Last time, I talked about a marketing solution to clarify your value and increase what you can charge. In the follow-up, we’re heading over to the sales side, and what you can do in-person.
For years, I let my clients walk out the door without ever learning what their real needs were. Is it a wonder I didn’t close well? Because if people aren’t buying, but they’re coming in the door, the odds are something’s not clicking when you meet with them.
As it turns out, it really is the small things. In fact, more times than not, it’s the small things, because those are the things no one shares but that can make or break a deal. You just need to Google sales or branding to find thousands upon thousands of articles. And they’ll tell you how to find an ideal client or make a mission statement or connect with someone. But no one tells you exactly what to say once you’re in front of that ideal client or how to make that mission statement work on a daily basis. In part, because everyone needs to find their own answer, no doubt. But, also in part, because it’s just hard to explain once things are that granular, and it’s hard to put yourself on the line and say “This really works.” But no joke, as simple as it is, what I talk about here was worth more than an 18% bump in bookings initially, and, over time, it became worth a lot more than that.
Check out the video, then read on below. Is my complexion looking a little orange there? I gotta get out of the sun.
To wrap it all up, let’s take things a little further. Here are a few things to know:
1. Talking about something makes you believe it.
If you were thinking about buying a camera, and I said “What things can that camera do for you?” you’d automatically start to think about its value to you. As you explain it to me, you’d likely be talking yourself into a purchase, as well.
2. People like to talk about themselves.
They don’t in sales meetings, because they feel like they’re supposed to be there to listen to you, but, also we clam up because so we don’t inadvertently commit ourselves to anything. That, however, does not change the fact that we like to talk. It just means that you need to give people a push to get it going.
3. Conversations snowball.
Once people open up for real, it gets easier to keep things going.
Now, you can see how points 1 and 2 lead to 3 and how point 3 reinforces points 1 and 2. So now let’s go back to what I said at the end of the car negotiation. It’s about the process you go through, not the price. A question-based strategy doesn’t mean you’re being pushy or nosey. What it means is you’re helping people examine an issue and show you care.
What it also means is you’re pulling attention away from the price and focusing on how your clients feel about everything, which is way more important. There’s no price to put on feelings. For example, uncertainty and certainty aren’t value issues. It’s just that people won’t act if they feel uncertain, and they’ll act and be very comfortable if they are certain. So while they may translate to monetary decisions, trying to reduce everything down to numbers really just fails to address the real issues. And the same goes with all the other emotions we feel, as well.
So focus on finding ways to help people verbalize what’s worrying them. Once those concerns come out, you can address them for what they are, and not through dollar numbers. It will get you a good part of the way towards not just a sale, but towards making a genuine connection, which is infinitely more valuable.
This tid bit of information is great! Thank you for putting these videos together. We all need to review our practices and refresh our approach.
Thanks Pat!
Spencer:
Excellent information in an easy to understand matter. Communication is so important and asking questions is often the only way to ever truly understand another person. The right questions are paramount because “Sales” can often be just plain scary, having the right mindset and a fact finding mission in place makes it much easier. Finding the right client is important and having them value you is crucial to the future success of your business. A product or service with little to no value is often worth nothing, even if that product or service were free.
Thanks Gary! Great hearing from you. You’re right on.
Play inotamrfive for me, Mr. internet writer.
Hey Spencer – great video and advice. I have a couple questions.
1. In regard to your booking the client you’re talking about in the video. When you asked “how do you feel about the pricing” what was her response and how did you find out it was the formal photos? I’m guessing she didn’t just come out and say that was the reason.
2. If I ask the question you suggest and the clients say that my prices are higher than they were hoping, are you suggesting it’s a better idea to negotiate with coverage, products or price or am I better to ‘look pained’ and stick to my prices and sweeten the deal with more product?
Thanks again for your blog, it’s a great resource and never fails to get me thinking.
Great questions. The trick is to reply without turning this into a full-on post in itself!
Yes, you’re absolutely right. She did not say that. After asking, she confirmed the pricing was just fine, so there was no issue there. But she wanted to think about it. I asked whether it was the photography or the package structure that was the bigger consideration (in less formal language). She paused for a little bit – I think she sounded almost embarrassed, as if it formals would offend my sensibilities and intrude on my artistic vision, but since I asked, she shared the information about her mom.
As for someone who says your prices are too high, I’d first suggest negotiating with coverage before sweetening the pot – if, by negotiating you mean stripping out items to lower the cost and not just doing it wholesale. I definitely wouldn’t just lower it without reason.
More than once, I’ve been to a jewelry store looking for a gift for my wife, and the cost of my preferred choice exceeded my budget. In fact, I’d say not only more than once, but this is typically the case, because I almost always feel like jewelry is overpriced, and I’m constantly surprised by the cost. And more times than not, when comparing the preferred item with the “inferior,” yet less costly alternative that did fit my budget, I chose to overspend.
The lower priced item did two things. First, it served as a foil forcing me to see the real value of the more expensive item. It also kept me in the store, though. Were there no alternatives, I’d probably have just walked out and looked elsewhere.
I’ll expand on this in another post – but having people look at what they have to give up plays on a psychological effect that alters the way we see value – we literally see something as twice as valuable when we have to let go of it, or, conversely, when we have to acquire something, we see it as worth half. Which is why I wouldn’t add more initially – everything you add would be seen as worth half value. Once people come around to see your value and settle on a price, that would be the time you’d want to decide about upsells.
Thanks Spencer for your detailed answers.
I will definitely trying this approach with my two wedding consultations tomorrow night and into the New Year to give it a fair go.
I love the jewellery store analogy – extending that to my photography business, I’m thinking I should offer a bare bones package to make the package I’d like to “push” more attractive.
Looking forward to your next posts where you dive deeper on this stuff.
Sometimes trying to drag out the information from potential clients as to what their needs are can be difficult. I will give it more attention and try harder at the next meeting I have with a new client. Hopefully, they’ll be more open if I phrase the question better. Thanks for the info.
One thing I find that works and have helped me, is to focus on them and not on what I sell. I ask about their vision for their wedding. I think most brides are dying to talk about their wedding day. Just let he talk and listen. Pay careful attention to what she is saying. That way when I get to what I can offer her I can do it in a way that I address her needs and emphasize the benefits to her.
Once in a while you may get a very shy bride or one that is not forthcoming which may means fear or apprehension based on a bad previous experience with another vendor. This gives you an opportunity to address her fears.
The most important tool we have is to listen.
Right on, David. I’ll add a little bit to that. First, try asking open ended questions to get people started. Make sure the questions aren’t things people can just say yes or no to. Second, when people say something, try paraphrasing it back then pushing deeper.
For example, a dialogue might sound like this:
Client: I want really candid pictures
You: So it sounds like natural pictures are important to you?
Client: Yes, exactly.
You: Have you had experiences where you saw pictures that weren’t very natural?
Client: Oh, yeah! Lots!
You: What made them feel that way?
At this point your client will likely have a little more to say. Even if not, you can keep repeating the paraphrase and dig approach. It’s like David said. If you watch their body language and pay attention to their tone and look at them carefully, you’ll get cues about things that matter to them, and once you see that, you should be able to build your conversation around it.
It’s true that by the time you ask about price and how it feels, you should have a rapport with the client. If you don’t, it’s not a question that will build one. But if you do, which any good sales experience should do, then it’s a good lead in to asking specific questions about the little things.
Thanks so much for the information. It got me so inspired that I stayed all night evaluating and rethinking my sales presentation to make it more effective in helping my clients as well as increasing my bookings and profits. Ism now truly excited about 2014!
Thanks!
Awesome hearing that, David!
I wonder how you respond Spencer when someone initially inquires & asks what your pricing is. Do you give any inclination as to what your prices are? Do you require a consult before sharing the full-detailed information about pricing?
Generally, I have people talk to me before I give out any pricing. I know people want pricing first, but I figure if I asked a car mechanic how much it would cost to rebuild my engine and he sent me three options telling me what I could choose from, it would be the surest way to enforce a view that he was a commodity.
I ask people to talk to me so I can help figure out what really makes sense and so people know I’m there to help put together a good solution for them. After I get some details, I’ll present a reasonable range, where things will fall. I don’t give a full fledged estimate until the consult, since it doesn’t really make sense to me that someone would decide on anything until they fully understand the choices.
Quickie!
When I go shopping and the shop assistant approaches me and asks “can I help you” my instant thought is “No I came in here to waste my time, get out of the cold or whatever. The correct question is “HOW can i help you” One word makes a big difference. Same question on the telephone.!
Also when showing sample prints, show 20×24 or larger, then your sales of 16×20’s will sky rocket, show 5×7 and people will ask about 6×4’s. If you show 5×7 ‘s make sure you show a large print next to it , all of a sudden 5×7 seem miniscule.
Give a client 3 choices and they will pick one, more choices and you will get the same answer every time “I shall have to think about it”
Sorry the quickie became a longer quickie
Ian Hargraves
When
Love it.
Spencer, if you have corresponded via email with potential clients and they responded with they are not interested, is it alright to reply ask them why? Or if they say they have decided to go with another photographer, to ask them what made them decide that?
One other issue is when you are in a problem where you don’t have a cosigner then you may actually want to try to make use of all of your federal funding options. You’ll find many funds and other scholarships and grants that will provide you with finances to assist with classes expenses. Thx for the post.
Have you given any thought at all with translating your main web site in to French? I know a couple of of translaters right here that will would help you do it for free if you want to contact me personally.