Reiley Photography: Sales Strategy & UX

The Sales Journey

The website was usually the first introduction to my work. Once a couple inquired, my goal was to schedule a brief phone conversation rather than immediately sending a price list. That gave me an opportunity to learn about their wedding, answer questions and establish a personal connection. From there, I would invite them to meet in person or over Zoom for a more detailed consultation.

The Investment Webpage

I didn’t automatically send pricing in response to every inquiry, preferring to have a quick conversation first whenever possible. If someone asked specifically about pricing, I sent them a link to the Investment page, which provided detailed information about collections, albums and what was included. Rather than functioning as a simple price list, the page gave couples a better sense of what they were investing in.

The Consultation

The presentation wasn’t intended to be a traditional sales deck. I used it to guide a conversation, helping couples understand how I approached a wedding day before introducing collections and pricing. By the time we talked about cost, they had a much better understanding of what they were hiring me to do.

Walking them through the wedding day

This is the most important part of the presentation. I walk couples through an entire wedding day, explaining how I approach each part and giving them a chance to imagine what it might be like to have me photograph their own wedding. I also share tips and ideas they can use no matter who they ultimately hire.

I show them dozens of emotional images that highlight my photojournalistic style, occasionally pausing to share the stories behind them. This is also one of the few times I show posed portraits, since they are still an important part of the wedding day. It gives me a chance to explain how I approach them and some of the things I think couples should consider.

After the Wedding

Following the wedding day slideshow, I showed couples what happens after the wedding. I walked through my process for culling and processing images. I also explained what level of detail retouching would be included in the photos in their gallery and hinted at more involved retouching that could be available for an additional fee, if desired.

Introducing the Investment

Finally, I would introduce pricing, starting with the most comprehensive collection and working my way down to à la carte options like engagement sessions. I intentionally structured the collections so the middle option would appeal to most couples, with a more comprehensive collection that included extras they might not need and a simpler option with less coverage.

The Wedding Album

Albums were an important part of my wedding collections, so I ended the presentation by showing couples what they could create with their photographs. I walked through the different options, cover materials and ways they could personalize their album, giving them a chance to imagine what their finished book could actually look like.