Listen up, friend! Does this sound like you:
You wake up to an inquiry from a potential client and your heart flutters with excitement about the possible booking. As soon as you’re able, you sit down to write them an email that includes pricing details (because that’s probably what they asked for). One week later you realize they haven’t responded, so you decide to check in with a follow up email. Ghosted. Again…and with it your excitement fades.
Does this happen to you? Maybe it’s hit or miss, or this happens more often than you’d like. This used to be me, with my fingers forever crossed, hoping with each inquiry that they liked my work enough to actually book a session among the hundreds of other talented photographers in my area. I was booking clients regularly at $200-400 per session, but I would also get ghosted by a great many price shoppers. With my average investment currently above four figures per session, I needed to find a new way of responding to inquiries that was professional, friendly, and most importantly that stood out among the crowd. After working hard at refining my inquiry response system, my booking rate is better than ever, which I attribute largely to the tips I’m about to share:
When a potential client reaches out to inquire about your services, it’s essential to respond in a way that highlights the value you bring to the table. Instead of immediately diving into pricing details, take the time to share the uniqueness of your client journey, and how you serve your clients. Explain how your services can address their specific needs and pain points.
By focusing on your value before sharing pricing information, you have a chance to shift beliefs about what the potential client wants vs. needs, sets a foundation for realistic budget expectations, and helps set you apart from other photographers in your area.
While it’s important to emphasize the value you offer, it’s equally important to give potential clients the information they seek, which is pricing. Be transparent about your pricing structure, but do so in a way that demonstrates the value they will receive in return.
One of the biggest mistakes photographers make in sharing their pricing is confusing potential clients. If people are confused, they will likely just move on to the next photographer. Provide clear and concise pricing options in a way that showcases your brand and client experience. If you don’t already have a branded investment guide, here are a few customizable templates I have created just for photographers like you: https://www.etsy.com/shop/taylorwhitephotos
Sometimes, potential clients need an extra nudge before committing to booking your services. Offering a consultation can be an effective way to address their concerns, answer their questions, and build a personal connection. As much as clients are shopping around for their dream photographer, you also want to make sure they’re your dream client too!
Include links in your emails to potential clients inviting them to schedule a consult. Sometimes just having the option to reach out to you builds trust and confidence in you.
During the consultation, you want to keep the following goals in mind:
By investing time in a consultation, you show that you genuinely care about them and are willing to go the extra mile to ensure they make an informed decision.
Following up is a crucial step in converting inquiries into bookings. People are often busy, and it’s easy for potential clients to get distracted or forget about your conversation. By taking the initiative to follow up, you show that you value their interest and are committed to their needs.
Send multiple follow-up messages within a reasonable timeframe after your initial interaction. Address any additional questions or concerns they may have and help them envision themselves within your client experience. Keep adding value, and serving clients before they even book with you!
Once you’ve built rapport, addressed their inquiries, and provided value, it’s time to guide potential clients towards the next steps of booking with you. Make the process as clear and straightforward as possible by sharing the steps to booking your services.
Provide them with detailed instructions on how to proceed, including any necessary paperwork, payment options, and deadlines. Offer your support throughout the process and assure them that you are available to answer any further questions or concerns they may have. By providing a roadmap to booking, you make it easy for potential clients to take the final step of booking with you.
A game changer for me was turning the inquiry response process into an automated system. Not only does this ensure consistency, it also takes a tremendous load off my plate so I can focus on connecting with the clients who book with me, while still checking all the boxes for my potential clients.
Using a client management system such as Honeybook allows me to create this automation so customized emails templates are triggered and sent on a specific timeline, ensuring that all potential clients get the information they seek in a personalized way. Use this link to get 20% off Honeybook.
If you’re looking for more tips like these on how to start and grow a photography business, make sure you join my email list!
xoxo,
taylor white
Taylor White Photography is a Spokane Maternity, Newborn, and Family photographer, offering a stress-free and luxury portrait experience for busy families and heartfelt moms. As a full-service photographer in Spokane, she provides wardrobe and styling for your whole family, custom framing, heirloom albums, and more. Taylor photographs simple, timeless, and authentic newborn, maternity, family, and milestone photos in her studio and on location.
Capturing your memories in the most
beautiful and authentic way.