Sales and Marketing at the next level

[littlegal]

I currently advertise on the Knot, Respond, and WPJA (juried).* I have sold out 2007 except for one Saturday in September and November.* I did 43 last year (my first year) but only want to do 30 this year.

My background is in sales and marketing, so this was a breeze.* I'm in the Dallas area.* I am not the best in my area.* My pricing is higher than some good photogs.* I don't think I am any sort of photo guru, but photos are not all there is in bookings, thank goodness.

First of all, I make them come to me.* Too bad if it's a far drive.* They must come here.* It shows commitment.
I live in some crappy apartments, and I was worried about that at first but still have a 100 percent close rate.* The reason why is they walk into a well decorated apartment, fire going in the fireplace, nice smelling.
What they see are huge canvas prints of my best work.* Some reg prints too.* My promo slideshow is looping on the bigscreen.* All the albums I carry are propped up beautifully.
I could set out the material first, but I don't.* I want them to be drawn in by the slideshow, the warm fireplace, all the huge prints.* I sit them down and tell them I need to go get some examples.
I go into my office, and I grab some full weddings, some full bridals, and some full engagements.* I pass them out like playing cards to Grandma, Dad, Bride, etc.
I also give the bride a folder.* The folder contains the following items.
My packaging price
My album pricing
My print pricing
A print guarantee (will explaing that later)
Care for prints
Recommended vendors (will get into that more later)
Little checck lists for the bride.
A full slideshow from 2006 set to music.
A pen with my name on it.
My business card.
A huge great photo on the front of the 25 cent folder.
That's on the left side.

On the right side, I have a very thourough questionaire (why later) a self addressed stamped envelope, and a contract which I go over with them at every meeting.* I also include a 2007 calendar, and a Graphi Guest sample of album design.
I book 80 percent on the spot, and 20 percent after the fact.* Yep, that's 100 percent.* I am booked for 2007, and am booking for 2008.
I want to share this with you because it's super effective. I will answer any questions you may have.
I want to give back.* I had a lot of help in the beginning.
Hugs,
Cindy

[captlen]

Very good info. Thanks for sharing it. I am interested in your "reccomended vendor and print guarentee that you mentioned.

[Stormdancing]

This is fabulous!!!!!!
I'm at work right now, but I do want to spend some time with you on this.
I'll be back.

[littlegal]

Hi Capten,
From a sales viewpoint, almost no one actually uses a guarantee. If they do, they are normally in the 8x10 range which cost me all of 1.99.
If they are larger, I have already made a crapload off them. They need to send me the faulty photo, send back the original, and an original receipt.
My cost on a 30 x 40 portait is 30 bucks..................
But how many do I close using this. Alll.

[littlegal]

Originally Posted by captlen

Very good info. Thanks for sharing it. I am interested in your "reccomended vendor and print guarentee that you mentioned.

A great question.
I use recommended vendors, because in turn they recommend me.
I have no use in low end weddings, so I scoured the net for high end vendors in my area.
I recommended them to everyone, and in place, they recommeded me to all their high end
brides. Problem over with. I book wealthy ones, but anyone can if they do like I did.

[littlegal]

My normal reprint is in the $1500 range. I don't worry about reprints too much.

[littlegal]

I'm here for all of you. If you have a question, just ask. I've probably been there.
Hugs,

[heiple]

how has your current sales pitch changed from when you just started out last year? What samples did you have to show then?

jason

[KellyL]

Thank you very much Cindy. I am a little overwhelmed right now. I am not busy because I am not marketing. I need to start figuring out how to market. Thanks for the thread and your fullfillment of yor promise to me . I will be back when I can digest some of this and begin to develop a plan. I am aching because I have no one to shoot right now.

[TonyK]

Some wonderful tips. In Austin I was beginning to gear up when my day job brought me to Knoxville. I've not networked like I should (stress from job and move) but I might get back in the game again.

Thanks,

[nathanj1023]

Good Question heiple..I am wondering the same thing...With a limited budget and with limited wedding photography to advertise, how did you start?

And one additional question...Did you find internet marketing to "The Knot" etc... work better for you than distributing promo materials to local wedding venues?

Thanks!

[deluco]

Something that hasn't been mentioned and is difficult to communicate here is the chemistry factor. Anyone who is booking 100% has got to be connecting with nearly everyone who comes in the door. I expect that you are very outgoing and love your work...and it shows.

Also, if you are booking 100% you might consider raising your prices a bit. I saw your price list and thought it was very inexpensive for two-photographer coverage...all day.

[Song4themoon]

Wow some great advise. One thing that I am surprised about though... arent the brides overwhelmed if you hand them a folder with that much stuff in it?

Do you go over the content with them?

[SevilleMedia]

Cindy. So in your first year you booked 43. How did you get the first 5? What were your biggest obstacles starting out and how did you overcome them? Thanks

[heiple]

Originally Posted by littlegal

I want to share this with you because it's super effective. I will answer any questions you may have.
I want to give back.* I had a lot of help in the beginning.
Hugs,
Cindy

uhhhhh..... Bump!

[sfyffe]

Hi Cindy,

Can you give more details of this?

On the right side, I have a very thourough questionaire (why later)

What kinds of questions do you ask in your questionaire? I would also like to know more about how you booked your first weddings.

Thanks,

Stephen

[kc7dji]

Well.. this post proves one thing for me.... that I'm a marketing IDIOT

I'm on my second year. Can't get a booking to save my life.... however I think I found part of the problem.

I was catering to the lower end weddings that only turned up broke brides. My wedding package included 2 photographers... all day.. for only $800 plus prints. Well, broke brides don't have $800 and most would run away after they found out that prints were extra.

Now into my 2nd year, I decided that I need to cater to a different crowd and pride my time and my work. I dropped all that cheap crap because it's way too much work and time to make pennies out of it. I now (just this week launched) have single wedding package. It's the All-or-Nothing package. It includes a nice set of prints, bridal album, two parent albums, and the works. I'm calling it the ultimate package. I'm charging $3750 for the package. You must keep in mind that I'm in St. Louis. That's our higher ends around here.

I'm going to try this out. Hopefully I get some business. The St. Louis area is a large area. I have purchased a large yellowpages.com ad that puts me above all the rest. This will allow me to get across the entire area and not just the one davids bridal store.

Now what do I do? Bridal Shows? I'm not sure where to go from here.

littlegal, very nice approach you have.