Buying photography, a risky business.

In the client's perspective...

Why...because what we sell doesn't exist! At least not yet! Maybe, an idea is forming in your imagination but not really in the mind the client. This is why they feel that buying photography is a risky business.

Every day new technology forces us to rethink selling the basic "values" of photography to those clients who think that it has become child's play to do their own photos. To get a basic image, yes it can be easy but will it do what that image should do; and that is to deliver the "VALUE" a client expects?

Many photographers sell the fact that they are working with digital images, have a large studio, win awards, etc. Here is a shocking fact: clients don't really care about things which pertain to how good you are and what big equipment you have. They are looking for a solution to their problem, (need for a family portrait, need for a publicity image that will SELL a product, need for someone to really capture what their wedding day is all about...) So what you are really selling is the "value" of the solution you bring. And on that point you will need to educate your clientele because at this point they don't know this is what they are really buying. You must help them see the "Value" in what they are getting instead of just the product itself.

The truth is, in the majority of cases, clients do not care about you, your studio or even your talents. All they care about is what relates to them. Sorry to hurt your feelings but facing reality is a must here.

In actual fact, we don't sell photography, we sell what that photography brings or does for people.

How do we reverse the risk of buying our services?

Here are a few examples.

Cancellation policies: How many photographers have cancellation policies forcing a prospective client to pay if he or she changes their mind on a project? You haven't done anything yet to earn this payment. How would that feel if you were buying?

Relax! Don't jump to conclusions ... Read on.

Instead of writing cancellation clauses from 30 days down to 7 days where the client will be compelled to pay full price, why not offer this clause: "Our aim is to build a strong relationship with our clients. In the event of a change in date or concept, we invite you to call us immediately so we can reschedule the project for a more convenient date; and this at no extra charge to you."

I can hear all those who favor drastic measures. "What if I can't get another job to fill in that date, I will be losing revenue." My answer is how much money you will be loosing in the long run by alienating this prospect or client who is forced to pay you even though you have not performed a service for them. An unforeseen circumstance prevents going ahead on the day booked and instead of counting on his/her supplier (you) who understands the value of a "customer for life", that client is forced to pay because of the cancellation policy. What a way to start a relationship!!!!

If you can't replace a job with a 7 day notice, you may be in trouble yourself. In over 30 years in business, I have never had to use a cancellation policy, and yes, I had to reschedule many a time but I also had a list of faithful clients you would be proud to do business with.

WEDDINGS!

We can all agree that a wedding can't usually be replaced within 7 days. You may need to have a last minute cancellation item in your wedding collection contract. However, always be aware that you have a much better chance of keeping the client IF you are open to discussion and negotiation rather than a hard and fast POLICY. A customer who was treated with courtesy and understanding will usually be tempted to come back to you in the long run.

100% refund policy:

How many photographers will actually redo photographs that are discolored with time? You see, all of this relates directly to the type of business you wish to have. A studio that caters to a higher end clientele will offer such a guarantee because that studio's prices are set accordingly. And again, the client will see value in such a risk reversal concept.

Guess what; if... you ever have to replace a photograph for a client, it will be one in 1000.

Replacement guarantee:

Lastly, what if you were to offer a guarantee that if any large format portrait purchased did not bring total satisfaction, you would replace it or even refund the payment.

I know this will be difficult for some of you to swallow. But think about when you are dissatisfied with a product you have purchased. Think about when you are at the counter explaining your disappointment only to have the store clerk say, you know I would love to help BUT our "STORE POLICY" is........ in essence NO! How many referrals will YOU sent this store?

Create customer loyalty instead of satisfaction.

This will create customer loyalty instead of customer satisfaction. Big difference. Satisfied customers may talk about their experience but loyal clients will go out of their way to speak about it. Referrals will come without any persuasive tactics. They had a wonderful experience, while purchasing a fantastic product, that's all that counts for them.

Reverse the risk. Wow your clients!

"Successful people are those who do what unsuccessful people do not like doing"

Andre Amyot MPA HLM, Cr.Photog.

1 866 548 2004

Andre Amyot - PhotoCoach International Inc, is a professional photographer with over 40 years of experience, having owned and operated one of the most successful photo studios in North America.

Andre will share his knowledge in making your business as successful as you wish it to be at the next Florida school of professional photography.