The viewing/proofing/ordering process

[lizziejane]

Hi!

Up to now, my process has been very, very basic (read; not very professional!). Typically, when images are ready, I call the client, email them a link to their on-line gallery and wait for them to phone or email me with their order. This process has worked up to now because to be honest, other than basic prints, I wasn't offering anything more.

HOwever, in the last couple of months I ordered some sample albums and metallic mounts, and all of a sudden, orders are flowing for albums and mounted prints! I've heard it said, and now I know it's true - people won't order what they can't/don't see. I showed two samples to two people who ended up ordering; and they showed two friends...etc. etc.

Today, I picked up a canvas for a client and called her to arrange delivery. She suggested she come to me to pick up as she was out and about. I quickly straightened up my home office (I don't have a studio), and laid out my sample albums "casually". One of the albums was of her baby! 5 minutes later she walked out the door with it tucked under her arm!!

So my question is this (sorry it's taken so long to get here!) - even though I do not have a formal studio, should I encourage clients to come to my home whenever possible, to show off my products? And if so, how would the whole process work, exactly?

I know many established photographers have their clients come to their studio to view the images for the first time. Would a home office be tacky for this purpose? Once the initial viewing has taken place, then what? I"m assuming you send them home, with a link to an on-line gallery, so they can go through them again, and make their selections. Do you bring them back a second time to take their order? Do you make a real effort to "sell" products, or do you have them sitting out in plain view, and perhaps excuse yourself for 3 minutes, knowing they'll start to browse?

I'm sorry if these questions seem silly, but I feel like I need some help and direction before I jump into the "products" area any further!

Thanks in advance!

Jane

[mkrochta]

You do what you need to do to sell your business. One thing I would do is look to see if you can make part of your home an office. close to the front door. Not through the kitchen. If you have a garage turn it into an office. Home offices work fine if setup right.

[Koby]

This sounds exciting. Where did you order the albums from and did you designt it yourself?

[Steven G Webb]

You've hit the nail on the head: "People will not buy what they do not see." They are never going to see a canvas finish, gallery wrap or metallic finish on an on-line gallery. Unless they can actually see a 20X24 or 16X20 on a wall compared to an 8X10 they aren't apt to select a large wall portrait. The numbers involved in the dimension just sound so big. So, yes, show them what you want them to buy.

If you want to be an order filler and will be satisfied with customers looking at images on computers that probably don't have calibrated monitors, then slap the files on a site and let the ordering begin. Heck, with the right service you won't even have to look at the final prints. You can just have the order forwarded to a lab and have the costs all subtracted from the sales price. Then you can enjoy having the checks mailed or deposits made directly to your bank account.

Its perfectly acceptable, in my opinion, to invite your clients to your home for the sales session. That is, if you have an appropriate space in your home. Mine is not a house that would accommodate this. If you have a den or sitting room that offers privacy and adequate access to restroom facilities, that's great. This room ought to have samples tastefully displayed complete with wall portraits, prints framed and on tables, and albums or bound books on the coffee/cocktail table. Some people go all-out and use a projection system for proofing. You do need all the furnishings in the room to conduct and complete your business. A conversational grouping of furniture, of course. You also would benefit from a table or desk and office chairs with everything at hand to do the order taking and financial end. I think its okay to disguise some of these things for the times you are not "in the office" but when you are, everything needs to be at hand as if you've designed things that way.

Do you leave the client alone or stay on top of them? There is an appropriate method for doing both and both methods can be successful. I am particularly fond of excusing myself briefly to allow the customer a few private moments. This is even more important if there is a committee involved. I don't stay gone long enough for anyone to feel neglected. I usually say that I'm going to allow them to have a moment to look over the images in private and I'll be right back to answer their questions and assist in making their selections. This is a great time to offer to bring back refreshments such as coffee or soft drinks. It gives you a reason to step out and a reason to come back. In the perceived private time, I'm listening for tone of voice and picking out words. Hearing, "that one's out" or, "not that one" along with any other negatives means the customer is working a method of deduction. Its a hint about how to approach the rest of the sale. Inclusive words indicate they aren't narrowing the choices and calls for a different approach.

If you stay with them, you've got to be unobtrusive. Don't butt-in too much. Sales people who successfully use this approach say they make the customer feel cared about. It's a learned art to be attentive without seeming to be overbearing. I'm sure there are volumes of sales technique where this method is taught. I'm not good at it. But it might be the method that works just right for you.

A highly important element to sales is that you can convey to the customer why the larger size or upgraded finish is desirable. Its not enough to say, "Hey, it's marked up $75 and I'll gross more profit from it." Know everything about everything you sell and why, no matter what they choose, they are realizing the very best value. Also know why additional enlargements are purchased and be sure you've made those suggestions. Close, close and re-close the sale. Create some sense of urgency to get the order now with all the extras, upgrades and options. If your client is reluctant to pony up all the money for the sale, get a commitment. We used to offer an option of 30% now, 30% within two weeks and the balance paid COD when the order is shipped to their house. If you don't have 60% of the total in hand within 2 weeks of the initial viewing, you ain't gonna get nothing. IF you do have 60% of the cash, chances are the only one who is exposed to loss is the customer. People take things far more seriously if they have more than 50% of the total invested already.

There's my business school class for today.

Steve

[lizziejane]

Originally Posted by Koby

This sounds exciting. Where did you order the albums from and did you designt it yourself?

I have been ordering from MPixPro. Not high-end stuff but perfectly suited price wise for my client base. I purchased a couple of templates and have mixed and matched quite successfully. I quite enjoy the process of putting an album together.

Originally Posted by Songman45

You've hit the nail on the head: "People will not buy what they do not see." They are never going to see a canvas finish, gallery wrap or metallic finish on an on-line gallery. Unless they can actually see a 20X24 or 16X20 on a wall compared to an 8X10 they aren't apt to select a large wall portrait. The numbers involved in the dimension just sound so big. So, yes, show them what you want them to buy.

If you want to be an order filler and will be satisfied with customers looking at images on computers that probably don't have calibrated monitors, then slap the files on a site and let the ordering begin. Heck, with the right service you won't even have to look at the final prints. You can just have the order forwarded to a lab and have the costs all subtracted from the sales price. Then you can enjoy having the checks mailed or deposits made directly to your bank account.

Its perfectly acceptable, in my opinion, to invite your clients to your home for the sales session. That is, if you have an appropriate space in your home. Mine is not a house that would accommodate this. If you have a den or sitting room that offers privacy and adequate access to restroom facilities, that's great. This room ought to have samples tastefully displayed complete with wall portraits, prints framed and on tables, and albums or bound books on the coffee/cocktail table. Some people go all-out and use a projection system for proofing. You do need all the furnishings in the room to conduct and complete your business. A conversational grouping of furniture, of course. You also would benefit from a table or desk and office chairs with everything at hand to do the order taking and financial end. I think its okay to disguise some of these things for the times you are not "in the office" but when you are, everything needs to be at hand as if you've designed things that way.

Do you leave the client alone or stay on top of them? There is an appropriate method for doing both and both methods can be successful. I am particularly fond of excusing myself briefly to allow the customer a few private moments. This is even more important if there is a committee involved. I don't stay gone long enough for anyone to feel neglected. I usually say that I'm going to allow them to have a moment to look over the images in private and I'll be right back to answer their questions and assist in making their selections. This is a great time to offer to bring back refreshments such as coffee or soft drinks. It gives you a reason to step out and a reason to come back. In the perceived private time, I'm listening for tone of voice and picking out words. Hearing, "that one's out" or, "not that one" along with any other negatives means the customer is working a method of deduction. Its a hint about how to approach the rest of the sale. Inclusive words indicate they aren't narrowing the choices and calls for a different approach.

If you stay with them, you've got to be unobtrusive. Don't butt-in too much. Sales people who successfully use this approach say they make the customer feel cared about. It's a learned art to be attentive without seeming to be overbearing. I'm sure there are volumes of sales technique where this method is taught. I'm not good at it. But it might be the method that works just right for you.

A highly important element to sales is that you can convey to the customer why the larger size or upgraded finish is desirable. Its not enough to say, "Hey, it's marked up $75 and I'll gross more profit from it." Know everything about everything you sell and why, no matter what they choose, they are realizing the very best value. Also know why additional enlargements are purchased and be sure you've made those suggestions. Close, close and re-close the sale. Create some sense of urgency to get the order now with all the extras, upgrades and options. If your client is reluctant to pony up all the money for the sale, get a commitment. We used to offer an option of 30% now, 30% within two weeks and the balance paid COD when the order is shipped to their house. If you don't have 60% of the total in hand within 2 weeks of the initial viewing, you ain't gonna get nothing. IF you do have 60% of the cash, chances are the only one who is exposed to loss is the customer. People take things far more seriously if they have more than 50% of the total invested already.

There's my business school class for today.

Steve

Thanks for the words of wisdom Steve. I have a home office that is quite presentable, but small. Seeing as how my business is 99% babies/kids, I only ever deal with the mom. My office will certainly accommodate one visitor! You've certainly given me lots to think about with the sales end of it. Thank you!

[LibertyHeir]

I've a question, rather than suggestions... Are there any zoning restrictions involved in conducting business from your home? I live in an apartment and my rental/lease agreement specifically prohibits conducting any sort of business that would involve meeting customers in my home. Just wondering if there are such restrictions for homeowners.

[Glendower]

Your customer--the mom--might well be more comfortable making buying decisions in your home office than she would in a studio. Relaxed, no pressure, and all that. Sounds like simply displaying the albums is enough to sell them, so frame & hang a few sample prints, too. I've heard retail merchandising pros say that if if you simply have the right stuff and display it properly, you've done 90% of the selling job.

FWIW, I've dealt with several financial-services providers and never thought the less of them just because they had appropriate office space in their homes.