The second part of this mini article series is about the ‘selling’ part of your photography business.
The first was on finding people to sell to, and these two combined are the most important for growing your business!
Selling is massively underrated and often ignored by photographers because it’s got a bad rap. That’s probably thanks to the sleezy salespeople we’ve all heard about and come across. The salespeople who will do anything to make the sale…
But that’s not what sales is.
Selling in your photography business is about presenting the right information to the prospect at the right time to allow them to make the right decision.
The right information at the right time is a key point, and it’s the reason most photographers suck at sales.
Hoping that prospects choose you over the 37 other photographers in your area because “your photos are the best” isn’t a good business strategy – even if your photos really are “the best”.
Instead of focusing on ‘selling’, I want you to focus on ‘educating’.
Your prospects need to know certain things about you before they can properly make a decision. If you are unable to give them the right information to help them make the right decision, then you are doing them a disservice…
Things that build your credibility and authority, things that explain the type of work you are capable of and what they can expect from you, things that differentiate you from your competition.
It’s about building up the value of your service in their mind before they are put into the position of making a decision. Then when that ‘decision time’ comes, the chance of you getting the job are SIGNIFICANTLY boosted.
My Big Sales Boosting Tip
In these articles, I want to leave you with a little something that isn’t just foundations and theory. So here’s something that could make a huge difference.
Use the phone!
If you’ve been in business for a while you’ll know how much more convenient email or text messages are. You can reply at your leisure and take time to think about your answers…
But you lose ALL personal connection!
It’s very difficult to build any semblance of a relationship over an email.
So instead of constantly directing prospects to your email address or online enquiry form, point them to your phone number and be available after hours (say, 9am to 9pm for example).
When you interact over the phone you quickly build a relationship. You make ‘small talk’ and hear about their day. Plus you cover a lot more questions in a short space of time and get a flow of back and forth that is impossible over email.
When my clients have switched from an email-centric contact system to a phone centred system their conversion rates have tripled and quadrupled without any extra over-the-phone sales skills at all!
So What Do You Do?
Do you already have an effective sales process, or are you still relying on getting picked because of your portfolio?
Do you need more convincing to switch from email to phone for your prospect contact?
Leave your comments below and let’s get a discussion going!