Creating a Map with Shari Part 2
So on day one an activation, right? Let's take the conversation that I had with her, right? No one he said herewith conversation, she said she'd be in a nine so I'm going to call this this could have been a nine with some guidance and hand holding and sincerity did you notice when I did, I walk over and I'd put my arm on her shoulder, my hand on the shoulder connection personality, warmth, re assuredness that drops it takes us from a two to one nine one conversation that lasted we could go back and clock in about thirty seconds imagine the impact on your business of a thirty second conversation that takes you from a to experience to a nine experience, how could we have made that better? Even here when we were doing the scheduling, how could we have stopped this fall? What are some ideas I had one earlier of just cause you're waiting for the pictures? And so maybe if the photographer had some sort of fun other photoshopped or, like stick your face on, you know the bride on top of the ca...
ke, like so excited I'll be part of your wedding kind of a thing just something fun doesn't have to be a great photo, but just something fun, something fun and playful during this downtime while you're waiting, what about even an email the day after the shoot that says oh my god I'm just starting to work on your photos they're breathtaking oh yeah you're gonna look innovations fishes like oh I got totally you don't have to share the photo it doesn't need to be more than that just hey or better yet but you know what would be even better than an email? A text message I'm sitting at my computer I just saw that one of you with the butterfly oh my god I think I'm going to be asking if it can be blown up and displayed in our store I feel so special she's loving it this is now actually going to be a twelve it's going to blow off the chart because you've set the expectation now if the photo is not fantastic you've just lied and your host when she comes in to look at the photos maybe but maybe not sometimes our expectations setting can create people's moods if I would have said at the beginning of this segment this is going to the best segment of the entire presentation and later I would score this and ask you what the best segment of the entire presentation in the majority of you would pick this one why? Because in terms of neural linguistic programming I helped you to believe that this was going to be the best segment I'm not saying you should play trickery with your clients, okay but what I am saying is there some tools and some techniques and some things you should be willing to explore, especially if you mean it, honestly, if I'm a photographer on the kick ass photographer, I'm going to take great care of you. I have no problem saying your photos were getting some magazines out of this, we're getting I mean, look at her face, the same gal that said, I don't really need it to be fabulous and better than everybody else's, but oh, my gosh, a magazine cover bride. Oh, I'm in let's do it, write other ideas, other things we could have done, what could we have done to reassure her here? To avoid that drop? What might be some things we could have done? Well, for example, we might have moved the scheduling into the meeting had it occurred in person instead of over the phone or via e mail said, you know, just open up your calendar let's see what you have going on next week if you want to do this next week er with the following, we'd be better o you've got dinner with your parents, like I will get to meet your parents, I'll get to know them, I mean how's the relationship with mom and dad is just going to be a good thing, or a bad thing would do in the shoot the day after you've met with your parents. Would that be a good thing, or would it be better to kind of wait a little time, let things cool down and do it the following week? You know, and things like that and seeing you start to see some body language and some reaction and you can pick up on it and then she's going, oh, my gosh, remember that unstated goal that I really don't get along with my dad? And yet weddings are supposed to be all about fathers and their daughters, that unstated goal. Thanks for just hitting on that, because now we can have a conversation about that that actually comes way over here when we do the wedding photos. It's the thing I'm anxious about when dad's in the picture and how that's going to turn out what memories they're going to capture, we just brought it out in conversation number one as a wedding photographer, wouldn't you love to know that on day one? So when you look at your map, what you want to do is try to figure out what our two three, four a half a dozen things you could do to bump all of these numbers up so here we could do the you know, the conversation I'm calling this the thirty seconds sincere conversation that let's him know you know where they're at, what else could we do to kind of bump this up on the day of the shoot when you know the day of the shoot we could have a professional makeup artist? It is not listed in any of the packages we say, oh girl, don't worry you don't even need to bring makeup to show up. We'll take good care of you and she shows up and there's got this whole trailer and it's all kitted out with the lights and there's a professional artist who says, oh, I just came from doing julia roberts sweating I'm really excited to be getting to do your makeup let me do it I mean, look at her face she's like, oh my gosh, really, this would be wonderful building in your package. Some of you are thinking, oh, well, joey, with my existing packages, how would I afford those extra bonuses and gifts? Figure out what a makeup artist cost baked that into your package and have it be one of the presence or one of the bonus is okay ah president doesn't need to be mailed ah president could just be something that's unexpected and it happens in the moment in the present to connect us to a great emotional feeling at that time okay three I think one thing that happened with a friend of mine was the photographer had like a bonus surprise location it was like this place that was difficult to get into and so the day before they said oh, we were just able to get into this such and such is it okay if we extend the shoot time an extra thirty minutes and we can get over there and get some shots I remember that story yeah how can I ask how long ago did you hear that story do you think three years ago three years ago and we still remember that little bonus extra story and did the friend do it? Of course did you see the speed at which the microphone went around? Of course absolutely and where the photo's great I'm sure they were I don't I never saw them. Okay okay, so what's fascinating is we don't even know the outcome yet our experience of it was positive why? Because it was unexpected because it was a present because it was a bonus so as you're doing the future mapping what I want you to do is take your list where you have all the things written in and start to think where would I put those into the process try to come up with multiple things you could do we could move the scheduling forward right? We could have in this scheduling let's say we're going to do it by email we could have some hand holding in the email right? We could have a video testimonial of one of her friends saying ok, this is awesome this is great I I remember I was really nervous but let me tell you look my photos turned out beautifully they take such good care of you yeah actually had an idea if the issue is doubt when you're looking to schedule them maybe what you do is in the e mail that is asking like, hey, we need to start scheduling this you send a picture of something that is similar that you've taken of something similar to what they're doing you've touched them and they want a rustic weddings here saying I was just editing this rustic wedding that I did and it reminded me of you and I needed teo that we needed to schedule this so then they see an example of your amazing work at the same time as your scheduling there's love it love it knowing that a huge percentage of the creative live audience works in the creative arts let me remind you of something that you probably know but you forgot you are part of a small subset subset of the human race that khun envision things before they're created you can stand there and say I can see exactly what you're going to look like on your wedding day and I can see the picture and I can see the whole thing and you're not even dressed that way I can see it I can see what your logo should be interior designers are great about this they walk into a space and they're like yeah, you know it's bare walls there's nothing in this space there's maybe a hole in the floor there's dirt all over there you know there's a broken light back there but you know what? This is going to be magnificent when I'm done the problem is you have a skill it is really common to you you don't think it's a skill it's just the way you were born and so you don't get how special and unique and different that actually is and what happens is you get into business because you have that skill and you start to grow your business and you get more successful because you have that skill and your business grows and grows and you get more and more customers and you reach a point where you forget just what a skillet wass and instead you start interacting with people and saying, why can't they just look at my photography and know that I'm amazing? Why can't they just trust me that I'm gonna make a great logo for them I'd built fifty websites. Their website is a template id, wordpress installation that will take me four hours. Why can't they believe it's? Because you have an ability that they don't have that's why they're not in your business if they had this ability themselves, they'd be in your business, you know, it sounds cliche to talk about like we all had these unique gifts, but we really do know megan, this massage, right? I know about you guys, I've had some great massages, I've had some horrible massages, I like to think I know what a great massage looks like if I had a long conversation with megan, I'd probably realized that I don't know the half of it, but it's stuff that she's for gotten more about massage than I'll ever know, so she has two choices. She can say, joey, you're going to be a potential client of mine, you need to know massage or she can say yet this guy's told me he's had massages before, but I got explore that war because he had these kind of ridiculous hey, you're on vacation at some cheesy, all inclusive resort, and they offer massage on the beach and it's kind of di elin or is he had massages where you go into a really sacred space and from the moment you enter it you feel your whole body grounding and centering and then you have this amazing transfer of energy and spirit and you leave the massage feeling like your soul is actually on the outside so I've had those that's why I can describe right but if I told her that she would be like oh okay so maybe we can go with the short hand language which shall we a little bit on some of this stuff but maybe we can't yeah at this point what I would then ask you is if you're able to give that to your wife that's a really good question and my response would be which is a great conversation for off camera what do I do when my wife's love language is physical touch is a zero and I'm sure we could have a long conversation but that would be a great conversation tohave because now what she's just done and I don't know if she knew she was doing it going into it not on ly has she hooked me into the benefit of her business which is teaching me to give this amazing experience I've had back to someone I love but if we actually look at the answer I would like to think I didn't get defensive but do you notice how quickly I jumped it actually did get defensive and said no but wait wait there's more to the story that you don't know she was here when I said my wife's love language was not physical thought she was paying attention, she knew that, but how are we using the information we know about our customers and our interactions with them? They're giving us all the clues they're telling us. All we have to be doing is willing to listen and willing to take what we hear and what we learn and build it into our business. Tomorrow we're going to be talking about systematize ing this stuff, and how do you actually take these ideas and build them into a system? But today, what we're focused on, especially in this segment, is looking at where we're at in the process and coming up with ideas, so I love russell's idea we could send a sample of a photo hey, I was cleaning up this photo, and I thought of you now what's interesting is the phrase cleaning up a photo is a phrase that a lot of photographers hughes and have no problem or touching up a photo have you met many brides that want to be cleaned up now some yes, maybe who have a low self esteem might be saying, yeah, I need touch up, I need clean up that's what I'm hoping you're going to do there's not a lot here to work with, I hope you can make it better. You know I mean let's let's take it back to the lovely woman we had in our example this morning from the uk laura who we put up her picture and everybody here is like that's, a perfectly lovely picture and she's like oh my god, she shouldn't have used that picture meet your customers where they're at not where you think they should be the where you think they should be save that conversation for here focus on getting them toe where you think they should be on day one getting them there by day one hundred now the ideal is to get him there earlier and then just maintain it all the way across does he make an even better go off the chart, go to the twelve, bounce it, get it higher and higher and higher but give yourself permission that if it's going to be a bit of a roller coaster I mean let's be honest, she gives us the answer that oh, if we would have had the proof you know, professional makeup artists and the fun photo and we would have done some of these things in the hand holding it might have gotten her to a nine right it might have probably more realistically if she really was the type of bride that was so anxious and doubtful about this, it probably would have bumped her closer to a five would've been a positive experience, but we wouldn't have jacked her right up to a nine she has a high, discerning standard. She assessed a lot of people, she has a very clear image, and we didn't spend very much time here saying, what's the theme of your wedding what's this spirit what do you want the photos to capture when I look at the photo? If it was to say one word to me, what word would that be? Or if it was three words? What are the three words you want most associated with your photos? We didn't do any of that over here, okay, had we done that, we might have been able to get it closer to a nine, and then we say, oh, I know we could ask more questions instead of what most photographers were doing is saying, how quickly can I get you in the door? Pick your package, get you signed up and get back to cleaning up photos. Mmm. The challenge most artists have is they're not business people, their artist. It is the rare breed of someone who has the skills of a business entrepreneur and the skills of an artist and can navigate that dance. We all have friends, we've all worked with people, we've all had the experience of someone who's just this's my craft do not touch my craft you're fools you need to understand the photos I produce our borek taking they're amazing they're stupendous have you ever noticed to the best photographers in the world don't tell you that about their work as a general rule they're pretty humble they're like oh well I'm really thrilled that so many people connect with my work the people that are kind of his dialing in will be like I am awesome I'm the best photographer in this town skill ability, talent customer experience talking about them in that context publicly with your customers in that kind of bold and bragging way is the equivalent of sex the more you talk about it the less you probably have it later work speak for itself let your experience speak for itself let your customers your audience members speak for you this is why testimonials were so powerful this is by building a portfolio of work is so powerful this is why doing the work I love what russ said when we were coming into the session earlier when he said you know this is not just going to be something with the end of the three days you're done you got it your experience is fabulous you've got to be willing to do the work and frankly if you're not willing to do the work do us all a favor shut down your business we don't need more of you we don't need more people half ass ing it, dialing it in. We got plenty of those. You need more people with passion. We need more people that are excited at what they're doing. We need more people that are connected to the reason they actually got into business, which is to serve others and make the world a better place. That's, what we actually need makes sense. Awesome. So when we do this exercise, when you map it out when you get your full map, okay, you can take your current map, which is what we have here in the black. We created a new current map for a wedding photographer, right with these black dots. Come along with the different color pen and write in all the things you could do to bump the scores up. Write all the things you could do to boost you've got that nice list with the six boxes with ideas and take that all the way across. I know here in our exercise we only came today twenty one we just got the photos after the dress shoot. We haven't even gotten to the prep leading up to the wedding quick checking in, do you think it's going to be easier or harder to get the emotions high and positive as we get closer to the wedding? Harder? Now what's interesting day of the wedding do you think it's going to be fairly easy to have a high positive emotion thing? Absolutely because once the weddings there the stress really we're here we're in the moment let's enjoy the majority of weddings I don't know about you guys a majority once I've been to and attended even if you had a really stressed bride and groom by the time they're standing there together exchanging vows it's like we're here it's really it's happening so the problem I see it for wedding photographer is this the last thing I'll say about wedding photographers and hopefully for those of you that aren't in the wedding photography business you are seeing how the supplies cheer business because it does the challenge most wedding photographers have is they see the penultimate event the wedding as where it's at and as long as I'm go go go with the wedding and do a great job and as long as I produce amazing wedding photos my business will grow forever and it will and those air that any up chips to sit down at the table and play the game you want to be world class you want to win you go to any of your customers at any point in the process leading up to the wedding and if a third party were say to them how's it going working with joey coleman it would say homelike josh I was really nervous like I've seen some horrible wedding photo photos I haven't even seen the photos my wedding's three weeks out but if how he's held my hand how he's treated me how he's reassured me the vision he's painted of what my wedding day will be is any indicator it's going too far exceed my expectations big round of applause for sure all right, so as there was the case at the end of the night last night there is some homework. Okay, the homework is you need to keep working on this map the map is not done at the end of the day today the map is not done thursday morning the map is a life long business, long evolving process. Now some of you are saying joey had on at the time to work on this map all the time and for the majority of you because of where your customers you're experiencing your business right now, even if we just do two or three things, we will start to move them up into the positive in ways that you may be never even thought possible once those air in once they're systematize and again we're going to talk more about that tomorrow then the question becomes and how do I take it to the next level I love john's example earlier? Why could send them a book so that's the initial idea the next time jon comes back to this three months later says, why one book? Why not five the next time he comes back to it? Three months later, he says, why five books? Why not five dvds? If you have questions we haven't had a chance to address, put him in the chat room will get him in the next section. I want to really quickly review our future mapping exercise. All right, as we have said from the outset of our entire course, the first hundred days, or where it's at the goal is to get the experience right in the first hundred days, and when I say right, I mean right for the audience member right for the customer not right for your business. Frankly, right now the majority of you have kind of optimized your business to do what's in your personal best interest, you haven't optimized it to do what's in your customer's best interest that's how we're going to change our thinking for us, we're going to change how we think about it, then we're gonna have change how we feel about it by interacting and stepping into the shoes of these personas in these customers in a new way, and then we're going to change how we act about it by taking drastic, bold change there's atleast six ways that we can interact in the first hundred days. Statistically, right now, before this court started, you were doing, too. By the end of today's segment, my gut instinct is re having can all six boxes you're ready to go? You're ready to move from this type of approach to the voodoo doll treatment of your customer. How many pins can I stick in them on the same day to this approach? How can I face it out over time? You have the worksheets in front of you, you have the ideas, you have the work she we did yesterday about the personas you need to build out more. You should have at least four, five, maybe six of these, and now you combine both of those worksheets into your new first hundred days map. Oh, and again, the homework you do is that you keep working on this. We're gonna talk more tomorrow about how often you should be coming back to it, how you should do it, but for now, suffice it to say the homework keeps going. In our next segment, which will actually be the final segment of today, we're going to be looking at the first hundred days calendar and checklist. So we're going to taking some of these great ideas we have and figuring out, how would I start to systematize this in my business? How would I actually start to implement joe, you've given us some great ideas. You got my juices flowing, I'm creative, I'm feeling it. But I also have this fear and doubt and uncertainty about how I'm going to actually implement it and applied in my business, because you don't understand. My business is different than all the businesses you've worked with in dozens of industries across hundreds of countries all around the world. Mind, different, I'm special. Yes, you are, but we're gonna hold your hand and get you there.