We all want to attract clients who have expendable income and love photography of their family, right?
I know that combination is sometimes hard to find. It is not the person who may walk in off the street asking how much an 8x10 is or if you sell files? But they are out there and it takes an intentional process to find them.
Here a a few ideas to think about in this process.
ONE: You cannot be everything to everybody…as a result, you become unrecognizable. Decide who you are and then, stay consistent. It takes time.
TWO: Make sure your place of business, whether your home or a brick and mortar, reflects your ultimate vision. We want to look like a modern and upscale art gallery; after all, what we sell is ART!
THREE: During the consultation and all the way through their time with you, present yourself and business in a way that makes you the expert. This is very attractive to affluent clients.
One way to do this is to create content that positions you as the expert. We created this e-brochure, "Styling for a Color Portrait" to do just that and to promote our stylist option which is very attractive to busy moms.
FOUR: An appointment only business is a key. Here's why:
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This emphasizes that we are professional and experts in our field.
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The best clients are used to making appointments because their time is important; they relate to this.
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We can give a higher level of service because we are better prepared. For example; fresh flowers, controlled scent, coffee, chilled water, Nespresso machine, mulled wine in the winter, Belgian chocolates, coffee table books with photographs of the lifestyle clients aspire to, jazz music (we put “Jazz in the Background” from Spotify on., etc.
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Adds value to our business, This perception is useful for selling high ticket items.The Principle of Scarcity needs to be applied here…make sure you don’t book too quickly. Be a little difficult to schedule.
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