Stop Taking Orders and Start Selling..
Admin | On 07, Mar 2012
I can’t even begin to tell you how many times I’ve read this or a variation on this theme:
“WTF…I shot a perfect session, made some awesome images…and they only ordered a couple 4×6′s and 5×7′s???”
What happened is you sat back and waited for their order. And didn’t show them what you wanted them to buy.
I know from my own family, that they think a 16×24 canvas is WAY too big for their living room above their couch, until I hung that canvas on the wall where I wanted it to be. Then, it’s no problem, their checkbooks come out (yes I make my own family pay too!) and we make a deal.
Did you know that recent polls have shown that about 60% of people that walk into a big box retailer have pre-researched their purchase and think they know what they want to buy?
Did you also know that out of that segment, more than 80% said that if a nice knowledgeable salesperson had helped them to see the benefit of a different product, they may have changed their mind?
You’re that nice knowledgeable salesperson, and you have the benefit of your clients undivided attention. You’re not a big box store, you’re a small business person. Use that to your advantage. You have the opportunity to make a one to one connection the likes of which no big box chain retailer can match. So engage the customer. Go to them! Best Buy, WalMart, Walgreens, CVS, Target etc are not going to them.
If you want to read the Definitive Guide on how to do In Person Proofing, we have it for you here.
No more online galleries ok? Show them what you want them to buy. Do it face to face!!! Get samples of the products you want to offer. Most labs offer a significant percentage off of samples for you to show your clients.Use those samples and make some sales.
Take a deep breath and order that image of the kids that you KNOW the Mom is going to love and get it on a BIG standout mount, canvas or wallrider. You gotta spend money to make money.And heck, if mom doesn’t take it now, it’s your new sample, that you use to sell other clients on the canvas idea. Then when it’s time to get new samples, you sell that canvas to the original client at a discount and still profit from it.
But it boils down to the fact that when you throw a bunch of images up online and hope the customers order, you’re not selling. And your print income will reflect it.
Some sales psychology is in this article to help you hone your pitch.
Please comment below from your Facebook account and let us know some strategies you’ve employed to increase your sales.
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