Gaging and Engaging the Client
"Gaging the Client"There are several personality types of clients we deal with on a daily basis. Once you have the basics down on the techniques of sales its important to begin to understand the major component of our sales, the client.
Metaphor: In sales, we have a toolbox. Full of all of our tools that we can use to sell a client. The art within those sales is knowing how and when to use those tools. As well as when to speak and when to listen.
Each of us are aware of the tools we have; including the quality of our packages and services, the reputability of our company, etc..the list goes on. The importance is knowing when to use each of those tools based upon different clients personality types.
When losing physical appeal over the phone, tone goes along way. It is easy to gage or get a feel for the client on the initial phone call and interaction with them.
Open discussion question: What general personality types do you come across with brides?
Of course, the main goal is to go as far as you can with every phone call, but different personality types call for different TLC (tender love and care) and attention through the sales process. I have divided our typical clients into different categories.
Classifications of Bride types:
Shy/Quiet/Awkward/"Not sure": We all know those shy and quiet clients. Who one word every question you ask, whether it permits a one word answer. Sometimes, it can be as painful as pulling teeth.
Ex:
So what do you do?
For the shy and quiet bride it is important to give them direction without sounding bossy or overbearing. You want to get as much information you can from them without totally chasing them away.
Get the basics: their wedding date and venue.
Explain you are always reachable by phone or email. Sometimes I like to emphasis email when you can sense a bride is totally phone shy, and allow them to know its a great communication tool to reach you.
Let them know they have all the resources they need and can find everything they need right on their wedding space including the packages, professionals, etc. So they can locate it at their convenience with their fiance.
Ask to follow up and schedule an appointment at a time when they would be more able (and willing to talk).
Rude/bothered/Rush off the phone: We all have those clients that answer angry or rushed. You have either bothered them at work or they are just not having it, and they will clearly let you know.
Ex:
So what do you do?
As hard is it may be, you want to respond in the sweetest and most polite way possible. Apologizing, of course, for bothering them. The ideal option would be asking when to reschedule a phone conversation, but if you cannot get to that point or commitment, letting them know you will send them over an email with additional information. It is important to confirm the email address or at least e-mail domain you will be sending it to so they know where to expect it. (Side note: with email, make sure you state it could land in their spam folder to ensure they will get it.)
Overly excited, no venue (just got engaged): We all have gotten those brides who are so excited you cannot get a word in otherwise. They just got engaged and you can practically see them gleaming through the phone.
So what do you do?
With this, you want to redirect them and share your excitement. Ensure them, that everything tends to fall into place after they have a confirmed date and venue, but if they know a desired date and city/state that is helpful to start generating pricing and professionals. I assure them I can send over my contact information and general information on our pricing. I will ask them when they hope to have a decision, and will set myself a reminder to reach back then.
Ex:
"Chatty Cathy"/A lot of questions: We all have gotten those brides who are so excited you cannot get a word in otherwise. They like to talk in circles about all aspects of the wedding day. Asking a ton of questions.
So what do you do?
This is good, they are interested! It is important to answer them to the best of your ability, in a nice and confident manor. It will come along way, the client will not only think you are nice but smart and reliable. The key is to use positive connotation and wording. However, you want to give them direction in insuring you stay on a focused track.
The bride that is willing to talk: We all get the occasional bride who is willing to talk.
So what do you do?
For these brides, it's important to be educated and informative. The most efficient want to help them is to ask them "What are you looking for in your ___ services?" to help guide them to a similar fitting package. Instead of going through four photography packages, you will not only loose the client, but will totally waist time. This is an important time to listen rather than speak, and pitch a package accordingly. You always want to slow down and be clear.
The hesitant bride that doesn't trust you: There is always the bride that is hesitant to give out any personal information or her venue location because they are skeptical.
So what do you do?
It is your duty to build trust with this client. Pitch all of the reputable things about the company, ensure you are there for them to help. Tell them you can send over some general information on your pricing to start off. Send them a helpful link to the brochure.
Budget brides: We all have had the bride that makes it known off the bat budget is her main priority. She is clearly "Balling on a budget."
So what do you do?
The best thing to do is ensure that she is in great hands and that you would serve as a great fit. Explian the value of a professional and ask for a few moments to justify your worth. Have a list of techniques and services offered available to present to her in support of your value statement.
Key components to consider, from your initial contact/first conversation with a bride:
Put the client in your shoes... How would you want to be treated? or guided through the process?
Be the brides best friend
-Keep in mind you are helping them for what is in their best interest.
-Let them know you are here for them all the way up to the wedding.
-Be friendly and confident.
Get the information you need to get the ball rolling while not sounding like a robot.
-Atleast their venue, date, and fiance's name (to add a personal touch, this way you can add his name to their website of course!)
Generally pitch the company. I like to include 3 quick points
-Ex:
How long have you been a dj ?
How many weddings have you done?
Give an example of your best review.
What high profile gigs have you done ?
Assure them your contact information will be right in the email so they have it at their convenience
Schedule a follow up phone call.
Closing remarks:
A First impression is everything. A client will remember you over other companies if you keep a pleasant and educated initial pitch.
It's important to alter the way you handle clients and "gage them" based off your initial encounter to help them throughout the process.
After your initial contact with them, they will build trust with you, especially after seeing how wonderful our services are, however, different personalities call for different handling and attention.
Keep positive connotation to keep positive relationships.
Open ended questions: What hardships do you face?
