Here’s the honest truth. I don’t want to be a factory that shoots 500 weddings a year and manufacturers the same product for every client. We want to be a team of passionate creatives who spend time and effort creating unique photography creations for every individual client.
To have this luxury, there’s only so many hours in the day, and only 52 weekends in a year. So I need to charge a premium. This is how I do that - and more importantly, make sure my client loves us and refers us to their friends!
You built our website, scheduled your instagram posts and paid for the Facebook ads. You took the time to answer their online enquiry, sent out your package info, talked to them on the phone and finally met them in person to book their wedding. That’s a lot of hustle!
So let’s look at ways you can maximise your return on all of the hard work you’ve already done.
And yes, I know, I don’t like hard selling either - I promise these are concepts I use with my own couples, and they still voted for us as the Best Wedding Photographer in 2018. So they must still love us!
My ideas below are all aimed at Wedding clients you have already booked in, and aim ato generate more sales for little or no additional work. It’s are all about offering options that they’re going to want to buy, no pushing required!
People buy what they can see
If you want to sell large albums with lots of sides, then you need to show studio samples of large albums with lots of sides. They cant imagine how amazing it looks if you dont have a sample there to show.
Let couple’s know what is “normal”
No one wants to think they’re over spending. Most people are comfortable in either the middle ground, or using the “second cheapest bottle of wine” theory. Show couples what your most popular upgrade is and assure them that it’s what everyone does.
Sell Albums - Offer so much value they’r crazy not to print one.
I know, I can hear you from here, “my couples don’t want albums, I can get album upsales”. At least give them the option. With all of your existing already booked clients, let them know that
Sell photoshop not prints
Anyone can rock up to Officeworks and print a photo. But they cant do photoshop retouching to the level that you can.
Describe photos and explain what photos mean to them
My favourite phrase in the world is “Which Means”. Every time you go to talk about a photo add the phrase “Which means” on the end.
“This is a photo of your group shot - which means you have a record of every person who shared your day with you.”
“This is a photo of you at the start of the day (describe) you can see the light is coming in behind your head giving you a soft glow (which means) which means your photo has a soft and romantic look which is different to the other photos.
6. Create products they cant make themselves
Acrylic blocks, etched metal prints and custom designed books with extras like embossing and fly sheets, agree all difficult or time consuming for couples to be able to create themselves. So they will be more likely to order these through you.
7. Sell the pre-wedding files separately
Every body wants the best price. Do you offer a free pre-wedding shoot, and then have people ask for a discount for removing it? I hear you! Us to! But the beauty of offering the shoot for free, is that you can say this is your best priced package, you’re helping couples out by creating the lowest cost option you can. From there, if they would like to add on more options, they are welcome to do so.
8. Offer a Discount to include additional items to their package before the wedding
Note: I DID NOT say Charge More After. I am very up front with my couples, and I say “I want you to have a great experience and refer me to your friends, therefore I want you to have no surprises. For this reason, we offer a discounted rate to include additional options up front, so that you have a reason to think about it. Rather than trying to believe you wont want it, and then pretening we didnt tell you. If you dont use it, we will refund it.
9. Schedule meetings as soon after the wedding as possible.
Dean and I constantly fight on this one, he says “Cant you just make them come in during business hours?” To get the maximum sale, you need to have both decision makers in the room. And you need them to still be super excited about the wedding, before you are competing with “Taps and Tiles” otherwise known as their home renovation. By fulfilling their order asap after their wedding, not only do you look good, you also get their data off your server faster (massive storage issues!) and you’ll get the biggest upsale from the continued excitement. We schedule the proof viewing during the final pre-wedding meeting.
10. Recap package inclusions prewedding, and educate on options to purchase after wedding
NO SURPRISES! That’s our motto. We’ve worked too damn hard to lose all of those referrals, just because we didnt take the time to explain our prices up front.
My goal is to teach photographers and their partners how to have a better quality of life by being more profitable and passionate. It’s not about increasing your volume. It’s about finding your own awesome, and being rewarded fairly for it.