Taylored Photo Memories · Sales Brief
Cold Call Decision Tree
For research-based outreach to event planners & vendor-recommending professionals
PHASE 01
Open & Orient
Say this
“Hey [Name], I’ll keep this short — I do a quick research call with people in your world before I reach out formally. I wanted to ask you a couple of real questions about how you work. That ok?”
* If they say they’re busy, offer to call back. Don’t push. Note the callback time.
PHASE 02
Establish Their Role in Vendor Selection
Q1
“Do you typically recommend photographers or videographers to your clients?”
✓ Yes
Great — move to Q2.
Confirms they’re in the referral chain.
✗ No
“Got it — do clients come with their own vendors, or is it more that it just doesn’t come up?”
Listen for who does make those calls. Could still be an indirect lead.
Q2
“Do you keep a preferred vendor list, or is it more situational?”
Has a list
“How do vendors typically get on that list?”
Listen for: referral, audition, relationship, past experience.
Situational
“So what does that process look like when a client asks for a recommendation?”
You’re mapping their workflow — not pitching yet.
PHASE 03
Uncover What Drives a Referral
Q3
“What actually makes you refer someone? Is it quality of work, ease of working together, communication — or something else?”
Listen — don’t interrupt
Note exactly what they say. This is your pitch language later. Common answers: reliability, they don’t create drama, clients rave about them, they deliver fast, they’re responsive.
Reflect it back: “That makes sense — if someone’s hard to work with it comes back on you.”
PHASE 04
Qualify the Opportunity Type
Q4
“Are your clients usually bringing their own vendors, or are you making most of the recommendations?”
They recommend
You have influence. Move to Q5.
Clients bring vendors
“Is there ever a gap — like a client who shows up without something covered?”
Look for last-minute or add-on opportunities.
PHASE 05
Identify Specific Service Fit
Q5a
“Do your clients ever ask about things like headshot stations or event photo coverage?”
Yes
Note which service type. Move to Q5b.
No / Not sure
“That’s helpful — is it more that it hasn’t come up, or just not something your clients think about?”
Educate lightly: “We see it come up a lot at corporate events, brand activations, that kind of thing.”
↓
Q5b
“Are they ever looking for content creators — someone who can capture footage or photos specifically for social media and marketing use?”
Yes — interested
Confirm fit, then move to Budget. Do not skip to pitch.
No — not relevant
“Totally fair — what’s driving that? Is it just not a priority right now, or more of a budget thing?”
Listen for the real objection. Log it exactly.
PHASE 06
Budget Conversation (If Interest Confirmed)
Ask This
Say this
“Last thing — where does budget sit for you when it comes to adding quality content coverage to an event? Are clients usually thinking about it, or is it more of an afterthought?”
If they say it’s tight / “I don’t know”
“Totally get it — that’s usually where we start too. What we see is that once clients understand the ROI — content they can use for 6 months — it shifts how they think about it. Do you want me to send over what a typical engagement looks like so you have a reference point?”
If they say there’s no real limit / open budget
“Ha — I love clients with no budget. So a million dollars works? [pause] Just checking. Seriously though, that’s great to know — we work with a range and I can show you what that looks like.”
If they give a number or range
“That’s helpful — that actually lines up with what a lot of our clients work with. Let me follow up with something specific.”
PHASE 07
Close the Call
Close — qualified lead
“This was really useful — sounds like there’s a fit worth exploring. Can I send you a quick overview of what we do and set up a 15-minute follow-up? I’ll make it easy.”
Close — not a fit right now
“Good to know — I appreciate you being straight with me. If anything shifts or a client asks, feel free to reach out. I’ll send you something short so you have it.”
* Always end with a specific next step — a follow-up email, a time to talk, or a deck being sent. Never leave it open-ended.
REF
Quick Reference — Log After Every Call
What to log
- Do they recommend vendors? Y/N
- Do they have a preferred vendor list? Y/N
- What drives their referrals?
- Service interest: headshots / event / content / none
- Budget range or response
- Next step agreed to
Green flags
- They make recommendations regularly
- Clients ask for content / photos
- They value reliability & communication
- Open to a follow-up
Red flags
- Clients always bring own vendors
- No budget conversation possible
- Not interested in follow-up