S1.9 Closing The Sale (Securing the Booking) Technique

Overview

In this module, students learn the critical importance of securing bookings for wedding photographers, a process that drives business growth, validates service value, and enhances reputation. The focus is on mastering various closing techniques, including the Alternative Choice Close, Value Added Close, Reference Testimonial Close, Assuming The Sale Close, Explain Their Reason Close, Loss Aversion Close, and Walking Away from The Sale Close. By utilizing these strategies, photographers can effectively convert prospects into clients, fostering long-term relationships and sustainable business success.

By The End of This Lesson Students Will Be Able To

1. Understand the importance of securing a booking for wedding photographers, including its impact on business growth, client satisfaction, and professional development.
2. Recognize the benefits of securing a booking, such as validating the photographer’s approach, boosting their confidence, maximizing ROI, and enhancing their reputation.
3. Implement various closing techniques to secure bookings effectively:
   • Alternative Choice Close: Offer the client two or more options, guiding them towards a decision without feeling overwhelmed.
   • Value Added Close: Highlight the additional benefits or unique features of their service to emphasize its overall value.
   • Reference Testimonial Close: Leverage a prospect’s positive reaction to a specific piece of work or a recommendation from someone they know.
   • Assuming The Sale Close: Act as if the client has already decided to book, moving the conversation towards finalizing details.
   • Explain Their Reason Close: Encourage the client to share their concerns and directly address them, building trust and showcasing the service’s value.
   • Loss Aversion Close: Highlight potential losses the client might experience by not choosing their service, creating urgency.
   • Walking Away from The Sale Close: Demonstrate readiness to walk away from the sale, leading the client to reconsider their decision.
4. Apply these techniques through practical examples, understanding how they help secure bookings and establish a successful long-term client relationship.

Course Content

Closing The Sale (Securing the Booking) Technique

The importance of securing a booking for wedding photographers is paramount, as it directly influences their business success and growth. Mastering the art of securing bookings is essential for wedding photographers to ensure that the time and resources invested in prospecting and nurturing leads result in increased revenue, client satisfaction, and professional growth.

A successful booking not only results in financial benefits for the wedding photographer and their business but also signifies that the needs of the client have been met, and a mutually beneficial relationship has been established. In this sense, securing a booking is more than just a transaction; it is the start of a long-term partnership with the client. The focus should be on executing the entire sales process with professionalism and formality, rather than worrying about potential resistance or rejection during the attempt to secure the booking.

Securing a booking also plays a critical role in:

1. Validating the wedding photographer’s approach: A successful booking is an indication that the photographer’s approach effectively addresses the concerns and needs of prospects, reinforcing the value proposition of their services. Without a secured booking (closed sale), it becomes difficult to determine if the value proposition was accurate, if values were elicited correctly, or if some aspect of likability was overlooked. Securing a booking allows the photographer to assess and refine their approach, ensuring they continue to meet the needs and expectations of their clients
2. Boosting confidence and motivation: Successfully securing bookings plays a vital role in building a wedding photographer’s self-confidence and motivation. When a photographer consistently converts leads into clients, it validates their abilities and affirms that their marketing efforts, communication skills, and service offerings are resonating with their target audience. This sense of accomplishment can fuel their drive to continuously improve their craft and business acumen.
3. Maximizing return on investment (ROI): The ability to secure bookings efficiently is crucial for wedding photographers to cover the significant overhead costs associated with their profession. In the photography industry, investing in high-quality equipment, including camera bodies, lenses, and accessories, is essential to deliver top-notch services and stay competitive.

Photographers often face the challenge of keeping up with the rapid advancements in technology, as newer camera models and accessories are continually being released. The costs of upgrading equipment can be substantial, making it even more critical for photographers to consistently secure bookings to generate enough revenue to cover these expenses.Without sufficient bookings, a photographer may struggle to keep up with the ever-changing landscape of photography technology, eventually becoming obsolete and unable to compete with others in the market. By focusing on the ability to secure bookings effectively, wedding photographers can ensure a steady flow of income, enabling them to invest in the latest equipment and maintain their relevance in the industry. This, in turn, contributes to a more sustainable and profitable business in the long run.

1. Enhancing reputation and credibility: A consistent record of successful bookings is a key indicator of a wedding photographer’s expertise and reliability, which in turn contributes to building a positive reputation in the industry. When clients have confidence in a photographer’s ability to deliver high-quality services and experiences, they are more likely to recommend them to friends, family, and acquaintances. This word-of-mouth marketing can significantly impact the growth of a photographer’s business, as referrals tend to be highly trusted and more likely to result in new bookings.In addition to generating referrals, a strong reputation can also enhance a photographer’s online presence. Satisfied clients may leave positive reviews on social media and industry-specific platforms, which can influence potential customers searching for a wedding photographer. These reviews act as social proof, showcasing the photographer’s skills and professionalism to a broader audience.
   
   Furthermore, a solid reputation can lead to opportunities for networking and collaboration with other professionals in the wedding industry, such as event planners, florists, and caterers. These relationships can create new avenues for client referrals and help the photographer stay informed about the latest trends and opportunities in the market.
   
   Building long-term customer relationships is another crucial aspect of a wedding photographer’s success. By establishing trust and rapport with clients, photographers can not only secure repeat business but also tap into other opportunities, such as anniversary or family portrait sessions. These ongoing relationships contribute to the sustainability and growth of the photographer’s business, ensuring a steady stream of clients and a strong professional network.

A wedding photographer’s reputation and credibility are essential components of their success. A history of successful bookings can attract new clients, foster long-term relationships, and create opportunities for collaboration and growth within the industry.

In summary, mastering the art of securing bookings is fundamental to the success of any wedding photographer. It ensures that time and resources invested in prospecting and nurturing leads are not wasted, leading to increased revenue, customer satisfaction, and professional growth.

Here are some of my favourite closes that I have used over thousands of times and closed over 500 Wedding Bookings. They are arranged in the order you should try them if you are going to use all. 

The Alternative Choice Close
The Alternative Choice Close is a closing technique where the salesperson presents the prospect with two or more options to choose from, subtly guiding them towards making a decision. By offering a limited number of choices, the prospect is less likely to feel overwhelmed and more likely to make a decision. This technique creates the impression that the decision is not whether to buy or not, but rather which option to choose.

Here’s a sample narrative between a wedding photographer (P) and a client (C) utilizing the Alternative Choice Close:

P: I’m glad you enjoyed reviewing my portfolio and discussing the various photography packages we offer. Based on what you’ve told me about your wedding day, I believe either our Silver Package or Gold Package would be perfect for you.

C: I like both options, but I’m not sure which one to choose.

P: That’s completely understandable. Let’s go over the key differences between the two packages to help you decide. The Silver Package includes 8 hours of coverage, while the Gold Package provides 10 hours, ensuring that we capture even more special moments. Additionally, the Gold Package comes with a complimentary engagement session, which is a wonderful opportunity for you to get comfortable in front of the camera before the big day.

C: I do like the idea of having more coverage and the engagement session.

P: In that case, it seems like the Gold Package would be the best fit for your needs. Would you like to move forward with booking the Gold Package for your wedding day?

By presenting two options and outlining their differences, the photographer helps guide the client towards making a choice, ultimately securing a booking.

The Value Added Close
The Value Added Close is a closing technique where the salesperson emphasizes the additional benefits or unique features of their product or service to reinforce its overall value. By highlighting these value-added elements, the prospect can better understand the advantages they would gain by choosing the offering, making them more likely to commit to the purchase.

Here’s a sample narrative between a wedding photographer (P) and a client (C) utilizing the Value Added Close:

P: I appreciate the time you’ve spent discussing your wedding photography needs with me. Our Platinum Package, which we reviewed earlier, includes not only full-day coverage but also a variety of value-added services that will enhance your overall experience.

C: That sounds interesting. Can you tell me more about these value-added services?

P: Absolutely! In addition to capturing your wedding day, the Platinum Package includes a pre-wedding consultation to plan and tailor our services to your unique needs. We also provide a complimentary engagement photo session to help you and your partner become comfortable with the camera and get to know my shooting style.

Moreover, after the wedding, we’ll work together to design a custom wedding album that tells the story of your special day beautifully. Our professional editing and retouching services will ensure that every image in the album is of the highest quality.

C: I didn’t realize that the Platinum Package offered all these additional services. It seems like a great value for the investment.

P: Yes, our goal is to provide you with a comprehensive and memorable experience that goes beyond just photographing your wedding day. If you’re ready to move forward, we can start the booking process for the Platinum Package and secure your wedding date.

By emphasizing the value-added services included in the package, the photographer helps the client recognize the additional benefits they would receive, making it easier for them to commit to the booking.

The Reference Testimonial CLose
The Reference Testimonial Close, in this context, is a closing technique that leverages a prospect’s positive reaction to a specific piece of work or a recommendation from someone they know. By focusing on the aspect that resonated with the prospect and connecting it to the service being offered, the salesperson can create a sense of familiarity and trust, making the prospect more likely to commit to a booking.

Here’s a sample narrative between a wedding photographer (P) and a client (C) utilizing the Reference Testimonial Close:

P: I’m glad you enjoyed reviewing my portfolio and discussing the various photography packages we offer. I noticed that you mentioned you were particularly impressed with the work I did for John and Jane’s wedding. They were such a wonderful couple to work with!

C: Yes, they’re close friends of ours, and we absolutely loved the photos you took for their wedding. We’ve been considering you as our wedding photographer since we saw their album.

P: I’m thrilled to hear that! I truly enjoyed capturing their special day, and I would love to bring the same level of care, creativity, and attention to detail to your wedding as well. We can create a package that incorporates the same elements and style that you admired in John and Jane’s wedding photos.

C: That would be great. We would love to have a similar experience and beautiful memories captured like they had.

P: Wonderful! Let’s move forward with creating a tailored package for your wedding, ensuring that we capture your special day in a way that reflects your unique preferences and the aspects that resonated with you in John and Jane’s wedding album.

By focusing on the specific work or reference that the prospect connected with, the photographer can create a sense of trust and familiarity, increasing the likelihood of securing a booking.

Assuming The Sale Close
The Assuming The Sale Close is a closing technique where the salesperson acts as if the prospect has already decided to make a purchase, moving the conversation forward towards finalizing the details and completing the transaction. This approach can create a sense of inevitability in the prospect’s mind, reducing resistance and making it more likely that they will commit to the purchase.

Here’s a sample narrative between a wedding photographer (P) and a client (C) utilizing the Assuming The Sale Close:

P: Thank you for taking the time to review my portfolio and discuss your wedding photography needs. Based on our conversation, it seems like our Gold Package is the perfect fit for you. With full-day coverage, a complimentary engagement session, and a beautifully designed wedding album, we’ll be able to capture all of the special moments from your big day.

C: We do like what the Gold Package offers, but we’re still considering our options.

P: I completely understand. Let’s go ahead and pencil in your wedding date in my calendar to ensure my availability. This will give you some time to finalize your decision without the risk of losing your preferred date. If you decide to move forward with another photographer, just let me know, and I’ll release the date – no strings attached.

C: That sounds like a good idea. We wouldn’t want to miss out on our preferred date.

P: Great! I’ll reserve the date for you. In the meantime, I’ll send over a proposal with all the package details and pricing for your review. Once you’re ready to proceed, we can finalize the booking and begin planning the photography for your special day.

By assuming the sale and moving forward with reserving the date, the photographer gently nudges the client towards committing to the booking while still allowing them the flexibility to finalize their decision.

 

 

Explain Their Reason Close
Some clients may present a series of excuses or concerns as a means of delaying their decision-making process. A potential strategy to navigate this situation is to engage the client in a conversation by posing thoughtful questions and allowing them to express their thoughts while you attentively listen. By demonstrating genuine interest and patience, you can better understand their perspective and address their concerns more effectively, ultimately guiding them towards a decision.

The Explain Their Reason Close is a closing technique where the salesperson encourages the prospect to share their concerns or hesitations about making a purchase. By addressing the issues and using them as an opportunity to showcase the value and benefits of the service, the salesperson can help the prospect overcome their doubts and move towards committing to the booking.

Here’s a sample narrative between a wedding photographer (P) and a client (C) utilizing the Explain Their Reason Close:

P: Thank you for taking the time to review my portfolio and discuss the various photography packages we offer. Based on our conversation, it seems like the Gold Package would be a great fit for your wedding day. Is there anything that’s stopping you from moving forward with booking this package?

C: Well, we like the Gold Package, but we’re concerned about the cost.

P: I understand that budget is an important factor when planning a wedding. May I ask if there are any other concerns that are holding you back?

C: We’re also worried about how long it will take to receive the final photos and album after the wedding.

P: Thank you for sharing your concerns. Let me address them for you. Firstly, I’d like to remind you that the Gold Package offers a great value for your investment, as it includes full-day coverage, a complimentary engagement session, and a custom-designed wedding album. I’m confident that the quality of my work and the memories we’ll capture will be well worth the investment.

As for the turnaround time, I understand the excitement of receiving your wedding photos as soon as possible. I commit to delivering your edited photos within 6-8 weeks after the wedding and will work closely with you to create your wedding album in a timely manner. I can also prioritize a selection of your favorite images to be edited and delivered sooner for sharing with family and friends.

C: That addresses our concerns. We appreciate your understanding and willingness to accommodate our needs.

P: I’m glad I could help alleviate your concerns. With that in mind, are you ready to move forward and secure the Gold Package for your wedding day?

By encouraging the client to share their concerns and addressing them directly, the photographer is able to build trust and showcase the value of their services, ultimately increasing the likelihood of securing a booking.

Loss Aversion Close
The Loss Aversion Close is a closing technique based on the psychological principle of loss aversion, where people tend to have a stronger preference for avoiding losses rather than acquiring equivalent gains. In this approach, the salesperson highlights the potential losses the prospect could experience by not choosing their service, creating a sense of urgency and encouraging them to make a decision. Loss aversion is the principle that suggests people are more concerned with avoiding losses than they are with achieving equivalent gains.

Example #1: Imagine you have $50 and then lose it. The disappointment you experience from this loss is likely to be far greater than the satisfaction you would feel if you started with $50 and gained an additional $50, or if you initially had nothing and earned $50.

Example #2: Consider a situation where a successful entrepreneur receives a call at 5 AM with an offer saying, “I have a low-risk investment for you that can yield a $5,000 profit within a month, but you must act now.” They might decline the offer and end the call. However, if you call that same entrepreneur at 5 AM and say, “I’ve discovered a potential issue in your business that could result in a $5,000 loss, and immediate action is required to prevent it,” their interest would likely be significantly higher. The first scenario focuses on potential gains, which may not be as appealing, whereas the second scenario emphasizes avoiding losses, which tends to hold greater importance for most people.

Here’s a sample narrative between a wedding photographer (P) and a client (C) utilizing the Loss Aversion Close:

P: Thank you for taking the time to review my portfolio and discuss the various photography packages we offer. I understand that choosing a wedding photographer is an important decision, and I want to ensure that you have all the information you need to make the best choice for your special day.

C: We do like your work, but we’re still considering other photographers as well.

P: I completely understand that you want to explore your options. However, I’d like to point out that my calendar tends to fill up quickly, especially during the peak wedding season. By delaying your decision, you might risk losing the opportunity to have me as your photographer on your preferred wedding date.

C: We didn’t realize that your schedule was filling up so quickly.

P: Yes, it’s important to secure your booking early to avoid disappointment. I’d hate for you to miss out on having the wedding photography experience that you truly desire. If you’re interested in moving forward with me as your photographer, we can reserve your date now, ensuring that you won’t miss out on capturing those special memories.

C: That’s a good point. We wouldn’t want to risk losing our preferred photographer because we waited too long to make a decision.

P: I’m glad you see the value in securing your booking. Let’s go ahead and reserve your date, and we can discuss the details of your photography package.

By emphasizing the potential loss associated with not choosing their service, the photographer creates a sense of urgency, making the prospect more likely to commit to a booking.

Walking Away from The Sale Close
The Walking Away from The Sale Close is a closing technique where the salesperson demonstrates their willingness to walk away from the potential sale or booking if the prospect appears hesitant or uninterested. This approach can create a sense of scarcity or urgency in the prospect’s mind, making them more likely to reconsider their decision and commit to the purchase or booking.

Here’s a sample narrative between a wedding photographer (P) and a client (C) utilizing the Walking Away from The Sale Close:

P: Thank you for taking the time to review my portfolio and discuss the various photography packages we offer. I understand that choosing a wedding photographer is an important decision, and I want to ensure that you have all the information you need to make the best choice for your special day.

C: We do like your work, but we’re still considering other photographers as well.

P: I completely understand that you want to explore your options, and I appreciate your honesty. It’s essential for both of us to feel comfortable and confident about working together. If you believe that there might be a better fit for your wedding photography needs, then perhaps it’s best for us to part ways amicably.

C: Wait, we didn’t mean to give the impression that we’re not interested in your services. We just want to make sure we’re making the right choice.

P: I understand and respect your need for due diligence. If you do decide that my photography style and services align with your vision, I’ll be more than happy to discuss the next steps in securing your booking. Just keep in mind that my calendar tends to fill up quickly, so it’s essential to make a decision soon to ensure availability.

By showing a willingness to walk away from the potential booking, the photographer conveys confidence in their work and creates a sense of urgency, making the prospect more likely to commit to their services.

Cognitive Engagement Questions