The most common (and worst) mistake you can make when switching to In-Person Sales is to not properly set your clients’ expectations.
Without properly set expectations, In-Person Sales is just about worthless. Worse, it feels bait-and-switch-y.
This is where most photographers feel “salesy”, because their clients are surprised by their prices or their process when it finally comes time to purchase some products.
On the other hand, properly set expectations turn what normally would feel like sales into you working together with your client to get them the perfect products for their needs.
We need to set expectations for:
And we want to set these expectations in, at least, these places:
The main point of setting product expectations is this:
Everywhere someone sees your work, they should see the product you want them to purchase.
If this is wall art, they should see wall art galleries all over the place. Albums? Album designs and photos of physical albums.
Again, the main point here is, everywhere someone sees your work, they should see your end product. This is how you become known for providing those products you want to be known for.
You become the photographer to go to in your market for that product.
“Oh, you want canvas galleries? You should go to Chris & Adrienne Scott, I always see them posting those! Go check them out over on their website!”
One of the worst things that can happen at a sales meeting is for your client to be blindsided by the prices they’re expected to pay. Thankfully, price is a really easy expectation to set.
So let’s do that right now…
We don’t need to show them everything, just let them know a rough estimate of what they should expect to spend.
The absolute best way to handle objections and confusion during your planning meeting (things like, “I can’t make this decision right now, not without my spouse here” or “can you just put my photos online so I can think about it and order stuff later?”) is by letting clients know your process right from the start, then reinforcing that, over and over.
You can do this on your website with a quick note (emphasis on “quick”… people are busy, they won’t read a novel) about how you walk your clients through the product picking process to help them come up with the absolute best products for their session. Mention a quick blurb about how you’ll have a pre-session planning meeting to help them decide what to get and what products will be best for them.
When you meet with the client, start talking about some of your other process points, things like, “At the sales meeting, we’ll make all your product choices and I’ll get those ordered that week, so be sure that any decision makers are present.”
Set these expectations up-front and they won’t come back to bite you during your sales meeting.
So, you now know which expectations you should be setting... but how do you actually do it?
Thankfully, it's really easy to export galleries you've designed to use on your website or on social media with Swift Galleries (don't have an account? Start a free trial here, we won't even ask for a credit card number).
To export gallery designs:
Armed with this post, you know exactly what to do to start attracting the kinds of clients who want physical products - the very same clients who will love the service you provide with In-Person Sales.
So don't just sit there, knowing things. Actually do something with this knowledge.
No go forth and start attracting clients to your business who want more than just digitals!