When we started our business 5 years ago we were taking anything that came our way, we were losing money on the projects we shot, feeling underappreciated, not getting paid what we were worth, and were quickly losing passion for our craft.
Sometimes fostering a relationship with the PARENTS of your couples can be even more lucrative than a print purchase from the couple… Seriously guys, if you’re not selling parent albums, you’re missing out and leaving money on the table! Parent albums are a perfect way to generate revenue AFTER you’ve shot a couple’s wedding.
How often are you able to do that on top of prints, albums and heirlooms for just the couple?! It’s so important to remember that the wedding day is just as important, if not more important, to the parents as it is with the couple. An album to them is an heirloom they will proudly show off and display in their home. With the right information, you can change your approach, work a new and better technique and ultimately, provide an exceptional client experience for both your couple and their parents.
STEPS YOU CAN TAKE TO PREPARE
Ask the couple for their parent’s info upon booking
Reach out to each set of parents and introduce yourself, start a conversation about the couple (not just the wedding) and why they are so excited for them to be married, what the wedding means to the parents, and how you can preserve the wedding in a way that’s meaningful to them.
Let them know that you’ll plan to reach out again throughout the process to see what size parent album they’d like and what kind of wall art they would prefer. (notice the language used here)
Ask if there are any grandparents or godparents that would also be interested in an album and/or wall portrait
Ensure them that you’re here to make their life as easy as possible but also recognize that they are a huge part of the story⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀
TIPS ON MAKING THIS SALE THE ULTIMATE CLIENT EXPERIENCE
Have a product specifically called “Parent Album” even if it’s the same thing as an engagement album, or a smaller version of a wedding album, giving it a name will help simplify the decision-making process⠀
Offer a companion design or custom pre-design. Make the process as simple as possible. Duplicating the design of the clients’ album in a smaller size makes less work for you (and some labs offer a discount for companion designs). If the parents want something different than what their child has, we recommend putting together a pre-design for them with images YOU select first. Then let them narrow down/ swap.
ASK. This sounds so silly but it’s so often forgotten. Simply ASKING your clients parents if they would like a parent album will result in an immediate increase in sales. We recommend doing this before the wedding and again afterward if they haven’t decided. They may not all say yes, but at least it’s on their radar.
JUST REMEMBER – for parents, their child’s wedding is a once in a lifetime event and sometimes, just including them in the conversation can go the longest way! Parents want to be included and they want to keep these memories forever, just like their bride or groom.
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It's about more than just the way you run your business, it's about your mission to serve your clients best, your purpose to bring more joy into their lives, and your desire to leave a legacy for your family and theirs.