We talk a LOT about discovery calls. How to structure them, the places real power exists, and how to lean into calls with empathy.
If we aren’t able to communicate the REAL VALUE of what we offer and why our prospective client should even care, it’s going to feel like an uphill battle every dang time.
The next time you’re thinking about communicating something that you offer (albums, 8 hours of coverage, whatever) try thinking to yourself “so what?”
8 Hours? So what?
WHY does that matter to this specific person?
How does that solve their specific need that you uncovered during the call?
And how can you communicate this in a way that connects with them specifically?
Let’s look at an example:
Let’s pretend for a minute that I need to buy a new air conditioner.
When you’re talking to me about what real value your air conditioner can provide, don’t talk to me about multi-directional airflow vents.
Tell me I’ll be able to stay cool, no matter where I am in the room.
Or, let’s say my lawn is in desperate need of care.
When you’re talking to me about the incredible service you provide, don’t tell me about your advanced fertilizer, talk to me about the peace of mind I’ll have knowing that this lawn isn’t just a patch of grass but where my family makes memories.
Remember, our clients aren’t just buying a service – they’re investing in an experience and an OUTCOME. They’re looking for a photographer who understands them, who can capture their vision and make it come alive. And to do that effectively, we need to bridge the gap between
what we offer —> and why it matters to them.
In your next discovery call, challenge yourself to think from their perspective.
When you mention an aspect of your service, follow it with ‘so what?’ to ensure you’re providing value that resonates with them.
For example…
you’re not selling ‘8 hours of coverage’, you’re selling ‘a day of documenting with attention, ensuring the most important moments from getting ready to Mr. Brightside are captured with care’.
You’re not selling ‘albums’, you’re selling ‘a beautifully curated collection of memories, a keepsake that will tell their love story for generations to come’.
Every feature of your service should:
- answer a question
- solve a problem
- or fulfill a dream for your client
So the next time you’re on a discovery call, remember the ‘so what’ trick. Make your services relatable, valuable, and irresistible to your inquiring couples.
This simple shift in communication can dramatically increase your bookings and build deeper connections with your clients.
Give it a shot on your next call! Let’s start seeing our offerings not as packages or products, but as outcomes that elevate our clients’ experiences and exceed their expectations on every level!
You got this!
