Experience...the next competitive battleground

“Don’t reinvent the wheel. Focus on winning one customer at a time. Be honest and sincere. Do what’s right. There’s nothing magical about this. That’s been my guiding principle. To make it work, you have to live it every day. Make it your mindset.” 

— Robert Spector

Clients buy products and services...but also experience and emotional gratification.  

Experience is the vital connection that companies make with their clients and we MUST pay attention to every detail!

Experience is the relationship-building part of a business; it is personal and requires a higher level of commitment from you. It should create an emotional connection, transcend the ordinary, be memorable and unique.

           What we learned from "The E-Myth" by Michael Gerber

ONE: Your facility, paint colors, décor, scent and lighting all make a difference in how your clients feel when they step through your doors.

They make the decision if they are in the right studio as fast as one blink of the eye. In addition and as quickly, they decide how much money they are willing to spend with you. 

What impression are you making? 

First impressions are so important, but what about the second, third and fourth impressions? Once the initial magic is gone, what can you do to maintain the magic?

TWO: You must be consistent, consistent, consistent in every way, from how you greet your clients to the refreshments you offer. Think of your business as a franchise-can you repeat every action, decision, experience? You must think along these lines in order not to disappoint your client with an inconsistent experience.

We work very hard to build relationships with our clients that show we care about them.

Here's a little of what we do: 

1. We pay attention and do little extras like carrying their orders to the car (especially wall images) or helping them into the studio with their bags.

2. We meet them outside with an umbrella if it’s raining, offer snacks during sales, and set up a delivery area with proper lighting so when the client picks up their order, their portraits look magnificent.

3. We write thank-you notes after the sale, usually within 1-2 days. We often send a Gift Card for a Session Fee for another type of portrait after the order is picked up to encourage a return session. For example, if they just had a senior portrait done, we will add a gift card for a family session. 

             It all adds up to the customer experience we strive for. 

And finally…

4. Remembering the client’s names and their children’s names are very important to experience and creating lasting relationships. After all, the sweetest thing people can hear is their name (or the names of their kids). 

To help our memory, we have the Design sheet with all of the information listed that we can "brief" ourselves before the client shows up. This is another great reason to run an "appointment only" business. When people pop in unexpectedly, we cannot offer the same level of service or set up the experience they expect. 

I suppose you can call what we do the Golden Rule...treat others as you would like to be treated!