The Senior Portrait Telechart

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1 (When The Parent Is Calling) By Charles J. Lewis, M. Photog. Cr. Prospect's Name Sales Person Today's Date Ask a couple of questions from step 1, (placing a check mark in the box to the left of each question you ask.) Then ask a couple of questions from step 2. Then select the best Unique Factor from step 3, based on her answers to the questions you have asked her so far. Then select the best close from step 4. If prospect 'waffles' or says 'no' then use one of the questions from the "Handling Objections And Stalls" section, and then go back and ask a couple more questions from step 1, etc. You probably will need to go through this process 4 or five times before the prospect actually agrees to come in and 'chat' with you. conversation very emotional and enthusiastic! Remember, people buy from people they LIKE, and people LIKE people who are LIKE THEM, so look for ways you are ALIKE as you are asking her the questions! Remember the "Law of Five" which states that it usually takes FIVE "NO'S" before you will get a "yes!" Keep going! Keep asking questions! Don't quit with the first or second "no!" Remember, people invest in photography for EMO- TIONAL reasons, not logical reasons, so keep the If The First Question Is About Your Prices, Ask This Question First: I'll be happy to discuss our fees, but may I ask you a few questions, so I have a good idea of what you are looking for? To Find Out Which Telechart To Use, Ask This Question: Who are you thinking of having photographed? 1. Your tone of voice, enthusiasm, and genuine interest in her is as important as the words you say! 2. The more you talk, the less you sell. The more SHE TALKS, the more you sell! 3. The person who asks the questions is the person in control of the conversation. 4. Do NOT answer the questions for her. Let her think, and answer them herself. STEP 1: RAPPORT BUILDING, QUALIFICATION & DOMINANT BUYING MOTIVE Will this be a portrait of a son or daughter? Tell me a little about her (him). What is her (his) name? What school does she (he) go to? Have you seen any of our photography? YES What have you seen? What did you like about the portraits you have seen? NO How did you happen to call us? What's most important to you about this portrait of your daughter (son)? What do you feel is most important to your daughter (son) about this portrait? Do you know anyone whom we have photographed? Is this your first child who is graduating? No? Did we do your other senior's portraits? No? If you don't mind me asking, who did? Were you pleased with the photos this other studio did? Yes? If you don't mind me asking, why aren't you going back to that studio? How does your daughter (son) feel about having her (his) senior portrait taken?

2 (When The Parent Is Calling) STEP 2: INTEREST, EMOTION & ENTHUSIASM These questions are designed to help get the prospect excited about working with you, and also to keep her emotional. 1. Be excited and interested in her! 2. Your TONE OF VOICE is very important! Be friendly! Smile! Enjoy talking with her! 3. Do NOT answer the questions for her. Let her think, and answer them herself. 4. Respond enthusiastically and sincerely to her answers to your questions! Build trust and rapport by the way you respond to her honestly and sincerely. STEP 3: EDUCATION & UNIQUE FACTORS Based on what she has told you so far, select the Unique Factor here that you feel will be the most meaningful to her. 1. Always begin by saying, "One of the Unique things which separates us from all the other photographers in the area is..." 2. Unique Factors are EX- TREMELY IMPORTANT! Remember, if all things are perceived as equal, then price becomes a major factor. So always talk about your Unique Factors, so the prospect can see what separates you from everyone else. If you could create these photographs anywhere, where would you like to have them created? Has your daughter (son) ever had a photograph taken that she (he) didn't like? No Yes What didn't she (he) like about it? Do you see these photographs as being created indoors or outdoors? Do you see these photographs as being dressy or more casual? Do you see these photographs as sharp and clear, or more soft and romantic? What does your daughter (son) like to do when she (he) isn't in school? Would you like to work that into some of the photographs? Do you have any pets? Would you like them included in the portraits? What do you do together, as a family, that we might be able to work into the portrait? Has your daughter (son) ever had any bad experiences with photography? One of the unique things which separates us from all the other photographers in the area is: OUR GUARANTEE. We absolutely guarantee that you and your daughter (son) will be thrilled (not just satisfied) with the portraits, our we will give you all your money back. THE TIME WE SPEND WITH YOU BEFOREHAND, to plan and coordinate everything, so the portraits are really special to you and your daughter (son). We will MEET YOUR DAUGHTER (SON) before the day we do the portraits, so he (she) feels comfortable with us, and is not the least bit apprehensive. Our desire to create a PORTRAIT OF YOUR DAUGHTER THAT REALLY HELPS HER (HIM) LOOK FANTAS- TIC - so she (he) can be proud of it when handing it out to all her (his) friends. We want to create a really terrific portrait for you, as MORE PEOPLE WILL SEE THIS PORTRAIT than any other one she (he) will ever have taken in her (his) entire life! We want to create for you a portrait that is even MORE BEAUTIFUL THAN YOU

3 (When The Parent Is Calling) STEP 3: EDUCATION & UNIQUE FACTORS, CONTINUED DREAMED IT WOULD BE. A portrait that you and your daughter (son) can truly be thrilled with. WE WILL HELP YOU WITH YOUR CLOTHING DECISIONS. It's really important. The clothing can make a huge difference in how your daughter (son) looks in the portrait. We really understand that MOST PEOPLE DON'T FEEL COMFORT- ABLE in front of a camera. We are understanding of this, and work carefully with your daughter (son) so she (he) has a great time during the photography. We have a very TALENTED ARTIST on staff who makes every one of our clients look wonderful. Every one of your portraits will be beautifully enhanced for perfection. All blemishes, etc. will be removed, and we'll give your daughter (son) a wonderful tan, etc. No one will THROW THEIR HEART AND SOUL into creating beautiful and meaningful portraits of your daughter (son) for you, like we will. That's what we love to do! We do FEWER SESSIONS than the other photographers in the area. We do this so we can take more time and create something really meaningful for you, rather than rushing you through like a factory. Our use and care with the light is amazing. Your portrait will be "painted" with the light, so we are really careful to see to it that the light is absolutely perfect in the creation of your portraits. We have a full time Creative Director and Portrait Consultant, who is really good at helping you plan everything and prepare for the portrait. (Photographer's name) is a fantastic photographer! He (she) is in great demand all over the state to create the unique style of photographic portraiture. No one, anywhere in the state has his (her) wonderful style of beautiful portraiture. You can only get it here! (Photographer's name) is really wonderful to work with. He (she) is really great with seniors, because he (she) is so patient and friendly with them, as well as being a great photographer. Our SPECIALTY IS CREATING TRULY BEAUTIFUL PORTRAITS. We work carefully with seniors every day who feel a little NERVOUS about being in front of a camera. We help them through it all, and help them look fantastic! (Photographer's name) is great with PETS. He (she) is so patient and understanding with them. We will help your daughter (son) with all the important decisions so this portrait is the finest portrait she (he) has ever had created. GIRL We'll help her with her makeup. Her Hair What necklines photograph the best. What colors to wear, and what colors to definitely not wear. BOY We'll help him with what clothes will look the best for him. His hair What to do about any blemishes he may have How to have a really fun time having his photographs made. The Volunteer Statement: Before we go any further, let me give you an indication of what you can plan on investing. Is that okay? Most high school seniors can plan on investing somewhere between $ and $ and receive a larger one for themselves, and a few smaller ones for gifts, and wallet sizes for friends and relatives. Does that fit within your budget?

4 (When The Parent Is Calling) STEP 4: THE CLOSE This is where you ask her to come in and "chat" with you - for no charge or obligation. Remember, it may take 4 or 5 closes before she will agree to set up a time. 1. Watch your tone of voice! Do not change it in any way when you speak your close. 2. Do not be disappointed if she "waffles" or says "no" the first few times you close. Simply ask her why she is hesitating, if she didn't give you a reason. 3. If she gives you a reason for hesitating, use the appropriate response from the next column. Rather than set up a time to do the photographs, let's just set up a time for you and your daughter (son) to come in and chat. No charge and no obligation. I have next Thursday at 3:00 pm, how's that sound? Let's get together and chat about this! It sounds really exciting! This way, you will be making an educated decision about all of this. And there's no charge, and no obligation at all. How about Thursday at 3:00pm? Why don't you and your daughter (son) go through her (his) closets and bring a few things in that you are thinking of having her (him) wear? This way, I can really help you decide what will look the very best in the portraits, if you then decide to have us create the portraits for you. One of the benefits of coming in to chat with me first is that I can go over so much information with you and your daughter (son). I also have a special packet of information to give you. This way, you can go home and discuss it with your husband, and be able to really make an educated, knowledgeable decision. Let's get together and chat about this. There's no charge, and no obligation. This way your daughter (son) can see the studio, and get to know us a little, so you both can decide if you'd like to work with us. I have this Thursday at 3;00, how's that sound? RESPONSES TO OBJECTIONS AND STALLS "I'll CHECK WITH MY Daughter and call you back. I don't know my DAUGHTER'S SCHEDULE." RESPONSE: I understand. Let me ask you this: Are you at all interested in possibly working with us? If so, I recommend you set up a time RIGHT NOW to come in and chat. There's absolutely no charge and no obligation. We are really booking up, and have very few openings left, and when they're gone, they're gone! Then, if for some reason your daughter can't make it on that day and time to chat, just call us. But this way you are at least "in the system" and we will just find you another time to come in. Is that fair enough? I have 3:00 this Thursday. How's that sound? "I'll have to CHECK WITH MY HUSBAND and call you back." RESPONSE: If you don't mind me asking, what do you feel he will say when you check with him? "I'm just SHOPPING AROUND right now. I'll call you back if I'm interested." RESPONSE: I understand. If you don't mind me asking, what exactly is it that you are shopping for? Maybe I can help. "I'm JUST CALLING AROUND right now to get some ideas and prices. I'll call you back if I'm interested." RESPONSE: No problem. If you don't mind me asking, what exactly is it that you are looking for? "I'LL THINK ABOUT THIS, and call you back." RESPONSE: I understand. May I ask you a question? I'm sure there's a good reason why you're hesitating. Do you mind if I ask what it is? "That's MORE THAN I WANTED TO SPEND. I'll have to think about this." RESPONSES: JUST SUPPOSE we could create a portrait of your daughter (son) that you both truly loved. It was everything you ever dreamed of. If we could, would you be willing to invest, say, $ for that photograph? I understand exactly how you FEEL. Many people have FELT that way when they first spoke with me. But you know what they FOUND? They found that even though the investment was a little more than they originally had wanted to make, they were so thrilled with the results, that they were more than happy to invest just a little more! Let's at least get together and chat about this. I understand. If you don't mind me asking, what have you BUD- GETED for your photography? HOW IMPORTANT are these photographs to you and your daughter (son)? Is the price going to be the MAJOR DETERMINING FACTOR as to who does your child's portrait? If you don't mind me asking, HOW MUCH TOO MUCH are we? How LONG WILL IT BE before you have another really nice portrait created of your daughter (son)? If you were my SISTER, I would say what I am about to say to you. Come in and chat with us. There's no charge and no obligation. What you learn will amaze and excite you both you and your daughter (son). Then at least you are making an educated decision. How do you feel about the things we have talked about here?

5 (When The SENIOR Is Calling) By Charles J. Lewis, M. Photog. Cr. Prospect's Name Sales Person Today's Date Ask a couple of questions from step 1, (placing a check mark in the box to the left of each question you ask.) Then ask a couple of questions from step 2. Then select the best Unique Factor from step 3, based on her answers to the questions you have asked her so far. Then select the best close from step 4. If prospect 'waffles' or says 'no' then use one of the questions from the "Handling Objections And Stalls" section, and then go back and ask a couple more questions from step 1, etc. You probably will need to go through this process 4 or five times before the prospect actually agrees to come in and 'chat' with you. conversation very emotional and enthusiastic! Remember, people buy from people they LIKE, and people LIKE people who are LIKE THEM, so look for ways you are ALIKE as you are asking her the questions! Remember the "Law of Five" which states that it usually takes FIVE "NO'S" before you will get a "yes!" Keep going! Keep asking questions! Don't quit with the first or second "no!" Remember, people invest in photography for EMO- TIONAL reasons, not logical reasons, so keep the If The First Question Is About Your Prices, Ask This Question First: I'll be happy to discuss our fees, but may I ask you a few questions, so I have a good idea of what you are looking for? To Find Out Which Telechart To Use, Ask This Question: Who are you thinking of having photographed? 1. Your tone of voice, enthusiasm, and genuine interest in her is as important as the words you say! 2. The more you talk, the less you sell. The more SHE TALKS, the more you sell! 3. The person who asks the questions is the person in control of the conversation. 4. Do NOT answer the questions for her. Let her think, and answer them herself. STEP 1: RAPPORT BUILDING, QUALIFICATION & DOMINANT BUYING MOTIVE What school do you go to? Have you seen any of our photography? YES NO Do you know anyone whom we have photographed? Do you have any brothers or sisters? Are you the first person to graduate in your family or has one of your brothers or sisters already graduated? What have you seen? What did you like about the portraits you have seen? How did you happen to call us? Who will be paying for your senior photographs? Other than what you told me a moment ago, what else is really important to you about your senior photographs? What's most important to you about this portrait?

6 (When The SENIOR Is Calling) STEP 2: INTEREST, EMOTION & ENTHUSIASM These questions are designed to help get the prospect excited about working with you, and also to keep her emotional. 1. Be excited and interested in her! 2. Your TONE OF VOICE is very important! Be friendly! Smile! Enjoy talking with her! 3. Do NOT answer the questions for her. Let her think, and answer them herself. 4. Respond enthusiastically and sincerely to her answers to your questions! Build trust and rapport by the way you respond to her honestly and sincerely. STEP 3: EDUCATION & UNIQUE FACTORS Based on what she has told you so far, select the Unique Factor here that you feel will be the most meaningful to her. 1. Always begin by saying, "One of the Unique things which separates us from all the other photographers in the area is..." 2. Unique Factors are EX- TREMELY IMPORTANT! Remember, if all things are perceived as equal, then price becomes a major factor. So always talk about your Unique Factors, so the prospect can see what separates you from everyone else. If you could create these photographs anywhere, where would you like to have them created? Have you ever had a photograph taken that you didn't like? No Yes What didn't you like about it? Do you see these photographs as being created indoors or outdoors? Do you see these photographs as being dressy or more casual? Do you see these photographs as sharp and clear, or more soft and romantic? What do you like to do when you aren't in school? Would you like to work that into some of the photographs? One of the unique things which separates us from all the other photographers in the area is: OUR GUARANTEE. We absolutely guarantee that you will be thrilled (not just satisfied) with the portraits, our we will give you all your money back. THE TIME WE SPEND WITH YOU BEFOREHAND, to plan and coordinate everything, so the portraits are really special to you. We will MEET YOU before the day we do the portraits, so you feel comfortable with us, and are not the least bit apprehensive. Our desire to create a PORTRAIT OF YOU THAT REALLY HELPS YOU LOOK FANTASTIC - so you can be proud of it when handing it out to all your friends. Do you have any pets? Would you like them included in the portraits? Have you ever had any bad experiences with photography? Do you have a really good friend, or a boy friend (girl friend) who you'd like to have included in a few of the photographs at no extra charge? We want to create a really terrific portrait for you, as MORE PEOPLE WILL SEE THIS PORTRAIT than any other one you will ever have taken in your entire life! We want to create for you a portrait that is even MORE BEAUTIFUL THAN YOU DREAMED IT WOULD BE. A portrait that you can truly be thrilled with.

7 (When The SENIOR Is Calling) STEP 3: EDUCATION & UNIQUE FACTORS, CONTINUED WE WILL HELP YOU WITH YOUR CLOTHING DECISIONS. It's really important. The clothing can make a huge difference in how your daughter (son) looks in the portrait. We really understand that MOST PEOPLE DON'T FEEL COMFORT- ABLE in front of a camera. We are understanding of this, and work carefully with your daughter (son) so she (he) has a great time during the photography. We have a very TALENTED ARTIST on staff who makes every one of our clients look wonderful. Every one of your portraits will be beautifully enhanced for perfection. All blemishes, etc. will be removed, and we'll give your daughter (son) a wonderful tan, etc. (Photographer's name) is really wonderful to work with. He (she) is really great with seniors, because he (she) is so patient and friendly with you, as well as being a great photographer. Our SPECIALTY IS CREATING TRULY BEAUTIFUL PORTRAITS. We work carefully with seniors every day who feel a little NERVOUS about being in front of a camera. We help them through it all, and help them look fantastic! (Photographer's name) is great with PETS. He (she) is so patient and understanding with them. We will help you with all the important decisions so this portrait is the finest portrait you ever have created. No one will THROW THEIR HEART AND SOUL into creating fantastic and really great looking portraits of you, like we will. That's what we love to do! GIRL For Example: BOY We do FEWER SESSIONS than the other photographers in the area. We do this so we can take more time and create something really wonderful photographs for you, rather than rushing you through like a factory. Our use and care with the light is amazing. Your portrait will be "painted" with the light, so we are really careful to see to it that the light is absolutely perfect for your face, your hair, etc. We have a full time Creative Director and Portrait Consultant, who is really good at helping you plan everything and prepare for the portrait. (Photographer's name) is a fantastic photographer! He (she) is in great demand all over the state to create the unique style of photographic portraiture. No one, anywhere in the state has his (her) wonderful style of beautiful portraiture. You can only get it here! We'll help you with your makeup. Your Hair What necklines photograph the best. What colors to wear, and what colors to definitely not wear. We'll help you with what clothes will look the best for you. Your hair What to do about any blemishes you may have that day. How to have a really fun time having your photographs made. The Volunteer Statement: Before we go any further, let me give you an indication of what you can plan on investing. Is that okay? Most high school seniors can plan on investing somewhere between $ and $ and receive a larger one for themselves, and a few smaller ones for gifts, and wallet sizes for friends and relatives. Does that fit within your budget?

8 (When The SENIOR Is Calling) STEP 4: THE CLOSE This is where you ask her to come in and "chat" with you - for no charge or obligation. Remember, it may take 4 or 5 closes before she will agree to set up a time. 1. Watch your tone of voice! Do not change it in any way when you speak your close. 2. Do not be disappointed if she "waffles" or says "no" the first few times you close. Simply ask her why she is hesitating, if she didn't give you a reason. 3. If she gives you a reason for hesitating, use the appropriate response from the next column. Rather than set up a time to do the photographs, let's just set up a time for you and your mom to come in and chat. No charge and no obligation. I have next Thursday at 3:00 pm, how's that sound? Let's get together and chat about this! It sounds really exciting! This way, you and your mom will be making an educated decision about all of this. And there's no charge, and no obligation at all. How about Thursday at 3:00pm? Why don't you and your mom go through your closets and bring a few things in that you are thinking of wearing? This way, I can really help you decide what will look the very best in the portraits, if you then decide to have us create the portraits for you. One of the benefits of coming in to chat with us first is that we can go over so much information with you and your mom. I also have a special packet of information to give you. This way, you can go home and discuss it with your dad, if necessary, and be able to really make an educated, knowledgeable decision. Let's get together and chat about this. There's no charge, and no obligation. This way you and your mom can see the studio, and get to know us a little, so you both can decide if you'd like to work with us. I have this Thursday at 3;00, how's that sound? RESPONSES TO OBJECTIONS AND STALLS "I'll CHECK WITH MY MOM and call you back. I don't know her SCHEDULE." RESPONSE: I understand. Let me ask you this: Are you at all interested in possibly working with us? If so, I recommend you set up a time RIGHT NOW to come in and chat. There's absolutely no charge and no obligation. We are really booking up, and have very few openings left, and when they're gone, they're gone! Then, if for some reason your mom can't make it on that day and time to chat, just call us. But this way you are at least "in the system" and we will just find you another time to come in. Is that fair enough? I have 3:00 this Thursday. How's that sound? "I'll have to CHECK WITH MY MOM and call you back." RESPONSE: If you don't mind me asking, what do you feel she will say when you check with her? "I'm just SHOPPING AROUND right now. I'll call you back if I'm interested." RESPONSE: I understand. If you don't mind me asking, what exactly is it that you are shopping for? Maybe I can help. "I'm JUST CALLING AROUND right now to get some ideas and prices. I'll call you back if I'm interested." RESPONSE: No problem. If you don't mind me asking, what exactly is it that you are looking for? "I'LL THINK ABOUT THIS, and call you back." RESPONSE: I understand. May I ask you a question? I'm sure there's a good reason why you're hesitating. Do you mind if I ask what it is? "That's MORE THAN I WANTED TO SPEND. I'll have to think about this." RESPONSES: JUST SUPPOSE we could create a portrait of you that you truly loved. It was everything you ever dreamed of. If we could, would you be willing to invest, say, $ for that photograph? I understand exactly how you FEEL. Many people have FELT that way when they first spoke with me. But you know what they FOUND? They found that even though the investment was a little more than they originally had wanted to make, they were so thrilled with the results, that they were more than happy to invest just a little more! Let's at least get together and chat about this. I understand. If you don't mind me asking, what have you BUD- GETED for your photography? HOW IMPORTANT are these photographs to you? Is the price going to be the MAJOR DETERMINING FACTOR as to who does your senior portrait? If you don't mind me asking, HOW MUCH TOO MUCH are we? If you were my SISTER (BROTHER), I would say what I am about to say to you. Come in and chat with us. There's no charge and no obligation. What you learn will amaze and excite you. Then at least you are making an educated decision. How do you feel about the things we have talked about here? How long do you feel it will be before you have another fine portrait of yourself created?

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