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Power Marketing, Selling, and Pricing: A Business Guide for Wedding and Portrait Photographers, Second Edition
S E C O N D E D I T I O N
MARKETING
,
SELLING
,
and
PRICING
A Business Guide for
Wedding and Portrait Photographers
Amherst Media
®
PUBLISHER OF PHOTOGRAPHY BOOKS
Mitche Graf
POWER
Dedication
I would like to dedicate this book to one of the greatest men I have ever met, Pat Wright. Although he is no longer
with us, he left behind a legacy that will not soon be forgotten. As my stepfather, my supporter, and my friend, he
showed me the value of not only a hard days’ work, but also the importance of taking time to enjoy the precious mo-
ments life has to offer.
By example, he taught me to take my work seriously, but to take myself lightly. His playful spirit will forever be an
integral part of my daily life, and his gentle approach to loving others will always help guide me in each of my rela-
tionships. I am honored to have known such a tender and loving man.
Copyright © 2009 by Mitche Graf.
All rights reserved.
Published by:
Amherst Media, Inc.
P.O. Box 586
Buffalo, N.Y. 14226
Fax: 716-874-4508
www.AmherstMedia.com
Publisher: Craig Alesse
Senior Editor/Production Manager: Michelle Perkins
Assistant Editor: Barbara A. Lynch-Johnt
Editorial Assistance: John S. Loder, Carey A. Maines, C. A. Schweizer
ISBN-13: 978-1-58428-246-4
Library of Congress Card Catalog Number: 2008926666
Printed in Korea.
10 9 8 7 6 5 4 3 2 1
No part of this publication may be reproduced, stored, or transmitted in any form or by any means, electronic, mechani-
cal, photocopied, recorded or otherwise, without prior written consent from the publisher.
Notice of Disclaimer: The information contained in this book is based on the author’s experience and opinions. The au-
thor and publisher will not be held liable for the use or misuse of the information in this book.
Table of Contents
Introduction
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6
Motivations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6
About the Power Corners . . . . . . . . . . . . . . . . . . . . . . .7
Content . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .31
2. Curb Appeal . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .32
3. The World Wide Web . . . . . . . . . . . . . . . . . . . . . . .32
4. Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .34
5. Pricing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .34
6. Press Releases . . . . . . . . . . . . . . . . . . . . . . . . . . . . .35
7. Time . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .36
8. Referral Network . . . . . . . . . . . . . . . . . . . . . . . . . . .36
Other Professionals . . . . . . . . . . . . . . . . . . . . . . . .36
Past and Present Clients . . . . . . . . . . . . . . . . . . . . .37
9. Database/Direct-Mail Marketing . . . . . . . . . . . . . .39
10. Phone . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .39
Understand the Costs . . . . . . . . . . . . . . . . . . . . . . .39
Your Voice Mail . . . . . . . . . . . . . . . . . . . . . . . . . . .39
Answering the Phone . . . . . . . . . . . . . . . . . . . . . . .40
Final Thoughts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .40
Power Corner: John Hartman
. . . . . . . . . . . . . . . . . . . . .8
1. The Wonderful World
of Power Marketing
. . . . . . . . . . . . . . . . . . . . . . . . .11
What is Power Marketing . . . . . . . . . . . . . . . . . . . . . .12
The Power Marketing Self Test . . . . . . . . . . . . . . . . . .13
Power Corner: Michael Redford
. . . . . . . . . . . . . . . . . . .15
2. Developing Your Marketing Strategy
. . . . . . . .17
Taking It All in Stride . . . . . . . . . . . . . . . . . . . . . . . . .17
Know Yourself and Your Priorities . . . . . . . . . . . . . . . .17
Know Your Clients and Their Priorities . . . . . . . . . . . .18
Recharge Your Personal Batteries . . . . . . . . . . . . . . . . .18
Be Objective in Analyzing Your Business . . . . . . . . . . .19
Making Progress . . . . . . . . . . . . . . . . . . . . . . . . . . . . .19
Understanding Your Customers . . . . . . . . . . . . . . .19
Measuring the Competition . . . . . . . . . . . . . . . . . .20
Identifying Your Hook . . . . . . . . . . . . . . . . . . . . . .21
Establish a Personal Connection . . . . . . . . . . . . . . . . .23
Stand Out From the Crowd . . . . . . . . . . . . . . . . . . . .23
Establish Program Goals and Objectives . . . . . . . . . . .24
Power Corner: Charles Lewis
. . . . . . . . . . . . . . . . . . . . .41
5. Creating Value—Real or Perceived
. . . . . . . . . .46
Defining Value . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .46
Loss Leaders . . . . . . . . . . . . . . . . . . . . . . . . . . . . .46
Luxury Appeal . . . . . . . . . . . . . . . . . . . . . . . . . . . .46
Higher Valuation . . . . . . . . . . . . . . . . . . . . . . . . . .49
Enhancing Perceived Value . . . . . . . . . . . . . . . . . . . . .49
Power Corner: Rick and Deborah Ferro
. . . . . . . . . . . . .52
Power Corner: Don MacGregor
. . . . . . . . . . . . . . . . . . .25
3. Positioning for Profit
. . . . . . . . . . . . . . . . . . . . .28
What is Positioning . . . . . . . . . . . . . . . . . . . . . . . . . . .28
Finding Your Niche . . . . . . . . . . . . . . . . . . . . . . . . . . .29
6. Image is Everything
. . . . . . . . . . . . . . . . . . . . . .54
An Easy Choice . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .54
Prepare to Be Judged . . . . . . . . . . . . . . . . . . . . . . . . .55
Don’t Overlook Simple Solutions . . . . . . . . . . . . . . . .55
Don’t Become Paralyzed By a Fear of Mistakes . . . . . .56
4. The Ten Categories of Power Marketing
. . . . .31
1. Literature . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .31
Quality . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .31
“How can you immediately begin
to create value (perceived or real) in your
products that motivates people to want
to do business with you?”
“Do you just hand your clients a piece of paper
with your wedding or portrait prices on it?”
An Emotional Process . . . . . . . . . . . . . . . . . . . . . . . . .73
Start with the Right Atmosphere . . . . . . . . . . . . . . . . .74
Why Should Customers Choose You? . . . . . . . . . . . . .75
The Power Selling Self Test . . . . . . . . . . . . . . . . . . . . .74
The Secret is You . . . . . . . . . . . . . . . . . . . . . . . . . . . . .77
Shared Traits . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .77
Free Association Exercise . . . . . . . . . . . . . . . . . . . . . . .79
Another Big Secret Revealed . . . . . . . . . . . . . . . . . . . .80
The Five Biggest Mistakes Photographers Make . . . . . .56
1. Failure to Have a Well-Thought-Out
Marketing Plan . . . . . . . . . . . . . . . . . . . . . . . . .56
2. Failure to Have a Clearly Defined Hook
or Message . . . . . . . . . . . . . . . . . . . . . . . . . . . .56
` 3. Failure to Have Professional-Looking
Marketing Pieces . . . . . . . . . . . . . . . . . . . . . . . .57
4. Failure to Project Your Sales and Goals
into the Future . . . . . . . . . . . . . . . . . . . . . . . . .57
5. Failure to Price Your Packages to Allow for
Costs, Overhead, and the Four-Letter
Word: Profit . . . . . . . . . . . . . . . . . . . . . . . . . . .57
Target Your Efforts . . . . . . . . . . . . . . . . . . . . . . . . . . .58
The Five-Second Image Challenge . . . . . . . . . . . . . . . .58
Step 1: The Image Inventory . . . . . . . . . . . . . . . . .59
Step 2: The Physical Inventory . . . . . . . . . . . . . . . .59
Step 3: The Marketing Inventory . . . . . . . . . . . . . .62
Power Corner: Bambi Cantrell
. . . . . . . . . . . . . . . . . . . .81
9. The Sales Process
. . . . . . . . . . . . . . . . . . . . . . . .85
Mmm . . . Cheese . . . . . . . . . . . . . . . . . . . . . . . . . . . .85
The Five-Step Process . . . . . . . . . . . . . . . . . . . . . . . . .85
Step 1: The Pre-Sell . . . . . . . . . . . . . . . . . . . . . . . . . . .85
Step 2: The Initial Contact . . . . . . . . . . . . . . . . . . . . .85
On the Phone . . . . . . . . . . . . . . . . . . . . . . . . . . . .85
Questions About Pricing . . . . . . . . . . . . . . . . . . . .86
Additional Tips . . . . . . . . . . . . . . . . . . . . . . . . . . .87
The Ping-Pong Exercise . . . . . . . . . . . . . . . . . . . . .88
Step 3: The Session . . . . . . . . . . . . . . . . . . . . . . . . . . .89
First Impressions . . . . . . . . . . . . . . . . . . . . . . . . . .89
Be the Best Version of Yourself . . . . . . . . . . . . . . . .89
Greeting Your Client . . . . . . . . . . . . . . . . . . . . . . .89
The Walk-Around . . . . . . . . . . . . . . . . . . . . . . . . .89
The Planning Session . . . . . . . . . . . . . . . . . . . . . . .89
The Session . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .90
The Wrap-Up . . . . . . . . . . . . . . . . . . . . . . . . . . . . .91
Scheduling the Viewing Session . . . . . . . . . . . . . . .91
Step 4: The Sales and Ordering Session . . . . . . . . . . . .91
Designing the Sales Area . . . . . . . . . . . . . . . . . . . .91
When the Customer Arrives . . . . . . . . . . . . . . . . . .91
The Importance of Digital Projection . . . . . . . . . . .92
The Slide Show . . . . . . . . . . . . . . . . . . . . . . . . . . .93
The Selection Process . . . . . . . . . . . . . . . . . . . . . . .94
Introduce Additional Products . . . . . . . . . . . . . . . .94
Final Selections . . . . . . . . . . . . . . . . . . . . . . . . . . .95
Suggestive Selling . . . . . . . . . . . . . . . . . . . . . . . . . .95
Finally, Select the Wall Portrait . . . . . . . . . . . . . . . .95
Step 5: The Follow-Up . . . . . . . . . . . . . . . . . . . . . . . .96
Power Corner: Jeff and Kathleen Hawkins
. . . . . . . . . . .63
7. Special Report! Mitche’s
Twelve-Step Marketing Program
. . . . . . . . . . . . . .65
1. Make a List of Goals . . . . . . . . . . . . . . . . . . . . . . . .65
2. Set Aside Brainstorming Time . . . . . . . . . . . . . . . . .65
3. Take the Five-Second Image Challenge . . . . . . . . . .66
4. Distribute Promotional Pieces . . . . . . . . . . . . . . . . .66
5. Track Your Results . . . . . . . . . . . . . . . . . . . . . . . . . .67
6. Emphasize Add-On Sales . . . . . . . . . . . . . . . . . . . . .67
7. Do Some Networking . . . . . . . . . . . . . . . . . . . . . . .67
8. Contact Your Existing Clients . . . . . . . . . . . . . . . . .67
9. Meet Local Vendors . . . . . . . . . . . . . . . . . . . . . . . .68
10. Laugh . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .68
11. Promote Your Web Site . . . . . . . . . . . . . . . . . . . . .68
12. Send Out a Press Release . . . . . . . . . . . . . . . . . . . .69
Power Corner: Skip Cohen
. . . . . . . . . . . . . . . . . . . . . . .70
8. The Next Step: Selling
. . . . . . . . . . . . . . . . . . . . .72
Marketing? Selling? What’s the Difference? . . . . . . . . .72
Selling Makes the World Go ‘Round . . . . . . . . . . . . . .72
Buying is Based on Benefits . . . . . . . . . . . . . . . . . . . . .73
Power Corner: Tim and Beverly Walden
. . . . . . . . . . . . .97
4 POWER MARKETING, SELLING, AND PRICING
10. Other Factors in Making the Sale
. . . . . . . . . .99
Features and Benefits . . . . . . . . . . . . . . . . . . . . . . . . . .99
Eliminating Risk . . . . . . . . . . . . . . . . . . . . . . . . . . . .101
Overcoming Objections and Closing . . . . . . . . . . . . .101
An Ounce of Prevention . . . . . . . . . . . . . . . . . . . .101
Track Objections and Plan Responses . . . . . . . . . .102
More on Phone Skills . . . . . . . . . . . . . . . . . . . . . .103
Overcoming Some Common Objections . . . . . . .104
Additional Closing Techniques . . . . . . . . . . . . . . . . .105
The Feel, Felt, Found Close . . . . . . . . . . . . . . . . .105
The Boomerang Close . . . . . . . . . . . . . . . . . . . . .106
The Minor Point/Alternate Choice Close . . . . . .106
The McAddon Close . . . . . . . . . . . . . . . . . . . . . .106
Creating Raving Testimonials . . . . . . . . . . . . . . . . . .106
Conversion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .107
Lifestyle (or Demand-Based) Pricing . . . . . . . . . .122
What’s Best . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .122
Power Corner: Michael Warshall
. . . . . . . . . . . . . . . . .123
13. The Myths and Realities of Pricing
. . . . . . . .125
Myth #1: People Buy Because of Price . . . . . . . . . . . .125
Myth #2: Lower is Better . . . . . . . . . . . . . . . . . . . . .125
Myth #3: Price is What Matters . . . . . . . . . . . . . . . . .125
Factors That Really Do Effect Pricing . . . . . . . . . . . .125
Building an Effective Price List . . . . . . . . . . . . . . . . .127
Research Other Photographers in Your Market . . .127
Find the Best Paper Money Can Buy . . . . . . . . . .128
Keep Your À La Carte Pricing High . . . . . . . . . . .128
Feature a “Most Popular” and
a “Best Value” Collection . . . . . . . . . . . . . . . .128
Have Whopper Package on Every Price List . . . . .128
Power Corner: Doug Box
. . . . . . . . . . . . . . . . . . . . . . .108
11. Mitche’s Power Selling Tips
. . . . . . . . . . . . . .111
Study Advertising Trends . . . . . . . . . . . . . . . . . . . . .111
Educate Yourself and Implement New Ideas . . . . . . .111
Invest in a Top-Shelf Business Card . . . . . . . . . . . . . .112
Hang Around Successful People . . . . . . . . . . . . . . . .112
Have Some Fun . . . . . . . . . . . . . . . . . . . . . . . . . . . . .112
Get Some Perspective . . . . . . . . . . . . . . . . . . . . . . . .112
Rearrange Your Office . . . . . . . . . . . . . . . . . . . . . . . .112
Embody Success . . . . . . . . . . . . . . . . . . . . . . . . . . . .113
Study the Big Boys . . . . . . . . . . . . . . . . . . . . . . . . . .113
Invest in the Best Packaging . . . . . . . . . . . . . . . . . . .113
Have a Complete System . . . . . . . . . . . . . . . . . . . . . .114
Practice Talking About Benefits . . . . . . . . . . . . . . . . .114
Don’t Stop Learning . . . . . . . . . . . . . . . . . . . . . . . . .114
Learn to Say No . . . . . . . . . . . . . . . . . . . . . . . . . . . .114
Make a Top-Ten List . . . . . . . . . . . . . . . . . . . . . . . . .114
Regard Your Business as an Art . . . . . . . . . . . . . . . . .114
Manage Your Time . . . . . . . . . . . . . . . . . . . . . . . . . .114
“What is your mark-up factor? How did
you decide what to charge for each of
your products and services?”
Discount Your Session Fees, Never Your Prices . . .128
Close the Gap with Your Pricing . . . . . . . . . . . . .128
Eliminate the Second Print Discounts . . . . . . . . . .129
Pricing Strategies . . . . . . . . . . . . . . . . . . . . . . . . . . . .129
Special Offers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .130
Power Corner: Bill Hurter
. . . . . . . . . . . . . . . . . . . . . .131
14. Designing Irresistible Packages
. . . . . . . . . .133
Adding Benefits . . . . . . . . . . . . . . . . . . . . . . . . . . . . .133
The Whopper Package . . . . . . . . . . . . . . . . . . . . . . . .134
Take-Away Selling . . . . . . . . . . . . . . . . . . . . . . . . . . .135
The Smallest Package . . . . . . . . . . . . . . . . . . . . . . . .135
Added Value in Your Presentation . . . . . . . . . . . . . . .136
How Many Packages Should I Offer? . . . . . . . . . . . .137
Stand Out from the Crowd . . . . . . . . . . . . . . . . . . . .137
12. Power Pricing
. . . . . . . . . . . . . . . . . . . . . . . . . .115
What Determines an Acceptable Price? . . . . . . . . . . .115
The Power Pricing Self Test . . . . . . . . . . . . . . . . . . . .116
Addressing Pricing Issues . . . . . . . . . . . . . . . . . . . . . .117
Three Methods of Pricing . . . . . . . . . . . . . . . . . . . . .117
Overhead (or Cost-Based) Pricing . . . . . . . . . . . .117
Competitive-Based Pricing . . . . . . . . . . . . . . . . . .120
Conclusion
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .138
Contributors
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .139
Index
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .140
TABLE OF CONTENTS 5
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