Camera Repair Articles

CAMERA REPAIRS - Profit Centre or ….. hassle?

I recall that someone famous said once "If making love is a pain in the butt ……. You are probably doing it wrong!"

It's the same with Camera Repairs. "If handling camera repairs for your customers isn't making money for you …… you are probably doing it wrong!"

At least that's what Ron McKnight, Managing Director of Phototechnical Services was telling Camera Retailers and Photoprocessors at the Photographic and Imaging Exhibition in Brisbane.

And if you think about it, he's right.

Let's look at some basic questions and answers to explore the question in a light-hearted way.

Q1. Why does someone want to have their camera repaired?
Answer. Because they want to distract your staff from the important job of selling cameras and processing films.
No …. It's because he or she wants to take some PICTURES!!

Q2. What does a customer want to know when they bring their camera in for repair?
Answer. How much trouble camera repairs cause you - the unreliable technicians - difficulty in getting parts - can't tell you the cost - not sure how long it will take to complete - can't guarantee the repair etc etc.

No …. They want to know if it can be repaired, how much it will cost and when can they use it? (to take PICTURES)

Q3.Why does a customer buy a new camera?
Answer. As a result of clever marketing, brilliant point of sale material, highly trained and knowledgable sales staff, etc, etc.

No …. They want to take pictures and they are in YOUR store. That means that if you sell them a camera and some film, flash unit, tripod, light meter and aluminium camera case, they can take pictures of Auntie Flo and the family and feel like professionals.

Q4. How much does it cost to get a camera buyer in to your store?
Answer… How long is a piece of string…
Yellow Pages, Daily Newspaper, Sunday Newspaper Adverts, Shop Rental, Shopping Centre Promos, Discounts, Exterior Signs, sale as Staff Salaries, Administration, your Accountant, your Solicitor, your wife / husband… The Tax Man… GST… Etc.

Q5. What's the difference between the camera repair customer and the new camera buyer?
Answer …. There isn't one! They both want to take pictures and they both need a working camera to give them the result they want.

Q6. If the Camera Repair Customer finds that their camera can't be repaired or is too expensive to repair, what happens?
Answer… They turn into NEW camera customers - they still want to take pictures and they can't do that without a camera - can they?

Q7. What happens if you send the Camera Repair Customer to the Camera Shop down the street that does camera repairs?
Answer… Two alternative results:

Alt. 1. He / she gets the shop down the street to repair his / her camera, buys some film, a new battery, a flash, a lightmeter and a photoframe. After the customer has taken some pictures, they bring the film in for development. They ask the salesperson about these new fangled digital cameras - likes the idea of not having film to worry about and BUYS one.
Result … sales for shop down the Street $896.45 plus GST!

Alt. 2. The salesperson tells the Customer that their camera cannot be repaired or is not worth repairing or the customer decides that the quote too expensive.

The repair customer immediately turns into a NEW CAMERA BUYER, because they still want to take pictures.
The shop down the street sells the customer a new film camera, plus film, case, light-meter, tripod - processes the customer's picture, sells them frames to display them. Then customer asks salesperson about these new-fangled digital cameras - wants to print out photos on their computer printer at home. BUYS A DIGITAL CAMERA AS WELL - sales for shop down the street $1,237.36 plus GST.

Q8. If you didn't offer camera repairs and you sent the customer to the shop down the street - how much did you make on the deal?
Answer …. Nothing - in fact it COST you!
Remember all the money you spent on Yellow Pages, Newspaper Ads, Point of Sale and Outside Signs - just to get the customer to come in to your shop first. And, the shop down the street … paid nothing. You told the customer to go there.

Q9. Is offering a camera repair service really a pain in the butt - or could you be doing it wrong?
Answer …. You already know the answer to that. But what you probably didn't know was that nationwide camera repairer Phototechnical Services has already thought through the questions and has the answers that can maximise your gain and profit, while making the camera repairs operation completely painless.

SIMPLE CONCEPT - SIMPLE PROCESS

STEP ONE: Let potential customers know that you handle camera repairs. Phototechnical do this by providing Camera shops and Photoprocessors with Point of Sale material including Posters; Window Stickers; Counter Stickers and Leaflets / Leaflet Holders.

STEP TWO: Tell the customer immediately, if his camera can be repaired, how much it is likely to cost and when it will be ready. Remember the customer just wants to take pictures.
Phototechnical helps retailers with this by providing a free on-line diagnosis and cost estimate service, with Freecall access on 1800 634 322.

Sales staff access this service while the customer is waiting, get an immediate assessment of repairability, cost and time for completion.

STEP THREE: Customer decides, with salesperson's help whether to have their camera repaired or not. If yes, you organise the repair, make a heathy profit and gain a long-term customer. If not, the repair customer has turned into a new camera customer and your salespeople, know what to do with them.

STEP FOUR: Send the camera to your repairer, with a clear description of the problem or symptoms.

Phototechnical provide a standard order form which includes a description of the problem - linked to the telephone diagnosis with a reference number. When you repair 800 to 1,000 cameras per month, like Phototechnical, you can't always remember a telephone diagnosis from last week. That's why they need the reference number. They also provide pre-addressed Australia Post / Courier Stickers to make sure delivery is made to the right address.

STEP FIVE: Contact the customer when you receive the repaired camera back. In Phototechnical case this is usually within 10 working days. The customer's camera will be 100% operational, cleaned internally and externally and with a 12 month Repair Warranty. The customer is also given the opportunity to buy a one or two year Full Camera Warranty on all faults that may occur during the period.

STEP SIX: When the customer comes in to collect their camera - show them what has been done - explain the warranty terms - then cross-sell……….Phototechnical Full Camera Warranty, new battery, film, flash, tripod, light meter, case, photo frames, albums, (needed for their PICTURES). Then show them the latest new digital cameras and the special super duper interest free payment plan etc, etc, etc.

Remember you've paid a fortune to get this customer into your shop - look after them and you've got a LIFETIME OF SALES to look forward to……

Send them down the street and your competitor has a lifetime of sales to look forward to!!