It’s often said that it’s easier for a business to keep existing customers than to gain new ones. But it also works the other way around: it’s often easier for customers to buy from the same business than to look for a new supplier.
A photography client that already has a go-to photographer will continue to use that photographer, (unless the photographer really messes up), because it’s easier than trying find a new one. A search for the phrase “toronto photographer” can result in over 100,000 hits. No one has time for that.
It’s always easier to continue doing things the usual way because there’s little or no risk. The usual way produces the usual results. When a business calls its usual photographer for an assignment, that business already has a pretty good idea of the outcome. As long at that business continues to get the expected results from the photographer, then that photographer will have a repeat client.
So how does a photographer make a new client out of a business that already has a go-to photographer?
To switch photographers, a client either (i) has to be unhappy with their current photographer AND they must be willing to take a risk; or (ii) must want something different AND they must be willing to take a risk. See a pattern here?
The new photographer has to do two things, both of which are much easier said than done: get noticed by a new client AND reduce the risk to that client.
Marketing helps get the photographer noticed and it earns (only) the first sale.
There are only two things in a business that make money: innovation and marketing. Everything else is cost. – attributed to Peter Drucker
For a photography business, marketing is much more than just having a web photo gallery and a Contact Us page. A photographer also has to show that they understand the client’s business or at least their photo needs. What are the benefits to the client?
It’s not about selling to the customer, but rather, helping them buy. Give the client enough information to reduce the risk so that they can then make a buying decision.
Tags: marketing
