As a business owner, there’s nothing more tantalizing than a wedding show: hundreds of qualified clientele looking for the services you’re offering. Here’s the thing: shows are for marketing. And marketing doesn’t mean just showing up, it also means following up.
For the past few months in The Business Corner, we’ve been discussing using certain digital tools to attract and nurture leads. In theory, our lead is now ready to make the leap. But once they buy, it’s important not to end the nurture sequence. In fact, there are additional steps to the sales funnel once the lead becomes a client.
With an automated drip email sequence, it’s possible to nurture your lead from Awareness to Interest to Desire. Help them get to know you, like you, and trust you, and share with them how your photography will improve their lives. At this point, they should have no choice but to Desire you above all the competition!
Truly successful business owners don’t sit and passively wait for money to roll in. They also constantly revisit their goals, their strategies, and their progress. Coming up with a business plan is not a one-time deal; you don’t just set it and forget it. This definitely holds true for photographers. Get in the habit of examining your goals, running your numbers, and measuring your progress. Depending on your results, either fix what’s broken, or set a new, higher goal. Implement. Assess. Analyze. It might sound like a lot of work, but I guarantee the first time you meet your monthly goal, you’ll be hooked.
This month in the Business Corner represents the culmination of all the work we've been doing for the past several months—selling profitable products to your client at an in-person sales appointment after the shoot. It’s time to cash in.
For the past several months in The Business Corner, we’ve been building your sales system from the ground up in order to get you to your target sales average. Now it’s time to put all your hard work into action. It’s time to craft your client experience workflow to maximize your sales potential. That workflow starts the moment a potential client inquires.
Our goal this month is to round out your sales system with clever and desirable upsell options to entice your clients to get the most out of their experience with you (and to get you the most profit). A quick note about terms: In the strictest sense, upselling means selling the client a higher-priced product than the one they were considering. The terms cross-selling and add-on sales describe selling the client additional items beyond the one they were considering. It’s become commonplace to use the word upselling for all methods of achieving a higher sale. For the purposes of this article, we use the broader meaning of upselling.
For successful sales, you have to create a system that makes getting to your target sale easy and fun. This month, we focus on the role of your price list in making your target sale the easiest way for the client to buy from you. It is not just a list of every product you offer, but a systematic approach of presenting different items and offers that your clients can’t resist.
Cost-based pricing is an excellent place to start when trying to determine what to charge for a product, but it doesn’t work for everything. This month, we examine additional factors that may break the cost-based mold. Some strategies allow you to charge more than what cost-based pricing suggests, while others force you to charge less (or get creative).
In last month’s Business Corner, we discussed controlling one of the two types of expenses in your business: general expenses, also known as overhead. This month, we examine the other form of spending, cost of sale. Cost of sale includes all money you spend serving a client.