Everyone likes to feel special.
The feeling of something being made just for you is appealing, especially when it comes to luxury purchases and custom photography.
The standard is high for photographers these days, and if you want to set yourself apart from the crowd, the most important thing you can do is listen. When you know exactly what your clients are hoping for, you can customize the entire experience, truly delight them, and generate greater sales.
This is done by asking questions, being genuine, and taking the time to prepare the session for the specific client. If you want to sell your bigger packages, you need to capture exactly what that client is hoping for. The only way to know what that is is to listen.
Does your client want a purely documentary style (as opposed to traditional portraiture)? Is she hoping for a certain kind of series for a grouped display on the wall? Do you have a bride whose top priority is a portrait with her new husband? Make certain the timeline allows for this, and be prepared with an idea of the poses you want to capture.
Perhaps a mom’s biggest priority for a family session is images of herself with her children. Make mom the primary subject, provide her plenty of images that show her love for her children, and she’s more likely to purchase your top package.
There are tools to help you listen better.
Create a short questionnaire
A questionnaire is perfect for clients to complete before working with you. Depending on the nature of your business model, you might consider factors such as session style, their hopes for display, any specific images they really want, as well as details on each person who will be a part of the session.
If you’re photographing kiddos, you’ll want to know their ages, what makes them laugh, what they’re interested in, anything that might make them shy away from the camera. If it’s a couple, ask how they met, what their wedding plans are, and other appropriate details. Taking the time to get to know your clients before the session will ease conversation, making them feel as though they’re your only clients.
Inquire about their style, décor, and display preferences
Are they looking for a single formal portrait to hang in their home or an album of a morning spent together at a favorite location? Do they prefer bold colors or neutrals? Going the extra mile to ensure the images you create match the preferred style and décor preferences of the client you’re working with is another important consideration in distinguishing your business.
Listen to their concerns
People will readily share what they feel comfortable saying. If you can, push the envelope a bit, and see if you can encourage them to share their concerns. Perhaps your client’s husband isn’t keen on being in front of the camera, or they had a poor experience being photographed in the past. There might be a unique family dynamic that would be helpful for you to know or a specific place in their home they want an image displayed.
By building the trust necessary for a client to confide in you, and making the effort to meet their specific need, you’ll have gained a client for a lifetime, and increased your sales simultaneously.
Thanks for the great tips, Kristy!