In the competitive world of photography, closing a high percentage of your sales meetings is critical to success. However, many photographers make common mistakes that hinder their chances of success. To help you improve your sales methodology and increase conversion rates, here are five key rules to follow. By implementing these strategies, you’ll be equipped to establish strong connections with customers, communicate value effectively, and ultimately close every sale.
Note: This education is direct from our free 1-hour master class called “3 steps to get extra $100K.” If you’re interested in learning more about how to amplify your business with more leads, more revenue per customer, and higher sales conversions, we recommend signing up. This.
Rule 1: Live or Zoom!
Don’t make the mistake of simply responding to a prospect with a generic price list. Clients often lack the expertise to understand what they really need and appreciate in a complete photography experience. They treat all good photos as equal and make decisions based solely on price.
Instead, prioritize personal interactions with customers. Engage them through phone calls, Zoom meetings, or face-to-face discussions. This allows you to connect with your customers, shows them that you understand their priorities, and adds value to their overall experience.
Research by insidesales.com revealed that reaching out to a prospect within the first five minutes increases their reach by a staggering 900% compared to waiting for an hour. Additionally, their research shows that reaching within the first hour makes a lead 10 times more likely to qualify than contacting them in the second hour. After just a few hours, the chances of qualifying for the top drop dramatically, almost to 0%.
While these specific numbers may vary within the photography industry, our experience confirms that the probability of winning a client diminishes with every hour that passes prior to first contact.
Rule 3: Stop selling features
It is important to break the habit of “selling features”. This involves focusing on the technical aspects of your photography, such as the equipment you use, lighting techniques, image processing, and other details that clients often don’t care about. .
What the client really cares about is the results you can deliver. In general, they are not interested in the specific methods you use to achieve those results. Of course, there are exceptions to this, especially if the client is the photographer himself.
Furthermore, consider this aspect: you are selling a luxury product. Going back to the Honda vs Bentley analogy that we discussed in last post, if you are buying a Honda, you can ask about its features. However, when you walk into a Bentley dealership, you won’t ask about “premium sound” or “genuine leather”, right? Why?
The reason is that, for luxury products, such features are expected and considered standard. When you meet a potential client, you can discuss more valuable aspects in preparation for closing the deal. Avoid selling features and focus instead on other compelling elements.
Rule 4: Stop going into details
During the initial consultation, focus on stories, connections, and emotions rather than the details and logistics of the shoot. The photos evoke strong emotions and capture meaningful moments in life, making it an emotion-based decision. Since our products are emotional, our conversations should be in the limbic system, the part of the brain that governs our emotional states.
A common mistake photographers make is going into unnecessary details during the initial client consultation. What happens then? The customer’s mind shifts to the neocortex, where they begin to scrutinize every detail and try to solve the problem before making a purchase. Therefore, when you set a price, they may reply, “I need time to think about it.”
When this happens, it’s not because your product isn’t good or you haven’t established value; it’s because you unwittingly prepared them to react that way. By focusing on the basics, you move your client’s thoughts into the part of their brain where they spend time analyzing everything.
To keep your customers emotional, ask open-ended questions around stories and emotions, with the aim of understanding what your customers really value.
Rule 5: Never present a price before setting a value
Throughout the sales process, it’s our job to be an advocate for our customers and really help them make the best decisions for them. When this is done correctly, you are creating value through the sales process and making the sale without being “sold”.
When we teach in photography business trainingHere’s a simplified, high-level overview of the sales process:
- Start by building relationships and creating trust
- Work to identify customer needs and values
- Develop a value proposition that best suits their needs
Only after these steps do we end up making a request. This is where we present the right package and price. But we fail as salespeople when we cut this process short and set a price before we’ve built trust, understood the customer’s value, or offered a solution. fit.
Conclusion
Mastering the art of closing the sale in photography requires a thoughtful approach. By prioritizing personal interaction with customers through phone calls, Zoom meetings, or face-to-face discussions, you can establish trust and demonstrate your understanding of their needs. Timing is also important, as reaching leads immediately greatly increases their chances of qualifying. Furthermore, avoiding feature sales and diving into unnecessary details allows you to keep the conversation focused on emotion and connection. Finally, remember to only present prices after establishing value and building trust with your customers. By following these five key rules, you’ll be well-equipped to close every sale and succeed in the competitive world of photography.
We hope that this article was useful to you and your photography business. We know it’s a lot of information, so we hope you save it for future reference. Plus, to learn more and watch a video presentation of this information, check out our full, free one-hour masterclass on ways to Add another $100K to your photography business.
