Why don’t business owners (photographers specifically) work on building friendships which will EVENTUALLY lead to more sessions with those clients, their friends, neighbors, & family?
There are usually four reasons why:
- No time. The seemingly #1 limitations for most small businesses – especially photographers.
- You don’t know how to keep in touch regularly. Even a simple postcard mailed every month is better than the job most photographers do.
- You don’t have a simply system to follow up. The system should be based on consistently, friendly, lighthearted messages.
- You don’t know what to say.
Whether you admit it or not, you are in a relationship business. You must cultivate relationships. You must be consistent & warm. Staying “top of mind” requires cultivation but will eventually lead to more sessions & more referrals. We build our business through relationship building, not advertising.
Technology can HELP but its not the total solution in my opinion.
- Most emails are never opened. Less than 10% in fact.
- Social Networking. Twitter & Facebook at least allows more interaction with your clients/friends than email.
- CMS (Customer Management Software). It collects your names and address but do you use the information??
- Web Sites. Nothing more than a brochure. It rarely will help you build a relationship.
Technology RARELY delivers meaningful communication. There is very little humanity and warmth in technology.
How do you break the impersonal feeling associated with technology? Simple. Send actual mail that has a warm, happy, informative tone without an overt sales message (That is the goal each newsletter you download from me). The relationship is MORE important than the sale! People crave to feel appreciated and valued.
The word of text messaging, tweeting, & private messaging brings isolation in many cases because are not truly “connecting.” You can make a HUGE impact in a client’s life with a simple, unexpected, heartfelt message.
George Dean
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