Despite our best efforts, sometimes we’re left scratching our heads pondering why our leads didn’t convert into clients. While this isn’t an issue restricted to the photography industry, the sheer volume of competition out there exacerbates this problem, particularly for new photographers who are yet to fill their books with clients. With this in mind, we consider three of the common reasons that photography leads don’t convert into clients.
Too Many Options
Ever been in a situation where you’re presented with so many options, you have difficulty making a decision? You haven’t? Well, perhaps surprisingly then, it’s worth knowing that too many options can confuse or overwhelm prospective clients. Contrary to what you might think, trying to cater for too many possibilities can be detrimental. This is most evident when clients are relying on you for your expert judgement. Consider simplifying your core offerings and pricing structure based on the most common requests your clients make. You can still make mention of bespoke options upon request, which ensures you maintain all of your leads.
Leads lack Conviction
Having a great marketing approach is in valuable. However, unless you have a solid sales pitch and point of differentiation, you’re never going to capitalise on your marketing expenditure. It’s no good saying that you’re a great photographer who has done this or that, or that you have certain qualifications under your belt. You need to portray this experience to prospective clients, which is best done through a strong portfolio as well as the testimonials and recommendations of existing clients.
Your leads also want to ensure you understand their brief as well as their specific needs. Therefore, you need to be able to relate to their vision, empathise with what they want, and build a sense of trust. Most of all, particularly for photographers who don’t compete on price, emphasise the value you will afford clients who opt to choose you.
You Forced Their Hand
While the emphasis of the sale is important, you don’t want to come across as that pushy salesperson focusing on a quick buck. Find common ground and probe your leads to learn more about their vision. Understand that their decision may take time and your direct approach may be offputting. Being pressured into a sale is a sure way to turn someone’s interest 180 degrees in the other direction.
While you shouldn’t sell yourself short by only providing the info that a lead is after, you need to moderate yourself to ensure you don’t alienate them by talking about yourself or your business too much. A gentle follow-up or two won’t do you any harm but always approach respectfully and with patience. While you might focus on photographs for a living, this is one area where words, and the right ones, truly do matter.