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Posts Tagged ‘Add-On Sales

Quick Tip: Added Value + Add-on Sales = Higher Consumer Satisfaction

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By Skip Cohen

When I was at Polaroid I was involved in a series of consumer surveys for product development.  The surveys repeatedly showed that consumer satisfaction for a product dramatically increased with the number of accessories available.  As a result, when Polaroid launched the Spectra camera, it was a complete system.  There was a full line of accessories including self-timers, cable releases, albums, bags, table top tripods and even Cokin filters, just to name a few.

You’ll find the exact same philosophy with most of the major consumer purchases we make today, especially in consumer electronics.   Photography isn’t any different and if you’re only offering your clients an album and a few different options on print packages then you’re missing the boat.

Let’s beef up what you’re offering your clients starting with online hosting and slide shows.  Then let’s move into all the hard goods available.  Albums of every color, shape and size are out there.  One of a kind table top books like the Asukabook line up.   Frames are an outstanding add-on sale.

A canvas print becomes an amazing enhancement for that one or two special images from a wedding, a portrait sitting or children’s shoot.  And, while it might not be for every client, purses, bags and backpacks with the kid’s pictures on them are outstanding add-ons from a children’s shoot.  How about the types of images you present?  Sure, there’s black and white and color, but how about the look of infrared, special effects and cross-processing? And there are hundreds of different papers to print on, whether you’re doing it yourself or working with your lab.

And don’t laugh, take a look at novelty products.    There are some outstanding items out there and Neil Enterprises pretty much has them all – from mugs to mouse pads!   For those of you who are purists and hate the idea, I’m not saying you need to be out there selling coffee mugs with the bride and groom’s face on them, but what an incredible marketing tool.  What a way to make a great client laugh and remember how much fun they had at the engagement shoot with you, when you send them a matched set of coffee mugs with their pictures on them!

I’m tired of hearing photographers complain about “Uncle Harry” stealing business.  I’m not saying the Uncle Harrys of the world don’t create problems, but they don’t have access to the hundreds of products and companies that make up the professional photographic market.  As a professional photographer you’ve got virtual exclusivity when it comes to the broadest most diverse selection of add-on products from the finest group of manufacturers in the history of photography!

When you put it all together add-on sales create added perceived value and in the end create higher customer satisfaction and return business, but best of all, it helps add to your bottom line!


Written by scottbourne

March 9, 2010 at 10:41 am

Posted in Marketing

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