In part 1 of this article, I wrote saying that one of the keys to McDonalds’ success – is their systems. And that as photographers, we need to study their example and institute more systems in our businesses.
At McDonalds they systematize everything from management practices all the way down to how many pickles go on a hamburger.
If you missed the prior article, go to “A Great lesson From McDonalds On Marketing Your Photography”.
One part of the sales system they use is called the “six words”.
Maybe it has something to do with the fact that (in the U.S.) one out every eight people in the workforce, has at some time worked at McDonalds, but many readers of my photography marketing newsletter sent me messages discussing the “six words”.
It seems to have been indelibly ingrained into their psyches!
But the important thing to remember about the “six words”, is the effect is has on the bottom line. In short, it improves sales…
DRAMATICALLY!
What are the “six words”?
“Would you like fries with that?”
Because of the system, because EVERY customer is asked that question, Mcdonalds sells 1/3 of all French fries sold in restaurants in the U.S.
The system has worked for them, let’s make it work for US!
There are many types of upselling we can use in our photography studios…trying to upsell with matting and frames, upgrading to larger sizes, different finishes and etc. – which you should do – but I want to make it even simpler.
Let’s start our own “six words” mantra! How about this? From now on, no matter how much or how little our customers buy, as we are writing up the order, let’s ask this question. “Would you like wallets with that?”
It works, try it and see. I think you will be pleasantly surprised.
Why does this work?
The toughest part of sales is getting them to make the initial decision to part with their hard earned money, but once they’ve made the decision – their guard is down! Mentally, they already own the product. If they are asked – AT THAT MOMENT – for a small additional purchase, they will agree (in huge numbers) almost automatically. It’s a psychological quirk that just can’t be avoided.
Marketing is creating the systems that will get prospects thinking about us and/or our products. Sales is monetizing the system and it’s our job as studio owners to maximize profits wherever and whenever possible. This is a simple, yet effective practice that can mean the difference between vacationing in Hawaii and working year ’round.
Once you have your “six words” system in place, now you can start thinking about – “Would you like to supersize that?”
Dan Eitreim has been a professional photographer in southern California for over 16 years. His data base exceeds 6000 past clients, and he says that selling YOUR photography is easy – if you know a couple tried and true marketing strategies. He’s created a multimedia presentation that can teach ANYONE how to sell their own photography – even if you’ve never sold your work before – and generate freelance income in as little as two weeks. To learn more and enroll in a FREE photo marketing course, go to: http://www.PartTimePhotography.com
Episode 3 , photography studio tour
