Attracting the Right Client

 

Wedding Photography Weekend

 

Lesson Info

Attracting the Right Client

so today isa about the wedding experience yes way can not stress enough not only just the wedding day is important but the whole experience for our client is really important absolutely you know it's really about um you know having this relationship with a client because you want them to be a customer you want them to purchase from you you want them to be excited to buy from you and jonah and I have realized that people purchase based on how they feel about products and they purchase based on trust a client trust you chris and they go kris I trust you I know you know what you're talking about you're going toe point me in the right direction and if I need a thirty by forty canvas I probably need one so if you can build that report with your client and build trust with them that is what's goingto make them make purchasing decisions and help them to also go out and refer you because who wants their clients outselling you for you for you you know that's what you want more than anything is ...

your client going you've got a book chris because he's the best photographer on the planet and in canada at least you know you gotta have him that's what jodi and eyes bottom line ultimate goal is to get our clients out there selling because nobody likes that direct cell so some of the stuff that we're going to cover today we're going to talk about how to find that those right kind of clients right and talk about our website on branding strategy what are thoughts were going into that and why that's so critical and horton we're going to talk about the meeting in the booking process what are the things you say what are the things that you do how can you close that a meeting we're going to be covering that we're gonna talk about how to manage the relationship just like when you're in a dating relationship even a marriage relationship you need to maintain that romance so the same way we need to maintain that relationship with our client up into the wedding and even through the wedding then we're gonna hit wedding logistics wedding's going crazy how in the world do you plan for all that it can be so overwhelming I don't you can get me and you'll be taking care of you could hire joanie what you probably can't order on then we'll talk about how the market ourselves on the wedding day what does that look like without being overdone but this is one of the biggest times the market because you're in front of such a great audience and then we're gonna carry through and talk about our post wedding sales how we make additional money on the back and by simply giving our client an opportunity to buy yes taking lots of questions throughout the day so plenty of questions keep him keep him firing away keeping hammering at us so it's so important to keep our ducks in a row when it comes to how we handle our clients and the question is you know why do all of this and it's just like we said it's about building that trust it's about creating a great experience of people want to buy and more importantly most importantly jodi says that's all the time we want to turn people into a walking talking billboards there's nothing better than in direct sale it's really really difficult when you go out and try to go I'm awesome I promise people always go why why should I trust you you're the one selling when somebody else experience is your business and then goes out to her friend who just got engaged and goes if you don't hire zach and jodi if you don't hire chris or if you don't hire fill in the blank you're nuts because they're so awesome and this is why they're so awesome if you can create that kind of an experience for them oh my gosh that is just money in the bank which is awesome and part of that experience goes beyond like oh you send them gifts and they feel all warm and fuzzy inside sometimes I get super practical like email them back as soon as they e mailing you just little things like that by you being on top of stuff makes the world of difference zach and I we were looking to hire some um cleaners to come in our home because I hate cleaning bathrooms and whatever so weii brought into companies to come in and do quotes and one company they came in they do their thing and then they left the other company of the experience that we had with them was totally different and they followed up with us immediately and they were on it and we hadn't responded back as we were busy but they followed up again and they're like hey just checking in if you need anything in their level of professionalism made us trust them more so we even want to do that with our businesses and with our clients if we can respond back to them figure out what their needs are and meet them and help any problems that may arise then we will be way higher valued it was interesting too because the first company that cane isn't very well known everybody knows who they are that one of the biggest cleaning companies on you know in the u s and the other guys were mohr you know nashville based but when the other guy came in we ended up hiring it wasn't really about price even though they hadn't did have a bit of a better price it was that he seemed to care more about us and be more interested in us and he had a better customer service experience he asked us what we did for a living remember that specifically what you guys do for a living anyway oh that's really cool and that made us feel really good that he was interested in us and the other people are just kind of by the book so we realize that nobody wants to interact with the business they want interactive people they want to have a great experience so so our goal with our clients is to give them an experience that is worth talking about yes we want them to actually have a reason to talk we don't want to get them all excited and there's really nothing exciting to talk about and brides or your best referrals there's a lot of different you know resource is that we used to get referrals but we realized that brides are our number one resource because we interact with them the most you know you can always get photographers in a network I know becker talks about that all the time get in a network of two to three photographers that you're super tight with and you refer each other all the time that's a great resource you khun book couple of weddings a year that way same thing with wedding planners but brides are the best resource because there they're getting the entire experience from you so if your bride's not talking about you you're probably doing something wrong either she doesn't have a reason to talk or you haven't given her a way to talk about you which is very and brides no other brides brides often are in the same circles of other women who were in that same walk of life is then and when they speak about you there friend trust that referral ten times more it's a great example yesterday we had some model pop you don't even remember what name it was but people online were like what model powder you using you can get ahmadabad anywhere and we'll be fine but they want to know what we were using cause if we were using it then it must be good same thing with your clients if your client is referring you and talking about you they're not going to doubt that because that is their friend speaking to them it's a lot harder self you take out a spread in a magazine saying hey buy me buy me I'm good not saying that that doesn't work but brides are definitely by far your most powerful refers so if you could do things to get them talking about you then that it's amazing so we want to talk about the right kind of clients we actually had a question through email last night from a photographer that had seen us here on creative live was very interesting hey was saying you know in my market I'm charging x and how do you guys find enough high end clients to book you and the interesting thing about it I haven't had a chance he won't back yet but the interesting thing about that is that not what we're looking for this is what we're looking for we're looking for a very specific type of client that has certain types of values and is looking for something very specific and when we first started shooting weddings we were taking anything and everything because we needed the experience we wanted the cash so we could go by camera gear that we needed and so we're just taking everything that came our way and we were finding ourselves on our way to weddings and we were dreading them we had this pit in her stomach because we didn't really get along not that we didn't get along with a couple but they were just different or awkward or you know you know and then the photography that they wanted wasn't what we did so they wanted all this like really traditional photography and that's we don't weaken do it but that's not what we enjoy doing and we want to enjoy our jobs so we are like we need to find and find our business shaper business so we can find clients who like and value what we like in value so yeah so we started purposefully marketing to a specific type of client that bought a certain way that valued a certain thing and these are some of the things that we came up with right photography was number one or number two on the list of the most important things happening at the wedding day because we realize that this is a great story judy and I were first married we wanted to buy a house really bad but we didn't have the money and we're big dave ramsey fans so dave's like you know you got to do all this stuff before you buy a house because you don't want a big house for if anybody's ever bought a house that they couldn't afford they know what house poor is your spending everything on everything they have to live in this house that has no furnishings and hit home they can't hardly pay the heat bill so we don't want to be those people so we were being their patient as we could we got the cheapest apartment we could find that just fulfilled our needs so we could save save save for a house and I remember one day we're walking out of our little you know cheapest apartment we could get in franklin where we live we're walking out and I see the guy down the street and the other cheap apartment the cheapest one in that neighborhood driving a seventy thousand dollars corvette and I just was like that's a down payment on a really nice house I'm like and where I'm from in minnesota that is a house like you khun by literally my friends have houses that cost seventy thousand dollars and I was like this is insane and at the time I thought it was funny but then when we came photographers and were really shooting full time and getting more marketing I realize that this guy valued something and it wasn't a home he was willing to sacrifice where he lived even so he could draw it so you could what dave ramsey says and press someone at a stop light for five seconds he's never going to meet again but that meant a lot to him maybe his dad was a mechanic and they always talked about cars and corvettes were a big deal and now he was able to put everything he had into purchasing this car so I realized we need to look for clients that value photography even at the expense of their dress or the cake or the furnishings at the wedding or the guest list they want amazing pictures of their day and if we can find clients that feel that way they don't have to be wealthy they don't have to be you know that very small percentage of people that can afford high end winning and we can you know get paid what we want to get paid but instead we confined people thatjust value photography and this goes back to the reason we have our jobs is so we can enjoy what we do yes not all everything that we do is enjoyable but by finding this kind of clients who really love what we do we've come out to weddings before and they hired us because they simply could and they knew they needed a photographer the experience for even us shooting that wedding wasn't what it could have been and they don't turn around and sell us because they didn't la doesn't really want us they just got us because they could so we're really looking for clients where their priority is number one or number two for the videos and somebody made some people maybe going okay well how do you find somebody that thinks that we're going to talk about that it's coming into the overall mentality but it's coming up how do we qualifier client and build on clients that feel that way we're going to talk about it so we also want to find people who are excited about zach agility they really want to be a second judy bride yes absolutely very important for people to be excited about you we don't want people to just go yeah photography's really neat but they don't like what we do where they don't care about us in any way because we remember we want to build trust and building experience based around our brand so if they're excited about zach and jodi all of a sudden they're excited about reselling zach and jodi because if they're just excited about photography there going oh you know there's this great guy in california so hire him for your wedding my photographer cool you know we want to make sure the way had a client even last they're like oh my gosh I love your work but I really love this photographer can you shoot like then and we're like why don't you just book them and then they did because they didn't think that photographer would fly into town is just like we want our brides to be happy as well with their photographer and not just get us because they can and then the last one is we want them to be willing to make the budget work for us you know we've ben and god and I got all the way to a meeting before and usually we don't get all the way to a meeting and realize that there's some big red five we didn't realize but we were we met with this client everything was screaming they were perfect for us and they happen to have a lot of money which is always a plus talking about how like they're gonna fly to italy you know to get shoes and write so that it came over the house and you know back in the day like when people used to be in real estate I remember dave ramsey telling stories like this they qualified clients by looking at their shoes were looking at the car they pulled up in to see do they have enough money to afford the home that about looking at so they come in and of course that you can tell the mom and the daughter that got money she has a massive diamond ring on her finger and like there you just they just have that persona about them so we're talking and they're so excited and the meaning is going great and then we tried to close the meeting and it didn't happen and they said they wanted to think about it which is a huge red flag so they left the house the email this later and during the meeting like jodie said they mentioned yeah we're going to go to italy and by my wedding shoes and mourning family trip out of it tio they're making a family trip to buy her shoes italy target shouldn't be a problem budgets not a problem so then they email doesn't say yeah you guys are just a little bit out of our budget and we went that's crazy they have the money to pay for us they didn't put enough value on either us or the photography or somehow that got miscommunicated as to what we really did and so we didn't end up booking that client and we didn't want to because they didn't value what we did at the end of the day the way I would have just spent a hired bender shooting the wedding and that's not what we do absolutely so those are the big qualifiers for us we're looking for those kind of clients and that has helped us build a business that once you find a few clients like that and you kind of build off of them now most of the people coming away feel that way because there's sort of putting feelers out to people that are similar and so yes we do shoot weddings for brides who have money but we also shoot weddings were brides of a twenty thousand dollar wedding budget and they're spending ten grand on us so twenty thousand dollar weddings we've done two hundred thousand dollar weddings we've done everything in that both in this last year believe it or not so it's not always just that high and bright

Class Description

Being a successful wedding photographer isn’t just about taking gorgeous shots, it’s about creating an incredible experience for your clients. If a bride feels great about the services you provide—from your first meeting to your wedding day demeanor to the final delivery of the album—then she’ll be a happy customer for life and recommend you to her vast network of friends and family.

Zach and Jody Gray not only produce beautiful photos, they take great pains to ensure that every aspect of the wedding day is well planned and executed. In this weekend course that includes actual shoots of a bride and groom, Zach and Jody cover all the components of wedding photography, everything from marketing your business to finding the perfect lighting sources to posing your subjects to picking the best shots.

By describing their humble beginnings and explaining how their modest start-up grew into a thriving business with clients across the country, Zach and Jody will inspire you to pursue your own wedding photography dreams.

In this class, you’ll learn how to:

  • Establish a strong connection with your clients.

  • Identify the essential gear you’ll need for your shoots.

  • Use light rigs when natural light is unavailable.

  • Understand lighting ratios, strobe lighting, clamshell lighting and more.

  • Figure out which lenses to use for each part of the day.

  • Build up your network and attract more clients.

  • Market your business with your website, sales calls and word of mouth.

  • Review your images and find the best shots.


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