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- [00:00]
A
Often the reason why you're not getting bookings has nothing got to do with your photography.
- [00:04]
B
I think that whole mindset is a huge wall because if people are inquiring and you're treating that person as if it's somebody who's going to want a book, everything changes.
- [00:15]
C
The first introduction on the phone with enthusiasm is a first welcome mat to any potential client into your world. You know, you want someone that's excited, someone that's upbeat, and someone that is excited to talk to you on the phone.
- [00:29]
B
Every single one of those forms is a potential cl, and it just changes the way that you approach it.
- [00:35]
A
Hey, hey, hey, and welcome back to the Difference Maker Revolution podcast. And I'm here with Steve all the way from Oz, down south. Hey, Steve and Janine. All the way in Tampa, Florida, also down south.
- [00:48]
B
It's heading into autumn here. The leaves are turning. So I'm assuming it's going into spring for you. Is that what's happening?
- [00:55]
C
We are in spring.
- [00:56]
B
The warmer weather, we're getting into our colder weather.
- [00:59]
A
Bringing Ireland doesn't mean that it's not raining outside. But, you know, we love the Irish weather because there's daffodils everywhere and the grass is green, the trees are green, and yeah, it's pretty cool. Pretty cool.
- [01:13]
B
You'd be hitting double digits soon. Exciting.
- [01:17]
A
So we have a really exciting podcast topic today, which is take down the walls and increase your bookings. And this is something that we see all the time, Steve and Janine. And we know, we know that photographers don't knowingly do this. They're not even aware that they're doing it right. And, you know, often the reason why you're not getting bookings has nothing got to do with your photography, which is often misunderstood, too.
- [01:44]
B
Well, we saw it. I've just come back from the workshop, as you know, and we saw it at the workshop. The first one was elevate your bookings. And I think people were approaching the phone with a mindset that people are going to give them pushback and that they have to try and convince people of their value and that people don't value me enough. And I think that whole mindset is a huge wall, because if people are inquiring and you're treating that person as if this is somebody who's going to want a book, then the language and the way we approach it, the positivity, the tonality, those first 10 seconds of that phone call, which is your first impression, make a massive difference. And I think, unfortunately, if you're approaching an inquiry as an inquiry, rather than somebody is wanting, is calling to book you or you're calling to book somebody because they have filled out a form, they put up their hand and they have a reason to come in. And it's up to us to find out what that reason is. Everything changes. And that first wall is knocked down because you are approaching it with the vision of booking somebody rather than having to deal with pushback, deal with pricing, deal with they only want files, deal with all these things that we imagine a client's going to want from us even before they've asked.
- [03:12]
A
And Janine often like, when we think about this and we talk a lot about, you know, no like and trust in marketing, right, that we have to the client when they initially inquire with us, they don't know very much about us. They certainly haven't got to the stage yet of liking us or trusting us, right? And as if we go in with the mindset that they have to commit now, they have to commit now to the booking and spending X amount of dollars, right? And we haven't even gone through no like and trust.
- [03:40]
C
They haven't even gone through the no like and trust yet. And it's interesting because that's that mentality, that mindset right there puts up a big wall right away, right? That's definitely the opposite of welcoming a potential client into your world. And so like Steve said, and I can see it like when you have that mindset of the person I'm picking up the phone to call, wants to book a session, I can't wait to learn everything about them. And for me, it's usually them and their baby or them and their child. It changes the reason why you make the phone call. And a great example is like if you have a note, like if you have an email from an existing client who wants to book a session again, you call them with all sorts of excitement. Oh my God, Steve, it's so good to hear from you. What are we wanting to, you know, and you're so excited because, you know, in your mind they're booking, it's an existing client booking. Again, same thing as like making phone calls for to existing clients to book in for a promotion. You know, it's a as like they say, an easy phone call. It's you're excited because you know they're going to book. So if you approached your potential clients with that same excitement, enthusiasm, imagine the difference of the response of the person on the other end of the phone as opposed to, hi, Steve, this is Janine from Cloud 9 Studios. And you, you filled out this form and I just kind of wanted to talk to you to see, you know, like, what kind of questions you might have and, oh, my God, you know, that would just be horrible. Like, of course you're not booking anything because you said, you know, you have no confidence, you have no excitement on the ph, as opposed to just that first line. The first introduction on the phone with enthusiasm is a first welcome mat to any potential client into your world. And people don't want to work with. I mean, we love Eeyore, he's a warm and wonderful character in Winnie the Pooh, but that's not who you really want photographing your family. You know, you want someone that's excited, someone that's upbeat and someone that is excited to talk to you on the phone and potentially even change their day and be that ray of sunshine in the day, because you don't know what kind of day that person's having on the other end of the phone.
- [05:43]
B
I just want to pick up, too. Janine, you probably didn't even realize because we are so used to it in our world. You kept referring to this as a potential client every time you pick up the phone. And that's a huge mind shift, just the shift from a lead. And I don't know whether you did it, like, intentionally, but it's incredible now that we are at that point where it's normal for us to talk about our potential clients, but most of the photographic industry is talking about leads rather than potential clients. And the difference it makes when you believe you're calling a potential client as opposed to a lead or an inquiry is huge because every single one of those forms is a potential client. And it just changes the way that you approach it. I just wanted to point that out because that was so good that you brought that in.
- [06:35]
A
It's crazy, guys, because it's. This is no different than any human relationship, right? Like, you're not going to. No matter how beautiful the person is that you meet for the first time. You're not going to ask them to marry them, though, the first time you meet them, right? Like, if you do, I don't know what might happen.
- [06:53]
C
You.
- [06:54]
A
But it's very unlikely. I haven't met anybody yet who, the first time they met somebody, asked them to marry them. Do you guys?
- [07:01]
C
No. It probably wouldn't be very successful coming
- [07:06]
B
from somebody who's been married multiple times.
- [07:10]
A
I got close to that in that when I met Susan, we were only seven. We started going out when we were 17 on the 9th of January, right? And I was cycling home from school just after my 18th birthday. So a couple of months in and my best friend was four doors down and she and I were cycling home from school because we're still in high school. And I said, I'm going to marry her someday. She went, you're crazy. Would you stop? You're only 18. Would you stop? So I got close, but even I wasn't brave enough the first time to meet her, even though I felt that early, she was the right one, person I wanted to spend the rest of my life with. I didn't like, but I got close. That wasn't close enough, right? It wasn't too far away, but I still had to go through, I had that belief then. So I went through that mindset and she did try and drop me along the way a couple of times, but I just had the intention, as you say, Steve, you know, I just kept coming back and here we are. Here we are.
- [08:12]
B
It was testing your resilience.
- [08:13]
A
She was.
- [08:15]
B
And I think clients do that too on the phone. They test us to see whether we are resilient and whether we really believe in what we do as well. So sometimes clients do throw us a few curveballs, but it's that belief that helps us through that, I think, and understanding that, you know, the reason they're calling is because they want a book.
- [08:35]
A
So Janine, we talked about this and we're not talking about physically building a wall, but it's a really good metaphor, isn't it? Or example of what we do sometimes that as the client is interacting with us that, you know, are you building a six foot wall that they have to climb over to get to the next step or are you putting out a welcome map that makes them really easy to say? Yes, I really getting to know like and trust you now. I want to, I want to go ahead. So, so, so what is a wall, Janine? Like, like I, I can see this wall and I can see my client's journey and I can see, you know, what I've identified as what I need to deliver for my client as they progress through my client journey. But what. Give me an example of a wall. We've already talked about mindset as the key one, but give me an example of another wall that might be put up.
- [09:27]
C
So, you know, if you look at points of entry into your world, that's the first, well, the first wall after your mindset that the walls go up and this can take the shape of a very confusing Website, you know, we've all been there. We've all been to websites where all they want to do is get in touch with this business. And I can't find a phone number anywhere. Like, there is no. You can search high, you can search low, you can search left, you can search right, and there is zero phone number. There's not a city, there's not anything on here that would give me any frame of reference of how to contact this person. So your website can actually put up a huge wall if you don't make it clear, easy, and obvious as to who you serve, what you do, the difference you make in their life, and a way to contact you. Right, so that's an example of a wall. I think a lot of business owners put up, not just photographers, but business owners in general. They don't understand the structure and what the purpose of their website is. And then along those lines, a form on the website, or if you're running Facebook ads, or if you're doing displays and gift certificates and you're having people register to come to your studio, putting up these forms that are. I mean, my God, my daughter's college applications were easier than some of these forms I've seen. You know, it's like, why would someone sit and fill this out in order to find out if they want to do business with you? And so these forms can be overwhelming. And if you think about it like, wow, I've put up a wall. I mean, that's great. I mean, I guess if you have so much business that you can handle another single person coming through your door, great, put up a wall. That's what it's doing. It's going to restrict the flow and restrict the access to you. But if you're listening to this podcast and you're someone who needs to book clients, take down that wall. Take it down. Why do you have it there? You want people to contact you, and you want people to be excited to make for people to get in touch with you. So that's really like the first point of contact. Ronan. It's a. I think it's a very good example of a wall because we just see too many people, and it's not just photographers, but a lot of times, you know, we're talking to photographers, so they just make it way too difficult for people to get in contact with them.
- [11:34]
A
It's interesting the way we jump to conclusions when we put these walls in place. We don't even realize we put a wall. We blame something else. So at the workshop that Steve was Talking about that we had a couple of weeks ago was really interesting to me in that there was one person there who said, well, I got these Facebook leads and it was great. And potential clients, of course, but I'm just talking to the whole audience. So potential clients, they filled out my Facebook form, I contacted them. I had a wonderful conversation with the moment. And then I sent her a contract. We went. You what? Oh, we sent. Would you mind sending us a copy of that contract so we can have a look for you? Now, I'm not joking you, right? This was a contract that if you sent it to me and I'm in business a long time and I've seen my fair share of contracts, I would need to send it to my lawyer or solicitor before I would sign it. So where does that fit with know like and trust like, what message is that am I sending to a client that at this stage for a portrait experience, I'm looking to get. Sign a document that I feel I would need to get my sister's jacket, you know, be easier to ask someone to marry you, you know, so it's, it's, it's interesting. And of course, the issue wasn't the contract or the wall that the photographer built. The issue was Facebook gives me bad leads or potential clients. You know, it's really, really interesting.
- [13:17]
B
Clients that ghost me.
- [13:19]
A
Clients that ghost me. Exactly. And then wonder why. But, you know, it's like, it's sometimes we. That's why we're here, right? Is that we don't see these walls that we build. And sometimes it takes someone else to see the walls. Right. For us. Well, we're all, we're all like that in business, right? That's why we exist in difference maker revolution. So we can help you with everything around this. So, Steve, talk to us about welcome mat. We've talked about the walls. So if we want to give a welcome mat instead, what would that look like?
- [13:48]
B
Well, welcoming the client. Like, there's so many different stages of the experience, but going on from where Janine took off, you've talked to them on the phone, you know, sending them. The next bit is a welcome. Welcome pack really does help legitimize, I suppose, the business in that person's mind once they've agreed to come in and welcome them into your business. The welcome pack and the wording of that when you're sending the welcome pack and what you send in the welcome pack. I've had one photographer send me their welcome pack. And rather than a welcome pack, it was a demand. You Must pay, demand. You, you know, you should be measuring every room in your house before you come and see me because you're going to want more. A demand that I am. Well, not a demand, but information as to, I'm an award winning photographer so my prices are justified and you will spend. That was not a welcome. You asked me about welcome. I went the opposite way. But it just reminded me of that, sending a welcome letter, a welcome booklet, a welcome pack. Somebody needs to be welcoming in its wording and not a pushy sales gimmick that is trying to justify. I'm an award winning photographer and this is a justification of why you need to buy from me. Really important that everything ties together and sends a similar message, continuous message.
- [15:19]
A
Janine, we have to be aware that our clients are asking us, asking themselves two things all the time, right? As they go through their photographic experience with us. Like they're, they're asking like, am I in the right place? And they're asking, does this business actually care about me? Right. So what answer do you, as they go through your client experience and they come across all your welcome mats and what do you want them to answer to those questions?
- [15:45]
C
Well, that's easy run. And when I have clients receiving pieces of my experience, especially from booking to session, I want them to be excited. I want them to read what they're receiving, whether it be via email, text or in the mail, and be like, oh my God, this is definitely going to be the place that I want to bring my children and family to. I'm so excited for my session. I will move heaven and earth to make sure I am there and present and prepared in order to have the best experience of my life for, you know, for me and my kids. And so like, we're always building on that excitement for them the whole time. And that's my goal. And that's when we write all of our pieces, that's, that's the mindset we have in our mind, is for them to read everything we give them and the little surprises that we send along the way too, to delight them so that they're happy and they're excited and they already see from the very beginning that we're probably different than what they had expected in their mind from a photographic experience, in a sense.
- [16:43]
B
And that time, Janine too, a lot of people are questioning, but the other thing that happened at the workshop, there was somebody who had come in for their own photography experience. And that time between booking and the time that they came in for the session, they spent a lot of time questioning, am I good enough? Am I worthy? Am I the only one that feels this way? And you know, part of that welcome mat needs to be, there are other people like you, we understand you. And sending those communications and reinforcing it. Because if there's radio silence and there's nothing, no correspondence, no interaction, no phone calls from the time that you book until the time that they come in, this is when people cancel or no show because we haven't given them the reinforcement that they need to believe in themselves enough to want to come in
- [17:34]
C
and have their experience, Doubt starts to creep in.
- [17:38]
B
Yeah. And although we haven't built a wall by doing nothing, we've created a wall because we haven't. Knowing our client and knowing the thought process that they go through, we have to support them.
- [17:54]
C
Well, and I think you said something right there, Steve, that I don't think a lot of listeners understand fully. You have to know your client. You have to know your ideal client avatar. See, that means you have to know what their fears are going to be, what their desires are going to be, what's going to delight them, what they're going to question during moments of silence, what they're going to struggle with from booking to session. You need to know all of this about your clients so that way you can talk to that throughout that part of the journey. Know what's going to excite them, know what's going to hold them back, know what they need help with and find bite sized ways to feed that to them during that time.
- [18:30]
A
So, Janine, we know that the client experience is one continuous emotional journey for the client. So. But how do you go about figuring out whether you're laying welcome mats or whether you're building walls? What's, you know, how do you discover that yourself?
- [18:46]
C
So we're constantly auditing the business and the studio and that client journey. So like I always talk about, this is a living, breathing journey. It isn't. You discover it once you write everything and then you leave it for the next 20 years. Right. I mean we are, we are revisiting and refining. I'm a refiner, right? And I think you, you have to be if you're a studio owner. But we're always refining that journey and looking at it from the viewpoint of our client. Like if a client was walking in, what do they see? What do they smell, what do they taste? You know, like everything from the client's point of view. And I'm always auditing my own journeys as a client in someone else's world. Right. And then picking up things from there, you know? And so when I have experiences, what is it that was a wall versus a welcome mat in my experience with that business? And then I look and analyze, like, did I do this or did I do that in my studio with my clients? You know, I'll give you a great example. This past weekend, we were in Savannah, and we did. We're foodies, right? So we went to some, like, two specifically fine dining establishments. That amazing food, incredible food. Two very different experiences. Very different experiences. And each one we were. Was that what I expected when I'm going to spend 300 on a meal or not? You know? And it's interesting because when you look at it from that viewpoint as the person going on the journey, then you take it back to your own business and, like, you know, what do I need to tweak a little bit in my journey to make sure that I have a client walking in and they're getting the experience that they would expect or. And even above and beyond, Right? So it's a combination of two. My eyes are always open every experience I go on. And then also every day in the studio, what can we always refine and improve from our client's point of view to make it better? Um, anytime, something. If a client makes it through a certain point in the journey and they weren't where we thought they would be, we go back and analyze either one. Did we do everything we were supposed to? Did we miss something? And, oh, you know, like, so many things have been added because a client got through. And I'll give you a great example. In the very beginning of our first birthday experience is we had many moms who got covered in cake, right? And it was a joke. And it's like, oh, looks like, you know, you're gonna go home today covered in cake. And I was like, oh, my gosh. Like, what if this mom had to go to an appointment afterwards and she's covered in cake? So we ended up really early on, adding into our journey in that welcome packet, letting moms know, you might get covered in cake, but bring a change of clothes for yourself as well. Right? Because we don't ever want a client to walk away like, oh, my gosh, I got messy here, and now I have to go to an appointment. I'm gonna look ridiculous covered in cake. Right? And I know that's Steve's greatest fear, as he would never want to be covered in cake, you know, so it's like little things like that. Like when you see if you pay attention to your clients and what's happening, and you can realize what you need to inform them, how you can get them that information, so that every stage along the way, they're delighted with everything that's happening with their experience, the entire journey with you and your studio. So it's both, Ronan. It's keeping your eyes open when you're out and about in the world, doing business with others, and then constantly auditing your own studio as well. So we do both.
- [22:02]
A
And with anything, Steve. Right. There's massive benefit to getting this right for both the client and, of course, you as the business owner. And there's massive cost if you get it wrong. Like, you know, like if you take that client experience and, you know, if you're building a wall even then the. Just before the design consultation. Right. Everything that's happened before that, you could lose it even then, or you could make it even then.
- [22:32]
B
There's so many stages, and I feel like one of the biggest walls when you go into the design consultation is a lot of the times we're not informing the client of what's going to happen, and we are not. What have I seen recently? I watched somebody take somebody through a slideshow and then say, okay, so what do you want to have? And it was just too big a question because they hadn't selected their favorites. They hadn't had the opportunity to look at each photo one by one. They hadn't had the opportunity to express why each one of those photos was important. And it was just too big a question at that time. Time. And so they found that a lot of clients when they were using this method would say, I don't know, and have to come back and think about what they would like to do from that point on, because we caused confusion. And so, you know, we have to open the welcome mat, take control and step them through so they're making small decisions along the way rather than asking for a big commitment at the start. It's like what you were talking about before. Too big a commitment. So there's lots, lots of things that people seem to do to set up those walls, especially in the sale.
- [24:02]
A
So, Janine, in the next podcast, we've talked today about identifying walls, knocking them down, replacing them with a welcome mat. And the next podcast, we're going to talk about taking that welcome, Matt, and adding a little bit of magic. I know it's one of your favorite podcasts to talk about. So on that note, for you guys, what you need to do next, all you have to do is click the link below. Apply to join the inner circle where you can work with this amazing coaching mentoring team to eliminate all those walls. Lay out all those welcome mats. So your clients, you build your know, like and trust with your clients. They trust you. They say yes at every step and they come back over and over and over again. So just press the link below. See you in the next.
- [24:48]
C
Bye everyone.
- [24:49]
B
Bye everyone.