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Understand Buyer Psychology

Lesson 69 from: How to Start a Photography Business

Pye Jirsa

Understand Buyer Psychology

Lesson 69 from: How to Start a Photography Business

Pye Jirsa

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Lesson Info

69. Understand Buyer Psychology

What's going through that potential client's mind when considering your work? Build your sales process by understanding the psychology of sales.

Lessons

Class Trailer
1

Class Introduction

13:12
2

Common Myths & Unknown Truths

11:42
3

The Road Ahead

13:03
4

Find Your Passion

06:06
5

The Lin & Jirsa Journey

13:54
6

Part-time, Full-time, Employed, Partners?

03:51
7

Stop Wasting Time & Money

06:07
8

Your 12 Week Roadmap

04:33
9

Great Plans Still Fail

06:01
10

Strategy Vs. Planning

04:16
11

Mind Mapping

07:25
12

Select a Focus

14:16
13

Competitor Research

09:34
14

S.W.O.T. Analysis

13:54
15

Strategy & Long Term Goals

03:50
16

Values, Vision & Mission

27:49
17

Effectively Managing Your Time

15:05
18

Artistic Development

07:30
19

Create Your Plan

13:12
20

What's Your Product

10:51
21

Luxury vs Consumer Products & Experiences

11:44
22

Quick Break for Econ 101

16:31
23

Your Target Market & Brand Message

21:25
24

What's in a Name

09:20
25

Your Client 'Why'

05:43
26

Crafting the Why Experience

24:17
27

Document the Client Experience

08:29
28

Business Administration Basics

27:03
29

Book Keeping Management

06:51
30

Create the Logo & Branding

07:04
31

Portfolio Design

15:11
32

Design Your Services & Packages

18:51
33

Pricing Fears & Myths

08:46
34

Three Pricing Methods

25:39
35

Package Pricing Psychology & Design

06:15
36

Psychology of Numbers

07:29
37

Pricing Q&A

23:51
38

Grass Roots Marketing

09:36
39

The Empty Party

07:03
40

Friends & Family Test Shoots

16:28
41

Join Groups

04:32
42

Second Shooting Etiquette

07:44
43

The Listing & Classified Hustle

14:10
44

Make Instagram Simple

13:55
45

Your Automated Pinterest Plan

08:01
46

Facebook Because You Must

07:37
47

Giveaway & Styled Shoots

12:17
48

Content Marketing & SEO

08:12
49

The Monster: SEO

07:26
50

Selecting Your Keywords

05:45
51

Testing Your Keywords

07:53
52

Grouping Main & Niche Goals

12:39
53

Your Content Road Map

11:47
54

Content Marketing Q&A

10:45
55

Inspiration to Keep Working

07:45
56

How to Craft Your Content

15:03
57

Internal Linking Basics

05:30
58

Back Link Building Basics

04:55
59

Link Value Factos

14:38
60

Measuring Link Value

04:24
61

Link Building Strategy & Plan

06:10
62

Link Building Plan: Vendors & Guest Writing

06:45
63

Link Building Plan: Features, Directories, Comments

03:11
64

Link Building: Shortcuts & One Simple Tool

14:44
65

What is Sales? Show Me!

12:58
66

Your First Massive Failure

05:17
67

The Sales Process

07:31
68

Your Second Massive Failure

05:23
69

Understand Buyer Psychology

10:00
70

Step 0: Building Rapport & Trust

15:14
71

Step 1: Identify Need or Want

15:39
72

Cognitive Dissonance

12:01
73

Steps 2 & 3: Value Proposition & The Solution

14:21
74

Step 4 : Close, Make the Ask

04:32
75

Step 5: Follow Up & Resolve Concerns

06:13
76

Family Photography Hot Seat

12:06
77

Business Example Hot Seat

15:52
78

Boudoir Photography Hot Seat

16:09
79

The Best Sales Person

07:45
80

Your Mindset, Vibrations & Frequency

06:56
81

Always Positive, Always Affirming

11:55
82

The Second Money & Dual Process

07:39
83

Chumming the Price Waters

03:57
84

Creating Want or Scarcity

09:54
85

Timeless Advice on Being Likable

11:53
86

Selling Over The Phone

10:59
87

Forbidden Words in Sales

11:40

Lesson Info

Understand Buyer Psychology

Because this is, oh this is so much fun. Let's go over buyer psychology. This is what you guys are trying to wrap your heads around, what to get through to the person that's buying your stuff. Okay, no matter who you are here, these are all the different sales situations that we have on a daily basis. The seller equals the speaker and the buyer is the listener. Generally, formal sales situations we have, well that's obvious, but we also have husbands and wives, friends, family, colleagues, mentors, investors, all of these different situations where you're trying to convince somebody. It could be going to a restaurant. Hey, Angela, what restaurant would you like to go to tonight? Let's assume that you're my girlfriend. Hey honey. (laughter) Mon Suey. Mon Suey, I really feel like burgers though. Can we go to a burger joint? No? (laughter) These are all informal sale situations, right? We're good at those, we're okay there. But I'm gonna teach you a very easy way to not even get to ...

that place through psychology. Because I wouldn't even ask her where she wants to go if I wanted to place certain thoughts in her head. Baby. I'm just gonna say baby. (laughter) Lets go with that. I want to go to two places. You've gotta pick one. Red Robin or In and Out. Which sounds amazing to you? Do I have to answer? No, you're good. I'm gonna refrain and not even make that other thing one of the choices. And what I'm gonna do is I'm gonna do it by taking her away from the thought process. The psychology of having to think about the answer. I'm gonna give her two simple solutions and all she's gotta do it point at one. This is psychology that we're about to go over. You are either convincing somebody or you're being convinced at any particular moment of your life. That's just how life works. Heres the psychology behind the mind when we're hearing the pitch, any pitch. Oren Klaff, Pitch Anything has this fantastic frame work. Now, this is basically the stem. So when we think about ourselves biologically, the stem which he calls the croc brain but lets just call it the stem cause that's what it is. Your brain stem. This is where all of your instinctual responses resign. This is where your survival is. This is where your fear is. This is where your conservation of energy lies. All the things that are meant to keep you alive. Fight or flight. What are you when you are scared? Do you shake, do you run, do fight back? What do you do? When something is presented to you, do you spend your time, your energy on it? This is that first step that we have to get through. Because when you go and you talk to somebody the first part of their mind that you have to get past is the croc brain. It's convincing that person that you're worth the time. That this thing is worth the time. Is that not the first like, an advertisement. So many advertisements can't even get past your croc brain. You just ignore them completely. Which is why advertisers use tricky ways of trying to get in there. They show you something disruptive, Or they give you a piece of comedy. Or they give you something to go okay I'll actually pay attention for just a few seconds. But that's the first mental block. And what the croc brain wants is simplicity. It wants a summary, it wants speed, it wants intuition, it wants all those things because its main goal is to keep you alive and to avoid consuming your resources, your calories. This is big. Because when you knock on a door, you all don't have to make that kind of a sale. But when you knock on a door that's the first instinct that people have. Why, what the heck do I need? And that's the first one you've gotta break through. Why is this worth my time and energy? Then step number two is to avoid the neocortex. This is your thought center. This is where you reason. This is where you analyze, where you problem solve. And when I said to Angela, where would you like to go tonight, that took her straight to the neocortex. Where she is gonna sit there and think and process, and analyze and do all those things. If she's already in a relationship with me. If Julie, I said would you like to go out to dinner tonight. I might just hit your croc brain and you'll be like nope, I don't. So step two, avoid the neocortex. Don't ask them questions that make them analyze. Don't ask them things like what kind of service are you looking for? Holy sheit, okay let me just sit here and process. What's your wedding timeline like? This is a big no no in our studio. You do not ask what their wedding timeline is like. That sends you down the neocortex path faster than anything you can possibly imagine. Why, because Oh I haven't really thought about that. Lets see, I think I wanna do this. Girls, can you think of, like, just tell me this. Do you get stressed out if I say put together a wedding timeline? Are you starting to get a little bit bothered? Oh man, I have to start thinking through all these things. What about questions like have you thought about an album, have you thought about this, have you thought about, these are all questions that send people to this place. A thought center. A reasoning neocortex. You never want them to stay. The neocortex wants this, it wants to conserve your energy. It wants time for research. It wants the comparison of data points. It wants to think and process, reason and rationalize. Which means that if you present prices the neocortex says give me some time. I need to go and do some research. I need to figure this out. No bueno, we don't wanna be there. Tell me about your wedding day timeline. What's your style? Of any photo, what's your style? What are you looking for? These are no-no's by the way. These are neocortex questions. Just try and answer them yourselves. Try and think through them. What senior portrait package do you like? Holy sheit, what? Tell me what you're looking for in your photography. How much were you planning to spend? Okay, now lets be honest, raise your hand if you've asked these questions. Good. I'm gonna raise both my hands because I've asked every single one of these questions at some point. So step three, the goal is to remain in the limbic which is the midbrain. This is actually where purchase decisions are made. This is the emotional center. This is where your memories are. There is where your social relationships are. This is the love center. This is all of those different components. This is your positive memories. That's the limbic. You know what's funny? How many purchase decisions you think are made, even if its a commodity or a luxury, based on emotion? Raise your hands if you think the majority of decisions are based on emotion regardless of what you're buying. Wow, all of us knew that intuitively, right? Because when it came back to the paper example of the corporate person who's getting a phone call from a supplier, he or she will have different price points of all these different suppliers and you know what they're gonna say? These two price points are pretty similar but that guy was such a, ugh, I just don't like that guy that sold to me. She was amazing. She really, I really felt like, and I know her price is just a little bit more but they're awesome. That has nothing to do with ration, rationality. It is a completely irrational decision and it's one that every one of us make on a daily basis. We make all of our purchase decisions, or at least 90% of them based on emotion. And now you're talking about selling a luxury, an emotional product. Even more so we stay in the limbic center. We ask questions such as how did you fall in love? By the way I want you to picture this guy. (laughter) How did you fall in love? Paige, Paige how did you fall in love? When you come home, now it just sounds creepy when you think of that guy asking that question. (heavy laughter) Lets stop thinking about that guy. He only worked for the first question. When you come home, what are your children doing? This is a great newborn, family, maternity question. Like for families when they come through. I ask, when you come home what are your kids doing? What do you love seeing when you get home? And a parent will go I love when my kids wait by the door. I can picture myself, my son Ethan and Eli will both wait by the door excitedly with the door open. And they'll be "Daddy", I love that moment. I'm in the limbic system right now. As I'm thinking through this entire process. How did you feel holding his or her hand for the first time? We're gonna go through the wave. The wave is our process for holding somebody in the limbic process, in the limbic system while getting through to figure out what it is that they most value and what it is that they need or want.

Class Materials

Bonus Materials with Purchase

How to Launch a Photography Business Workbook
Experience Pricing Example

Ratings and Reviews

Armstrong Su
 

This class and materials are to the point and eye-opening on the business side of photography. Pye Jirsa is an amazing and fun teacher as well! Most photographers need more business classes offered to bring us who love to create art back to reality for a more successful business that makes a living on it's own. This course will definately get you started in the right direction and so cheap too! Great investment! armstrong outdoor tv case outdoortvcase Pye Jirsa is one of the best instructors that I have the pleasure to learn from. He and his team have given me so much more than they'll ever realize. Knowledge, wisdom, training, friendship, mentoring, inspiration, joy... I cannot thank Pye enough for changing my life for the better. I owe them more than they'll ever realize. Thank you, Pye Jirsa!!!

Angela Sanchez
 

This class has been an eye opener for me; a point of change in my vision as photographer. Pye is and AMAZING, INSPIRING, GENEROUS instructor, with an, authentic desire to help people and to share with them the best of his knowledge. I will not have enough words to say thanks to Pye Jirsa, as a teacher and as a human being, and thanks to Creative Live who allows us to benefit from the experience of such a knowledgeable, educated, well-versed photographer and instructor. 1000% recommended!

Yenith LianTy
 

Been following this guy forever. Pye Jirsa may be well known in the wedding & portrait photography world and if there is something that this guy knows it is how to create a business, a sustainable one. The workbook he provided is comprehensive, and I honestly wish I had this when I first started out as a photographer! I love that he talks about his failures, keeping it real and honest for anyone starting out. He is definitely one of the best instructors around, super humble, down to earth and with a sense of humor to boot. The course is worth it! THE WORKBOOK is AMAZING! SUPER DETAILED!

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