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Using Incentives & Deadlines to Close the Sale

Tips & Tricks

Hey guys! Melissa Jill -- pro wedding photographer and owner of Align -- here again to continue my series on efficient and profitable album design and sales. I've talked a lot in this series about up-selling -- offering your clients the option to add spreads to their album after the wedding by showing them an ideal design they won't be able to live without. As I've mentioned in past posts, there is a RIGHT and a WRONG way to do this. This post isn't going to make a lot of sense if you aren't caught up on the other posts where I discussed this concept of up-selling and how to do it well. So make sure you get caught up here before reading on: 
Once you present an opportunity to your client to upgrade their album, it is wise to entice them with some incentives for choosing to do so in a timely manner. They are sure to love the ideal album design you send them and want the whole thing. But if they put off the decision to upgrade and the initial excitement wears off, it is unlikely they will decide to do so. They will instead, more than likely, find another place to spend their money.  
When I send an email to my clients with instructions for how to revise their initial album design, I include information on my incentives and deadlines:

I spell out the costs and the deadlines explicitly in an email so they know exactly what their options are. For example:  
"I wanted to give you some info on how to proceed with finalizing your album design. The album you ordered includes 17 spreads. The one I designed you has 30. I did this because you guys had so many great photos and I wanted to show you what your album COULD be. So you can either choose to narrow down the layouts to 17 or upgrade your album by purchasing more layout spreads at $120/spread. If you wanted to purchase the album as it is now, it would cost an additional $1,689.48 (this includes tax). 
I would really love for you guys to have the full album I designed for you, so if you place your order for the full 30 spreads within one month (by May 7th) I'll give you 20% off the cost of upgrading (total due would be $1,351.58). If you place your order for the full 30 spreads within 2 months (by June 7th) I'll give you 10% off the cost of upgrading (total due would be $1,520.53)." 
These incentives and deadlines encourage clients to make a decision quickly, while their excitement for their wedding is still running high. AND they help speed up the decision making process to keep your album turn-around times short. It's a win-win: savings for your clients, and for you: no more albums hanging indefinitely over your head.
And exciting news! If you're a photographer who wants to start offering albums without investing hours of guesswork and trial and error -- we have a solution for you! Check out the Album Start-Up Kit and start maximizing your profit today! 

Blog post written by: Melissa Jill