A customer enters your store and wants to get into photography. They have a budget, let’s say $5,000 and want to hang some pretty photos in their office or house. What do you do?
Many dive shop owners would suggest the below:
- $2000 Housing
- $2000 Camera and lens
- $1000 Lights
- Free Photography specialty
This plan gets the customer an awesome camera system and some skills to take photos, without a plan to learn more, take photos, and share their experience. There is nothing wrong with a shop offering this path, but let's check out something different.
Here’s an alternate breakdown for the same customer:
- $1000 Camera with housing
- $1000 Trip 1
- $2000 Trip 2
- $1000 Trip 3
- Free Photography specialty
Generally this will result in a lower immediate profit for the dive center but it has a huge advantage for the dive center and the customer - the customer reaches their goal. In example 1 the customer has the fancy camera, which will still take a number of dives to get great photos, and no budget to find the images they want. They have the gear, with no memories, no images, and no experience. The dive center has a happy customer who will share and brag about the experiences they had on the trips they attended. That customer is a walking, talking advertisement. Example one has a nice camera to brag about. Example 2 has the images from $4000 of adventures.
Photography is all about capturing the moment. Help your customers capture their next adventure with the Sea & Sea DX-6G.