The Problem of Husband Sticker-Shock
October/24/2007 Selling
Recently I received really great question that was posed this way:
In my children’s portrait business, my clients (upscale moms) will pay on average $800-$1500 with me. However, I often hear comments like “my husband’s gonna freak,” “My husband’s probably going to divorce me,” “I’d better pay out of 2 different checking accounts so my husband doesn’t find out I spent this much on pictures,” and “When I told him how much I spent, he thought it was outrageous.” The feedback afterward, however, when the husband finally sees the photos or canvases is very positive . . . he loves them. But I’m unhappy with the negativity attached to the experience for my female clients, both in anticipation of telling their husbands and in enduring their husbands comments until he sees the photos. I know that it’s much easier for a woman to make an emotional purchase than it is for a man, but . . . can you suggest any language I can use/pass along to my clients to help offset this husband sticker-shock?
I can certainly understand this photographer's upset and the negativity being directed at her business by a "third party" — in this case the husband. My experience has been to get the husband involved from the beginning if at all possible. If he participates in the design session, he becomes as committed as the mom. And typically he's the one who ultimately will defend a larger purchase.
But I also wanted to ask Houston photograph Carol Andrews, my good friend and fellow Studio Management Service consultant, for her viewpoint on this, as I consider Carol to be the "Female Finance Diva." Here's what she had to say:
"I educate my clients IN ADVANCE of the photo session to help identify a budget for "them." This gives my clientele a security level. Generally, I will ask the female client is she is comfortable going out to buy a new couch or china cabinet without her husband. If she says yes, then I'll say great, so he'll be comfortable with your decisions without being present. If she says no, I'll suggest that its very important that he be involved in the decisions, and won't feel left out and resent HER decisions, so we'll find a time when he can be present also. I'll tell her that I want to respect their relationship, and do what works best for them.
"It works beautifully, no problems. Very smooth. There is a problem only if Dad gets sandbagged with a huge surprise on the Visa bill. How would the wife feel if Dad goes out and buys the biggest screen Hi Def television, has the furniture moved and the monster media center installed? Stand in our customers shoes . . .
"The entire key is to handle the situation IN ADVANCE . . . get everyone on the same playing field, with the same rules. Stanley Marcus used to have a sign on his desk that said 'no surprises.' Our businesses run much more smoothly with that philosophy."
Great answer Carol! If this wisdom doesn't work with your client, then let her give you a "subterfuge payment." After all . . . it's her marriage. Thank heavens we're not responsible for this issue!
In my children’s portrait business, my clients (upscale moms) will pay on average $800-$1500 with me. However, I often hear comments like “my husband’s gonna freak,” “My husband’s probably going to divorce me,” “I’d better pay out of 2 different checking accounts so my husband doesn’t find out I spent this much on pictures,” and “When I told him how much I spent, he thought it was outrageous.” The feedback afterward, however, when the husband finally sees the photos or canvases is very positive . . . he loves them. But I’m unhappy with the negativity attached to the experience for my female clients, both in anticipation of telling their husbands and in enduring their husbands comments until he sees the photos. I know that it’s much easier for a woman to make an emotional purchase than it is for a man, but . . . can you suggest any language I can use/pass along to my clients to help offset this husband sticker-shock?
I can certainly understand this photographer's upset and the negativity being directed at her business by a "third party" — in this case the husband. My experience has been to get the husband involved from the beginning if at all possible. If he participates in the design session, he becomes as committed as the mom. And typically he's the one who ultimately will defend a larger purchase.
But I also wanted to ask Houston photograph Carol Andrews, my good friend and fellow Studio Management Service consultant, for her viewpoint on this, as I consider Carol to be the "Female Finance Diva." Here's what she had to say:
"I educate my clients IN ADVANCE of the photo session to help identify a budget for "them." This gives my clientele a security level. Generally, I will ask the female client is she is comfortable going out to buy a new couch or china cabinet without her husband. If she says yes, then I'll say great, so he'll be comfortable with your decisions without being present. If she says no, I'll suggest that its very important that he be involved in the decisions, and won't feel left out and resent HER decisions, so we'll find a time when he can be present also. I'll tell her that I want to respect their relationship, and do what works best for them.
"It works beautifully, no problems. Very smooth. There is a problem only if Dad gets sandbagged with a huge surprise on the Visa bill. How would the wife feel if Dad goes out and buys the biggest screen Hi Def television, has the furniture moved and the monster media center installed? Stand in our customers shoes . . .
"The entire key is to handle the situation IN ADVANCE . . . get everyone on the same playing field, with the same rules. Stanley Marcus used to have a sign on his desk that said 'no surprises.' Our businesses run much more smoothly with that philosophy."
Great answer Carol! If this wisdom doesn't work with your client, then let her give you a "subterfuge payment." After all . . . it's her marriage. Thank heavens we're not responsible for this issue!