This is Part 2 of our AEDD Framework Episodes. Catch up on the series right here:
- AEDD Framework, Pt 1: Attract
- AEDD Framework, Pt 2: Excite
- AEDD Framework, Pt 3: Delight
- AEDD Framework, Pt 4: Deliver
Want a deep dive into the entire Framework (for free)? Check out our AEDD Framework Training!
In this second step of the AEDD Framework (Excite) we’re going to dig deep into how to naturally build excitement for printed products throughout your process so you can sell your photography, without ever feeling like a salesperson.
In this episode, we’ll cover:
- The purpose and goals of a successful Planning Meeting,
- What questions to ask (and why to ask them) during your Planning Meeting,
- How to create a level of service through your Planning Meeting that other photographers in your market can’t even come close to touching 🙂
- How to continue building excitement for products in a completely natural way through your Session
- How to get clients to sell products to themselves between the Session and the Sales Meeting
This episode is a beast, so grab a pen and paper and give it a couple of listens if you need to!
Want the free AEDD Workbook shipped to your door? Pick it up for FREE at https://AEDDFramework.com
Speaker 1: Guys, I’m not gonna lie. This episode is awesome. So let’s hit the intro while you grab some pen and paper.
You’re listening to the printmaker podcast where every week we help hardworking photographers like you make the switch to in-person sales. So if you’re ready to sell your work without selling your soul, then listen up because we’re getting started right now.
All right. So in the last episode I introduced you to the AEDD framework, and we talked about how to attract clients to your business who want printed products by setting those three key expectations.
Now, if you haven’t listened to that episode, it is absolutely important that you go back and you listen to that. You can definitely stick around here and uh, and listen. But that is kind of the foundation for what we are going to build upon here in today’s episode.
Okay. So now I want to talk to you about how to build your client’s excitement for the products that you set expectations for in the attract [00:01:00] step, right? So we’re going to talk about E which is excite and we do that through three key pieces in your, um, in your process through the planning meeting, through the session itself and through this spot that I call the magic moment.
All right, so let’s dig into each of those individually and we’ll start with the planning meeting.
The Planning Meeting
So the point of the planning meeting is really by the end of the planning meeting, I want to be able to know exactly what the client wants from their session, exactly what I’m going to shoot during their session, all of the logistics [00:01:30] of their session and where we’re going to be putting our work in their home.
And again, by the end of the planning meeting, I want my client to know exactly what they’re going to get from their session with us, how much they’re gonna pay for, all of those things that they want, all of the logistics of the session, exactly what the process looks like from this point forward. And I want them to really know that they’re not alone in this process, that my job is not to just take photos. It is [00:02:00] to help them figure out exactly what it is that they want.
So let’s go ahead and dig into the planning meeting itself. And during the planning meeting, I’m really trying to take my client from this general idea to something very specific. And the example I’m going to give you here in a second, we won’t always get this level of detail, but I want you to try anyway.
Going from General to Specific
So what do I mean by general to specific?
So typically a client comes in the door and they say, “Hey, I want some family photos.”
Like that’s pretty general, [00:02:30] right? I want some family photos. My goal by the end of the planning meeting is to get them to this, instead.
“I want the inspire wall art collection in black frames and white mats for over the couch with everyone looking at the camera while wearing neutral earth tones at that field over in Rockrimmon on the West side of Colorado Springs. I also want the capture collection of each of my kids, uh, candid in wrapped canvas for the space in my bedroom, next to the master bathroom. And [00:03:00] we’re going to want some small framed prints from the office for the office and a small coffee table book for grandma and grandpa. And uh, we’re also gonna want a photo of the whole family for the front of our Christmas card and one of the dog looking ridiculous for the back of the card.”
Like that’s the level of detail I want to know when I leave a planning meeting.
So how the heck are we going to do that, right? It’s actually really simple.
Ask Questions, Make Suggestions
All I want you to do is ask questions and then use the answers to [00:03:30] those questions to suggest products that are appropriate for that client. From there, I want you to show them what those products could look like on their walls and then rinse and repeat. Do that for every space you can think of. Okay, so we’re going to
- Ask questions.
- We’re going to listen to their answers and make suggestions.
- We’re going to suggest products that are appropriate for that specific space.
- Then we’re going to show them what those products could look like on their walls, assuming it’s wall art.
- And then we’re going to do it again [00:04:00] over and over and over for each space that they might want some wall art in.
Asking The Right Questions
So what kind of questions are we going to ask? We’re always gonna start with this one question.
Where in your home would you like to display the artwork we’re going to create for you?
Where in your home would you like to display the artwork that we’re going to create for you? Now, if this feels salesy to you, remember the context here. And this is why I said you should go through the, the uh, the previous episode first.
We’ve set [00:04:30] expectations for printed products everywhere someone saw our work. This is not weird now that I’m asking them this. In fact, it would be weird if I didn’t ask them this. They saw artwork everywhere. They saw my work.
Okay, so where in your home would you like to display the artwork we’re going to create for you? They’re going to say something like, “well, we’ve got this spot over our couch in the family room that I think would be really great”.
Okay, cool. Tell me about that space.
- What color are the walls?
- What style is the furniture?
- What other artwork [00:05:00] do you have?
- What’s the mood of this space?
- What do you do in that space?
- Is this the hub of activity for the home or is it where you go to relax at the end of the day?
I want to know the answer to all of these questions for each space that they want artwork in. Okay.
So let’s go back to the example of that.
That family room.
What color of the walls? Well, they’re like a light gray color.
Cool. What style is the furniture? Uh, it’s like Ikea style.
All right, great. Um, what other artwork do you have? Well, we don’t have any up on the walls. That’s why we think this [00:05:30] would be great. But we do have some small framed prints on the, uh, the end tables next to the couch.
Alright. What’s the mood of the space? What do you do? There is a hub of activity, all that, right? Um, no, it’s definitely not the hub of activity for the house. It’s where we go to relax at the end of the day after we’ve put the kids to bed, grab a glass of wine and unwind and just kind of talk about the day. Also when our kids have a big exam or something to study for, that’s the room they’ll go into to study cause it’s so much easier to focus in there.
Right. Okay. So [00:06:00] now from here I use this phrase, I say, okay
“Based on what you’ve told me about this space, I think we should be looking at something like framed and matted prints or gallery wrapped canvases”.
Do you see how I’m crafting this entire experience around that specific client and that specific space? But I don’t want you to just tell them because if you think about this, if you tell them like I think a framed and matted 30 by 60 would look great [00:06:30] over that couch, then they’re going to say like,
“I think you should leave… I think you’re a crazy person and you should go.”
Cause remember your clients think that 8x10s are massive.
They’re like, it’s a big 8×10 or, as a friend of mine calls it the um, “the 8×10 of your dreams”, right?
Uh, it’s, it’s this giant eight by 10. Well, no, so when you say a 30 by 60, they’re thinking like wallpaper, right? Uh, so I don’t want you to just tell them and I don’t want you really [00:07:00] to just show them.
I want you to show them in context. All right. And this is where I would fire up something like Swift Galleries and I would show them a framed and matted 30 x 60 or 40 x 60 over the couch.
Because now I can say, “I think this would look great over the couch. What do you think?”
Well guess what? It does look great over a standard sized couch. So now I’m not trying to like push this thing on to them. I’m literally just saying, [00:07:30] “Hey, I think something like this would look great. What do you think?”
Well, yeah, it does look great. And now it’s so much easier to make that sale because I’m just showing them and ideally I’m showing them in their own space. So we didn’t talk about this much, but, um, we would have gotten a room photo of these clients rooms in advance if we can. Like the of some of these conversations would have already happened. Take any, take pictures of any rooms that you would like to have some artwork displayed in. [00:08:00] Right. And that way I can show them during the planning meeting what these things would look like on their walls at the exact size.
Painting The Picture
Right. Okay. So think about what’s happened at the now because now what I’m doing is I’m saying, okay, I think that something like this would look great for over this, for over this couch. And now I’m really going to just paint a picture for them. I’m going to start getting them to really visualize my work in their home and I’m going to say, [00:08:30] I’m going to do it by saying, you know what? I think something like this would look great for this spot over the couch. Um, you know, and really I think we should go over to that spot in Rockrimmon. Uh, we should do it about a week from today, maybe five o’clock. Cause there’s going to be this beautiful, that golden light coming in over Pike’s peak and it’s going to be stunning. And you know, that’s where we would talk about like, okay, based on this space I really think you should be doing, uh, you know, there’s neutral tones and all of that stuff that I talked about earlier when I said this is where we want [00:09:00] to get to by the end, while I’m building all of that, basing all of that around that exact space, right?
So I’m answering questions that will have come up anyway, where should we meet? What should we wear? All of that. But I have a reason for them. Right? But further than that, I’ve established myself as an expert because I’m saying, okay, based on what you’ve told me, here’s what my opinion is. This is what you should have. I know what I’m talking about. This is what you need to have. Right. [00:09:30] From a practical standpoint, I go into the session knowing exactly what I need to shoot because we’re going to do this for every, for every space. We’re going to say, okay, now where else would you like some stuff? Great. We want a little four image canvas, you know, canvas gallery in the master bedroom or something like that where they’re candid and they’re, you know, and one of each kid and, and each and that.
And, and I actually know like what that gallery looks like. I know that that gallery has a vertical 10 by 20 image in it, so I’m not going to shoot too tight. I need to [00:10:00] make sure that I, that I leave some breathing room around in my subject because it’s going to be a gallery wrapped, like an image wrapped gallery, um, canvas. So I need to make sure that I don’t wrap the, you know, the subject around the edge, all of that stuff. I go into the session knowing exactly what I need to shoot. That’s awesome. If you’ve never had that experience, it’s amazing. All right. Okay. Um, I’ve also created this kind of custom selection of products just for this client. And [00:10:30] I don’t know if you know this, but that’s called service. This is what service looks like guys. Alright. And then, uh, finally I’m also, I’m investing my time and my energy and my knowledge into this client and they will in turn invest it into my products.
Selling Through The Session
All right, so from there we move into the session. Okay. So we’ve, we’ve done all of this stuff to really like set those expectations, [00:11:00] reinforce expectations for products, start to really build their excitement for specific products. Now, during the session, all I have to do is do what I would naturally do anyway. I’m just just going to be excited about what I’m creating for them. Okay? And I’m going to do this by saying something like,
“Hey, this one’s going to look perfect for that spot we talked about over your couch.”
And really the way I do this is like I’m shooting on the click, click, click. I get the shot. I do like a little dumb dance. And I’m like,
“Oh my gosh guys, I’m amazing! I mean… you guys look great too, but come look at this and look at how good I am at my job, right?”
So I show them on the back of the camera and I say, this one’s gonna look perfect for that spot that we talked about over your couch. This one’s going to look great for that spot we talked about over your couch. And that’s it. Like that’s the magic. Like I’ve just continued to, uh, build their excitement through the session. Okay. Because again, I’m being excited about what I’m creating for [00:12:00] them and they’re going to be excited too.
I’m reminding them of the things that, that we’ve already discussed, the things that they’ve already told me that they want in a very natural and fluid way. And most importantly, I’m connecting the dots for them. I’m just being very intentional about it, right? So now we move on from the session to this spot that I call the magic moment between the session and the sales meeting.
The Magic Moment
So now every time my client walks past that couch, [00:12:30] right? They’re going to see the image that I loved, that I showed them on the back of the, on the back of the camera. They’re going to see it in the product that they’ve already told me they want to buy on their wall at the right size. They’re going to hear me just say this again. They’re going to see the image that I want them to buy in the product that they’ve already told me they want at the right size on their wall, in their head.
Every time they walked by that couch, they are selling that product to themselves.
All right? I cannot stress how powerful this is that they are selling that product to themselves. They’re already starting to live with my work in their home and we haven’t even gotten to the sales meeting yet.
All right, so recap real quick.
We’re going to use the planning meeting and the session to continue to set and reinforce expectations while also building excitement for those products.
And all I have to do is ask questions [00:13:30] then make suggestions based on the answers to those questions.
I am not going to overwhelm my client with too many options. I’m only going to suggest relevant products to the space that we’re talking about. Okay?
And then I’m going to remind them during the session of what they’ve already told me that they want to keep it top of mind and to help them start living with my work in their home before the sales meeting ever happens.
Alright? And that is what we’re going to talk about in the next episode. We’re going to talk about step [00:14:00] three, which is, remember AEDD, it’s the first of the two Ds and it is what we call “delight”.
It is how to create a sales experience that is delightful, that feels nothing like sales. And just kind of a, a little spoiler alert for you here. The sales meeting is the easy part because we’ve already done all the selling. All right? So in the next episode we’re going to dig deep into the nuts and bolts of the sales meeting, the exact sales meeting workflow. [00:14:30] But again, I want you to realize that this is the important stuff. The sales meeting is the easy part. You’ve already done all the work. Okay. Okay.
Do This Next…
So if you want to dig in deeper to this AEDD framework, then I want you to head over to AEDDframework.com and pick up this free booklet. It’s like a physical booklet. I’m actually gonna mail it to your house and it comes with some video training as well. And I want to send that to you.
It’s free. [00:15:00] I’m going to give it to you for free, AEDDframework.com and it will walk you through this entire framework, uh, with a little booklet that you fill out. And um, it’s pretty slick. I’m pretty excited about it. It’s something that we’re just now starting to do and I think you guys are gonna love it. So AEDDframework.com you can grab the booklet, the little workbook for free comes with some video training. That’s going to dig deep into this and help you really understand and implement this process in your business. Um, all right. That’s it from me today. [00:15:30] I will see you guys in the next episode.