In ‘sales’ there are a few basic types of people. There’s the people who will say no to everything, and no matter what you say, they’ll still say no… You could be offering $100 free cash, no strings attached and they’ll still turn you down…
Then on the other end of the scale there’s people who say ‘yes’ to everything. They’re super easy to sell to and never even attempt to negotiate a better deal. They’re pretty rare, but are usually great to work with because they don’t complain and are happy to pay the price for a great photographer…
Finally there’s those in the middle. The prospects who are on the fence. They want something more… a better deal… more trust… a bigger package. They need that extra something to take them from a prospect, to a client . This is the category that the majority of the prospects you come into contact with will fall into.
Here’s a few simple ways to push them over the edge from prospect to paying client…
Conversion Techniques of Photography Pro’s
A big problem initially with a lot of prospects is that they don’t fully grasp the value of professional photography, or the difference between an average photographer and a great photographer.
One of the best ways to build this value is to explain it to them and use relevant analogies if you can…
You’ll explain that these photos will capture their lives at that time and will be looked back at for decades and through generations. They’re not buying a one time product… it’s something that lasts lifetimes and that they’ll never regret choosing the best photographer over the cheapest photographer.
People often don’t think about the long term benefits of great photography, so this imagery can help them make a better choice.
#2 The Gift ‘Just for You’
This is where you’ll make your prospect feel really special, like they’re getting some special treatment or gift that you only give to them because they’re special for some reason.
A perfect example of this comes from Robert Cialdini’s book “Influence” (or maybe it’s “Yes!”, I forget which one), where he talks about an experiment done with the tips servers (waiters/waitresses) get. Their tips skyrocketed when they did a certain thing when bringing out the bill… they would present the bill, say “thank you” and walk away – then after a few steps would turn back, pull a few lollies out of their pocket and give it to the patrons. It seemed like a gift just for them because that server liked them so much…. the tips went up some huge percentage like 300% of something crazy!
You can create a similar result if you’re creative in your business…
Explain one of your regular packages and then add something extra that’s especially for them. This can be unique to each prospect, and doesn’t even need to relate directly to photography. So if you’re a pet photographer you could say “oh, by the way, I’ve got a certificate for 2 free lessons at XYZ dog training that you’re welcome to have”… with that one simple phrase you’ve moved from salesman to friend and the gap from prospect to client is almost instantly bridged.
#3 Don’t Listen To Me
What you say about your business or your photography skill is far less believable and powerful than what other people have to say about you.
If you’re looking for a good Italian restaurant, would you rather hear how good a place is from the owner, or from someone who has just dined there?
Over time create a book FULL of reviews from your clients. At the end of each job ask for a very quick review/testimonial and log it in a file, along with name, date, job type and any other relevant information. Print it out in the form of a small book and give that to prospects so they can see exactly what other people have to say… kind of like the ‘guest book’ you see in Bed and Breakfasts.
Create The Logic!
As you may have heard, “people buy with emotion and justify with logic”. If they can’t come up with enough logical reasons, you’ll either miss the sale, or get cancelled jobs.
Use these tips to build the logic, boost your conversions and create a strong system for getting more clients!
If you’d like more strategies to build your photography business to the level it deserves to be, no matter what it’s at right now, then check out my Rich Photographer System here
If you’ve got any questions or comments I love hearing from readers, so leave them below and I’ll be sure to get back to you!