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(all images by Ryan Browne) Wedding Photography Courses

Welcome to the 4th section of the 7 part series "Turn Your Photography Into An Excellent Paying Career".

ATTRACTING THE RIGHT CLIENT
 

From the start, you need to really establish what type of client you want to work with. Needless to say, more often than not, it is far more profitable to work with higher paying clients in more elite venues who appreciate the importance of photography on the day and can afford it. However, aiming high can be hard at the start as you are desperate to build up that portfolio and perhaps lack confidence due to lack of experience and training. Hence, it is easy to take on cheap and cheerful weddings that generate very little profit. In fact, it may suit your comfort zone in these early stages as you feel the client will be expecting less if they have paid little in the first place. This is not always the case! They sometimes expect just as much if not more!
 
Initially, in the early days, many photographers set their prices quite low and still offer a very generous and excellent package and service at that price.  Local weddings can come quick and fast on these kind of deals. However, after a very short time, you will soon realise that you are treading water and not making much profit. The plus side is that you will build a great portfolio which will help in securing future work. When you realise the poor profit margins you have achieved, however, you will need to either increase prices substantially or change your packages offered overnight.
 
 If you are going to offer a cheaper package, ensure that your costs do not run away with themselves and be aware that there are plenty of photographers happy to shoot weddings for next to nothing! Whether they are any good not is a case to argue.

 
THE PRE-MEETING AND MEETING  

It is so important to be able to convert those prospects into sales with confidence!  There are so many good photographers out there who just don’t have the know how or confidence to sell. You either need to learn quickly or invest in somebody else to do it for you. Maybe you need to invest in Sales and Marketing training for photographers?

The Phone
 
Selling techniques can differ but in this line of work, the most important sales technique is built on trust and understanding. Potential clients should have checked out your website prior to ringing you, so should be versatile with your style of work and your prices. When they ring, you need to be able to set time aside to ask where they are getting married, dates and specific times of service and reception. You need to listen, question whether they have viewed your website, do they like your style of work, are they aware of your prices etc. Be polite if you ring them back, ask if they are available to talk now, and congratulate them on getting married. You need to build up that rapport with them so that they feel comfortable in committing to that initial meeting with you.
 
If after discussing the schedule of their day, you find the times are too tight and do not allow for any good photography you need to suggest alternatives to their day. If they are spending money on wedding photography, it seems a shame not to allow any time to deliver memorable results. If they are unwilling to budge from a tight schedule, it is probably best to suggest that they look around for another photographer who can meet their needs. You will end up being extremely stressed and not delivering your high standard of work. This can have a knock on effect, damaging your reputation and this is not what you have set out to do!
 
Listening and Planning with them
 

Listening is one of the most important tools in selling. Find out about them, their likes and dislikes.  The quality of your work should do most of the talking for you.  They want to feel that you are listening to their needs – after all, it is their big day and they are paying you lots of money.  However, they do need to hear what you have to say and should take on board your guidance, as you are more experienced with wedding photography than they are of course!  For instance, couples often do not think about a second location (if necessary) and also try to skimp on the time set aside for photos.  They should be reminded that the photos are the only lasting record of their day and enough time should be allowed to get a pleasing set of images.
 
It is very important to agree in principal the fundamental shots they wish for and insist on doing some individual as well as group shots. Many couples appear not to be too concerned about having any group shots taken. However, after the wedding, be aware that often couples can be extremely disappointed if a good array of these shots have not been taken. However, try and avoid them stipulating ‘must have’ photographs as it may be difficult to stick to if things run late and are outside your control.
 
Sell your Unique Selling Points:

Examples:
- You (of course) – most importantly!
- One wedding per day
- Two photographers on the day (if you have an assistant)
- Beautiful albums
- Excellent and creative photos
- Personalised service
- Meeting up at the venue and reception prior to the wedding
- Mini studio for indoor work in bad weather
- Insured (essential) and qualified
- Digital facilities – allowing the freedom to shoot more on the day
- Back up camera and any other equipment available
- Digital manipulation: artistic effects and the ability to change any photo into b&w etc.
 
Personal Touches to clinch the wedding
 

If you have a studio, when they come to the initial meeting, a few soft and subliminal selling tactics can come into play. Offering them a glass of wine or a beer, playing soft music to the digital slide show (if you have one), calling them by their names, having lots of samples of your work displayed on your walls and in albums etc.  All this adds to the whole selling experience.
 
If you do not have a studio and need to meet elsewhere, do not make it your kitchen or their living room. Neutral territory is the key as it is more professional and less distracting away from phones and knocking doors. Meet in a hotel in a nice private spot. Make sure you get a good area to sit in before they arrive and treat them to the drinks. You need to be well prepared bringing along all their details nicely printed onto official booking forms, albums to view, laptop with slideshow, your sales literature and Terms and Conditions, paper and pen etc.
 
However desperate to clinch the wedding, do not be scared to turn down work if you feel that the bride and groom could be trouble in terms of not being co-operative about having their photos taken, or are reluctant to change things around a little to accommodate the photographs etc. Ultimately, you have to be in control of which weddings you know will be good for you, your portfolio, your business reputation and your profit margin.
 
Mentioning Price
 

Even though they will have checked out your website and packages, you need to be clear at this sales stage on your prices so that they do not, at a later stage, feel that you have in any way been secretive or dishonest. It may be a good idea to let them know what a typical couple may spend after the wedding on extra photos above their package. You could casually point out approximately how many extra images clients typically buy as up sales from their chosen package and at what total price. At least they are warned then and when they come to the viewing, all parties are relaxed and no HARD SELLING is taking place. The whole idea is that a client enjoys the whole experience from start to finish and feels that they have been fully informed along the way. This leads to an excellent reputation and hot referrals!
 
Always follow up an enquiry maybe 1 to 2 weeks after the initial meeting with the potential client.  It can be in the form of a polite phone call to enquire as to how they are getting along with their preparations and have they decided on their wedding photographer yet.  If they have not chosen you, simply be polite and obviously find out who they have chosen and why. Wish them luck with their plans. If they have chosen you, you are ready to move onto the preparation and planning stage.
 
We run Wedding and Portrait Photography Courses with some of the top pro tutors..

Remember that we run Wedding & Photography courses (including Essential Business Advice) using Top Pro Tutors in fantastic venues and using at least 9 models on every course. Check these out on:

wedding photography courses   portrait photography courses