What is an Upsell?

Posted on June 29, 2007
Filed Under The Basics | 1 Comment

In the world of sales, there is a concept known as an upsell. Really, it is a very basic concept. It is getting the customer to upgrade to a more expensive item.

When you go to a fast food restaurant and they ask you if you want to Value size your meal, which is an upsell. When you go to buy a TV and the sales staff shows you the new HD TV (that just happens to be a few hundred dollars more), that is an upsell.

The art of upsell is something that has been practiced for as long as people have been buying things. Knowing how to properly use an upsell technique can help you make more out of the sales to your client.

Rule #1 – Don’t present the upsell until after the client has agreed to make a purchase

At this point in time, you already have the client’s business. Offering an upsell before you have a commitment to purchase can make you seem too pushy, which could cause you to lose the whole deal.

Rule #2 – Upsells must have a no-thought benefit

It is best if an upsell seems to offer more than the cost so that the client does not need to think very long or hard on the upsell. It seems like a no-brainer, less than a dollar for almost double the fries and drink is a pretty good deal. Of course, those extra fries and drink costs fast food restaurant pennies.

If the cost is too high or you don’t present a benefit, your client will stop to think about the deal and is more likely to say no.

Rule #3 – The client must have a need for it

Don’t try to upsell something that your client will never use. The best upsells are things that your clients might want. If they are buying photographs for themselves, offer a slightly larger package for just a few dollars more so that they can give some prints to their extended family. If they are buying an 8×10 print, ask them if they would like to have it framed. Think if what you are offering is something you would want if you were in their shoes.

Rule #4 – State the benefit first, and then ask

Don’t ask the client if they want the upsell right upfront. State the benefit first. “That photograph would look absolutely lovely in a frame. Shall I show you our framing options? I can offer you a reduced price on the frame since you have already decided to buy from us.”

Upsells are a great way to make a little extra money out of every order from a client. And photo packaging is an excellent upsell to offer to your client. For a minimal investment on your side, you can make a few extra dollars every time you sell a package. �

To Whom Do You Cater?

Posted on June 9, 2007
Filed Under Marketing Yourself | Leave a Comment

Photographer thinking Do you know who your ideal client is? Have you sat down and really thought about what YOU want in a client? I know, it may sound counterintuitive. Isn’t a client, a client after all? They all have money, they are all looking for someone to take photographs of them, therefore shouldn’t they all be your clients? Believe it or not, the answer to this is no.

Have you ever heard the saying “A friend to all is a friend to none?” This saying is as true for marketing your business as well. Really giving thought to what attributes your ideal client has is a very important step, as many choices in your photography business should be made with this ideal client in mind.

The first thing to consider is your own personality. Are you the type of person who just likes to get in, get out and hand back the end result photographs? Are you the type of photographer who wants to lavish attention on your clients? Guess what, there are some clients who just want their photographer to get in, get out and hand over the end result photographs, while there are other clients who expect that their photographer will treat them like superstars. Think about your personal style. What kind of client would you best serve with your style?

The next is to consider what price range you are aiming for. You may think that you are a high end photographer, but keep in mind that high-end price means that the client is going to expect high end treatment, which translates to more expenses and time spent for you. If you make the mistake of charging high end prices and don’t deliver a high end experience, I will guarantee that the “word of mouth” your client spreads about you will not be complimentary.

Plus, there are a great many more budget minded clients than there are high-end clients. Budget minded clients tend to understand that they are not going to get all the bells and whistles. What they are looking for is a better quality product than what they might get at a department store or discount studio. With budget minded clients, a few inexpensive special touches can turn you into the super photographer that they will tell everyone about.

There is no right answer to who is the right client for you. This is something that you will need to decide for yourself. The important part is just that you decide. That decision should be reflected in how you market your services and package your photographs. You should not be afraid to cater to only one kind of client. It is better to be the best ideal photographer to a few than to be a mediocre photographer to everyone.

Once you have made a decision on the ideal client, how you package your photography comes into play. Regardless of your ideal client type, you should always use photo packaging. For an in and out client, photo packaging is an ideal way to have their photographs ready for display with no fuss for the client. For the high maintenance client, photo packaging isn’t just a good idea; they expect it and will feel slighted if you don’t provide a complete presentation. The same applies to the high end client. They just paid you a rather healthy sum of money. Those photographs had better not come back to them flopping around loose in a cheap bag. As for the budget minded customer, a simple and inexpensive paper photomount takes your photography from being a pretty good deal to a fantastic deal.

Need help to determine your ideal client’s attributes are? Watch for my upcoming article on building client profiles. Business management includes good customer relationship management and really knowing who your best clients are and what they have in common will go a long way to enabling you to attract similar future clients to your business.

Tipping the Bride Balance Between You and Uncle Joe

Posted on June 6, 2007
Filed Under Packaging = $$$$ | Leave a Comment

Bride and Groom By the year 2009, the average wedding is expected to cost over $30,000.. The bride expects to pay just over $2,200 for the photographer. (*This is the bride’s expectation. Professional Photographer Associations have reported actual averages are much higher). If you are a wedding photographer, have you thought about what this means for you? Needless to say, $30,000 is quite a bit of money and with the cost reaching these kinds of levels, brides are looking for ways to cut costs. Unfortunately, one of the first things brides look to cut is the photographer.

I know, I know. It is not right. They will regret it. Uncle Joe doesn’t know the first thing about how to properly photograph a wedding. But lamenting this won’t stop a bride from making this choice.

So what can you do to stop her from making this choice? You have to offer her more for her $2,200 than a bag full of pictures. Uncle Joe will give her that for a chance to use and show-off his new digital camera and maybe a free meal and cocktails.

There are three things that you as the professional photographer can offer a bride that Uncle Joe can’t; eye, experience and end-result.

Eye = Know How
You need to convince the bride that your eye will capture the moments that the average Joe will miss. This means it is essential that you have a portfolio ready to show a bride. Not only should you have your best and most beautiful images ready to wow her, you need to make sure that those images are in packaging that enhances them. Using photo packaging from the start sets you apart from the Uncle Joes in the world. Not only does the packaging add more substance to your work, you can show her what is possible for her own photographs later on.

Experience = Presentation
When your bride to be comes in, do you just toss a portfolio and price sheet at her and ask her to fork over the money? If you do, that Uncle Joe just started looking like a much better option.

Throwing a price out first thing is one of the best ways you can kill a deal. You need to woo your bride. You need to make her feel like the center of the world. Ask her about what moments she wants to remember. Lead her through an imagined step by step of her wedding. Help her to see the wedding the way you will see it. Only then will you have her convinced that no one (not even Uncle Joe) will be able to capture her wedding the way you can.

End-Result = Satisfaction
Uncle Joe might be able to take the picture, but can he give her photographs that are displayed in an album made of buttery leather? Remember, to the average client, there is no reason why Uncle Joe can’t take photos that are as good as yours. As mistaken as this opinion is, you have to offer something more than a bag of pictures. Knowing that her photographs will be show-the-world ready (not to mention for her parents as well) is the little boost that you need to get her to your side of the Uncle Joe or Professional Photographer decision.