This article will show you a method of increasing conversion rates of wedding photography phone enquiry's to actual bookings. When a potential client responds by telephone to your advertisement, where possible avoid giving prices, instead say that you should be able to work something out to suit.
If they insist on you giving a price then offer them a range, from - to. The key point is that you must try to speak with them face to face.
Don't Hard Sell
Don't hard sell, it makes people feel uncomfortable, use what's called 'attraction marketing', help people, and they will trust you and will continue to do business with you. Offer to visit them to show your sample album and discuss their requirements with no obligation.
I have found through experience that often the first question someone asks is "How much do you charge..." This is a question that people are conditioned to ask; they use it as an opening question because that is usually the question that starts the buying process.
Don't take on Clients who are Shopping on Price Alone
It is now up to you to convince them that they should not be buying on price alone, but should be looking for quality photography at good value. If you are convinced that someone is shopping around for the lowest price, regardless of quality, then they are probably the type of client you do not want.
I would however advise that you reserve that judgment until after meeting the client. Never take a booking for a wedding without meeting the couple or at the very least the bride to be, face to face.
How To Say No Nicely
I am going to show you how to avoid weddings, which could lead to bad publicity for you. You must learn to say NO!
Avoid Bad Venues
What if you are asked to shoot a wedding at an impossibly difficult time and venue? There may be some times and venues that you would rather not accept, for example a shabby registry office to an equally shabby bowling club in mid winter!
Nothing is more damaging to future business than an album of inferior prints that are partly the result of a badly located or organized wedding. Yes, you should be able to produce the goods under any circumstances, but why make things difficult for yourself in the first place!
There is a simple method of dealing with this type of enquiry without appearing disrespectful to the enquirer. On answering the phone say that you must first of all establish your availability on the requested date. Whilst you are 'leafing through' your diary, engage the caller in conversation and ask where they are being married and where the reception will be held.
If you know that the time and venues are nor conducive to good photography say that you are already booked on that day. The alternative to this approach is to be frank and honest, saying that you would rather not do the job because you consider that the venue is not suitable for good wedding photography.
You could, however suggest an alternative venue for the photographs. You must decide for yourself, which you feel most comfortable with.
Should I Send a Brochure?
People will often ask you to send out a brochure. A brochure does have its' uses, for example if you want to attend a Wedding Fair or exhibition, also to leave with caterers, etc. However you must try to ensure that sending out a brochure in response to a telephone enquiry is the last thing you do!
Nothing allows you to sell more effectively than a face-to-face situation. The exception to this advice is that once you are well established, and have a good word of mouth reputation, then sending a brochure is just fine.
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