Photography Marketing Tip of the Week

Today I wanted to discuss one of the ugliest mistakes that you can make as a photographer when meeting with prospective clients. It derives from complacency and can kill the sale in an instant, leaving you dumbfounded with your hands in air.

What I am referring to is asking a question only to then firehose your client with all of your premeditated, perfectly-scripted reasons on why they should choose you as their photographer. You can talk about how satisfied your other clients have been or how technically superior you are as a photographer. You can show album after album of high-quality, well-composed images displaying exactly the style of photography your client wants. Yet despite all of our best efforts, your prospect is still not convinced.

Why? Because you told him. 

As humans, we have evolved to sense when we are being “pitched to.” It’s as if we have a spidey-sense of our own that quickly lets us know if what we are hearing is real or simply something that a particular company wants us to believe.

And for that reason,your potential clients tend to distrust your offer when it’s a rehearsed, polished pitch.

The true professional, on the other hand, knows a far more effective way.

Listen to this quote and see if you can pick out what I’m talking about:  “If I say it, they tend to doubt me; if they say it, it’s true.”

The solution must always start with THEM!  If not, you run the deadly risk of losing credibility and thus, losing the sale.While there are many ways to accomplish this, one of the best ways I’ve found is to ask leading questions. One of my favorites is…

“So if we were having this discussion 30 days after your wedding, what would you want to see or feel when viewing your photos for you to feel happy with how everything went?”

This is a magical question that forces your prospective client to zero in on what they really want, what they are really hoping for. Note that this question has nothing do to with me or my company. You must keep the focus squarely and solely on them, otherwise you will received mixed, not-fully truthful answers.

Allow your prospect to expound on what they are looking for and help them solve the solution for themselves so that they view the answer as their own. Questions such as … “so if we were to do this ________, how would that help? Would that allow you to (solve this particular concern)?”

Let them connect the dots. This takes time but if you are wanting to rise to the next level, then you must invest the time and effort to practice this.