"The purpose of a business is to create a customer who creates customers."
-Shiv Singh
Who is your right client? Where are they? Can you describe them?
Remember: If you try to attract everyone, you'll attract no one.
Here is the truth! Not everyone is your client nor should they be. Finding enough of the right clients (Front Door)— meaning they understand your brand and purpose, respect the boundaries you set, and are genuinely great to work with...is difficult.
Here is our “internal” guide that helps us specifically target our marketing efforts and social media to attract more Front Door clients and understand how to handle situations with the Side Door or Back Door client.
The Front Door client.
They are coming to you because they want you, PERIOD. They KNOW what you do, they LOVE how you do it and what it looks like, and they have the resources for it. They LOVE photography and value its meaning to their family. They have been inspired and informed. They know we are great artists and competent business people. We have the processes in place to move them with confidence and clarity through the Walden experience.
The Side Door client.
They know a bit about you, but they arrived through the side door instead of the front. Since they know a bit, they feel comfortable they know enough (or everything). They have the potential to be an awesome client, but they lack complete understanding at this time. You may find there are several disconnects as you move them through the process and find they are not totally primed and prepared. Who is this client? Maybe they are in the business next door and love to say hi when they walk by and always admire your work. They may be models in a video you do :-) and love what you do. They have the basic understanding and correct expectations, but they are not totally at the front door yet.
The Back Door client.
Many disconnects exist in this relationship, causing both you and them to suffer and face disappointment on both ends. They aren’t YOUR customers, even though they are there, at your studio. They may have been driven to you in a way that is disconnected from your brand. Maybe this happened through a discounted marketing campaign, a free 8x10 give-away or a tabletop auction item with your business card. They sit in the Selection appointment (surprised they needed to come in for that) and say yes to everything until the price is presented. Then they are floored and even embarrassed. Much time is wasted on this client.
What we do to set ourselves and our clients up for the best outcome?
*Intense on-boarding with inspirational content and proper education helps construct and develop the right client. Inspiration & purpose creates desire and can be the tipping point in selecting you. Education and more inspiration (via blogs, videos, our website, e-brochures, emails and social media), after their booking encourages people to take ownership in the process as they become personally involved.
*We also found that the more “skin in the game” we require (before we book and finalize a session) helps weed out those that are not really our client. We used to be timid about asking for the Session Fee to be paid upfront and often didn’t collect it until the Selection appointment. Now we ask and receive both the Session Fee PLUS a deposit towards their order by sending them an invoice using Square before their appointment is confirmed.
We found this pre-collection has been very successful as we go into each session knowing the clients are serious about getting portraits done.
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