11412 Williamsport Pike * Greencastle, PA 17225 * Phone 717-597-4994 * Fax 717-597-4241
www.nationalairviews.com
Aerial Photography
Sales Guide & Manual
Aerial Photography Sales Guide
1. Intention
The purpose of this guide is to serve as a field reference to assist you with the sale of our aerial photography products. Different sales people will sell our products in different ways. You will develop your own selling style and implement a set of procedures that work best for you. This guide is intended as a starting point. You are free to experiment and adapt your own techniques provided they are within the limits set forth in this guide.
Our photos are simple products to sell. You will gain product knowledge almost immediately with the sales guide that follows and will be able to comfortably offer your customers options as needed to help close sales. The most important factor in selling our products is getting to the decision maker(s). Showing them the value of their photograph and the various ways it can be used to benefit their operation is crucial to making the sale.
This guide will be updated periodically through revisions as needed.
2. Standard Product
The Standard Product that you will be presenting is a beautifully framed and matted aerial photograph of an establishment. The Standard Product is a 15” x 25” oblique angle aerial photograph in a 1-1/2” wide, traditional profile, solid oak frame complete with all necessary hardware, double matting (dark green & antique white), brass date plate, and Plexiglas glazing. This Standard Product sells for $249.00 for the first unit and $199.00 for each additional unit of the same photo for small companies; and $299.00 for the first unit and $199.00 for each additional unit of the same photo for large companies.
What constitutes a large company? A large company is generally defined as a large building, but may also be medium sized with attractive architecture, nice roof, a lot of landscaping or a great looking lawn. In other words, any aesthetically pleasing property that you feel justifies the higher price of $299.00
The image on CD is also available as part of the initial product sale for an additional $75.00 for a small customer and $95.00 for a large customer. The customer must purchase the Standard Product to qualify for the discounted CD pricing. The CD contains the image in a .jpg format. The image size is 1200 x 1800 pixels. All CD’s are shipped separately via USPS upon receipt of the final order. Delivery is 2 to 4 weeks.
You will be supplied with a set of photographs and a set of frame kits. Each frame kit is fully assembled and ready to accept a photograph. Remove the two top clips with a screwdriver. The photograph simply slides into the top of the frame between the matting and the backing board and self centers itself. You simply resecure the two retaining clips into the slot on the back of the frame by pushing them with your thumb, and present the photograph. When a call results in a sale, place an additional 6 retaining clips onto the frame to a total of 10. Placement of the retaining clips should be equally spaced with 2 on each side and 3 along the top and bottom. With each sale you also need to complete a photograph number label and place the label at the lower center of the cardboard backing board.
If a call does not result in a sale, remove the two top retaining clips and the photograph from the frame, store the photograph in a safe place for return to us, and insert the photograph for the next sales call.
All photographs and frame kits must be accounted for. Photograph numbers and frame kit numbers MUST be recorded on the order forms to receive credit for each sale. All unsold photographs are to be returned to us. Keep the unsold photographs in a safe place. When you have enough to refill a photo box, call us and we will have UPS pick it up at our cost.
There is a pronounced “learning curve” with our products of typically 2 to 3 weeks. Don’t expect to set your area on fire with record sales the first week! You will make many mistakes as you change, refine and improve your sales approach with our products. As you become more comfortable and knowledgeable, your sales will increase. Typically, you will see a measurable increase by week 2 or 3. Our established sales representatives average a closing rate of 20% to 40%.
3. Obligation
It is the obligation of the sales representative to approach the owner of each and every property photographed. People waste time in this business chasing after the “best-looking” properties. In many cases, they already have a recent aerial photo or don’t have it in their budget. Meanwhile, you may be passing an auto junkyard, for instance, who many times go crazy over the picture because it is “THEIR JUNK” or inventory.
4. Sales Preparation
In order to maintain an efficient level of calls in a day, you will need to plan your day in accordance with the locations of each photograph per your map. Typically, you will have several locations within a mile of each other as well as a few isolated locations. Before you begin the day, you will need to layout a proposed route that minimizes any back tracking and sequence the photographs for that route. This is a pure numbers game. The more stops you make in a day, the more sales you will receive.
If the owner or decision maker is not there, inquire as to when they will return and schedule to return then. We also have a loaner policy if the decision maker is rarely there so feel free to leave the photo behind.
Remember to discuss things with excitement and inject laughter when possible. “Excitement and Laughter SELLS”.
4.1 Car Set Up
Open your first box of frames from a wide side. Take out the frames and tuck the flaps back inside. Put the box in the trunk of your car and put the frames back inside, remembering to put one face down and the next face up, with the hanging clip on the opposite side. Then use a piece of bubble wrap for protection and repeat the process to put all the frames back in. Notice that one of the bubble wrap pieces there is a package of frame clips. These clips will be used to tighten the frame backing when you make a sale or leave a picture on loan. Due to the fact that there are only two pieces of bubble wrap in the box, you’ll have to save pieces from future boxes of frames to gain added protection between frames. Otherwise, you will be using a lot of color putty to touch up scratched frames.
When you first take out a frame to put a picture in, it will need to be wiped clean of packaging dust. Place the frame on the ground facing you and open the back by taking the two top clips off with a small to medium screwdriver. Take a picture and slide it down behind the matting. Center it by sliding it left to right until centered. Close the back of the frame and add two clips on the top by putting them into the groove and snapping on with your thumb. Don’t add more clips at this time so you won’t have to take too many off if the owner isn’t there so you can easily reopen it for a different picture.
Put a batch (100 pictures) in the box top in the back seat of your car on the floor leaning back on the seat. When you find a property you have a picture of, take a frame and put the picture in and stand it up on the back seat. You can repeat this process with pictures of a couple of properties, and have 3-5 framed pictures on your back seat so you can go from one to the next with no loss of time.
5. Customer Types
Our customers include most industrial/commercial entities such as manufacturing facilities, schools, churches, golf courses, automotive dealers, hotels/motels, restaurants, gas/service stations, furniture stores, plumbing/flooring/lumber suppliers, nurseries/greenhouses, wholesale facilities and other similar sites. Depending upon your sales area, your customers may also include large commercial farms as well as upscale (500K plus) homes. We do not typically photograph multi-tenant facilities (i.e. office buildings), strip mall type retail stores, government facilities or residential properties (with the exception of the homes previously noted).
The contact people you will be dealing with will be as diverse as the types of businesses themselves. Typical decision makers will include small business/franchise owners, branch managers, marketing/advertising directors, plant managers, operations managers and other mid to high level management people.
6. Initial Customer Impressions
Our products are quite unique. They are specific to each potential customer. Everyone has seen aerial photos but not everyone has seen an aerial photo of their business.
When you walk into an establishment with their aerial photo, typically, the initial impression is amazement. Usually, the photo will draw immediate attention and within minutes you will have a small crowd viewing their photo. They will begin discussing events that happened on the day the photo was taken, who was at work that day, how low their inventory was that day, etc.
Usually the first few people to view the photograph will not be the decision makers. However, they can be used to help close a sale by suggesting that the group go together to purchase the photo for the owner/boss as a gift, if the owner/boss does not decide to purchase it.
7. Presentation Procedures/Response Rates
Before entering each location,
• verify that the location matches the photo and record the photograph number in your log sheet (log sheets are for your use only)
• insert the photo into the frame, being careful to remove any dust or dirt that will detract from the quality of the product.
• enter the facility and present the photograph (Refer to the Greeting Section of this manual for suggested presentation techniques.)
Regarding the CD, note that it sells for a discounted price for a limited time. The regular price is $129.00 for a small company and $179.00 for a large company. The CD has turned out to be an excellent closing tool specific to the type of customer you are talking to. For example with schools, propose they use it for class projects, within their yearbook, print their own 8x10s for gifts for graduating seniors, etc. For churches, propose they use it for their bulletins, welcome/greeting cards, advertising. etc. For manufacturing facilities, propose they use it for their web site, advertising, annual reports, sales presentations, etc.
As you become accustomed to the diverse types of customers of our products, you will develop your own list of benefits that you can present to each type. The CD is a powerful closing tool. However, it needs to be applied properly for each type of customer to realize the greatest return.
Upon presenting the photograph, you will encounter the following responses:
• about 30% will have no interest or will not let you talk to a decision maker - don’t waste any more time and promptly leave
• about 10% will love the photograph and purchase it on the spot or that same day
•about 20% already have or have recently purchased a photograph from another company.
If this occurs, remind them that our product is available with their image on a CD for their use and suggest the benefits of having it as detailed above. In some cases, this will result in a sale as most of our competitors do not offer the CD with their photos.
• about 40% will not have the decision maker immediately available. If this occurs, you may offer to leave the photograph with them for a couple of days.
To leave a photograph, you must complete the following steps:
• Complete the order form in its entirety with the exception of the type of payment (assume every leave-behind will result in a sale). Keep the pink copy for your records. The customer can then fill in the credit card information or mail in a check if they decide to purchase it.
• Transfer the photograph number from your log sheet to the information sticker on the cardboard backing board at the bottom center.
•Discuss a time to stop back with your customer and record this date in your log. Encourage them to simply mail in a check or fax in the credit card
• information. This will eliminate the need to come back. But don’t lose track of the loaners or keep them dangling too long.
When you make a sale, you must complete the following steps:
• Complete the order form in its entirety including the type of payment. Have the customer sign the bottom on the form on the “Accepted by” line.
•Transfer the photograph number from your log sheet to the information sticker on the cardboard backing board at the bottom center.
•Place an additional 6 retaining clips onto the frame to a total of 10. Placement of the retaining clips should be equally spaced with 2 on each side and 3 along the top and bottom
8. Optional Products/Services
We have various optional products and services available which have been designed to answer the needs and sales objections of your customers.
Offer these products and services as you feel necessary and as you begin receiving comments from your potential customers. Do not inundate your customers with all of the products available as this will quickly discourage a potential sale. Listen to your customer’s comments and needs and then present the product(s) that they seem to have an interest in. Additional products and services are available ONLY upon the purchase of the standard product - no exceptions.
8.1 Digital Imaging
We can alter a photograph through a digital imaging process and re-print the corrected photograph. Our digital imaging artists can correct virtually anything on a photograph such as improving the appearance of a roof, lawn, driveway or parking lot, removing neighboring buildings or any other major or minor changes or corrections.
The Digital Imaging/Corrections Services example sheet details four levels of corrections. If a customer wants corrections to their photograph, match their corrections to the closest level as detailed on this sheet. If a question arises or you are unclear as to what level to use, simply give us a call and we’ll provide you with the proper level from your description. Note that Level 4 corrections include any Level 1, 2 or 3 corrections, and Level 3 corrections include Level 1 or 2 level corrections, and level 2 corrections include level 1 corrections.
When a customer desires corrections, remove the original photograph from the frame and indicate the corrections directly on the photograph by marking it up
with the black felt tip marker. Fold the photograph and send it back to us along with the order form. Indicate the level of correction as a line item on the order form. By marking up the photograph while in your customer’s presence, you are assured that they will receive the desired corrections. All digital imaging/corrections must be accompanied by an order form. Under no circumstances will we proceed with this service without an accompanying order form including the type of payment. Some customers may feel uncomfortable about paying 100% in advance to someone who is just walking in off the street. However, we cannot commit to digital imaging without a good faith deposit from the customer. Some customers may feel uncomfortable about committing too much, negotiate a 50% deposit, or worst case 25%.
Some customers may want to see a corrected version before they commit to you. In this and all cases, we guarantee that the corrected photo will meet their expectations or we will revise it per their original comments until it does.
We will ship the corrected and re-framed photograph directly to your customer at a nominal shipping charge of $10.00 or, if you prefer, we will ship it to you so that you can deliver it (shipping charges apply with either option). Please indicate which you prefer on each order.
8.2 Alternate Framing & Matting Selections
Approximately 95% of your customers will love their photograph in the standard oak frame with the green/white matting. If your customer desires an alternate frame/mat combination, they can choose from any of the frame and mat color samples. An alternate frame and/or mat color will cost $10.00 for reframing, and a nominal shipping fee of $10.00.
The exact color/tone of alternate frames will vary slightly due to natural variations of woods and wood grains. All alternate frames and mats include the brass date plate identical to the standard product. All color mat choices will include the white accent mat. If they choose white as the primary mat, it will be a single white mat.
Customized brass plates are available for an additional $30.00. They can have up to three lines of text.
If asked, Style 1 and 2 frames are stained solid oak; Styles 3 through 9 are stained poplar; Style 10 is laminated pine. To order an alternate frame/mat combination, simply note your customer’s desired selections as a line item on the order form. We will ship the alternately framed and matted photograph directly to your customer, or if you prefer, we will ship it to you so that you can deliver it. Again, indicate which you prefer on the order form.
8.3 Additional Prints and Framed Photographs
You can offer additional unframed prints to your customers upon the sale of the Standard Product. The sizes and prices are listed on the price sheet.
Upon the sale of the Standard Product, you can also offer framed photographs in sizes other than the standard size. The sizes and prices are listed on the price sheet. Framed and matted prices include choice of frame and double matting. To order these products, simply list them as a line item on the order form. We will ship the enlargements or framed photographs directly to your customer with a nominal shipping charge of $10.00. If you prefer, we will ship them to you so that you can deliver them yourself but the shipping charge would still apply. Indicate which you prefer on the order form.
8.4 Photo Business Cards
These are a very popular item and are self-explanatory. Note that any special text or inclusion of a company logo incurs a one-time setup charge of $40.00. Also, the quantities are for identical cards. For example, your customer cannot split an order for 500 cards with 250 showing the owner’s name and 250 showing a manager’s name. All 500 must be identical.
8.5 CD Of Their Image
The CD is the most popular product as it gives your customer the diversity to do as they please with their image. If any digital corrections were performed on their image and they purchased a CD, the CD will contain the corrected image. The image is not copyrighted.
Before you can offer additional prints, miscellaneous framed photographs or any other product or service, your customer must purchase the Standard Product.
9. Discounting
Occasionally, you will find that you may need to discount the price of the Standard Product in order to secure a sale. We allow a maximum discount of up to $50.00 on the standard product price of $249.00 (of small companies), bringing it down to $199.00, or on the Large Company Product Price List of $299.00 bringing it down to $249.00.
You can also apply a maximum price reduction of $50.00 on the total order to any other products or services with the exception of additional copies of the standard framed photos. These are to remain fixed at $199.00.
You can be creative in your discounting by giving away up to $50.00 worth of additional products or services (i.e. digital imaging, additional prints, etc.) as needed to secure a sale. You can also use the discounting to help close larger sales that involve multiple standard framed photos, digital imaging, etc.
If a customer wants just the photo without the framing, you can offer the photograph unframed at $179.00 for small companies and $239.00 for large companies. However, we do not encourage you to sell only the photograph, unless your customer specifically requests it. If a customer wants the CD only without the Standard Product, the price is $129.00 for small companies and $179.00 for large companies.
Just keep in mind that all discounting is to be with discretion and on a case by case basis. And remember, as the price goes down, so does your commission.
10. Re-shoots & Additional Sites
Frequently, your customers will ask if we can photograph other sites or locations that they either own or have an interest in. Also, in some instances, a customer will agree to purchase a framed photograph if we can re-shoot it from a different angle or direction. Unlike our competitors, we DO offer these services. However, they require a minimum 50% deposit before we proceed. See the sheet entitled “On-Demand Aerial Photo Shoot Request” for more information on how to order this service for your customer.
There is NO discounting for any “on demand shoots”. The CD and all other options will remain the same. Again, a deposit is required. No deposit, no photography.
11. Technical
Some customers like details and will ask how and when the picture was taken.
The pictures are taken with a digital camera from a height of about 1,000 to 1,200 feet. FAA regulations require a minimum height of 1,000 feet. We use a telephoto lens and gyroscope to obtain a sharp, tight image.
The list that came with your photographs will have the date the photos were taken at the top. It is not the date listed next to each photo number. That is the date the photographs were printed.
12. Tell Us What You Want
Our customers respond differently to our products in different parts of the county. For instance, lumber mills may be excellent customers in the south but may not respond nearly as well in other parts of the country.
As we begin photographing in a new area, we typically shoot with an “all inclusive” customer target since it is impossible to predict a regional industry’s response to our products. As you receive sales input from your area, pass this information on to us and let us know if a specific industry is not responding to our products. For example, if you call on 20 fast food restaurants and only one buys while your regional average may be 4 or 5 sales per 20 calls, let us know and we’ll stop photographing fast food restaurants in your area.
Similarly, if we are missing an industry in your area that you want to try, pass it on to us and we can include it in our next flight to your area.
13. Sending in your Orders
Please mail in your orders on Friday afternoons or Saturday mornings in the envelope provided.
Commissions will be paid the following Friday on all orders received from you by the close of business on Thursday. The check will be mailed on Friday afternoon. You should receive it the following Monday or Tuesday.
Keep track of customers you have agreed will mail in their payments. If you don’t receive a commission on them within a few weeks, you’ll want to follow up with them. You may also want to send their name and address along with the picture and frame numbers so they can be invoiced.
14. Tax Deductions
You are responsible keeping track of your own expenses. Keep a record of your starting and stopping odometer readings for each day. Keep gas receipts and repair bills. Keep receipts of tolls, postage, photocopies and any other business related expenses. You’ll want them come April 15th.
15. Miscellaneous Information
Our toll free number is 888-314-5863. This number is for you, our reps, to call in with any questions, comments, or problems. Under no circumstances are you to give this number out to our customers. If you want the customers to call you directly, give them your cell or home number.
Feel free to contact Stuart Trueax, our sales manager, at 717-597-4994, with any pricing questions. Feel free to suggest any changes or make any comments about our products, services or business practices.
Many customers also ask for our Federal Tax ID number to enter us into their accounting system for payment. That number is 23-2985174. However, many customers may want to fax in a W-9 that we will promptly fill out and return fax to them.
Feel free to call us anytime about anything. We are mutually dependent on each other for our success.
Aerial Photography Sales Manual
1. Preparation and Greeting
Before entering a business, look at their photo closely. Pick out something you can make a positive comment about such as the landscaping, freshly cut lawn (if there are lines in the grass), a company name on the front of the building, or trucks in the lot.
If the roof looks bad, determine how much you’re going to charge for the touch-up. No matter how bad it looks, tell them you’ve seen worse. Tell them you can save them thousands of dollars by giving them a new roof for only $120, any color they want (you say jokingly ... again laughter and excitement sells.)
Upon entering the business, you want to show the picture to the first person you see, usually the receptionist. They may say something about the photo that will help you close the sale with the owner of the business.
You say, “Hi, my name is ______ (your first name is sufficient). I work for an aerial photography service and I have a nice SURPRISE for you.”
At that time, pick up the photo and show it to them. Pause for a few seconds to see if they say anything like “WOW” or “that’s really neat” or “there’s my car”. At this point you can say, “We have taken a photo of your business from an airplane and we offer it for sale. I usually show it to a company president or general manager to find out if they are interested in buying it.”
When the decision maker comes out, say again, “Hi, my name is __________ and I work for an aerial photography service. I have a nice SURPRISE for you. As you can see, we have taken a photo of your business from an airplane. We take pictures of schools, churches and commercial properties. We then enlarge the pictures and offer them for sale.” Pause a few seconds and wait for a response. They will usually say they are not interested or ask the price.
For a large company, say:
“It’s just $299.00, including the solid oak framing. The image on CD is also available for advertising or a company website for just $95 additional. Would you like one?
For a small company, say:
“It’s just $249.00, including the solid oak framing”. (Offer the CD at $75.00 after they’ve committed to purchasing the photo.)
Also mention that it would normally be $400 to $500 if they were to call and schedule us to photograph their business.
By following these steps, you have quickly explained who you are, why you are there, and provided pricing information. Wait for a response, but not too long. If they are quiet but thoughtful, ask if they want to purchase the photo?
2. Helpful Hints
Refer to the map provided with each shipment of photographs. The locations are numbered on the map with the corresponding picture numbers. The actual location should be within 1,500 feet, in any direction, of the location on the map. The location is calculated by using the aircraft’s heading, the average distance the aircraft is from the site, and the average angle of shot.
Work the pictures in numerical order whenever possible. This should allow you to get to the most prospects in the shortest amount of time.
If you are having a good day, go looking for the ones you have had trouble finding. You don’t want to be looking for them on a bad day. Look around the sides of the picture to see if anything looks familiar.
Don’t waste time chasing after the great looking prospects. Again, they may already have an aerial photo or it’s not in their budget. If they can’t come up with a use, they can’t justify the cost.
Don’t skip bad looking properties. They may LOVE THEIR PLACE. Many problem areas can be fixed with touch up work.
Don’t let “NO SOLICITING” signs bother you. Tell the receptionist you saw the sign but you don’t have a name or phone number to call for an appointment. Go into your regular greeting “Hi, my name is _____ ...”. Show them the picture. They might say “just a minute” and get the boss for you, who ends up buying the picture. If not, you’ll find out who to see and ask for an appointment.
Churches are best worked before 1 p.m. Schools can be worked better after the students have left for the day but before the staff starts to leave.
Having a great day with lots of sales? You may be tempted to treat yourself to a round of golf or whatever turns you on. On the other hand, tomorrow may be a slow day, so you may want to compensate for that possibility and keep going.
WHEN YOU’RE HOT YOU’RE HOT
3. Objections
Customer: Can I think about it?
Your response: Of course. I can stop back in a day or two. (You’re taking away the pressure to decide they may be feeling.) In general, do you like the picture? If they say they like it, ask if you can TEASE them by taking $20 off so you don’t have to come back. That will make it $229, plus tax, OK? If they now offer $200, ask if you can split the difference at $215. If they say $200 is all I’ll give you, say well if that’s the only figure we can work with I’ll take it. But of course, I’ll have to charge you tax even though the governor isn’t here (jokingly).
Customer: My roof looks terrible!
Your response: I’ve seen worse (you say laughingly), but I can give you a new roof for only $120.00, any color you want (jokingly).
Customer: All I see is roof!
Your response: I see what you mean, but you do have a large business here and we took it from an angle so we would get your front and side for depth perception.
Customer: The roof is glaring! (Usually a white roof)
Your response: That’s because the sun is shining on it. We can tone that down by making it a gray color.
Customer: I’ll give you $100.
Your response: Apparently, you don’t realize the value. We charge $400 to $500 if you were to call and hire us to do this for you. We went down the road and click, click, click all the properties. We know that a certain percentage of the owners will buy the pictures, allowing us to reduce the price. We know that the lower the price, the more we will be able to sell. But, the company does give me some room to work with. I can reduce the price to $219.00 with frame, or $129.00/189.00 for just the photo. Which would you prefer? You might also want to take out the price list and show it to them in writing. Some people might think your starting with a high figure to feel them out. Once they see it, you can offer them a discount of $30, leaving another $20 you can still negotiate with.
Customer: I can’t decide right now, do you have a card?
Your response: Yes, you’ll notice the company is located in Greencastle, PA, but I live in nearby ____________. When they take the pictures, they send me a map so I can find the properties they took (jokingly). Would you like to borrow it for a few days? If the answer is yes, you will probably have a sale in a few days. Ask when you can call back for a decision.
Customer: I wish you would have told us when you were going to do this.
Your response: We tried that years ago. You might say that next week is fine. Next door might say come back in three weeks after the addition is complete. The company next to them might say we are doing landscaping and painting in two months, can you come back after that. So, of course, that doesn’t work out. If someone wants a new picture, it can be arranged. But it’s more costly. Find out what they don’t like about the photo you have. Many things can be changed with digital imaging. Always try to sell what you have NOW.
Customer: I already have an aerial photo.
Your response: Oh, can I see it? Take the picture with you. Admire their photo and ask when it was taken. Then hold up your new picture next to it and ask if there have been any changes. Your new one is probably larger and more vivid in color. Ask if they would like an updated photo.
Customer: I’m not interested.
Your response: Is there something about the picture that you don’t like? It may just need a few touch ups to satisfy them.
4. Button Up
When you have made a sale, you want to leave the customer with a good feeling so they don’t call to cancel. After they give you their payment, say “Thank you for your business and enjoy your photo.”
