I've never been a big fan of business motivational books,…
Intro by Skip Cohen
This might be one of my most favorite posts from Nicole Begley’s archives.
First, think about the concept – professional photographers having a welcome packet. While many of you have put together folders for your clients, I love the continuity of Nicole’s complete packet. And, the concept certainly isn’t new – from a membership at the local “Y” to new cars, associations, the Chamber of Commerce and housing developments, we’re all used to getting some kind of package.
Second, everything in her packet, right down to the look and feel of each component, Marathon can help you put together. From concept to design to printing Marathon can do it all. Most of you don’t have design backgrounds, but having your own marketing department to help launch a project like this is just a phone call away!
A well-designed welcome packet is a great way to kick off the relationship with a new client. Nicole’s specialty is pet photography, but the concept works with every specialty. It not only helps a new client understand your skill set, but it also paves the way for more business as you plant the seeds of ideas for the full collection of services/products you offer.
By Nicole Begley
What’s in a welcome packet? It’s just the first touch point your client has with your business after they invested in your session fee. It will either confirm the great decision that they made to invest with you or make them reconsider. It will set the stage for a great sale, or keep your client thinking that a few 5×7’s and a great big 8×10 is what I should order. No pressure, right?
I’m happy to share my latest welcome packet, a welcome packet that has been evolving for 3 years. I’m finally able to say that I am thrilled with it!!
What does it include?
- custom designed folder
- 8-page session guide
- price list
- collection list
- a card on preparing for your ordering appointment
- custom designed wall cling
In my session guide, I include the following information:
- welcome note
- information on choosing a location
- what to expect for our session
- what to wear
- specific dog and cat information, like exercise your dog prior to our session, etc.
- next steps
Even though my clients have access to a 26-page digital Product Guide when they book their session, I also like to include a small accordion brochure with some general pricing information as I want to make sure that there is no sticker shock in the ordering appointment. The collection list on a separate 4×8 card is the perfect thing to pull out at the ordering appointment to let your client see the value in ordering a collection.
The thing that I am most excited by in my welcome packet though is my custom wall cling. I do in-person sales, and I feel strongly that you are leaving money on the table if you are putting up an online gallery and trying to sell by letting the clients choose an 8×10 of this and a 5×7 of that. To make a living as a photographer we need to be offering our clients something that they can’t do themselves, and one of those things is selling custom designed wall art.
This wall cling allows my clients to walk around their house and stick it on any wall that they would consider hanging something on. I then can put it into my software, size it, and show them their images on their walls in their actual size at the ordering appointment. There is not one person ordering an 8×10 for their wall.