The Sales Process


How to Launch a Photography Business


Lesson Info

The Sales Process

Let's talk about the sales process. This is where I want you guys to mentally take yourselves, okay? The sales process is one, identify the customer's problem and need. Two, develop a value proposition. Three, present how the solution fits. Four, close by making the ask, and, Haldis, bless your heart, but where did we hit any of these? (audience laughing) It's, don't feel bad, like, this is literally every single one of us. You were just bold enough and brave enough to stand up here, which means that you're gonna be the first person that takes all this to heart so, kudos. The sales process, this is 100 years unchanged. This goes back to John Henry Patterson. He's considered the pioneer, the father of sales. I have a story to tell you guys. So, this is back in the 1890s when this sales training that he developed came out. That's what this is from. And all of us learn sales incorrectly. Like this has been out forever, yet all of us don't understand it. That's funny. "Don't sell the steak...

. Sell the sizzle." Elmer Wheeler, love you. I'm gonna tell you about actually selling the steak. 'Cause I did it when I was 22 years old. I drove a truck with a refrigerator in the back around rural areas of Utah. Now, I know what you're thinking, "Isn't Utah all?" Yeah, all of Utah is pretty rural compared to Seattle, Los Angeles, whatever. But Salt Lake is a decently sized city. Now, I would drive around the outskirts of Salt Lake with my refrigerator, take it to places like Tooele, and Farmington. And I would take my truck, and I would go and sell meat. I kid you not, I did this for almost a year in college. Now, you're laughing. I would go up, and I would knock on a door to people who had no clue who I was. I would go and knock on a door, "Hey, hi." I didn't use my southern accent then. I just, normal, normal Utah accent. We do have accents. "Hey, my name is Pye. "I got some meat." (audience laughing) That's my favorite line, "I got meat." You can't say that without a southern accent. "I got some meat." You have to put a southern accent on that. I don't know why. My southern friends, I love you all. My mom's from Oklahoma. I love you, and that's where I get my accent from. So, I would introduce myself, and I'd say, "Look, I'm just driving by. "I know this is kind of odd, but I have "some really great meat in the back of my truck. "I'd love to come and show you. "Let me go grab it." And I'd just go start walking back to the truck (laughing). Now, you guys are laughing right now. I get it, it's funny. It's funny up until I tell you that I put myself and my family through college with no debt because I made $1200 a day selling meat from the back of a truck. This is not revenue. This is how much I took home. Meat from the back of a truck. And now all of you are like, "Hmm, okay." (audience laughing) Where's that meat truck? (audience laughing) Where's that meat truck? Haldis wants to sell some meat. Who else wants to sell some meat? (audience laughing) So, that's the thing about it is, like, this is the beauty of sales. It can really be anything. Now, I'll tell you this, it's depressing selling meat out of the back of a truck. There's no joy in that. There's no nothing. There's simply a paycheck at the end of the day. And I would work, I worked one day a week, making 50, $60,000 a year. And that's how I went through college without any debt. So, it worked for me, it was fine. But I learned a whole heck of a lot doing that. And this line was like the meat seller's motto. (audience chuckling) "You don't sell the steak, you sell the sizzle." And I mean literally, do you know how many times I would grab a steak out and be like, "Hey, you got a grill? "Let's fire this up." I would actually take the steak out and grill it for them. I literally sold the sizzle. And they would taste it, and they'd be like, "Yeah, that's really good steak." You're damn right it is, Julie. You can get a box for just $300. The boxes were large and expensive, and we would move a lot of them at a time. And there was money in it. Now, here's the thing. Any of you, who talked the most up here in our little quick role play? You did, we do, right? We, the sales people, talk the most. So, my question is, "How do you hear the sizzle "of the steak when you keep talking over it?" Okay, we're gonna go back to the sales process. I'm gonna add two simple points. We're gonna put two minor tweaks into this. Step zero, because this shouldn't have to be said, so it's step zero. It's to build a rapport to create trust. Now, I have done the door-to-door sales thing two times in my life for a total of almost four years. One time it was selling religion. I was a missionary for two years. One time it was selling steaks. One time, knives. I've sold a lot of things door-to-door. And step zero is always number one. By the way, you know what the toughest sale of anything is? Religion, that is by far harder to sell than anything else in this entire world. But, man, I learned a lot about people and relationships and understanding and love. And no matter what happened, no matter what is said on the other side of that table or on the other side of that door, you show love. That's the only proper response to any result. Whether it's a client saying, "no," whether it's a door shut in your face, whether it's someone asking if they can get a better deal, the proper response is love. Number one, build that rapport, build trust. So, that's zero. Number one is then identify what the hell it is you're selling. Like, what is their need, and what do I want? And that's where I want Erin, you, to ask, "Tell me something about yourself. "Or tell me something about what you're looking for." Figure out, like, pull them out of that. You are there to serve them. And guess what? They're meeting with you because you have a service that they freakin' want. It's not about you. At that point, we're gonna develop a value proposition. We're gonna present the solution. Then, we're gonna close by making the ask. And this is the other one I'm gonna add in there, which is follow up because so often that's forgotten. And follow up is a necessary piece. Already, can you think of how you might do that meeting differently right now? Yeah. Yeah, we haven't even learned the psychology of anything. We haven't learned anything else. We just simply learned a process, and now we can go, "Okay, I can "already reframe that to go very differently."

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