Sales 101 For Photographers

[mcphotography]

I've had 4 seperate conversations with different people today (not photographers) about sales so I jotted a few notes on selling and sent it to them via email...I love sales! It's the hidden nature of what we do if we want to turn a photography hobby into a photography business. I've sold, taught sales, lead sales forces, lived the life of big dollar sales and the life of "man i finally sold one this month" (and for those who have done sales and/or marketing - i've seen those dreadful chargebacks) but man it gets your juices flowing. There is an art to doing it right and i've worked for myself for a long time in one business or another, and learing how to sell has always kept my bills paid .

Here are some of the points I sent to the folks from today - i reworded it to make it specific for photography....hope it helps somebody.


1. Open - It's not small talk...It's making a connection.

Most people don't like "small talk" but there is a fine line between small talk and making the connection. As the successful photographer in you emerges, you want to "make the connection". Don't b.s. people but find points that you can relate to them. Making the connection is not meant to be an hour long conversation about the weather, but instead, know your client and just talk to them...talk to them the way you wish a salesperson would talk to you.

Show them they are more than a dollar and you'll make a connection...which makes getting to the dollar that much easier.

In order to know your client before you actually meet with them, develop a very productive and probing intake form. Brief yourself with the intake form information prior to the client meeting, and you'll be surprised how much the client will appreciate that you remembered information about them...Make a connection and show you care!

2. Presentation - SHOW SHOW SHOW....but don't over do it!

If you can't show it, you WON'T sell it! Web galleries are great - this is, afterall, the digital age...but if you can't show it, you can't sell it. If you build it, they will come....if you show it, they will buy! It's a simple rule that's often overlooked. Your presentation should include presentation materials. You don't visit the Mercedes dealership and look at manuals only. You may be in the market for a C-Class but those S-Class Mercedes sure do get your attention. Well the same concept holds true for your clients. They may only want to spend $1000 for a cd of images but those flush mount albums and gallery wraps sure do look good...and wait, is that picture really 16x20 or 20x30...WOW...How much is that....get the picture! Show it off and show it all!

They don't have to buy it all, but the part (and art) of presentation that is often overlooked is upselling. Remember, this is Sales 101 for photographers. The client is going to tell you this is all they can afford, it's your job to show them what they really want to spend and then upsell. If they say they want a cd only and you only price a cd wedding (which you're losing way more then making by selling your images on cd), that's what you'll get. If they say they only want a cd but you show them what you offer, they may not buy the farm, but they'll at least get a horse or two. Remember, you're not being pushy, you're being helpful....you're providing a service and you're the expert and you're the source of information that they came to for advice, so don't be afraid to show them what you know they want.


3. Restate & Confirm....Don't miss the finer points.

This is a critical step. Most people miss this but this step determines just how successful (and profitable) you will be. It's MORE important than the close. Don't miss the fine points and don't sell yourself short! Restate what they want, go over the package, if it's a wedding, go over the attendees and the photo sets and the details...if it's an event - treat it like a wedding...if it's a portrait setting make sure you know what the portrait will be used for, how many people will be in the portrait - and the ages of the people, get your details straight. The details are your guidelines for your pricing.

Don't price yourself short because you don't want to get stuck with product that you have to cover at your cost. Set a "par" (or profit) point for your service and for your products. Know how much you can go over par before you run them off and how much you can go under par before you take a loss, and at least keep your service and product points at par. Remember, you are the expert and your expertise is a valuable commodity -- after all, your expertise is the reason they called to set the appointment with you in the first place.

4. Close The Deal...Overcome objections and Don't be afraid to TELL them they want you.

Now the fun part! Let's close this deal, make the sell, book the wedding....let's get a deposit -- nonrefundable of course! This is the part of sales that scares most but it's really the easiest. You've done the hard work, you made a connection, you presented yourself and products professionally, you have a clear understanding of what they want and they have a clear understanding of what you offer, now let's just write it up, collect a deposit, and get ready to shoot!

Most people struggle with closing. It really does not matter what your service or product is, a close is a close, and you want a first time close wheneve possible. Restate if you have to, give them "Yes" questions ("Your wedding day is one of the most memorable days you will have, of course you want to have something that will stand the test of time to preserve your memories, correct? Great! Let's make sure we get the best quailty album for your memories to be preserved in.) It's not hard. When you learn how to give "Yes" questions, how to get your client to agree with you, how to overcome objections and tell them what they want (don't hard sell, just tell), then the paperwork is a piece of cake.

We all love to shoot, we all spend what seems like WAY too much for our equipment, we all want to make a profit...let's remember that as talented as we are as photographers, it's our sales and marketing that will make us profitable photograhpers. To turn your hobby into a business, the shooting is easy...learn how to show and sell.

[my3peas]

Awesome Donnie! Thanks so much for being specific!

[robert t]

Well done.

[laawaaris]

very good points ... now we just have to put these points to practice

[Roadrnr]

I would have to say that you hit the nail on the head. You are right, closing is easy. The biggest problem most people have with trying to "sell" something is that they are afraid of "pushing products" down people's throat. Look at it this way. You're only offering them what you know they need. Don't just know it, believe it!

Half the things I sell in my business aren't to just make the sale. They are because I truly believe that my customer needs that product. Your job is to help them understand that they need it. Most people don't want to spend any more money than they have to. BUT if you show them that they need something, the price they pay is really only secondary.

It's really about adding VALUE to yourself that will show why it's worth spending the money for whatever you are offering them.

[guitarbug]

Great stuff, want to subscribe to this thread for future use! Thanks again.

[LadyShutterBug]

while the closing technique may work for some people, it does not work for me. i agree wholeheartedly that making a connection with a potential client is important, and having high-quality product to demonstrate is also very important. i am happy to address their concerns at the end of a meeting-- i even ask if there are any issues or questions they'd like to cover.

this, however, is incredibly transparent and would send me (as a potential client) running in the other direction.

"Your wedding day is one of the most memorable days you will have, of course you want to have something that will stand the test of time to preserve your memories, correct? Great! Let's make sure we get the best quailty album for your memories to be preserved in.

i have never pushed a close or pushed myself on a client. it is not my style, and i have plenty of formal business and marketing training. i am one of those people who recognizes a hard sell a million miles away, and runs in the opposite direction. i treat my clients and potential clients as i would wish to be treated. i wish to be viewed as an educated person capable of doing my own research and making my own decision.

if the client chooses to put down a deposit at the end of our meeting, it is because my work and portfolio and personality have spoken to them favorbaly and they have independently decided to begin a working relationship with me. not because i have backed them into a corner and pressured them into making a decision.

just keep in mind that not EVERYONE responds to the hard sell and the "close". push too hard and you may lose opportunity.

[ShaneKislack]

http://youtube.com/watch?v=TROhlThs9qY

Coffee is for closers only.

[mcphotography]

Originally Posted by LadyShutterBug

while the closing technique may work for some people, it does not work for me. i agree wholeheartedly that making a connection with a potential client is important, and having high-quality product to demonstrate is also very important. i am happy to address their concerns at the end of a meeting-- i even ask if there are any issues or questions they'd like to cover.

this, however, is incredibly transparent and would send me (as a potential client) running in the other direction.


i have never pushed a close or pushed myself on a client. it is not my style, and i have plenty of formal business and marketing training. i am one of those people who recognizes a hard sell a million miles away, and runs in the opposite direction. i treat my clients and potential clients as i would wish to be treated. i wish to be viewed as an educated person capable of doing my own research and making my own decision.

if the client chooses to put down a deposit at the end of our meeting, it is because my work and portfolio and personality have spoken to them favorbaly and they have independently decided to begin a working relationship with me. not because i have backed them into a corner and pressured them into making a decision.

just keep in mind that not EVERYONE responds to the hard sell and the "close". push too hard and you may lose opportunity.

i agree that it's not a method for everyone and not everyone should use it, it works for some, and does not work for others...the point is to learn what works for you - however you close - you have to close or you'll end up with countless meetings with clients that never amount to anything....if something works for you and you put it into practice and you're successful, then you are a successful closer....this is not a manual on what needs to be done or how to do it, just some tips shared from experience...and by no means do i recommend a hard sell because it does not work....selling is an art, a very fine art, and it should be treated as such, but some people need a guideline to help get their artwork started...again, if it helps someone great, if not great, i'm just sharing what i've learned and what's helped me.