From home cinema systems to camera gear, scuba, skiing, golf and clothing, we understand the concept of accessorizing. So, why not accessorize your sales with your clients? Create added value instead of just discounting!
Every business today has at some point felt the pressure of competition. Let's use Macy's as an example. There’s never a day when something in the store isn’t on sale. And, if you miss the sale, they’ll price protect if you kept your receipt. Going in another direction, a local furniture store, going back to our Ohio days, did a new promotion every six weeks and left consumers often wondering , “Did I really get the best deal?”
Many photographers are no different and too often they're cutting prices to get the event. They're reducing prices to almost impossible-to-make-a-profit levels in order to beat the competition. If your prices are going so low you can barely afford to feed your family, then it’s time to change your business model. It will NEVER work!
My good buddy Sal Cincotta is quoted as saying, "Nothing can screw up your business model more than bad pricing!" Even better listen to his advice directly in the archived YouTube video from six years ago. I've shared it before, but his topic is so relevant and it's worth sharing again below.
In the mid 80’s Polaroid introduced the Spectra line. It was the first Polaroid camera that came with a full line of accessories, including Cokin filters, wireless remotes, camera bags, a table top tripod, mini-albums etc. It wasn’t just a camera, it was a system. The system concept was based on studies that showed consumers were more likely to get excited and support a product if there was more to it than just a basic camera. The more “toys” to add to the collection, the greater the enthusiasm.
So, what are you doing to sell your clients a complete “system”? What are you doing to hook them on your skill set and get them excited about the other products/services you might add. You've got so much more to build on when you create greater value, rather than trimming down your coverage to keep in line with a lower price point.
There’s so much for you to choose from when it comes to added value:
This is a fraction of what you have to offer. Remember your primary goal is to exceed client expectations and make working with you habit-forming! Learning to accessorize each client's experience really doesn't have to be much more complicated than the kid behind the counter at McDonald's asking, "You want fries with that?
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Check out "Why?" one of the most popular features on the SCU Blog. It's a very simple concept - one image, one artist and one short sound bite. Each artist shares what makes the image one of their most favorite. We're over 100 artists featured since the project started. Click on the link above and you can scroll through all of the episodes to date.