Newsletter of the Pierce County Professional Photographers Association (PCPPA) August 2002

No Meeting

Message From the President

Brad Bogue

Scripts help improve the bottom line

How many appointments have you interviewed for wedding photography or a widget photograph or an aerial? Do you always remember to tell the client just what you want to or do you get caught forgetting some pertinent piece of information? Here is a solution I learned from Reg Mess of Vancouver BC. He worked for Ken Whitmire for a number of years and did quite well. He attributes his success to a memorized script in which the client is gently lead down a path to help them to decide what image to purchase and at what size. The use of a script intrigued me. To me it meant I could learn a script that's been proven successful and then use it when I'm helping my clients.

As an example, I've broken down my selling process into four distinct meetings with the client. Our initial meeting on the phone (Chuck Ropel helps tremendously there), then comes our first face to face meeting where I can talk very emotionally about all our products and plan the assignment. At the creation session I promote the final sale (wall portraits in my business). Lastly we meet after the creation session to view the images and decide upon which will work well for the client. The last time I see the client is when they pick up the finished work. That's nit the last they hear from me, though. I try to keep in touch with seasonal newsletters, a VIP Club we just initiated and occasionally they will refer me to a friend.

I do not yet have a satisfactory script for all four meetings, I do for three of them. I am writing a cheat sheet to take with me when I talk to clients so I will get all the pertinent information out at the right time. If Reg was right and so many other successful photographers are correct, this will improve my bottom line. Take a piece of paper, think about your "chats" with your customers and write down what is important for them to know. Remembering that photography is sold on emotions, figure out how to keep numbers out of the picture as much as possible. Present your products with emotional stories (stories sell facts tell) and romance your next client. I'm not saying too color the truth in any way; nor am I saying be egotistical, just present a picture that sets you apart from other photographers and makes you the photographer for them. Organization, confidence, unique product, great understanding of your clients needs and fun (entertainment) are the hallmarks of a successful sale.

Presidents Message for August 2002 Newsletter

Wasn't that a great picnic? If you weren't there you sure missed out. Food was plentiful, weather was great, conversation was outstanding. I did see David Lobban eyeing Emily Niebrand's Hasselblad. What could have been better than seeing a new album of images by Becky Fields and of course Judy Horn brought samples for us all to drool over. Nice park, gorgeous sunset, what a view, those of us who did go missed those who didn't.

Hey, we're trying something new. Have you ever wondered what those high point earners see that makes their prints score so well? Our September meeting will be teaching us how to see like that. Then, now here's the real news: One of those present at the September meeting will be asked to judge with the regular judges in October. The information and skill you gain is guaranteed to be the best way to increase your score in the next competition you enter.

PCPPA is changing and you'll profit from it.

See you in September,

Brad