How to Launch a Photography Business



Lesson Info

The Best Sales Person

This part I almost feel bad showing you guys because now after you get through this, you're gonna be like, "You were "doing that to us the whole time." This is all the body language, all the things that I've been doing throughout this entire presentation. Everything that brings you a little bit more charisma, a little bit more presence, that makes you be able to come across to someone a little better, gets people in agreement with you. All those pieces of body language and that kind of, they're not tricks. They're just understanding each other and psychology and playing into it, okay? That's what this is. Which means, in terms of everything that we have learned thus far, this comes after you're comfortable with the wave, after you're comfortable with basic dialogues. Don't start jumping into this beforehand 'cause there's a lot to perfect before we get there. And we saw that, we saw how if we don't practice these things and rehearse these things, everything that we did in the last segm...

ent. You guys can hear me do it. It's the funniest thing in the world. You can hear me do it. You can understand it perfectly. I know every one of you understands it perfectly. But when you go to say it out loud, it just doesn't happen. This weird like, do remember that, there's this line like in Tommy Boy. You guys like Tommy Boy? Yeah. Yeah, remember that part where he's tryin' to like, his dad has that line of like, "You can stick your head up a cow's ass." You know that line? (audience laughing) Yeah, and then every time he tries it, he's like, "Look, you can, Kenna, you can put your head "up a ass of a cow if you want to, "but if you just want a T-bone "I can tell you where to go for that." (audience laughing) He's like, "Dang it." That's what every one of you guys did, and that's what everyone will do. When you have learned these things, you understand it, but you can't get it out the way that it's supposed to until you rehearse it a few times. Then, when you get there, we go to fine tuning. I want you to understand being a great salesperson, and the eight reasons that you're not gonna close. This is based on our experience. One, number one, remember when we said this is your biggest mistake is because you're working with somebody, you're spending energy and time on somebody that isn't qualified to begin with. That's number one. Two is a lack of trust. This comes down to the recommendations, Julie, that you were making before I felt like we were really connected. Same thing on Haldis and Leigh's side, right? Connecting first, getting to that place where we're both laughing. Actually, Haldis, you and I connected pretty well. You were, yeah, that was good, good job. Lack of connection and empathy, where you're not getting through to them that you're actually understanding who they are, what they want. This is the salmon, buddy. (audience laughing) (laughing) This is our salmon. Number four, understanding that it's not about you. This takes us back to that 70/30 conversation thing. This takes you guys back to stop talking about you. Stop talking about what you do, about how great you are. You let those words, you know, we have like these, on SLR Lounge we have awards so that you can humble brag. Awards are so you can humble brag to your potential clients, right? You get an award. "Hey, check this out, recently go this award on SLR Lounge." Got an Apex Award. Great, it gives you an excuse to show off an image and to humble brag. When they come to meet with you, that's not the place to continue that. They've already recognized who you are, and that's why they're there. That's where you shift to this is all about them. Poor communication. We need to practice scripting. You lack urgency in the close. Shell, take your time and think about it, there's no rush. Oh, man, I just shot myself in the foot. There is a rush. I want you to close. I want you to book. But if I just said to you, "Just take your time, think about it, there's no rush." No, I need to create some sort of urgency to get it done. Unresolved concerns, and oftentimes they don't tell you. That's the problem with unresolved concerns is oftentimes you never know about them. This comes back to, "How well "do you understand your clients?" And when you present to them the ask and make the close, if they don't, it comes down to understanding why. And I expect you guys to do a similar thing where you're asking, "Tell me, what else do you guys need? "What else would you like? "What else can I do for you? "Help me to understand what you are looking for." And then a lack of follow up because sometimes people just forget. And you know what's weird is that this shall happen to you into your career, okay? You will be great friends with, let's say, a venue or a coordinator, but you don't get any referrals from that venue or coordinator for a little while. And then suddenly you run into each other on the street. "Hey, it's so good seein' you." And you catch up for 15 minutes, and then all of the sudden the next week they just sent you a client referral. Can you think of things that are similar to that that happen in your life? It happens because you kind of just, you forget. And you kind of serve the people that are in your face more often and the ones that remind you. And once you have that reminder, "Oh, yeah, that person was really a great person." Then, you go back to it. So, I need you guys to follow up with your clients, but also follow up with your vendors. "Hey, it's been a little while, what can I do for you guys? "Have you thought about maybe a new style shoot?" Follow up with each person, anybody. Okay, this is the other thing that you need to understand is that the best salesperson simply has better odds. And that, I hope, is reassuring to you. Because it's not about the best salesperson is gonna close every lead. You shouldn't feel that way. It's an unreal expectation to say, "Oh, yeah, everybody that I talk to I book." Okay, I hear that kind of stuff online, especially when I ask, "Hey, when it comes to closing, "what do you guys wanna learn?" People would say things like, "Oh, I"m really good at that. "Everybody I talk to I book." Oh, man, "What about the people you're not talking to?" Or "Is that actually a true statement?" Or "Maybe there's things you could do a little better." Or this is the point, if you got 10 leads a month, what's your first question? Unfortunately, the first question most of us ask is, "How do I get 20 leads a month?" And what I want you guys to ask is, not how do I get more leads, but "How do I raise my percentage of booking those leads?" Because if you can simply make internal changes to increase from 10 to 20%, you've doubled your revenue, and you did no additional work. So, let's think smarter in terms of like, the quality of leads we're getting and how good are we at closing those leads. And then you start thinking about how do I get more leads.

Class Description

The content and opinions expressed in this course are for informational purposes only and not for the purpose of providing legal advice. You should contact your attorney to obtain advice with respect to any particular issue or problem

Build a business and get people to spend money on your photography. Award-winning photographer and co-founder of Lin and Jirsa Photography Pye Jirsa will walk you through the first 12 weeks of building your business. With his relatable and actionable teaching style, he’ll explain how to define your product as a photographer and determine where it fits into a consumer mindset. You’ll learn the steps to creating a brand, pricing yourself confidently, sales techniques, and basic marketing practices. This class covers everything you’ll need if you’re considering photography as a job, including:

  • Where to position yourself in the market
  • Branding your business to attract your ideal client
  • Pricing and basic financing
  • Creating a business plan
  • Setting up a portfolio
  • How to get your first customer in the door
  • Getting leads on new clients
  • Understanding sales
  • The psychology of a buyer

Pye has built multiple successful businesses from the ground up and this course includes your 12 week road map to launching your business.


1Class Introduction
2Common Myths & Unknown Truths
3The Road Ahead
4Find Your Passion
5The Lin & Jirsa Journey
6Part-time, Full-time, Employed, Partners?
7Stop Wasting Time & Money
8Your 12 Week Roadmap
9Great Plans Still Fail
10Strategy Vs. Planning
11Mind Mapping
12Select a Focus
13Competitor Research
14S.W.O.T. Analysis
15Strategy & Long Term Goals
16Values, Vision & Mission
17Effectively Managing Your Time
18Artistic Development
19Create Your Plan
20What's Your Product
21Luxury vs Consumer Products & Experiences
22Quick Break for Econ 101
23Your Target Market & Brand Message
24What's in a Name
25Your Client 'Why'
26Crafting the Why Experience
27Document the Client Experience
28Business Administration Basics
29Book Keeping Management
30Create the Logo & Branding
31Portfolio Design
32Design Your Services & Packages
33Pricing Fears & Myths
34Three Pricing Methods
35Package Pricing Psychology & Design
36Psychology of Numbers
37Pricing Q&A
38Grass Roots Marketing
39The Empty Party
40Friends & Family Test Shoots
41Join Groups
42Second Shooting Etiquette
43The Listing & Classified Hustle
44Make Instagram Simple
45Your Automated Pinterest Plan
46Facebook Because You Must
47Giveaway & Styled Shoots
48Content Marketing & SEO
49The Monster: SEO
50Selecting Your Keywords
51Testing Your Keywords
52Grouping Main & Niche Goals
53Your Content Road Map
54Content Marketing Q&A
55Inspiration to Keep Working
56How to Craft Your Content
57Internal Linking Basics
58Back Link Building Basics
59Link Value Factos
60Measuring Link Value
61Link Building Strategy & Plan
62Link Building Plan: Vendors & Guest Writing
63Link Building Plan: Features, Directories, Comments
64Link Building: Shortcuts & One Simple Tool
65What is Sales? Show Me!
66Your First Massive Failure
67The Sales Process
68Your Second Massive Failure
69Understand Buyer Psychology
70Step 0: Building Rapport & Trust
71Step 1: Identify Need or Want
72Cognitive Dissonance
73Steps 2 & 3: Value Proposition & The Solution
74Step 4 : Close, Make the Ask
75Step 5: Follow Up & Resolve Concerns
76Family Photography Hot Seat
77Business Example Hot Seat
78Boudoir Photography Hot Seat
79The Best Sales Person
80Your Mindset, Vibrations & Frequency
81Always Positive, Always Affirming
82The Second Money & Dual Process
83Chumming the Price Waters
84Creating Want or Scarcity
85Timeless Advice on Being Likable
86Selling Over The Phone
87Forbidden Words in Sales