Nektario K
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 p.2 #15 · wow, awesome email inquiry | |
As a Business Development Manager with several years sales experience and more importantly sales training I would like to offer my view on this one and share what our business uses as it's core sales technique (a technique that rarely fails if done well).
So our sales training and technique is based around what we call 'need creation'. In summary it is about identifying a potential customers need and then developing on that need until you reach a point where you can then offer a solution to the customers need. A need usually stems from a problem or a desire for some form of product or solution that in itself links to a problem.
So, in the case of all you wedding photogs, your potential customers problem is that they have a wedding but don't have someone to photograph it. Once customers identify that they have a problem they will usually put out a request to someone (usually more than one person) that can resolve their problem. Sometimes this is done in a very vague fashion and often the customer doesn't even know just what they need to resolve their problem at this stage. All they know is that they need a photographer.
So, in this instance the customer has shown that they have a problem by asking for prices. They have dangled a worm on a hook, and if you now take the correct steps to develop their need you can make a sale here. The purpose of need creation is to get the customer to understand their problem or 'need' so that when you offer a solution they can clearly relate your service as being a solution to their problem. This is the hard part as 9 times out of 10 customers rarely understand their problem or need and therefore don't know what they need to resolve it.
So this is where you come in. As an experienced wedding photographer you can help them to understand their need by talking to them about what they can expect on the day, from a photography point of view, and then how you have the necessary skills and experience to meet the demands of a wedding.
This is the difference between a good sales person and a bad one. Bad ones will try to sell to you by merely telling you about their product or service. They completely miss the point that in order to make a sale you have to be able to show how your product or service meets with the customers need. If you just rattle off about how good a photographer you are and how expensive your gear is this will mean nothing to the customer, but if you can encourage someone to tell you exactly what they want, and can then show them how you can meet with their requirements you will usually get an order. The saying goes that the best sales person is one who listens twice as much as they talk, hence why we have 2 ears and one mouth.
So in this instance, you could reply and say, 'I am available on that date and my price is $2000' (or whatever you charge). They will take your quote and then go and get loads more and the chances of you getting the contract are slim.
However, if you go back with an open question to get them to elaborate and start a discussion you will have more chance.
So I would suggest going back with something like:
'Thank you for your recent inquiry. You will be pleased to know that I am currently available for that date.
However, firstly I need to know a little more about your wedding and your requirements so that I have a clearer understanding of what you are looking for.
Please can you tell me more about the wedding, such as where the venue is, how many guests there will be, and what type of photography coverage you are looking for.
Kindest regards'
The phrase 'can you tell me more' or 'tell me about...' is one of the most powerful in a sales persons arsenal as it is an open question and gets the customer talking. In your initial reply all you said was, 'firstly I need to know the date', which is a very closed response or closed question. This prompted the rather unhelpful response you got which is '31st August'.
Another example of a closed question for example would be, 'do you need a wedding photographer?'. The customer is very likely to just say 'yes' or 'no' which is very unhelpful. But if you said 'tell me about what you're looking for in a wedding photographer', you have already assumed that they need one and they will then start to tell you what they want from you.
Try the response above, and my guess is you will at least start a conversation with this person that may lead to a sale. If they come back with venue details and info about the wedding you have opened the door for further conversation and can then start to match your service to their 'need'.
When the need creation technique is executed properly it is probably the best sales strategy there is and can often lead to a sale from even the most basic or vague inquiry, such as 'prices?'
Good luck...Show more →
Let me tell you this: You are 100% correct. Since this early fall I have gotten at least 20 emails asking me for price..All vague and only price oriented.. I was not sure how to reply - I at least wanted to get a meet from them..I usually close every client I meet..about 95%.
So I answered in many different ways: starting price only, full disclosure prices, full long email details of the way we work, short description, funny, direct, firm, and of course the.. "Prices are only disclosed on meetings", reply - that one was if I felt the client was really another photog. fishing for details and prices..I am sure a few of the inquiries were just that,..Well out of 20 - I only met 1 client and I did book them.. The others never returend an email or phone call. Could it be I was too expensive, not enough expensive...I'll never know..But I know now that I didnt answer the right way..This is how I know..
Anyhow.after searching and asking friends etc. I never got a straight answer on what is the correct way to answer the emailing bride who's searching for a photog.
Until this last Sunday I caught a successful wedding photography couple on line - who are making a lot of business by doing exactly what you have said..
**Adding VALUE** to their work and actually selling THEMSELVES more than the photos.. They inquired on correct business approaches and tactics..and in the end.. they are extremely successful and are doing it with high end clients.. starting price $5500.00
Their website barely has any wedding photos.. there's a few..but what they have developed is an ANSWER to a NEED of a bride..it works brilliantly.. They have successfully sold the security, comfort and fun time they provide in a wedding day..
Showing the moments they catch that are precious and marketing that as who they are. We are EMOTION period.. What bride-to-be doesn't want to hear that...
So you have basically written the exact same thing that these people are doing and it has brought them extreme success.. They were actually on CreativeLive for a free 3 day webinar -
So now that I know.. I would like to say thank you for sharing with us that brilliant tactic and knowledge on selling.. I never wanted to be a salesman - I was hoping my work would speak for itself..and to some degree it does - but my website - or any website, doesn't close clients..Its the person/seller who as you say it..gives the right solution to that person's need..
Thank you again...
Nektario
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