Karyn Sarganis Fritz Karyn Sarganis Fritz,
Photographic Craftsman
www.ksfphotography.com
214-474-0080
Plano, TX
The Finishing Touches That Create Customer Loyalty -- By Karyn Sarganis Fritz, Photographic Craftsman
It’s all in the finishing touches. How many times have you heard that statement? I hope a lot because it’s true, and I hope you are paying attention. Yes, it’s important to give your clients great customer service; in fact, it’s a must! But, I’m talking about excellent customer service. Going above and beyond what your clients expect. This is what will make you stand out above the rest and create customer loyalty.
I am very fortunate to obtain a large number of repeat clients. I opened my studio in 1988 and still service clients from my startup days. This is very important for several reasons. I do not have to consistently spend my time, energy and money on marketing to new clients. It is much easier and cost effective to take care of your existing clients than it is to attract new ones. We have all heard of the 80/20 rule: eighty percent of your business is generated by twenty percent of your clients. You might want to look at your numbers and see how the 80/20 rule applies to you. Below are the steps I follow to make that happen.
First. I insist on a consultation. I want to get to know my clients and let them get comfortable with me so as to be fully prepared for the photo session. I ask them to bring their wardrobe to the consultation session so we may discuss it together and I can show them what wardrobe works well for portraits and which ones are not appropiate. Since I started this practice I have elimated my clients showing up for the session with the wrong wardrobe. You may tell them til your blue in the face, but not until you discuss their wardrobe do they seem to understand.
Also, how else would I have known that the mother is a firefighter and decide how to incorporate that in the portrait? I had another mother who kept staring at a wall portrait I had on display in my studio. It was of a bride and groom in a Victorian-footed claw bathtub. I finally asked her what it was that fascinated her about that particular portrait. She said they had just remodeled their master bathroom with the same identical tub and could I come up with an idea to use her tub in a portrait with her three children. It was clearly obvious it would make a sensational portrait with the children frolicking in a bubble bath. I even had the original wardrobe in stock that the mother wore in the portrait.
Another benefit to having the consultation was she noticed the tub and I would not have been able to show her my extensive wardrobe I have on hand. Everyone’s life is hectic these days, and by saving them a trip to the mall, in addition to following through with the ideas and wardrobe from the initial consultation, it set the expectation for the session, which insured everyone was on the same page with no surprises.
The consultation is the perfect time to show all the new variety of products available. If they have not had a family portrait taken in some time, they could not possibly know the advances in technology that digital photography offers. Paying attention to what they are showing enthusiasm to gives me a clue on how to photograph their session. For example, if they love an album I know I need to photograph more scene setters and detail images to incorporate in the album or by my asking questions where the images will be displayed in the home, I will know in advance if they need a horizontal or vertical image to fit into that perfect spot in their home.
Second. I make sure that the day of the session will go as smoothly as possible. I provide cool drinks and even snacks, if necessary. I have had a lot of experience photographing children, so I always make sure I have a supply of extra diapers, baby wipes and formula with a clean bottle. Amazing how many parents forget to bring these essential items.
I goof off with the kids, let them make silly faces; and for the older kids, I involve them in the session. I ask them what they would like to do or what prop they would like to incorporate into the portrait. Giving them a feeling of empowerment and involvement makes the session more fun for them and easier for me. With the beauty of digital, not every click of the shutter has to be perfect.
After the session I give the kids a Beanie Baby as a thank you present for being so cooperative during the session. I also use it as a bribe during the session. But, always ask the parents first at the consult if they are okay with the use of bribery.
Third. As professionals we should be up to date with the current trends in style and be proficient in Photoshop. I like to show my clients several images that I have added finishing touches to so they do not have to visualize what options are available on their images. My number one creative aid is Graphic Authority Software. They are a one-stop shop saving me valuable time. They offer templates, textures, backgrounds, brushes, frames, and vector art. They are continually reinventing themselves and designing new wonderful templates and backgrounds to keep my work looking fresh and my workflow running smoothly and more efficiently.
One of my favorites of Graphic Authority is their Grunge series. The seniors love it, and this new and fun look is bringing seniors to my door without my marketing to them specifically. I also love their new Artisan Series and Artist’s Palette. The new series has a number of beautiful backgrounds with textures and new vector art which I use in every preview order.
I spend extra time in presenting my favorite images with an artistic look, and I also put together a one-page spread as an example of how their album will look if they are on the fence of ordering one. There is nothing more impressive than seeing their images already finished in a creative, fun display. Yes, it takes more time, but my sales prove that it is well worth every minute.
During the sales session, I ask them again what they would like to display in their home, I also take my clue from what the clients are saying while we preview the images. If they picked one image that I think would make a particularly great art image, I will suggest it. My favorite way to display an art image is to print it on watercolor paper, tear the edges and float the paper on mat board. I will either apply a Graphic Authority look or paint the image in Photoshop.
I love selling a series of prints; either 3 to 5 images framed individually or artfully displayed as a collage. I find most people are open to several smaller prints rather than one large wall portrait. Or, I will sell the series of smaller prints as an add-on to the wall portrait. Again, paying attention to what the client is choosing and following their lead pays off.
Four. After the no-pressure preview session I get to work in post production. I do not choose frames until the images are returned back from the lab. The images are mounted on art board and I present their final order gift wrapped. They are always impressed, and it adds value to the whole press of hiring a professional artist and also adds value to the prints themselves.
Think about your own shopping experiences. How do you feel when you make a purchase and they wad it up and throw your purchase in a cheap plastic disposable bag. If they don’t value their own merchandise and treat it so cavalier, why should you. Now, compare shopping at an upscale store where they carefully wrap your purchase in beautiful wrapping paper. It adds value because they value their merchandise and you feel good about your purchase. It even helps you feel like the extra money you just spent was well worth it.
I order pill boxes in a beautiful copper metallic color from 800GiftBox.Com with matching tissue and ribbon. They have several types of boxes and bags to choose from. I package the wallets and Christmas cards in organza pouches with a drawstring and beads hanging from the bottom. Their usual responses are, “Do I get to keep this?” and they are delighted when I tell them, “Of course.”
Five. If my clients are having a difficult time choosing frames or even the sizes for their wall portraits, I will make a special trip to their home to see their décor. I study the wall space to come up with a unique way to display the art images on their wall. I also bring my Canon Rebel and photograph the house to keep in their file for future reference.
One of my clients had a beautiful curved staircase with a large open niche in the middle of the curve. I suggested ordering an 11 x 14 canvas image and displaying it on an easel and placing it in the niche. She absolutely loved the idea.
I accomplished several objectives by visiting their home. I know what furnishings, décor and colors appeal to them, the layout and wall space of their home and it develops a connection with them that is invaluable. I’m now in a position to make informed, professional recommendations, and they are pleasantly surprised when I come up with ideas that they never would have thought of on their own.
Six. After I have finished framing, I take it one step further and deliver the finished products to their home and personally hang it on the wall for them. Usually they have ordered several pieces and appreciate the help in arranging the hangings. Several times as I am ready to leave, they hesitantly ask me, “As long as you are here, would you mind framing some other pieces for me as well?”
They go into the closet and pull out several photographs taken years ago from other photographers that have never been framed. If you are not helping your clients with framing you are doing them and yourself a disservice. I have now filled a void other photographers neglected, and I am creating customer loyalty. I have also just increased my sale. It is a win-win situation for everyone except for the other photographer who lost a frame sale and, more importantly, a repeat client.
If you do not want to provide full framing services, then contact a local framer and make arrangements with them. Meet your clients at the frame shop and help them pick out a frame that works best with YOUR ART. Or, order the frames and take them to the frame shop to do the assembly for you. Frankly, I cannot imagine not finishing my vision from start to finish.
I recently meet a couple who hired a different photographer every year for their 13 year old daughter. After I framed their images, they asked if I would do some framing for them. Imagine my surprise when they brought out 12 years’ worth of photographs for framing. None of the photographers had framed any of their images before they meet me. I framed every piece for them, hung them up on the wall and then picked up a beautiful masquerade mask that they had lying around the house and hung it in between a series of black and white images. She started to cry. She told me she would never, ever use another photographer again! I was very touched to know I provided a great service to her and it was greatly appreciated. She also told me she was going to tell all her friends about the “new, wonderful photographer” she just found. Now I also have word-of-mouth working in my favor.
As you can tell from the amount of time I spend with my clients, I am not a high volume studio. I prefer to get to know my clients in depth, create a relationship with them, and as an added bonus, watch their children grow and mature year after year.
If you take care of your clients, your clients will take care of you. And, I like it that way!!
