Would you like to learn some powerful strategies to create a deep connection between you and your clients during the interview process? Would you like to position yourself in a way that makes your services irresistible and gets you booked after the interview? Below is a list of 12 things to do if you want to create a transformational experience for your clients and have your couple wanting you and only you to photograph their big day.
Know Your Avatar
Who is your ideal client? What do they want? What are their dreams and fears? Can you picture this person clearly in your mind? Take a few moments to write down key adjectives describing the type of clients you would love to work with. When you become very clear as to who your ideal client is then you can speak directly to that person and attract them to your business.
The Interview Is About Them, Not you
The interview process is a wonderful opportunity to really connect with your ideal client and to make them feel special. Take control from the beginning of the interview and ask meaningful questions about their relationship. Find out who is most important in their lives, what they value, what they love and why they chose each other to spend the rest of their lives with. When you make your client the sole focus of the interview then the process becomes not about selling your services but instead about creating an atmosphere where your clients feel understood and seen enough to take their wedding journey with you as their photographer.
Always Add Value
The gift of being seen, heard and understood is something so many deserve but few rarely experience from a vendor. If you can provide this to your clients, it will separate you from those who compete on price because you are tapping into something deeper and more valuable. Make it your mission to allow your clients to feel like they have fallen in love all over again after their first interaction with you. When you guide your clients in discovering more about each other through the meaningful questions you ask, you are providing a transformative experience that will put you above the rest in your field.
We live in a distracted world. People can sense when your attention is divided. If you can be present for your client, this sends a strong message that you are a professional and are able to put their needs before your own. Make sure that you are making appointment times that allow you to place all your focus on your clients and give them not just your time but your undivided attention and presence. In today’s world, this is a rare gift and one that your clients will greatly appreciate.
Interview With The Intention To Discover If You Are Aligned
Not everyone you interview will be a good fit for you. The interview process will give you a chance to know if the couple you are interviewing are your ideal clients. When we take on the wrong clients the result is often conflict and anxiety, distracting us from the awesome clients who make our business thrive. Choose carefully and listen to your intuition. Although it is always essential to have a contract, the relationship should be easy and built on trust. Refer to the traits of your ideal clients and trust your instinct when taking on new clients.
Get Off Their Checklist
Photography has become something that people just check off their list. Couples are not placing as much importance on photography as the many other things they need to consider for their big day. You have the power to become more than an item on a list. Show your clients how incredible it will be to have an experience with you as their photographer as they embark on one of the most exciting and stressful days of their life. You do this by going above and beyond just capturing a single moment. Once you have decided you are a good fit and made the booking, schedule regular interactions with your couple and their family to ensure that you are received by everyone as a VIP on the day and are fully supported. This will also increase the family’s desire to want photographs for themselves and contribute to the couple’s wedding album. When we focus on providing an experience that is transformational, we become one of those priority items that couples really desire and are happy to pay for.
No Is A Powerful Word
You are a professional and you have the best intentions for every couple that walks through your door. Saying no to one client will open the door for a couple whose lives you can transform with your work. It is ok to refer a couple to another photographer who is better suited to that individual’s personality and needs. Build reciprocal relationships with other photographers that are looking for clients that are not your avatar and it can be a win/win for everyone. Saying no is powerful and necessary in order to say yes to those people you are meant to work with.
Your client will need to borrow confidence from you that they are making the right decision. When you take the time to know your ideal client, create a transformational interview experience, decide that they are a good fit for your work, then you will be able to confidently say that the decision to work together is a great one. To help you be prepared for each and every interview, I have created a checklist for you to download and refer to as you meet with couples. Preparation leads to confidence and confidence leads to success.
People Buy When It Feels Right
This is an emotional time for your clients. They are spending huge amounts of money on what they think will make them feel great on their big day. I often hear stories of couples spending more money on the cake, dress, fireworks, art sculptures, and music than they do on photography that will be with them for a lifetime. Why do couples splurge on details that won’t last? People do this when they are not yet aware of how valuable your services are. It is important that you help your clients understand the value of your support and the experience you will create for them on the year leading up to the wedding. It is important to make your clients feel good. When you commit to discovering what a couple means to each other and to the people closest to them and then show them that you can create that with your photography, they will be happy to invest in an experience and product they can cherish forever.
Have Product Available On Display
If you put a beautiful product in the hands of your clients and show them what could be theirs, this will put them in a position to desire it for their big day. The right product with the right placement means you don’t have to sell, you are merely showing them how valuable and lasting your product is. Remember that many of the services that your clients are experiencing the day of the wedding are fleeting. Your work will last a lifetime.
Find Solutions For Your Client
Most clients don’t know how to buy photography. When you ask the right questions you are able to educate yourself as to what services, products, and skills you must utilize to make this process an incredible experience for them. When you help a client discover what they need by asking meaningful questions you can then create that for them and bring solutions to their problems and fulfill their desires.
Booking You Should Be The Conclusion
Choosing a wedding photographer is a huge decision and because it’s so important, the process needs to be broken down into smaller decisions throughout a potential client’s journey with you.This process cannot be done effectively by talking at a client and telling them about you and your achievements. You need to allow your potential client to discover what they really value about each other to determine the value they will place on you and your services. This way you also allow the client to understand why this is so important to them and why they should choose you above anyone else. Asking the right questions and listening are skills that will serve you very well in your business. When you allow your clients to feel seen, heard and understood, booking you to walk through this amazing experience with them will be an easy and confident decision.
The interview process can be a meaningful and inspiring experience for everyone. You have the power to allow a couple to be understood in a way that most vendors cannot offer. This is a gift. Download the PDF I have created for you and use it before every interview to ensure that your clients leave your interview excited and inspired to have you support them through their wedding journey.