Big mistake avoided: Story from a real business
Recently, I received an interesting call from a guy inquiring about what it would cost to get a traditional/formal style of portrait for the website. That's an easy enough answer, and I could have rattled off the price right there and probably booked the job. Instead, I asked, "So, you mentioned 'traditional', what do you mean by 'traditional portraits '?"
"We'd like them to have a similar look to what you might see on the wall of a legal firm, you know...black background, very formal, seated with arched back and slight head tilt, and suit and tie, of course," he replied confidently.
So now I should just give the caller a price for that, right? Nope, I dug a little deeper..."And what kind of industry are you in?"
"We are an XYZ agency," the gentleman answered.
"And how would you describe your target client?" I asked.
"Hmm..." he began, "That's a really good question. Well, I guess I would describe them mostly as young Millennials who are beginning to make their first big purchases in life and trying to learn how it fits with their financial well-being. They are seeking an authentic relationship with someone who can guide them to the best choices for their unique needs."
"Great, can you tell me about the personality or culture of your office..." I said.
"When people come into our business, we want them to feel like this is their living room, that they can hang out and chat with us like friends. We want to be advisors they feel they connect with and can trust." the caller explained proudly.
"Good, good," I said, "but have you considered that the portrait you are asking me about might be the wrong style for your type of business?"
"Uhhh, what do you mean?" he asked slowly.
So I laid it all out for him, saying, “We could create super high-quality, formal portraits, but you just told me that your ideal, young, and casual client wants to buy from someone real and relatable, that your team is trying to be relaxed and friendly, and that your role should be perceived as an accessible guide willing to walk alongside them, right?”
🤯 "Oh, I see what you mean," he whispered as the realization settled.
The problem was a severe mismatch between what he thought they wanted and what they actually needed.
Had I answered the call and just given the price he wanted, I certainly could have sold a more formal, polished, and expensive service. However, authentic relationships are important to me as well! I believe it's more important to take the time to listen and understand.
Consider the last person you spoke to on the phone while researching a product/service…maybe it was another photographer. Did they list out the packages, or did they ask thoughtful questions to identify where you were coming from and where you wanted to go? Did they give you a one-size-fits-all price, or were they intentional about seeking an understanding of your needs and providing helpful solutions that fit?
How does it go with clients in your line of work? Sometimes their perceived needs aren't the actual needs, am I right? Do you help your clients avoid costly mistakes through a foundation of understanding?
We do the same. We have similar conversations with people all the time!
Chatting further with this caller, I was able to share how we could avoid a huge waste of 💰 money by simply going a different route that was more in line with their goals. More importantly, it would 📈 close the gap between their current brand issues and what their clients expected.
The bottom line is that you can have the best website in the world, with flawless copy, and a great user experience, but all of it is 💸 worthless if the brand visuals miss the mark.
When you call us with a photography need, I am committed to taking the time to ask meaningful questions, get to know your industry, and understand the goals and dreams you have for your company before I try to win your business!
