Now you have a client in front of you – this is your opportunity to convert their initial enquiry into a sale for you. You are in a great position as they are already looking for you to make the sale, this, therefore, boils down to one real question only… “What is important to you?”
Ensuring you ask this question, and get a real answer, is key to converting this enquiry into a sale.
If you are a photographer, for example, you might get a response like:
- I just want lots of pictures of my guests having a good time
- I don’t want lots of boring photos
You might find that their responses are a little vague, so you may need to then probe further with some open questions such as:
“You mentioned your guests having a good time, what sort of thing will they be doing at your wedding? What do you envisage?”
“What makes a boring photo, in your opinion?”
This feeds straight into the Sales Cycle:
Your Sales Pitch should include their words – ie. what they said was important. When you know what their need is you can use this to link back to your service and what you provide. Ultimately, they can’t argue with their own words. If you are showing them that you have listened to their needs and can meet that need, they should be looking to buy!
Using the examples above, let’s see what this might look like:
- You mentioned that you want pictures of your guests having a good time and you told me that you are having a lawn games. We can do some shots of you and your wedding party having a play, which will look great. My assistant could also, while I take some of your private photos, chat to your guests and get candid photography of the drinks reception. You could also choose to extend the time I am available for, so that I can get some great pictures of your guests boogie-ing on the dancefloor. This way we get lots of pictures of your guests having a good time which will be a great reminder of your lovely wedding day.
Note the opportunity to upsell the length of time that the photographer is available for. Think about ways that you can bring in what you can offer to suit their needs.
- You mentioned you don’t want lots of boring photos. I specialise in reportage photography so formal, lined up photos is not something that I do. I aim to blend into your party so that your guests can act naturally around me, that way you get interesting pictures of your guests. I can also provide an artistic style which would look lovely as a canvas, perhaps hung on your wall. Nothing boring about me!
The above example shows style, knowledge, and expertise as well as showing that the photographer has listened to the client and is able to match their own style to suit the needs of the customer.
Ultimately, they are there to see you and they don’t want to waste their time with someone who is not going to give them what they want. Listen, be clear in your response and be prepared to tailor your pitch to suit their needs.
Finally, with all of this, don’t pretend to be something you are not. If their expectations are unrealistic – tell the client, respectfully, and explain why. Not all customers are your customers, don’t be afraid to say no.
Key things to remember:
- Find out what they want
- Match their need to what you do – use their language
- Show them you care about what is important to them
- Make the sale!
Hopefully, these tips can help you convert the couple in front of you to a couple who are buying from you.
What are your best sales tips – comment below!