The Second Money & Dual Process
Lesson 32 from: FAST CLASS: How to Start a Photography BusinessPye Jirsa
The Second Money & Dual Process
Lesson 32 from: FAST CLASS: How to Start a Photography BusinessPye Jirsa
Lesson Info
32. The Second Money & Dual Process
Lessons
Class Introduction
04:35 2Common Myths & Unknown Truths
08:08 3The Road Ahead
05:22 4Find Your Passion
03:18 5Part-time, Full-time, Employed, Partners?
03:41 6Stop Wasting Time & Money
04:02 7Your 12 Week Roadmap
04:23 8Mind Mapping
02:25Select a Focus
02:51 10S.W.O.T. Analysis
04:14 11Strategy & Long Term Goals
03:42 12Values, Vision & Mission
05:40 13Quick Break for Econ 101
08:14 14Your Target Market & Brand Message
07:12 15Your Client 'Why'
02:26 16Document the Client Experience
04:47 17Business Administration Basics
08:56 18Book Keeping Management
05:23 19Create the Logo & Branding
03:21 20Three Pricing Methods
10:18 21Package Pricing Psychology & Design
02:03 22The Listing & Classified Hustle
04:51 23Make Instagram Simple
05:57 24Your Automated Pinterest Plan
03:16 25Content Marketing & SEO
06:03 26Your Content Road Map
06:41 27How to Craft Your Content
05:37 28Internal Linking Basics
03:21 29What is Sales? Show Me!
05:02 30The Sales Process
03:23 31Always Positive, Always Affirming
02:03 32The Second Money & Dual Process
05:51Lesson Info
The Second Money & Dual Process
The second money. And I use this photograph because first of all, our studio manager's family is beautiful. Second, it's much easier to convince your husband to have the third child, moreso than the first, right? That's second money. We've already got two, let's do a third. Ladies, you know it's true. No? Oh, you have to be convinced? (laughing) Yeah. (laughs) Yeah, yeah. Second money is easier than first money. This is a psychology, sales psychology piece of why do we try to get somebody to buy something before they exit. If they can't decide, if they can't pick what package to get into now, if they can't choose what service is best right now, that's what your minimum is for. Your minimum is set to get them into something. Don't worry, Shel, we'll think about it later. I wanna get your date locked in though. Let's get you started here. How can I take your deposit? So when you come to me with the objection of, "Well, Pye, I really don't know which package "and everything like that.
"I don't know my wedding day, I don't know my timeline, "I don't know any of those things, so I..." No problem Shel, let's get you locked in. I wanna get your date reserved. Let's start with the minimum, we can always add more later. When I see she's on the fence, I go to the minimum and I try and get my first sale. Because it's always easier to add later. We can add albums, we can add hours, we can add wall art, the second sell is so much easier than first money. So don't let them leave without first money. Okay? Do your best to get them into something then. And then allow them some time to figure out what they actually want to add. Does that make sense? Book now, we can upgrade a little bit later. We need to empathize without attachment. This comes from Jeb Blount in "Sales EQ." It was such a beautifully written piece of what this whole piece is of sales psychology. But this has to do with understanding, empathizing, being able to hold that line while also being able to hold your position and your value. That's called dual process. Okay? Most of us break down. We understand, we empathize and we break down on our value. Do you know why? Because we all, you all, we're all creatives. We're empathetic creatures at heart. We are tied into our emotions, we love people, we love creating images, we love helping. We love the people that sit that sit there. You fall a little bit in love with every one of these clients that sit across from you that you can relate with. Don't tell me you don't, because that's what makes you good at what you do. And that's what makes you terrible at selling to them. Because we don't know when to be firm, when to walk, we don't hold onto our dual process. We drop one side of it. Now, here's a question. If we hold onto dual process, what does this create? If you push me, who's gonna push me? Jason, if you push me on my price on the service that I offer, on everything? And I say, "Jason, I would love to work with you. "And I know you're gonna love the service that you get, "I don't know if it's a good fit though." If you want what I have and I'm willing to walk away, how does that make you feel? Like I'm losing something. Oh, man, you feel like you're losing something right now, right? Being taken away. Yeah, it instantly creates scarcity. Thank you. That's exactly how it feels. If you want something and I don't know if it's a good fit. I don't know if this is right. I know it would be great, I would love to work with you. It may just not work and that's okay. When you say those words, "if it doesn't work, it's okay." You have just created scarcity in their minds because now, oh, man, okay. They are, this is the funny part about sales. It's very much like trying to approach somebody that you would like to date. Okay, doesn't matter, man, woman, LGBT, anything, doesn't matter. If you're desperate, everybody runs from you. Okay, so be willing to hold onto your dual process. Be willing to understand and empathize with that person, while not giving up what your purpose is in supporting yourself and your family. Because you either devalue them, yourself or your family, by letting that go. Or you hold onto your dual process and you make sure that you value both sides. You understand, you empathize, but this is your family, this is your time, this is your life, your blood. And you hold that in equal priority to what your clients want and need.
Class Materials
Bonus Materials with Purchase