My Wedding Enquiries Are Not Converting
My Wedding Enquiries Are Not Converting
“Help! My wedding enquiries are not converting.
For the first time ever I’m getting a lovely steady stream of enquiries which I’m delighted about but unfortunately, I don’t seem to be converting them into bookings (less delighted). I’ve only gotten 2 bookings in the last 16 enquiries which I’m disappointed about. I have 10 bookings with my; current prices, same website price link, same general email but being personable etc so I’m really confused as to what’s changed. The last cluster of bookings I got from this rate was back in July. If this is a price issue, there is part of me that wonders if you’ve seen a trend in seasons affecting people’s spending. For example, enquiries from people in Autumn are thinking about a cheaper tog because they are spending all their money on heating whereas enquiries in summer are feeling more flash with clash?!
I understand that if a couple really wanted ME they would choose my hourly rate vs my full day (again if this is a price issue). But to be honest I’m a bit stumped and could do with any advice you have!”
STUMPED FROM SCOTLAND
WHAT MOTIVATES A COUPLE TO PICK ONE PHOTOGRAPHER OVER ANOTHER ISN’T SO MUCH ABOUT WHAT’S IN THE PACKAGES, AS WHAT LEVEL OF TRUST AND CONNECTION THEY FEEL TO US
Hello Stumped from Scotland,
It’s wonderful to hear that your photography business is receiving a steady stream of enquiries; however, I understand your concern about the low conversion rate. To me, that signifies that something is not working within your Customer Journey. You are starting off strong but finishing weak which means that your competitors are securing those bookings, not you. So no in your case I think seasonality has nothing to do with it.
What might your competition be doing that you are not? You say that you are emailing and being personable but could this approach potentially be too passive?
As I mentioned in our last Dear Devlin for a fellow Scot, wedding photography is a Hard Sell – you’re trying to turn strangers into clients for a high-ticket service, which is distinct from many other types of selling. Think of your potential clients as moving through different stages, much like a traffic light system. You want to guide them from being in the ‘red’ zone (less interested) to the ‘amber’ zone (quite interested) and ultimately into the ‘green’ zone (ready to book).
Again, I spoke about this last time, that most of us are somewhere in the middle of the market and so what motivates a couple to pick one photographer over another isn’t so much about what’s in the packages as what level of trust and connection they feel to us. When you get potential customers into your green zone, that is what you should be working hardest on.
The best way to do this is in person. Either meet with them if they are local to you or set up a Zoom call if they are not. The purpose of this meeting is to allow them to identify their needs and wants in terms of wedding photography and then give them an understanding of how you can accommodate those needs and wants. In my mentoring programme, we do work on having a strong strategy for this part of the process. This can be more about showing how you can take care of them than how you will approach the photography.
Remember the best bed salesperson will not be telling you about the springs in the mattress, they will be telling you about the good night’s sleep that you would get.
Here are some of my suggestions for what to do when your wedding enquiries are not converting –
THE FIRST THING TO DO WHEN YOUR WEDDING ENQUIIES ARE NOT CONVERTING
CONDUCT A BUSINESS AUDIT
The first thing to do when your wedding photography enuqiries are not converting is to conduct a Business Audit.
Review how you present your business, could there be some work done to put you as a person at the heart of it? Give them the human behind the lens to connect to, right from the beginning of your website. Could trust be improved with some expert content that helps to guide them or reduce any anxiety they might have about the process?
Then think about all the touch points that they encounter on the customer journey, what improvements could be made now that you know it’s about building trust and connection?
IF YOUR WEDDING ENQUIRIES ARE NOT CONVERTING, TRY THIS
Finally, please be assured that you are doing well if your enquiry rate is high.
Getting people into your red zone is the hardest part. Your visibility isn’t an issue. I have two classes in my Book More Weddings Series that would very much help you. Famous For a Fortnight is about nurturing those warm leads in your amber zone and Stop Sucking At Selling which focuses on the green zone and your hottest leads.
CAN I HELP WITH YOUR
Drop me a note with any industry issue that you might have and I will do my best to offer up some advice.
After a couple of decades as a wedding photographer, the chances are high that I will have some experience that might be relevant or have some insight into what your best course of action could be
The process is 100% anonymous, so feel free to share whatever is on your mind currently and know that this is a safe place.
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