, and starts from the very first phone call.
- Answer questions on price – be upfront, be open and confident - “Our average spend is between X and Y….” The price point will act as a filter for you AND your clients.
- “How much?” is normally the first question people have because it’s the only question they have. Chances are you are the first professional photographer they have hired.
- Reinforce everything with a confirmation letter – repeat quotes on price and your policies and procedures.
- Use suggestive selling during the shoot – “that was a lovely set of images… they’ll be great as a set of three”
Keep those clients for life
- Spend time with your clients after the shoot – Have a cup of tea with them – this will give you a chance to discuss what they might want to do with the pictures…. do they have a big blank wall? etc etc.
- Always have your product samples to hand and have your prices on them.
- Under promise …… over deliver.
- Package your product nicely.
- Deliver in person, and why you’re there have another cup of tea!
- Talk about next time.
- Don’t forget the Christmas Cards.
- Harvest the market you already have……. after all it’s a lot cheaper to keep and existing customer than to generate a new one.
Richard Hallworth
Finance for Photographers
Tax shouldn’t be taxing! I took two important things from this talk:
- I can expense my convention tickets!
- Tax can be taxing, and people like Richard are (thankfully) here to help…… and save you money.
Get yourself over too www.financeforphotographers.co.uk and let the man himself explain it all too you….. I’d ask about the Studio Hub concept if I were you……
