FINAL KEY TO IN PERSON SALES: THE PROCESS

Yesterday, I talked about the first 3 of 4 keys to killer in-person sales.  Today, I'm going to share with you the fourth - and probably the one you've been waiting for.  Today, I'm going to share our in-person sales process.

THE SLIDESHOW

When the client comes in, the first thing we do is show them a slideshow of 20-40 images, set to music. This really is a huge part. We want the clients to experience the images. We want them to connect and relate to them. We allow them to linger with the images and experience the emotion that comes with them. We find that 4-5.5 seconds per image is perfect. Any longer and they become anxious for the next image. Any less, and they feel like they don’t really get to take them in.

When we've finished the slideshow, I'll ask them for feedback. I ask them what they're thinking and feeling. The idea is to understand how they're connecting with the images, and uncover any objections early. You'll know right away whether you've helped them make a connection.

I ask questions like:
Tell me how you feel about these images?
How do these images fit with what you envision having in your home?

Resist the urge to rush past this and move straight to the “ordering/dialogue phase.” This is as important as any part of the entire process. Getting clients to verbalize their connection to the images helps to solidify and concretize them. This is the foundation for helping them make purchase decisions.

DIALOGUE

We then talk through their needs. Typically, this looks like the following:

We ask them to think about which image best represents the feel they want for their wall portrait. This is usually one of their favorite images, and OFTEN it's obvious which image they're going to pick during the slideshow. It will be HARD for them to narrow the selection down - but that's okay. That just opens up opportunities to provide them with other solutions. We focus specifically on three things with our portrait business - and we dialogue them in this order: Signature Wall Portrait (or canvas), Gift Prints (5x7, 8x10, and 11x14), and Albums/Books.

Once we've talked about which image will be their wall portrait (or wall collection), we talk about where it will be placed, and the environment it will hang in. (side note: for families, we actually offer a consultation where we visit the home so we have this info ahead of time. For our senior business - this hasn't been practical, though I wish it was).

We suggest to them the size that will work best, and let them visualize their image at that size. Most of our clients end up purchasing 1-3 24x36 gallery wrap canvases, or 20x30 matted, framed prints, or a gallery wrap collection (3 12x12's or 16x16's for example).

At this point, we guide them to talk to us about what they need to give as gifts. Typically, these are either mounted, glazed and framed 5x7, 8x10 or 11x14 prints. Most of our clients order 4-6 of these. For seniors, this also would include wallets (obviously).

What happens next is amazing. Clients realize they're leaving with only one or two "images." They see 30 images they LOVE, and they're only getting a wall portrait, and maybe something for their desk. This is a perfect opportunity - and it's where we sell gallery books (matted albums). We suggest we go back through and simply give a thumbs up/thumbs down to every image. We let them know we'll get an idea of how many images they feel like they "must have."

Usually they will have somewhere between 12 and 20 images. If they are close to 20, we sell them a 20 image gallery book (either 9 or 12 inches). If they're at 11 or 12, we sell them a 10 image book. Once they've touched and felt one of these, clients realize what a BETTER gift idea these are, and will often order 3-5 of these, so that grandparents, etc can have one.

“IS THERE ANYTHING ELSE?”

We offer a few other products, but our studio operates by a "show less, sell more," philosophy. We try to know our customers well enough to match them to a product that meets their need (solution to a problem), without confusing the issue with a large quantity of products.

For seniors, these products include gallery sets (multiple images in a matted set), graduation guest signature books (similar to what wedding photographers offer as guest books - i can't fathom why no one else is selling these to seniors!!!!!!!), or graduation announcement cards.

CLOSING

We take payment in full for the order at the viewing appointment. Once we’ve been through the dialogue and had a chance to write up their order, we slide it across the table and ask them if they’d like to pay via check or credit card.  I think this is the hardes part for many photographers, or anyone for that matter.  It doesn't have to be hard, if you think about it: they came to your studio (or wherever you've met them), told you want they want, and now you're simply letting them know what it will cost.  Instead of asking yes or no questions (would you like me to place this order for you?), ask multiple choice questions that assume they want to place the order.  For example, "would you like to pay for that with a credit card or a check?"

In some cases, we work out a payment arrangement, but everything is due before delivery. We let them know we'll contact them when their order arrives (in 3-4 weeks), and schedule a pickup time. We also offer to deliver to them, and have their wall prints hung on their wall.

We still post weddings online, and will post some portrait sessions on request - but only AFTER a viewing session (the exception being out of town wedding clients). 

Want to know more about this process?  Check out my FREE WEBINAR on Sales Sessions.  Register soon - limited seats available.  

How about you?  What have you found to work really well as a sales process?  Leave your comments or thoughts below!

REVIEW: KASHOO ACCOUNTING SOFTWARE

I am officially in LOVE!  

As a small business owner, I wear a lot of hats.  I'm a photographer, I'm the CEO, I'm the CMO, and the CFO of my little corner of the world.  There's a lot going on to keep a business running - hence the entire purpose of this blog.  For many of us, one of the most important aspects of running a business, is also our least favorite: bookkeeping.  Just this week, I spent 8 hours with 13 photographers in a ONE DAY INTENSIVE, talking about how to get a better grip on their business, and by far the most complicated and confusing part for each of them is to really understand the numbers.

I've felt for a long time, that there had to be something better.  I've been using Quickbooks for years, just like every other small business.  The problem was that the amount of work it required just to understand how to use it meant that it really wasn't helping my business - it was just sucking the life out of me.  Even still, there had never been any other choice... until now!

I have been literally thinking about creating a cloud based accounting platform that sync'd with a beautiful iPad app for months.  I've even gone to the extent of looking for an iOS designer.  Then just last week, I discovered Kashoo.  I'm acutally not entirely sure these guys haven't been bugging my phone and listening to my conversations because  it's literally EVERYTHING I've been dreaming about in an accounting platform.

I realize you think I'm nuts right now because we're talking about dreaming about accounting software, but it's true - I'm so excited I just had to tell you about it.  It's as if they actually designed something based on how small business actually need to use it - and then made sure to program it in a way that makes your accountant happy too!  

Here's the 5 things I love the most about Kashoo.

1. It's Super Easy to Setup

Kashoo actually makes sense. Other software platforms require an in-depth knowledge of accounting principles just to get started.  Kashoo makes it easy by being intuitive to setup your business.  You can literally set it up and start using it in less than 10 minutes.

2. It pulls in everything from the cloud. 

It syncs bank accounts, credit cards, statements, etc - all right into your business.  This makes it super easy to reconcile and categorize your expenses and income.   I can't tell you how cumbersome it has been to get Quickbooks to do the same for a lot of the same things!

3. Entering Transactions is Fast and Simple.

Want to create an invoice?  Click on "Enter invoice."  Want to record a payment?  Just click on "enter payment."  Want to enter an expense? I bet you can guess what you do next... Sure, all of this functionality exists elsewhere, but Kashoo makes it beautiful, and simple to use.  It's also extremely fast. 

4. It Makes it Easy to Generate Reports

There's really only one reason to both using accounting software - and that's to produce the reports that paint a picture of the health of your business.  On a regular basis, you should be able to generate a P&L, Balance Sheet, and information about transactions and cash flow.  For most small business owners (who aren't accountants) Quickbooks has far too many options, and generating the right reports is cumbersome and confusing.  With Kashoo you can generate reports with one click - and have useful information at your fingertips to guide you as you make decisions about your business.

5. It Has the Most Beautiful iPad App Ever!

I'm not joking.  The fully functional iPad app is AMAZING.  It's beautiful, and allows you to do everything you can do online - right on your iPad.  I have no idea why other accounting software makers haven't done this already, but I love it.  There's only one thing it doesn't do - that I wish it would - but I've passed that along to them :)

 6. BONUS: It's FREE!

Seriously - it's FREE.  There is a premium level that has some additional features, but the basic service (including the iPad app sync) is free.  Everyone likes FREE right?!?! 

Images used from www.kashoo.com

YOUR CLIENTS DON'T CARE ABOUT WHAT YOU CARE ABOUT.

They care about: their wedding, their future, their first home, their first child, paying for dinner for 200 people, whether their dress will fit, whether the cake will look like they imagined it would.  They care about whether people will like the centerpieces, if they're going to cry when they see each other.  They care about how they will look in a bathing suit on the honeymoon.  

They care about getting tan for the wedding.  They care about whether the escort cards look right, and who should sit with who at the wedding.  They care about how they can afford everything they want.  They care about what people will think of their wedding.  They care about themselves.

They don't care about: your website, your blog, your twitter status, the award you won that really everyone won but you pretend like it's a big deal anyway.  They don't care about the type of camera you shoot with.  They don't care if you shoot RAW or JPG.  They don't care about your new brand, or your letterpress cards.  They don't care about the new logo and the colors you spent hours trying to get just right.

They DO care about whether or not they trust you.  They care about whether they believe you can help them remember the way they feel at their wedding.  They care about whether you'll do what you say you'll do.  They are about whether or not you'll add fun to their wedding day, or whether you'll be a drag.  

All those other things - the things we care about so much - are meaningless to clients.  Sure, they matter.  Sure, a professional website helps build credibility.  Sure, L series lenses with big apertures help us produce amazing images.  Sure, letterpress business cards are impressive.  But all of it is meaningless because everyone is focused on these things - except the client.  All of your competition has the same "stuff."

The question we forget to ask ourselves is: what do our clients really care about?  Why don't we spend more time caring about those things?  Can you imagine what your business might look like if your clients felt like you REALLY cared about them - and the things they care about?  Can you imagine what might happen if you spent more time thinking about your clients, and less time thinking about "strategies" to get them to give you more money? 

You should care about what your clients care about.  You should care about them.