This kills the sale: The 89% Problem

Things have a way of hitting you when you’re not expecting it.

It’s not always the good stuff. But sometimes, just sometimes, it is. I got this email about a week back, and I was tickled:

Putting in motion your tips from your current sales series…..
Already I have gotten WAY better responses!!!!
Normally I give a price right out the gate because that is their first question; then it’s just crickets. I never hear back from them. This time, I was very interested, asked a lot of questions, and she instantly got excited and wanted to book before hearing a price!

THANK YOU! For all your hard work and sharing with the world!

XOXO
~Cassandra

I so love hearing things like this. Makes me feel useful.

It also reminded me of one last sales secret I wanted to share to round out the free mini-course I’ve been running. It helps get the type of reaction Cassandra just described.

I call it the 89% problem.

Now, for the record, I don’t know if it’s really done by 89% of the people out there. I suspect a fair bit more, to be honest, but I do know most people do it, and it’s costly.

See the last thing most people talk about with their potential clients in their meetings is price. It usually goes a little something like this:

“Here’s how much things cost. See what you think. Call me if you want me. See ya!”

This is a mistake.

Sales work best when people are excited. Very excited.

When you stoke the flames and people build a bond with you and your work in a way they feel in their gut and they can’t stop thinking about you, pricing becomes secondary. You don’t want to prove your value. You want people to feel your value.

But! Here’s what happens when a lot of people see your price: They choke.

It yanks them right out of excitement-land, straight back into woah-this-costs-a-lot-land. And if you don’t take them back to excitement-land, it may just be a one-way trip.

The first words the couple utters after you wrap things up should be “Oh my gosh! She was amazing!!!”

What you don’t want is “I don’t know if we can afford this.”

So, here’s what you do. After talking about pricing, bring the conversation right back to the work. Don’t let them walk out the door talking about pricing. If they’re not booking on the spot, make the first words after the meeting be about you and your work.

Ask some questions about the photography. The wedding. Their needs, hopes, and wants. Anything to remind them why they’re thrilled about you. Leave them dreaming, hoping, and wanting.

It’s not a lot, but in sales, small differences are big differences. You’re welcome.

Enrollment is about to close on the Momentum Sales online course. It’s a full-fledged wedding photography sales system, and the teaching begins next week. Take a look. I think you’ll like it.