Document the Client Experience
Lesson 16 from: FAST CLASS: How to Start a Photography BusinessPye Jirsa
Document the Client Experience
Lesson 16 from: FAST CLASS: How to Start a Photography BusinessPye Jirsa
Lessons
Class Introduction
04:35 2Common Myths & Unknown Truths
08:08 3The Road Ahead
05:22 4Find Your Passion
03:18 5Part-time, Full-time, Employed, Partners?
03:41 6Stop Wasting Time & Money
04:02 7Your 12 Week Roadmap
04:23 8Mind Mapping
02:25Select a Focus
02:51 10S.W.O.T. Analysis
04:14 11Strategy & Long Term Goals
03:42 12Values, Vision & Mission
05:40 13Quick Break for Econ 101
08:14 14Your Target Market & Brand Message
07:12 15Your Client 'Why'
02:26 16Document the Client Experience
04:47 17Business Administration Basics
08:56 18Book Keeping Management
05:23 19Create the Logo & Branding
03:21 20Three Pricing Methods
10:18 21Package Pricing Psychology & Design
02:03 22The Listing & Classified Hustle
04:51 23Make Instagram Simple
05:57 24Your Automated Pinterest Plan
03:16 25Content Marketing & SEO
06:03 26Your Content Road Map
06:41 27How to Craft Your Content
05:37 28Internal Linking Basics
03:21 29What is Sales? Show Me!
05:02 30The Sales Process
03:23 31Always Positive, Always Affirming
02:03 32The Second Money & Dual Process
05:51Lesson Info
Document the Client Experience
Once it's mind mapped. This is where we wanna eventually end. This is like at the end of the 12 weeks, because it's gonna change and adapt. And it's okay that, you know, we kept the same message for five, six years until we adapted to a new message and then to finally where it is now. It's changed several times over the course of our business. At each point, when it changes, I want you to document it. This is called a Standard Operating Procedure. Okay? A Standard Operating Procedure or SOP. This is, in accounting terms, the bane of my existence. These were what we wrote for companies all day long. The accounting procedures, all this, where could things go wrong, all that kinda stuff. But you know what? They're pretty darn effective for you and your business. I'm gonna show you what an example of one might look like from the context of a table of contents, because they're too long to go over. But your first SOP should do this. By the end of this course, document your sales and client e...
xperience and process. Why? Because once you have your message and your vision down, I don't care if it's you or if it's your partner, or if it's your employees or anybody in your company, you better deliver that message to every single client. That's who you are. That is your product. And without documenting it and putting it down on paper, everybody that walks in your door is gonna get something just a little bit different. Right? So, I know we all think of these things, documentation and like taking the artistry out of it. I'm doing exactly the opposite. I'm trying to make it so that every one of your clients gets the exact same artistry. It doesn't mean that you have to read a script. Every time it should come from the heart, every time it should vary, but it should be documented. That's an SOP. This is our "Life Belongs in Print Exercise," then it goes into "Building a Relationship of Trust." This is the general outline. We "Perform the W.A.V.E," which we're gonna talk about in the "Sales Chapter." We "Continue Building Value," we "Don't Feature Dump." Talking to you about how I lit something and how I shot this and using this megapixel camera and a full frame camera and all this kinda stuff, that's feature dumping. If you don't expect that in a Louis Vuitton store in a Bentley dealership, you shouldn't be doing it with a luxury. That's why we talked about, what kind of product do we sell? Do we sell a Honda Accord, where we talk about the features and what you're getting? Or do you sell a luxury product, where it's assumed that you're using the best stuff? It's assumed that your product is good. You "Extend the Offer." You "Resolve Concerns," and then you "Follow Up." This is an outline of our Sales SOP. This is how it looks as an actual SOP. This is the Service Consultant SOP. You can see the level of detail. It's a 37 page document that outweighs everything. We have this for every department, for every function, for everything that we do. And if you wanna save your own sanity, start creating them at the beginning of your business. So, for any organizational documents, I'm gonna say that you guys put them into Google Drive. It's simple, it's free. It has fantastic spreadsheets Google Docs, everything. And for organizational documents you can share them throughout your entire company. Anybody can potentially use them. You can use them yourself from an iPad, from your computer, from anywhere you want, without having to install software and like do Word and all those kinda things. So, it's much easier just to go Google. Is everybody familiar with Google Docs, I assume? Yeah, it's kind of pretty ubiquitous for that. So, this is where you're gonna draft your client experience. And I say, "Draft." Because, don't expect perfection right now. This is the first stage of putting together an experience that you wanna create for your clients. And I hope when you heard me talking about these things, you heard the conviction, in what I was saying to you all. Because that's what I believe. That's what I've seen personally, from my own children, from my own happiness and seeing these photographs on a daily basis, as opposed to leaving them on a hard drive. I would expect your client experience to not change more than every few years. Like your draft is gonna change, because this is a draft, right? In your first year, it might change several times, as you formulate what you want to convey, in the message you wanna give, in your brand message in your identity, in your vision. It's gonna change a few times. Once you get to that place where you have your product dialed in, you lock it. And you keep it there. And that's who you are basically and reevaluate it in three or five years, but not, don't change your experience every six months.
Class Materials
Bonus Materials with Purchase