3 types of clients you need to know...

THREE DOORS...THREE TYPES OF CLIENTS

The front door client. 

The side door client. 

The backdoor client. 

How did your client find you? There are three types of clients and each has its own characteristics...and challenges too. Make sure your marketing attracts the right client.

THE FRONT DOOR CLIENT comes to you because they want you, PERIOD. 

-They KNOW what you do, they LOVE how you do it and what it looks like, and they have the resources for it.

-They will travel to you whatever the distance and pay your price.

-They LOVE photography and value its meaning to their family.

-They LOVE their family and they LOVE their home and how it looks.

-They have been inspired and informed by your onboarding process. 

-They know you are great artists and competent business people. 

-They are often your previous client and are returning.

 THE SIDE DOOR CLIENT knows a bit about you, but they arrived through the side door instead of the front. Who is this client? Maybe they are in the business next door (or a neighbor) and love to say hi. They may be models in a video you do :-) and love what you do and say in the video. 

-They know a bit about you and your business and they feel comfortable they know enough (or everything). 

-They have the potential to be an awesome client, but they lack complete understanding. 

You may find there are several disconnects as you move them through the onboarding process and find they are often not totally primed and prepared. 

They may grow into Front Door Clients with time.

THE BACK DOOR CLIENT has been driven to you in a way that is disconnected from your brand, perhaps through a discounted marketing campaign (Groupon) or an 8x10 giveaway at a silent auction.

-Many disconnects exist in this relationship causing both you and them to suffer. 

-They aren’t YOUR customers, even though they are there, at your studio. 

-They sit in the selection appointment (surprised they needed to come in for that) and say yes to everything until the price is presented. Then they are floored and even embarrassed.

It's ok to let them go. Make sure your marketing doesn't "speak" to this group.

Onboarding with inspirational content and proper education helps draw the right client, the Front Door clients. 

Now what?

Create and use content to offer more depth to your message that time does not allow in your initial conversations. Build a "content library" where you have quick access to videos, audios, ebooklets, etc. that you can keep sending as you bring them "onboard." 

Create a website that reflects who you are (or are striving towards) and put content on it to keep potential clients engaged. Remember, short and sweet. You may only have seconds before you lose their attention.

Inspiration and education through your marketing and onboarding processes help people take ownership of your art, the process of creating it and the entire amazing experience.