january 2007 - Professional Photographer Magazine

PROFIT CENTER
I recently had an amazing customer service
experience that has redefined quality and
my standards for meeting and exceeding client
expectations. I was so impressed that I’m putting
together a program to teach it to other
photographers. I identified each step I observed
in the sales process, and imagined how I could
incorporate the technique in my own business.
HOSPITALITY AND EDUCATION. It
was finally time to purchase a new car, so I
called my dear friend Mel, a car freak who
knows all the dealerships and tricks of the
trade in luxury automobiles. We had an appointment
at the Ford dealership, but dropped in
on the Lexus dealership on our way there.
The salesmen knew Mel. He welcomed
us and immediately showed us to his office
while offering refreshments. Cappuccino and
biscotti were promptly delivered. Next, he
thoroughly explained each step of the sales
transaction, which made me feel secure in
making a major financial decision.
CONGRATULATIONS! Once I selected
the car, the salesman shook my hand firmly
and said, “Welcome to our Sterling McCall
dealership family and congratulations on
being our client from now on. Once you’ve
lived the Lexus experience, nothing else will
ever be good enough for you.”
A PERSONAL CONNECTION. Each
person I would be dealing with during my
purchase came by the sales manager’s office
where I was seated. Each introduced
himself, explained his role in accommodating
CAROL ANDREWS, M.PHOTOG.CR.
Who would believe buying a car would change my
studio’s standard of customer service?
The Lexus level
38 • www.ppmag.com
me, and welcomed me to the Lexus family.
Each one assured me I’d made a fabulous
decision, and told me how much I would
enjoy my Lexus.
COMFORTABLE FINANCIAL ARRANGE-
MENTS. Next, we were escorted to the
office of the financial advisor, Michele. She
carefully reviewed the necessary documents,
and began to gather the information that would
determine which payment method would
best meet my needs. She discussed several
optional features, including the ultimate automotive
sales add-on, the extended warranty.
The sales documents completed, she escorted
me back to the sales manager’s office, where
lunch was served. Talk about the wow factor!
PRESENTATION. A dealership staff member
presented me with a leather-bound album that
included the owner’s manual. Inside the album
cover was the business card of each person
I’d interacted with that day. The official presentation
of the keys and the vehicle made me feel
like I’d just won the jackpot. Having made one
of the largest financial commitments of my life,
I proudly drove off the lot, totally satisfied, no
regrets. The experience had exceeded my
expectations, and the money just didn’t matter.
FOLLOW UP. Two days later, the manager
called to ask how I was enjoying the car, and
if I had any questions for him.
What does this rambling story have to do
with photography? Everything.
I’ve taken my customer service to the Lexus
Level. We refer to our families as clients, not
customers. We welcome them to the Andrews
Photography family and assure them that once
they’ve enjoyed our photography experience,
no other studio will be good enough for them.
We verbalize our commitment to high quality
to potential clients. I commit to them with true
sincerity, expert knowledge, warmth and friendliness.
I take time to educate them about the
progression of the portrait process. I’ve stepped
up my hospitality and share the comfort elements
of food and beverages. The environment
of my home studio is cordial and friendly.
I focus on details, details, details and
reassure clients that we’re here to care for
them. It builds trust. I explain in advance of
the sales session that I’ll be there to advise
and guide them, to help them make solid,
well educated decisions within their budget.
If they desire my design services, I’ll schedule
an appointment to view their home and take
measurements for proper sizing and presentation.
I let them know we have financial plans
and alternatives to accommodate their
ultimate desires. We even offer a complimentary
professional installation service.
We follow up the delivery of the purchase
by calling to ask how they are enjoying their
portraits and what questions they might have.
Finally, we ask for referrals and encourage
them to spread the word about the portrait
experience with Andrews Photography.
In my office, I hung a sign reading, “Live
the Lexus Level!” Just when you’re thinking
your customer service is good enough, it
might be time to redefine, challenge and
raise your standards. Imagine the benefit of
your photography business as a result. ■
Have you experienced amazing customer
service? E-mail me at candrews@
andrewsphoto.com. If I use your story in an
article, I’ll send you a thank you gift, a
signed copy of my book, “Cameracraftsmen
of America: 100 Year Anniversary.” Visit my
Web site, www.andrewsphoto.com.