How to Maximize a Sale, Part 2
By Cathy Benton, Cr., FP, AFP, SP
Determining WHO you want for a client and determining how to find and market to them effectively is one of the most important steps in maximizing your sales.
This seems simple. But most photographers when asked who they want as their client will answer something like “anyone who will come to me”.
I would like to challenge you to think more specific than that.
DEFINE YOUR IDEAL CLIENT
The following could be helpful for portrait clients for portrait clients
- IDENTIFY your potential client (who do you really want to work for?)
- WHERE do they live, play and spend their money?
- WHAT is their age demographic?
- WHAT is the average income?
- HOW many children (if any) do they have? (If relevant)
Be specific with your message to reach this target demographic.
Focus on what is your primary GOAL:
“Working for the kind of people who will love what you do and are willing to pay you for it.” Now that’s a great goal!
Once you’ve clearly identified your ideal client, market yourself as someone they will relate to and want to work with. Go after the market you have defined. You do not have to be everything to everyone.
Warren Buffet says it best, “The difference between successful people and VERY successful people is that very successful people say “no” to almost everything.” They function with a laser focus on who they want, what they want them to do, and how to get them to do that. Hopefully, this series will help get you started in the right direction – no matter how long you’ve been doing what you’re doing. It’s never too late to change paths if where you are no longer serves you.
Part 3 from the "How to Maximize a Sale" series will be about laying the groundwork to guide your clients to purchase what you WANT them to purchase.