Power Marketing, Selling, and Pricing · A Business Guide for Wedding and Portrait Photographers, Second Edition by Graf, Mitche -- Read -- Imperial Library of Trantor

Index

Dedication & Copyright Table of Contents Introduction Motivations About the Power Corners Power Corner: John Hartman 1. The Wonderful World of Power Marketing

What is Power Marketing The Power Marketing Self Test

Power Corner: Michael Redford 2. Developing Your Marketing Strategy

Taking It All in Stride Know Yourself and Your Priorities Know Your Clients and Their Priorities Recharge Your Personal Batteries Be Objective in Analyzing Your Business Making Progress

Understanding Your Customers Measuring the Competition Identifying Your Hook

Establish a Personal Connection Stand Out From the Crowd Establish Program Goals and Objectives

Power Corner: Don MacGregor 3. Positioning for Profit

What is Positioning Finding Your Niche

4. The Ten Categories of Power Marketing

1. Literature

Quality Content

2. Curb Appeal 3. The World Wide Web 4. Advertising 5. Pricing 6. Press Releases 7. Time 8. Referral Network

Other Professionals Past and Present Clients

9. Database/Direct-Mail Marketing 10. Phone

Understand the Costs Your Voice Mail Answering the Phone

Final Thoughts

Power Corner: Charles Lewis 5. Creating Value—Real or Perceived

Defining Value

Loss Leaders Luxury Appeal Higher Valuation

Enhancing Perceived Value

Power Corner: Rick and Deborah Ferro 6. Image is Everything

An Easy Choice Prepare to Be Judged Don’t Overlook Simple Solutions Don’t Become Paralyzed By a Fear of Mistakes The Five Biggest Mistakes Photographers Make

1. Failure to Have a Well-Thought-Out Marketing Plan 2. Failure to Have a Clearly Defined Hook or Message 3. Failure to Have Professional-Looking Marketing Pieces 4. Failure to Project Your Sales and Goals into the Future 5. Failure to Price Your Packages to Allow for Costs, Overhead, and the Four-Letter Word: Profit

Target Your Efforts The Five-Second Image Challenge

Step 1: The Image Inventory Step 2: The Physical Inventory Step 3: The Marketing Inventory

Power Corner: Jeff and Kathleen Hawkins 7. Special Report! Mitche’s Twelve-Step Marketing Program

1. Make a List of Goals 2. Set Aside Brainstorming Time 3. Take the Five-Second Image Challenge 4. Distribute Promotional Pieces 5. Track Your Results 6. Emphasize Add-On Sales 7. Do Some Networking 8. Contact Your Existing Clients 9. Meet Local Vendors 10. Laugh 11. Promote Your Web Site 12. Send Out a Press Release

Power Corner: Skip Cohen 8. The Next Step: Selling

Marketing? Selling? What’s the Difference? Selling Makes the World Go ‘Round Buying is Based on Benefits An Emotional Process Start with the Right Atmosphere Why Should Customers Choose You? The Power Selling Self Test The Secret is You Shared Traits Free Association Exercise Another Big Secret Revealed Power Corner: Bambi Cantrell

9. The Sales Process

Mmm The Five-Step Process Step 1: The Pre-Sell Step 2: The Initial Contact

On the Phone Questions About Pricing Additional Tips The Ping-Pong Exercise

Step 3: The Session

First Impressions Be the Best Version of Yourself Greeting Your Client The Walk-Around The Planning Session The Session The Wrap-Up Scheduling the Viewing Session

Step 4: The Sales and Ordering Session

Designing the Sales Area When the Customer Arrives The Importance of Digital Projection The Slide Show The Selection Process Introduce Additional Products Final Selections Suggestive Selling Finally, Select the Wall Portrait

Step 5: The Follow-Up

Power Corner: Tim and Beverly Walden 10. Other Factors in Making the Sale

Features and Benefits Eliminating Risk Overcoming Objections and Closing

An Ounce of Prevention Track Objections and Plan Responses More on Phone Skills Overcoming Some Common Objections

Additional Closing Techniques

The Feel, Felt, Found Close The Boomerang Close The Minor Point/Alternate Choice Close The McAddon Close

Creating Raving Testimonials Conversion

Power Corner: Doug Box 11. Mitche’s Power Selling Tips

Study Advertising Trends Educate Yourself and Implement New Ideas Invest in a Top-Shelf Business Card Hang Around Successful People Have Some Fun Get Some Perspective Rearrange Your Office Embody Success Study the Big Boys Invest in the Best Packaging Have a Complete System Practice Talking About Benefits Don’t Stop Learning Learn to Say No Make a Top-Ten List Regard Your Business as an Art Manage Your Time

12. Power Pricing

What Determines an Acceptable Price? The Power Pricing Self Test Addressing Pricing Issues Three Methods of Pricing

Overhead (or Cost-Based) Pricing Competitive-Based Pricing Lifestyle (or Demand-Based) Pricing

What’s Best

Power Corner: Michael Warshall 13. The Myths and Realities of Pricing

Myth #1: People Buy Because of Price Myth #2: Lower is Better Myth #3: Price is What Matters Factors That Really Do Effect Pricing Building an Effective Price List

Research Other Photographers in Your Market Find the Best Paper Money Can Buy Keep Your À La Carte Pricing High Feature a “Most Popular” and a “Best Value” Collection Have Whopper Package on Every Price List Discount Your Session Fees, Never Your Prices Close the Gap with Your Pricing Eliminate the Second Print Discounts

Pricing Strategies Special Offers

Power Corner: Bill Hurter 14. Designing Irresistible Packages

Adding Benefits The Whopper Package Take-Away Selling The Smallest Package Added Value in Your Presentation How Many Packages Should I Offer? Stand Out from the Crowd

Conclusion Contributors Index

← Prev
Back
Next →

← Prev
Back
Next →