Overcome the Seven Deadly Sales Sins
We're going to talk today about what I like to call the seven deadly sales sins, and I want to relate it specifically to the deadly sins of photography sales right now sealed is one of those issues that for a lot of people, especially photographers, kind of trips him up, it's a kind of it's kind of a struggle and to get started, I want to just talk a little bit about how we could have a bit of fun. Okay, I think we're gonna have fun. You guys are ready to have some fun. You know, when I was in middle school, I used to take my lunch to school because my mom would make the best stuff to put in my lunch, and I'm in middle school, you could buy a lunch and she'd keep asking me like, what? You just buy your lunch because I don't want to get up and have to make you lunch every day, but what she didn't know is that the treats should make these little light treats that she'd put in there and should make these sandwiches that were just great. I would take them to school, and I would sell them t...
o my friends, I would sell off my lunch to my friends, and then I just buy lunch at school anyway and I'd make a profit. I go to school and make money during lunch and it's still good to eat okay? And the key there was I was still eating right but I was I was like a middle school reseller okay, I'm selling off the stuff that my mom is getting up in the morning to make I hope she's not watching right now but you know I would sell the stuff and I make money going to lunch now here's the thing as photographers I think that as artists there's this tension between doing something that we love photography, doing something they're passionate about, which is, you know, creating meaningful and important images for our clients and at the same time making money doing it right in fact, I think that that tensions sometimes causes us to you know, just construct the life right out of us because on the one hand we're trying to do this thing for our clients and on the other hand we're trying to build something that's profitable and sustainable and here's the reality if it's not profitable if you're running a photography business and it's not profitable, then really it's not even a business at all and even if you figure out a way to build a business that's profitable but it isn't sustainable then really nothing else matters, so we're going to spend some time today and unpack what I see as the seven biggest barriers or what I like to call the seven deadly sins of sales. All right, so let's dive in. The first thing I want to talk about is this idea and just sort of dispel you of the notion that it be possible to build a business without sails. All right, there seems to be kind of a lot of conversation lately about building a business of photography where you don't actually have to sell anything, right? And that kind of seems nice because wouldn't it be great if magically you could just open up a website or open up your doors and people would just give you money? That would be nice, but in the real world, this idea that you could build a profitable business without sails doesn't really exist. And yet I hear time and time again conversations and things like this lips like like things like this, nobody wants to be sold to, but everybody wants to buy, right? Nobody likes to be sold to that's true, we can all relate to that nobody wants toe feel like someone's pressuring them. Okay, so I don't think that this isn't true, but the problem is that it leads to things like the most successful businesses don't have to sell, they just get bak. There's this mentality that if I just build a really successful business that has such high demand that I'll never have to sell to anybody, people will just, you know, call me my people knock on the door and they just going to hire me on the flight down here. Actually, the guy sitting next to me gave me this little bit of wisdom. If your business is based on creating a meaningful experience, you'll always have plenty of clients. Now, I think that this is absolutely true, I think it's absolutely true that if you build a business that's based on creating a meaningful experience, you'll always have enough clients here's the thing, every time one of those clients hires you that sales right every time one of those clients hires you, that sales so sure let's focus on building something that creates a meaningful experience and creates amazing images build a great photography business, but every single time somebody hires you that sales, so wouldn't it make sense that we might be able to build a better business if we understood a little bit more about that sales process? Okay, this next one is one of my favorite lately, this idea that print sales are dead now let me just tell you that's absolutely not true. It's absolutely not true that print sales are dead and the reality is that a lot of the influencers who will tell you that a lot of the schools of thought that say print sales are dead are telling you that at the same time that they're trying to sell you something right there's all these conversations about how you could build a photography business without sales so do this instead and they're trying to sell you this other thing okay, so that should tell you something about how sales really works what I think might be true is this print sales are hard right print sales as hard that's a fair statement and it also might be true that in general photographers don't always love doing the things that are hard if you're like a lot of photographers, you probably started your business as a hobby it was something you loved to do taking photographs and seeing what you created with something that you loved right and then it starts to get more and more complicated as it becomes a way that you add value to your life and those things are hard so maybe it's not true that they're dead it's just that print sales is hard and so hopefully today we'll talk about a couple things that will help you make it a little bit less hard the reason this matters is because let's define for a minute what sales really is okay, this is the definition I want to use this afternoon sales is the process of providing a product or service in exchange for money or other compensation, ok, we all on the same page with that sales is the process of building excuse me, providing a product or service in exchange for money or other compensation so let's, just for a minute think about all the things that you do in your photography business that looked like this that fit this definition. All right? How about every time you book a client that sales right every time somebody hires you, you know, signs a contract for a wedding that sales every time you photograph an event or no matter what it is every time you photograph something and someone purchases something from you that's sales, whether you do there's passively or actively its sales because, like we just said, sales is simply providing a product or service in exchange for money. Now I'd like you to think for a second about how exactly do you build a business without providing a product or service in exchange for money? I don't think that you can at least not a profitable one there are plenty of businesses that try to provide products and services, and they don't end up making enough money that's because they didn't fully understand what it takes to build this kind of a process so the first thing is this idea that you could build a business without sales can we all agree, at least for the next hour and a half that that's not possible, right? Let's overcome that deadly sin right here and right now, because then we can move on and talk about some ways that we can make that work for a business. Okay, so that's number one, number two is this thought that sales is about selling, okay, we tend to think that sales is about selling and that's I think really, where people get caught up, okay, it's, not so much the idea that I've got to do sales it's because we have this stigma in the back of our mind about what it means to sell right? Most people think of selling as trying to convince someone to buy something they don't necessarily want or name you had an experience like that, everybody here is probably had an experience like that, even those of you at home, I'm sure I've had an experience like that. We've all had an encounter at one time or another with what I like to call the sales guy, ok, we've all had this experience at one point, you know what I'm talking about every is kind of not in their head that we have had this experience is it happened for me recently my wife and I recently bought a car right they used car salesman is sort of like the quintessential sales guy you're on everybody in the audience is rolling their eyes because we all know exactly what I'm talking about you I have done my research ahead a time I knew exactly what car wanted right? And we had been driving a minivan with like two hundred fifty thousand miles so it was really time for us to have a new vehicle and so I go in and we're buying a used car like gently used and I go and I think you know, this is the vehicle that I want and you know, it seems to me like I ought to just feel the walk in say, this is the one I want pay for and leave with the car but do they let you do that? No, you got to talk to a sales person, right? And what is that sales person d'oh they try to sell you a whole bunch exorcised uhf right? Or they try to upgrade your model or you know she went in there and I'm buying like in a katie or whatever little that's many suv thing and they're like, you know, you should really consider the supercharged tow package right? You need this tow package everybody who's buying these is buying a tow package you need to tell package like, well, I don't have anything to tell like I don't needto backers will you might get something to tell some day so you need a tow package like no I don't need to tell package ok well what about the extended warranty that will cover your vehicle for the next you know what I don't I don't want the extended warranty I'm not paying two thousand bucks just for an extended warranty what about the high definition windshield cleaner stuff that we can add on there's all this stuff they try to like sell you right so then I'm able to get past this lady and once I've made the arrangements with the sales person I then have to talk to the business manager right? I'm not even done I've already worked out the deal but now I've got to talk to somebody else and that guy tries to sell me a whole bunch more stuff we've all had this kind of experience one way or another and that's I think what gives us such a negative connotation about sales I walked into the store one time recently in a mom and I'm not going to mention what it was and I'm looking at stop they sell kind of tech gadget these type things and I'm standing in this door looking around the guy comes up to me says you know so how we're going to help you with today and I'm like nothing I'm just looking around but what are you looking for? Nothing I'm just wasting time basically right? Well, you see that you're looking at whatever what are you in the market for? One of these I'm not in the market I'm just looking around. Well, what question's gonna answer for you about this? I'm like are you kidding me? Listen, dude, I'm standing here because my wife went to bed bath and beyond and I won't be caught dead in a store that sells soap and lotion okay? I'm not buying anything. I'm not interested just leave me alone that's kind of the feeling that we get when people try to sell us something. Ok but here's the here's the deal that's not sales I don't know what it is but that's not sales I like to define feels this way it's simply solving your client's problem sales is simply solving your client's problem and I think the reason that this catches photographers kind of catches us off guard is because we have this preconceived notion about what our client's problem is. Why? Why people hire photographers right? Your wedding photographer people hire you because what they need pictures of their wedding or if you shoot newborn baby don't shoot no more if you photograph newborn babies you know what is it that people hire you for? Well, they need pictures they need eight by ten's inside by sevens and whatever okay here's the thing that's not the problem that you get to solve that isn't why people hire photographers believe it or not, your clients are hiring you because they have a problem that they need pretty photos, ok that's not the problem that they have now they might think that it is in you might think that it is, but that isn't wife people hire photographers, right? So if we're talking about sales as a way to solve people's problems, it starts by understanding what the real problem is. Their problem isn't that they have a I need pretty photos problem, okay, in fact, the only people who get paid money to take pretty photos or like landscape photographers and fashion photographers, those of us who photograph real life events, portrait it's people, that kind of thing, we actually get to solve a much bigger problem and in my mind a much more important problem because the problem that our clients have is that they want to remember the way they feel that's the problem that we get to solve for them that really changes your business when you start to think about people coming to you not because they need while our eight by ten's and five by sevens and whatever they're coming to you because for whatever thing they're hiring you for, or whether it's their wedding or a newborn, they want to remember the way they feel I have three kids and five and under our oldest is five we have a three year old and we have almost two year old and every with every single one we've had newborn photos taken, and every time I see those photos hanging on our wall, I remember exactly the way I felt at that moment. That's what we get to do for people, I'm going to show you a photo in a second from a wedding. This is a wedding, a shot a couple years ago and just like almost every wedding, I posted a gallery of images like forty images on facebook, right? And what happens? You post a bunch images and then you just sit there and wait for people to like like them, right? I think facebook notifications air like photographer crack, we just sit there and we wait for that little red thing, and then when I get notification on my phone, I have to go look at them, I can't have that little red circle, but anyway, I posted an image of people like photos, everything and one day I got a notification is and it was the bride had commented on a photo like, oh, she commented on a photo, I'm going toe really commented on one had been like two weeks, and I'm thinking, I hope she likes her pictures it's just commented on a photo, and so in my mind, I'm thinking about the photo she probably commented on, and maybe with one where they're standing by the bridge and the lights coming through and whatever. What was this photo? Okay, this is the photo she comment to that turner dad, they're standing at the back of the church right before they're about to turn down the aisle, walk down the aisle, right? You probably can't read the comment, but this is what it says. I get chills looking at this picture because I remember everything I was thinking at that very moment as a photographer, I almost didn't even post this photo, okay? I mean, the composition is not the greatest, the her dress is a little blown out because there's a whole bunch of windows right there, but it actually started occur to me that I've taken this photograph at almost every single wedding I've taken done in the last six or seven years, not consciously it's, not on a shot list anywhere, this's just where I'm at, I'm in the back of the back of the church with the bride and her father, and it occurred to me, it's, because that's, where the action is, of course, this bride remembers exactly the way she feels at that moment, because right there she's standing there she reaches her arm over to her dad who's been the guy in her life up to this point right? She reaches over, she grabs his arm they're about to turn down the aisle when they get to the end her dad's gonna hand her hand over to her husband who's going to be the guy for the rest of her life, right every single thing she's planned and prepared for his letter to that moment on her wedding day. Of course she remembers exactly the way she feels that's the problem that we get to solve them when you do that, you have an opportunity to add extraordinary value to your clients think about that extraordinary value that we as photographers get, you know, here's the truth when you solve that problem it happens to be that we use photography to do that it's photographers that's our tool but our our problem that we're solving in the way we saw that isn't because we provide photos it's because we have the unique opportunity to help people remember the way they feel if you could do it with something else that you could do it with whatever then use that tool it's almost a ziff photographers air like writers it's just that we use pictures to tell the story so that's number two number three is this idea that I like to call post and pray ok, you probably heard like different terms shooting burn whatever shootings and different types of things right? I made this one up since people like to make up terms and this is what I made up post and pray and I would say that this right here probably represents the sales strategy of ninety percent of all photographers this post and pray what I mean by that posten prey is basically where you take a whole bunch of images you post them online, then you sit back and pray that somebody by something right that's probably the sales strategy of just about ninety percent of photographers and there are dozens and dozens of companies out there that will provide you a solution to do that right? Almost every web gallery on that it's created online is designed to help you do at least this now some of them are better than others. Some of them actually provide you with tools teo do more than just pray but deposed images online and actually hopefully sell them. But the truth is and what I want to communicate to you today is two things is how you sell matters the way that you choose to sell your images matters and even more importantly than that where you sell your images matters now this is kind of the conversation between online sales and in person sales okay, these are sort of the two two different ways that you can do sales right online or in person? And most photographers, if we're going to agree that most photographers their strategy is posting, pray it's posting images online and praying that somebody buys something, I want you to think about that for a minute. From the client's perspective, imagine a mom who has booked a family session for their family. Imagine imagine her life, right? She's got three little kids she hires italian for the italian for comes over to our house. She spent a week cleaning the house so that the photos don't look like a real life, but look like the life she wants to show. Okay, and a couple weeks later, she gets an email. She's she gets on her phone and says, your images are ready. So she's busy making dinner so she stops doing that so that she can run to her computer because she's been waiting to look at these photographs and she's, so excited to finally see what that photographer captured. Right? Meantime, three kids air continuing, doing whatever they're doing so she runs over the computer. Honey, honey, you gotta come and look at these photographs. These pictures that the photographer took our amazing right, they start looking through the pictures, and then what happens in the background? You know life starts to happen in the background so she turns to the kitchen and all of a sudden her two year old is like walking across the kitchen counter right that's kind of what life is like for your client and you know how you should know that that's what life is like for your client because that's what life is like for all of us right our clients don't live in a bubble where when we send them their photos taken stop everything they're doing and just start looking at them and you sort of put your client in this position of I sent you all these images and now you're supposed to like go online and buy them and pick out sizes and know exactly what you're supposed to do and in your client's mind they're thinking you want me to do what I'm supposed to be able to stop everything I'm doing so that I could make an intelligent decision about what photos I'm supposed to buy you make an awful lot of assumptions about your client and one of them is that your client is an educated consumer when it comes to photography now first of all I'm not saying that your clients are not educated I'm not saying that they're not intelligent or sophisticated or any of those things but when it comes to being a purchaser of professional photography most of our clients are not experts who is the expert you guys are the experts, right? You guys are the experts at this and yet you're assuming that your client is able to sit there in the middle of everything else that's happening in their life and make an educated decision about what they should do. On the other hand, building an effective sales process is about two things creating a meaningful experience and providing them with your expertise. Those two things together are what help you build a sales experience that not only benefits you okay, because it will be profitable, but it also benefits your client because it's going to solve their problems. So look to tackle these two things for a second let's talk about the experience that you want to provide for your clients. Think about that that mom again that we were talking about and posting online and imagine instead when the images were ready, you invited her to come over to your studio or your home or whatever think about the experience she would have. She knows exactly where she's going she's been able to plan for and prepare for it and you can provide her with an environment that eliminates distractions. Okay, when I'm able to invite a client over to my studio, for example, I get to control some things I get to control what they see, right, how you to decide what's up on the walls what? What does that do? It helps the influence what they're going to purchase, right? So if I've got big campus is on the wall, what do you think they're going to buy big canvases? If I've got albums that on the table, what do you think? That they're going to buy albums? So I get to control what they see? I get to control what they hear. I have some influence it's not like being at home and all of a sudden there's kids screaming in the background and the cats throwing up in the other room or whatever the heck's happening, right? I get it put on the right kind of music that helps to create an environment for them, and I get to control what they smell. You don't think that that matters whenever someone comes to our studio or when I have had people in our home the same thing's true, when I have clients come to my home to make a purchase, I make them chocolate chip cookies. Fact, when we open our studio in two thousand eight, uh, one of the first things we purchased was an oven specifically for making chocolate chip cookies, because what happens when you walk into a room and you smell chocolate chip cookies? It's, like everything is right in the world, right? And even better, we've made it a rule that they actually get to eat the cookies and one of my workshops, someone said, well, could if you don't have that, couldn't you just by, like, one of those candles, that when you light it smells like chuck cookies like that would be great until you offered to let them eat it, and then it's, not the same anymore, so we actually make the cookies, and we let them eat chocolate chip cookies any and my rule is any time someone's coming to give me money, I make them chocolate chip cookies, one because it smells like home, right? And two because they taste good. Okay, so the experience part of it is, I want to be able to control this experience for them. So then the second part of it was you are the expert, you are the person that's able to help them solve their problem. You're the person that that that does this on a regular basis, and you're able to ask the right kind of questions, understand what their needs are, and then provide them with a solution that does that. Now, we don't have enough time today to get into all of the nuts and bolts that go into building an in person sales process, but I do really quickly want to touch on a couple of great tools that you might want to look at. Ok, the first one is an app called prevail. Have you ever heard of this? These guys created this amazing ipad app that basically does one thing really well, it allows you to take a photograph of your client's room or they can take the photograph of their room, and then you can show them their images at actual size in their room so you can sit down with the client and you could project this honest tv. Oh, you can sit down next them with an ipad and you can show them exactly what they're going to get now. These guys were great. I sent a message that said, listen, I think your products great. Would you do something special for the creative live audience? I don't get a dime for this. I have nothing to do with these guys except that I think that they're awesome, but they put their app on sale it's ten dollars off through like monday or something during this broadcast in the reply, it's going to ten bucks off so it's sixty for ninety nine now some people are like gosh, sixty four, ninety nine is really expensive for an ipad app because we're used to like free or ninety nine cents or whatever, but I just want to tell you that when I first got this app and I've been doing in person sales for a really long time, I got this app the very first still that I used two thousand dollars and it was just because I was able to sit down with the client and show them that their images on their wall that actual size okay, so I think paying sixty five bucks for something like that is worthwhile, right? So that's the first thing I wanted to just tell you because a lot of times photographers coming at me like I don't know how to even get started, what am I going to do to show the images? I don't have a studio or I don't have this, whatever this is a great place to start, the second thing is I want to make something available for free and, um yeah, just a quick question, please. So when you're working with prevailed correct, do you you say the clients can actually photograph? Does the software give you direction to give to your clients on what the best ways to photograph their space? Yes, so if you go to their site, they've actually teamed up with for the life of me, I can't remember right this second, but it will probably come to me sometime, and you can actually they have a guy that they put together that you can give to your clients to explain it. So that's one thing, the second thing is a lot, I tell a lot of photographers who don't have a studio space and are scared to death to bring a client into their home because seems like that should be a controlled experience. But if you have pets or kids, it's never control experience that this is a great tool for going to your client's home, because then you can actually stand there and take the photo yourself of the space and show them their images right then and there. So it works really well, works that fast. Yeah, absolutely. You could take the photographs, put the images in there and just do it that way. So so that doesn't make sense. There's two ways that you can use this, but yet they have created a tool that helps you. You can get to your clients and it'll help you. You know, it's beautifully designed designer glow that's who did it for them, okay, so you can get that, and you can be customized in that kind of thing. The second thing I want to do is I wanted to do I wanted to make it as easy as possible for people to get a resource that they could use, so I'm going to a free giveaway of I created a sales made simple six hour video course, I'm going to give it away to one person in the way to do that is if you go to my site starting out right dot net just there's up in the upper right hand corner. There's a little place you can put your email address in and like your zip code, and I'm on monday. I'm going to just randomly draw somebody in scent of a copy of this dvd it's totally free just this walks through that entire process from start to finish for people. It's video, you can stop it, you know, rewind. Go ahead and do whatever you need to do, but it will walk you through the whole process, totally going away for free. Just sign up for that on at that site, and we'll just randomly draw somebody, okay? All right. So a couple of tools for you. Also, by the way, everybody who signs up for that, I forgot to mention this, you're gonna get an instant download, which is my quick start guide, so it's a nine page pdf talks about the process from start to finish for out to mention that ok, so everybody's going to get something for free? Ok, next number four and this is probably one of the most fatal of the deadly sins is failing to create expectations? How many of you ever had a client that got upset about something? Anybody? No, you got to do it better than I have a lot of clients that one reason wherever other getting set and sometimes a client will come to you and they're upset and you have no idea why or other times I've talked of photographers and we've gone through and maybe I've just explained to them, how did you album sales in person? And they're trying to think, well, how could I do that with my next client? Right? I'm meeting with somebody next week to sell them in album. How can I take this thing that you just explained to me and incorporated in my next sale session and here's the thing that's not going to work just like the client that got upset? You try to spring a brand new process on somebody when they come in it's not going to work, they're going to get upset, but why here's the here's? The reason why? Because ninety percent of sales happens before the client has ever in the room with you. Ninety percent of the work that you need to do in sales happens before you're ever sitting down face to face with the client now that that means you've got a lot of work to do before you start getting with clients it starts with figuring out on your on your own do you know what you want your client to do have you thought through what it is that you want a client to do when they come to an album sales session or a booking consultation well what do you want a client to do when they come to a book in consultation this is not a trick question you have book we book you exactly right or what do you want them to do when you're showing them their images from a portrait session you want them to buy something right what do you want them to buy well for me I want them to buy large wall are then I want them to buy some guest prince right and then I want him to buy a book I had to think this through and figure out what it is you want your clients to d'oh okay then ask yourself does your client know does your client know what you want them to d'oh this is where it gets interesting because if you think about all the clients where you've had some kind of miscommunication and they have these crazy expectations you can ask herself did you ever tell them what it is you wanted them to d'oh? Did you ever take the time to figure out a way to communicate to your client's exactly what you want them to do? Because most of the time, if they don't know what to do, it's probably because you didn't tell them. Okay, so there's a couple ways that you can do that you can do this part. How do you tell them? And for me, I focus on three things. Three, three ways that I continually try to tell my clients exactly what to expect. And it starts with your website. Everybody has a website, right? Everything target in fact that's like apparently the only prerequisite to becoming a photographer is you have to have a website. I'm not sure you even have to have a camera, but you could have a website that says you're a photographer, right? Casey, have a website and your web site should make it very clear to clients exactly what you want them to dio my website has only three button three links, right? What is it that I want people to do? I wanted to come and I want them to view some of my images but that's really not enough. Because if all you wanted clients to do was look pretty photos I mean just put on facebook right? That would do the same thing I wanted to look at the photos I want them to learn a little about me and then what I wanted to dio contact me that's really the reason you have a website I wanted to contact me so I have a contact form on my website I also by the way don't believe that it should be hard for a client to contact you and some people look at a contact forming like forget it I don't want to fill this whole thing now so what else do I have on there? I have my twitter handle I have got a phone number and email address they can visit my block whatever you know you contact me however you want just contact me that's the point of my website I know what the point of my website is I thought it through I know I want my clients to do it I make it very obvious because there's only three things on here and if you move through it in progression this is where you end up now what is the number one of the two questions that people ask you when they send you an email inquiry two things how much exactly and what else are you available for my date right every single email I've ever gotten from a client has some variation of are you available and how much do you cost? Okay, now try to make it pretty clear because I put right now so you know, I used to have a pricing page and then I usedto tried to make my website more streamlined so then it was under the about paige and everyone still asking that question so I moved the pricing information right to the contact page okay, so now they know exactly what they're talking about it you know, wedding commissions begin at fifty seven fifty and so everything that includes and most of my clients end up spending between seven and ten thousand for a fully featured collection including this okay, so it's very obvious to clients right up front exactly what to expect, right? Well, it's all about creating expectations and then every single client of a potential client who contacts me in the email response thank you so much for contacting me. I'd love to talk to you more about your wedding. I find that the best way to do that is for us to connect over coffee and let me have you in studio here three times and I'm available yeah idea in the meantime here's a link to for you to review my full pricing everybody who enquires gets my pricing information why? Well when they asked you for it right and I don't know why if someone who's interested in doing business for you asked you how much you cost, your response would be well I would love for you to come and talk to me before I give you any pricing information right? Who does that? What good experience is there? Have any of you ever had a good sales experience where someone refused to give you pricing information until you come and talk to him? No you feel like what are you hiding so every single potential client who conduct because the full thing why? Because it's creating expectations for them right it's helping them understand what what they should expect and that's all right out there on the web site because for most of your clients are mostly potential clients that's where they're going to start is with the website. Okay, so that's the first thing the second thing are what I call product guides I use these different product guides and these air great because they allow you to put in someone's hand the same information that you just gave them on the web site. Okay, so this is our my wedding product guide. I use this when I'm sitting down in front of a client and a consultation and they could take this home and has all the same information as was on the website right they put this in their hand so they really remember makes it really easy for them it's all the same stuff that they had in the website but now they don't have to go back to the website they got it in their hands for our portrait clients this is just a sample product and pricing guide every time we shoot a portrait session and they leave they get a full product guide so that way when they come back for that viewing session we're not having a conversation about price they already have everything they know exactly what we offer now we can just talk about how to solve the problem they're not worried oh my goodness what's it going to cost if I buy this thing he's telling me to get right I put this in your hand and I send it home with them so you know exactly what to expect now we have other product guides we use especially for a wedding clients because the relationship like clothes a lot longer and they've got to make decisions about how she restructure my day you know what type of hair style is going to be best all these how do I make my skin like a good as possible for my photographs? All these different things that wedding clients have so we use some digital per product guides that we've incorporated into our shoots you workflow every note shu que is it's just lets you manage all of your client relationship stuff and in the e mails that we send out through there we include links to these digital products are digital product guides that explain to client we don't call him product guides in that situation come client guides but explain to them information that's helpful for them is they're planning their wedding day we have one that we send out to our portrait clients when they book especially our high school seniors should should a decent number of high school seniors and high school seniors want to know how many outfits can I bring? What types of outfits worked best what should I expect so we send them all these things so that there's no question they know exactly what to expect okay, so the product guides is the next piece now it doesn't really matter what you put on your website what you give them is a product guide where really comes this is really just setting the stage up till this point because what it really comes down to is the kind of conversations that you have with your clients right it's really when you get in front of a client you're talking to them or you're talking to on the phone that this really starts to make a difference you want to tell you about I like to call the four magic words these air probably this is by far the most important thing I'm going to say all day so write it down any time you're trying to help a client understand what they should expect, use these for magic word most of my clients and then whatever it is that you want them to d'oh right? Somebody says to you you know how many it's a family session, how many people can we have involved in this session? Well, most my clients find that or how long should be playing for the session. Most of my clients find that for a family session weaken, weaken do that in about ninety minutes we scheduled ninety minutes because for most of our clients, ninety minutes is perfect for our family session, right or most of my clients find that they're finished album is twenty five to thirty five spreads on we built, we build that based on your wedding or most of my clients find that two to three outfits or three to four outfits is perfect for a ninety minute high school senior session. I'm all these things I'm just giving them information that's useful for them based on the question that they asked me and I'm doing it in a way that helps them understand what most of my clients dio now why do they care? Because most of your clients I want to be like most of your clients that's why they hired you, right? If they wanted to be like somebody else's clients, they wouldn't have hired you most of my guys now it's really important by the way somebody asking this one time it's really important if whatever it is that you tell them is true, ok, most of my clients spend forty thousand dollars well doesn't matter you're not gonna have any more clients if it's not true, right? Most of my clients, by the way, if your clients are unhappy and didn't know what to expect, it's probably your fault if you didn't do a good job of creating expectations, it's your fault, and even if it's not your fault, it's still probably your problem, right? Just cause it wasn't your fault. They're your client, and they didn't know what to expect for one reason or another. So, it's your problem now you can look at I mean, we've all had some pretty crazy clients, whatever you know, and we've all had clients that have been upset for one reason or another. If you if you photograph or just in general worked with enough people, one or two of them are gonna be super happy, okay? And even when that happens, no matter how unreasonable their expectations are, you've got to ask yourself, did I create meaningful expectations for that person, because if you didn't, that would be that would be the reason why, right? That would be the reason that they're unhappy because they didn't know what to expect and if you don't create expectations for your client guess what? They will make them up in their own head, right? They will make up their expectations in their own mind because that's what people do they don't know any better so they'll make something up all right number five believing that mohr is better in the world of the seven deadly sins this would be gladney right? Actually thought like maybe I could do this and relate all of them too the biblical sins then I got to like rage and lust and I'm like I don't think it's gonna work very well but this would be like the gluttony and this is like so american right here as americans we always believe that more is better and here's the problem more is not always better uh and the reason I think that more is not better is because so often his photographers we think that our job is to create tons and tons of images for our clients right and in delivering a ton of images to our clients is how our clients give us value in fact I talked to a photographer one time and she told me that she generally shoots three thousand images for clients and she delivers basically everything except for the ones that are out of focus and really poorly exposed she gives all of those images to our clients I said well, like why world would you give your clients all of those images? Well because you know that's what? I'm there for an entire day and my clients expect to see everything I shot for an entire day and I said that I get you think your value to client is the number of images that you delivered to them right? Because you're trying to solve the problem of delivering a whole bunch of images and turning them over and that's what your clients the reality though, is that your greatest value to your client's isn't as a photographer. Okay, it isn't we already talked about this, right? You're your values that you solve a problem and it just happens to be the photography is the tool you use, right? Your greatest value isn't that you make great photographs. In fact, the fact that you deliver amazing photographs should just be a given if people are giving you money right, you should know your craft you should know howto properly expose and compose and deliver images that are that are acceptable and not just acceptable you should be doing great work. This isn't about that that isn't the value that you deliver because that's just expected anybody who's taking money to do this should be able to do that that's not the are of what we do that isn't the value that we provide in fact, I believe strongly that our greatest value is that we are a curator of moments if the problem that we solve is that we're able to deliver images that help people remember the way we feel what we're really trying to do is help them to remember those moments that caused that feeling right and if you deliver three thousand images that's not capturing moments our job isn't to just stand there improve that we know how to use burst mode that's that's not the skill that we bring the skill that you bring is that you can see a story and then you deliver the images that tell that story in fact, no, I'm sorry the argument that some people will make is yeah, but what about the fact that if I don't hand over this image, I might miss a moment that someone found important, right? What if I don't do you know don't give them this photograph that might be really important? Here is the truth your clients will never know what they don't see true if you call it if you cut that image out it it's almost as if it never existed right? If you don't show it to your client and never existed it's not important it's meaningless s get over the fact that your clients might miss something they won't because they don't know that it existed and if you're a curator, if you're a curator of images, then you're doing a disservice if you don't if you don't do that, your greatest art isn't as a photographer it's as a storyteller, so look for that story and deliver the story to the client because here's the truth people will pay you good money for that true for telling their story in a meaningful way what's like the bottom feeder low rung of the of wedding photography it's like the five hundred dollars craigslist shooting burn right there's a reason people will only pay nothing for that it's because you are actually doing anything valuable to the client you're showing up with camera taking a whole bunch pictures and handing him over on a disk anybody can do that and people don't pay you for that because that's not armed. So for me for weddings I deliver four hundred fifty two, seven hundred images most of them are about five, fifty two, six hundred but this is kind of my rule for fifty two, seven hundred in truth I generally take about nine hundred images at a wedding in ten hours and my second shooters are allowed to take about seven hundred images, so we call from about sixteen hundred down too, because think about it if I were going to deliver this, why the heck would I shoot five thousand images because they're just take me forever to have to deal with that, okay, my job is to tell a story not to just take a whole bunch of photos uh the same time for portrait it's I do about forty five to sixty images, okay, this's for families, this is for high school seniors this's for I don't do a lot of like newborn and stuff, but if I did, that would be that number because I'm not looking to just vomit images all over people like that's not helpful because when you do that, you make the client do all the work, right? You're making them sift through all these images and find the story they didn't hire you to just take a bunch of photos they hired you to tell the story. In fact, I believe that your art is that you are a storyteller. Like I said before, if you were a writer, you would use a pen and paper as a photographer, you tell a story by stringing together images that help people remember the way that they feel and turning over a whole bunch of photographs is making the client do all the work you're being paid to do the hard work now at the same time there's this gluttonous mentality behind delivering images the other side of that is that you are not a department store, okay and yet photographers gets so excited by the newest shiniest glitzy is product stuff that's out there, and suddenly they want to offer all of it all of their clients. I did a coaching session with a photographer, ah year or two ago, and she was explaining to me her album stuff what she offers two albums, and the reason that she had hired me to do a coaching session is because she was finding that she had all these great albums, but nobody was buying them. None of her clients are buying albums. In fact, less than ten percent of our clients ever ended up buying an album, and I said, so, tell me about what you do, and she said, well, you know, here my she opens up this album, er, product guy that she had created. So this is the album's offer, and they looked at it. I see over on the left, inside that she has seven different lines of albums that she was offering, so I started asking her to explain to me what the difference is. And she said, well, this particular album has these nine different cover choices in these four different colors, with these six different materials, and these, this album line is this type of paper with this type of cover in this type of thing, and this one is, and she just kept going on and on and on and essentially there's about a thousand different ways her clients could order an album. She thought that that man, that she could cover all the bases and that every client should be able to find something that works for them. It was the department store mentality. You go into department store, and they're basically just saying, we've got everything right now I think about it for a minute. How to department stores make money, they sell things at discount, right? Nobody pays full price that most you buy stuff on sale, right? But you are not a department store. You are a luxury boutique. You don't provide a little bit of everything you provide a highly specialized luxury product and service. You are a luxury boutique, so you should act like it. It didn't surprise me at all that that particular photographer didn't have any album sales because our clients had no idea what she wanted them to d'oh. She was making them do all the work right she was making the clients do all of the hard work of figuring it out for me. I have basically four album choices. You can choose a ten by ten or twelve by twelve in black or brown. Why? Because ninety nine percent of my clients chose ten by ten or twelve by twelve in black or brown the other one percent can go work with somebody else that's fine, it makes everyone's life easier because when I sit down to selling album, I don't have to worry about shapes and cover materials and whatever I just we go through, we designed the story ok? Would you like a ten inch book or a twelve inch buck? I'd like a twelve inch book great would you like a black cover or a brown cover and that's it now? The truth is less is more more is not better. Less is better because when your clients don't know what to say yes to they end up just saying no when people are faced with the choice and they don't know what choice to make, they make the easy choice, which is to make no choice at all right? Have you ever experienced that you walk in? This happens when you buy toothpaste? You know you walk into a grocery store to buy toothpaste and there's, what a billion choices ok there's this one that does this it's toothpaste so mostly that's why brand awareness for toothpaste is so strong because people usually just go in and buy the same thing they've always bought right? People don't usually switch toothpaste because there's too many choices the same thing is true with your clients when your clients don't know what to say yes to they end up just saying no and when you offer too many choices, you're not telling them what you want them to do. Does that make sense? What you're really telling them is I want you to do all the work, mr client or mrs client, I want you to do all the work I'm just the photographer, I will give you all the choices and the clients is back to you know I'm paying you to be the expert, you do the hard work, the reality of that less choices equals more focus and more profitable sales, the less different products that you offer, the more profitable year sales will be and it's better to instead offer lots of choices on ly offer the right choices. If you're really building a sales process on understanding your client's problem and then solving it, then why not just offer the right choices for that, right? Why not just offer the things that solved their problem for my studio for weddings, we focus on selling albums, which already told you about signature prints and gift prints that's it for weddings, that's our focus, we bring them into the studio, we go through their album design that we've pre created for them, we walked through that process we finalize their album, we talk about it, there's art did like to put on their wall. And then is there anything that you'd like to send anyone else? Okay, because these are the things that we believe helped tell that story for them. That's solved that problem for portrait's. We focus on signature prints, which we that's what we call wall are our signature prints in canvases. Okay, gift prince, which is stuff you give to somebody else, by the way, an eight by ten is not a signature printed gift print, right? Eight by ten is not suitable for hanging on the wall it's suitable for maybe giving to somebody else it's a gift, we sell books and then what we call specialty products. So if you're selling, you're photographing newborns, and that would be things like announcements, newborn in your birth announcements or I do high schools, high school seniors and so that things like graduation announcements or guest signature books in the midwest. Anyway, high school seniors do an open house when they graduate, and so we do stuff, so we're focused, not just offering tons of stuff. We want to be offering the right stuff. Number six, we're doing good is asking the wrong questions. And this is specifically when you're sitting down with a client how many of you have ever sat across from a client especially for wedding wedding photographers and the first thing out of your mouth is well tell me how you guys met right first of all almost never want to ask that question and the reason is that I've asked it enough times shooting is many weddings and I have and I've discovered that most people story is really not like they may not always want to well you know, I was a waitress at hooters and he was there for like, you know, back to the party with all of his friends and he called me the next day and now we're getting married like some for a lot of clients and it's you think it's going to this romantic thing that they're going to tell you you're like ok now where did I go from there but there's two different types of questions and and I want you to understand the difference because then you can understand how you can use them and the kind of questions can become like a secret weapon for you when you talk to clients first I have a question uh is open ended questions anybody not an open ended question is first of all it's a question when you ask that you don't necessarily know the answer okay and these air things like tell me how you feel about you're asking a question that invites the responder to share information with you until you tell you something they're not necessary making a choice about something okay or tell me what you think about right what do you think about this? Tell me what you think about whatever so in your photography business that might be things like tell me what you're most excited about when you think about your wedding this is one of my favorite opening questions when in booking your client tommy what you're most excited about when you think about your wedding first of all I like this question because every other photographer that they met with asked him and tell me how you met and so I'm showing that I care a little bit more about the whole thing and asking him a question tell me what you're most in this question will give you an awful lot of information right tells you a lot about the people tell you a lot about the type of wedding that they're having gives you an awful lot of information or when I'm meeting with the client and selling them an album I might ask them how does that album designed tell the story of your wedding the way you remember it basically we're asking tell me whether or not we did our job tell me how you if this what how this wedding album design tells the story the way you remember it right now open ended questions are designed to get information okay that's kind of the point of asking an open ended question is you want to get information that ultimately is uncovering that problem right? We talked about solving a problem open and equipment questions help you get information so that you can solve a problem okay no on the others and are what I call balling that what I call their multiple choice question everybody knows that a multiple choice question anyone who ever went to school and those with a multiple choice question is right open ended questions I'd like to ask questions on the test everything else in the state is a multiple choice question right? These air things like do you prefer the look of a campus or a signature frame print? I mean, I've seen somebody too teo make a decision about something to tell me now it still gives me some information but not just information that helps to make a decision and I get to define the options for the client and that's the key. When I was telling you about how I might respond to an inquiry in an email every single email I send you know thanks so much for your inquiry I'd love to connect with you I find that that the best way for us to feel or to decide it's a good fit I'd love to have you over for coffee at my studio I have availability tuesday at six thursday at four or saturday morning at ten, which of those work best for you? That's a multiple choice question, right? I'm defining the scope of the conversation and I'm inviting that person to make a decision. Maybe I asked them, do you prefer a flush mount book or traditional matted book? I'm asking them to choose something. Are you planning to hang that over your coucher over above the fireplace? These are all just examples of different things you might ask in different situations that help someone make a decision notice this question isn't, for example, how big do you want this image? Oh, because again, your client is not an educated consumer in this particular area, so by asking them, where you going to put that? Are you gonna put it over your couch? You hanging about the fireplace is going to go in the hallway with another collection of images. Ok? Well, if it's going to go over the fireplace, you probably want to look at least a twenty four by thirty six, probably a thirty forty or thirty six forty eight, right? I'm I'm being the expert and I'm asking them to make a decision and the decision I'm asking them to make is what you're going to do with this and then I can tell them how to solve that problem okay multiple choice questions the purpose of that mr drive a decision or move somebody towards an action and this is important because these are the types of questions that help you move toward what I liked well not what I call but what it's called closing in a sale these are the types of things that help you actually put together a solution for a client you ask open ended questions so that you can get information about what it is that your client needs and then you are asked multiple choice questions to help refine that down does that make sense okay multiple choice questions dr decision and action open ended questions help you get in permission all right number seven is what I like to call failure to close and this might be the most common deadly sin that photographers made you sit down with the client that contacted you you're gonna have a confrontation to book a client you have a great conversation with um you know everything seems like a great fit they love you do you have your work they love your personality and it's like ok well you know just let me know if you're interested in you know, booking me right I mean that's sort of we go through in our mind I'm not really sure what I'm supposed to say now everything seems like a great fit okay well thanks you know let me know what you think let me know what you think is by far the worst question you could ever ask when you're trying to close something or you'll sit down with the client and they've told you like I wantto any big picture you prefer the wall or whatever it is and ok so you put together in order for them ok well what do you tell me how you think about this right? What do you think about this order I put together like that's not moving somebody towards the close so let's talk about how you can do this first of all number one rule of closing is what I call act as if someone sends you an inquiry the email you or they call you whatever the twitter you whatever it is they send you an inquiry what why did they do that? That's a real question why'd they do that why they contact you they like you ok? And even more importantly they wanted to get some information but I think it's because they wanted to meet with you because if they only needed information they ought to be able to find that on your web site right? They went to your website I'm acting is that the reason they came to the web site so they could contact me and they contacted me so I'm going to act as if the reason they did that so that they could meet with me so my response to them is geared towards that right? Somebody sits down with me, they've taken time out of their life to come to my studio or my home or I'm taking about to dinner whatever it is so they've come to get so we've come together for an inquiry or consultation I'm gonna act is if they're there to do what book me right that's the only reason that we've both taken the time to do this it's not to see if we like each other ok there's a part of that, but if we have ah, first day just to see if we like each other that's going to go a whole lot differently than if our first date is because you want to get engaged because the analogy breaks down, but the consultation isn't just about feeling each other out. Our consultation is about they have given up on our of their life and you've given up an hour of your life and if you've qualified them by having a conversation with them by putting information out there, act as if the reason they're sitting down is to book you if you went into every consultation acting as if the reason it was happening and so the client could book you would that change the way you interact that client would that change the kind of conversation that we're having and wouldn't change the end of that when a client comes to my studio or we meet with them after a session and they're they're going to purchase stuff, you know, we're having a viewing session, we call them viewing sessions, we've given them a product guy, they know everything cost they know that they're coming to order isn't it safe to assume that if they've told me all the things that they want, I could act as if they actually want to buy them right act as if that they're there for that purpose that's the first step towards moving towards the close why is this client here? Right? What is it that they why did they come to this consultation so we could book them, ask yourself this question and then act as if that's true, now the reality is you'll find sometimes it's not true. Sometimes the client games a consultation is not gonna be a good fit that's fine, that happens sometimes that you're going to have a viewing session where our clients not goingto purchase what you thought they were going to that that's okay, but isn't it better to act as if that's why they're there? And then to find out later that maybe we had misjudged somewhere and then okay, we're not a good fit that's fair, but figure out why that client is here, then create a closing script closing closing the sale should be like riding a bike, you need to practice a whole bunch and then you should be able to do it on autopilot, okay, create a closing script and then memorize it now a lot of the sales type experiences that maybe we've had that we didn't really love where when we felt like somebody had a script and they just kind of spewed it out, I'm not talking about, like, practice a bunch of gimmicky things that you could say what I'm talking about is no exactly what you want to do to help move a client forward and memorize it so that you can practice it like, stand in front of a mirror and watch yourself and see how you look saying so you can feel comfortable talking to your clients. For me, this is what that script looks like you can you can buy all this you khun use, it doesn't matter to me, the first question I always ask is, is there anything else? Okay, we've gone through a viewing session with a client and we've talked to every thing they like to order, and I'm and I'm this is where we're at, the first thing I'm going to ask is, is there anything else? By the way, this right there is the on ly open ended question that you're allowed to ask a closing okay, get that through your mind right now you will never ask another open into question in closing this is the only one is there anything else? No, I think that's I think that's that great. So then I'm going to excuse myself from the room and I'm gonna put together their order. This is kind of the formal nuts and bolts part I got actually put together in order for them on that free pdf that I talked about that you can get if you go in sign up for that email, it actually has the actual sales order form that you who's in there, okay? So that you could get that for free. That's totally free. Just going to cost you an email address, so I step out of the room. I usually put the slide show of their images back on because otherwise we're sitting there doing nothing step out of the room, put together an order. I walked back into the room and I say this based on our conversation, right? Based on everything you told me, you told me you wanted this stuff. Everything that we talked about, I've gone ahead and put together your collection, by the way, I don't call it an order, okay? Based on a conversation that we had, I've put together your collection, which includes, and I put the put the order invoice in front of them and I walked them through. It includes this image as a thirty by forty framed prints that you talked about putting over the fireplace that includes these gift prints that you're going to give a grandma and and whoever, whatever it includes wallets, if the high school senior, whatever it is, walked them through the entire thing, okay, I let them look at it so they could make sure that we've gotten everything right. They already said there's, nothing else but let's just make sure if everything looks correct to you, I can get that into production, and we'll have it ready for you in two to three weeks, okay? I'm acting as if if they haven't told me there's anything wrong with that? I'm going to continue moving forward, right? Act as if so they've told you what they want now I'm acting as if they want to pay for what, what they said they wanted, and I'm helping do what? What am I doing right here with the most important piece of this? I'm creating expectations, right? If everything looks correct, I'm letting them know that I could move this into production that's the next logical step, and once I do that, it will be ready for you in two to three weeks, so the client isn't wondering when did they say those images will be ready or when will we get this or they're wondering if I pay for it now, then? Like, how long? Enticed I'm making it very clear, right? Based on a conversation have gone ahead and put together a collection which includes x, y and z everything looks correct to you, I could get that in a production will have it ready for you in two to three weeks. Then he asked, closing question, would you like to take care of that today with a check or credit card? Multiple choice question, right? I gave him two choices. Does that mean cash is not an option? Obviously not. No one was paying cash really no big deal, but here's the thing I didn't ask them. So what do you guys think? You know, based on our conversation, he put this order together and I can get it in production to be ready for you in two to three weeks. What do you guys think? Quite frankly, I don't want to know what they think at that point, I'm not necessarily because well, what I think is that a lot of money, but that's, not the answer you want to ask you this question right here is easily I'm sorry by far the easiest way for you to close ok, because if you've gone through this process the way that you're supposed to, you get to this point and it's like a no brainer, you've told me what you want to buy. The only real logical question is how do you want to pay for that? And I don't ask people, how do you want to pay for it? Because, again, the question might be, well, I really don't want to pay for it. The question I'm gonna ask them is, would you like to take care of that today with a check or credit card? I'm putting an expectation back in the kind and letting them choose. There is no option there to not pay for it or to not pay for it today. Now, when you ask him also choice question have you ever asked him kid a multiple choice question they give you like the answer that you did not offer them? This happens to me a lot with my with my children. Would you like to do that? Would you like this for dinner or this? I want this. There wasn't one. Your choices. Well, that's, what I want, it happens. That's the way things work, no big deal somebody might ask you, well, we really aren't really ready to take care of that all today. Is there any other option that we could have no big deal as long as you understand the process? Sure, we have another option if you'd like to put fifty percent down on your check or credit card today, you can pay the balance when you pick it up, but we won't deliver it to you and you want to pick it up until it's paid for no big deal you could you could do the same thing. Would you like to take care of your fifty percent down with a check or credit card that's an easy way to circle back right? Somebody may give you a different answer, but it's easy to bring it back to the choices. Does that make sense? You're still with me, okay, did you want to take care of that with a check or credit card? And the reason that I think closing is so important it is because if you don't memorize this, if you don't put together a process that allows you to move to this point, none of the other stuff really matters right doesn't matter how well you created expectations doesn't matter, you know that you've refined your product list and you've gotten your image slide shows and delivery down if you get to this point and you don't know what to say to a client none of that other stuff is really going to matter. This is where you actually get paid. This is where you actually get paid for doing this thing that you love. That makes sense. Yeah. Question. Thank goodness. Yeah, I could question do you have anybody accidentally interpret this as a yes or no question? Like, would you like to take care of that today with the target credit card? Yes or no with a check or credit card if the answer is no. Well, let's, look at that. Ok, so the answer is yes. Then my question is ok. So which one of them did you? Ok, let me ask it again. Yes. You wanted to take care of it with the check or credit card? Which one? The answer is no. Would you like to take care of that today with a check or credit card? No. Then I would ask them. Ok, how would you like to take care of it today? Now that is more open ended question except it's. Really not it's still a multiple choice question. They're just going to find those choices is right. And if the question and the answer becomes what we talked about well maybe I don't want to take care of the whole thing today or maybe we weren't quite prepared to take care of the whole thing today then we can talk about some other options this is the important thing to understand and it's kind of this my wife works in a hospital she's a nurse and they have what they call red rule I'm not saying she has in the hospitals have what they call red rules and blue rules blue rules or things like you wash your hands every time you go in and out of a patient's room it's a very important rule but nobody like dies right there on the table if you don't follow that rule and then they read rules which are like you you check the patient's name and birthday before you give them drugs that's an important one because you give somebody the wrong drug and their debt and that's problem right? So in your business the same thing is true you have read rules and blue rules for me a blue rule is we take one hundred percent payment up front for albums for whatever and that's the only option I give people but it's a blue rule it's okay to break that rule if I have a good reason for it ok so but once you understand those kind of policies in your business it's okay if you get an answer that's uh, no, I wouldn't like to take care of that today with the check or credit card. Ok, you tell me, how would you like to take care of it today and actually, one of the things if you if you buy the photo week course, I actually done a bonus little video piece on how to handle what I call objections and sales, and it walks through all of that kind of stuff people like, well, any more time to think about it or whatever, that piece of the court actually walks through all of that, this kind of stuff to one of the things that kind of, like awesome prerequisites to sales. Well, we have just a minute. These are not the deadly thing. These are some of the things that you can do to prevent yourself from getting into these places to begin, ok? And I'm going to put up a couple things that those are my those are my people, those kind of why I do this, but a couple places that you can kind of start the starting out right site is a whole bunch of free articles. This is a site that I published, and if you go on that site and use the search tool for sales, you'll find dozens of things just talking about all this in fact. A lot of the things that you can get in the video course or that kind of thing you can get for free if you're willing to do the work yourself, right? Okay, another thing I wanted to tell you guys about is if I had done eight deadly sins, the eighth one would have been totally not understanding pricing, ok? And I know that jared bell, man, a good friend of mine did a pricing thing for photo week for this he did a session on that, but he also has I asked him if he would do something for you guys and he's got this pricing, of course, that he does it's like an eight hour pricing course, and I know that a lot of you like, I'm not even sure how to get to selling my work because I don't even know, like, if I'm pricing it right? Okay, so I think he's offered it half off. Jared bowman, dot com jared bowman dot com if he used the code creative live but that's a great tool for getting your pricing in order, so that when you get to the point where you're trying to sell your work, you know that you've priced at in a way, that's, profitable and help you build a sustainable business, okay, um a company that I co own is ninety nine beans and that's actually a full service accounting and bookkeeping for photographers, which is another great what is just for photographers and it's a great way to have some somebody giving you insight about your business. Ok, so I've gotten a pricing down a bill sales process. What ninety nine beans will help you do not only just to your books for, like, tax purposes or whatever, they'll help you, teo give you some business intelligence. Look, looks like you sell your greatest profit margins are in your in your portrait sales on these products so let's, talk about how you can incorporate those into your sales process and, you know, there's, anything that you've been selling, you're not really making any money on it, so let's, you know, you may want to adjust the way that you're trying to sell that or that kind of thing gives you some not just oh my books or done it actually helps you have some intelligence. We do monthly cfo coaching our clients, get a thirty minute call every month, so they don't instead of just handing over all your your reports. Somebody actually goes through that with you okay but just kind of wanted to put out a couple of those resource is for people especially the starting out right site because there's a whole bunch of free the reason I'm promoting it I mean it is my thing but it's free like there's a ton of free stuff on their free articles about sales about building your business on giving you some of those tools that help you guys to build you know, more profitable business um I'm just kind of curious for those of you guys here in the studio audience what would you guys stay of these seven were the one that you resonated with the most from these closing the deal closing the deal yeah how many of the rest of you guys felt like that was most of what for you guys is the most difficult about that try to sell the people something may I think they don't want to buy but they don't want to buy because normally I sell first like a package with when they get out so trying to sell like a prince he's like a because they tell me I can britain in costco for nothing I can sell the big printers like asking that rope print but about a little one for the president prints is difficult to me because they already have the digital the computer they want so you're you're selling a package just make sure told that includes the digital so then later trying to sell them prince and stuff is difficult because they're going to just take that desk and that's true right? If we've given them all of those images, what we've told them is the value that I provide to you is that I take pictures and give them to you on a disk and it's really hard to take that expectation and turn into no that's not how I'm going to tell you the story that's like instead of going to see a movie like imagine if steven spielberg when he shot schindler's list just basically gave you all the raw footage you had to sit through seventy hours of raw footage instead of seeing the movie as the director intended it for it to be like that people will pay money to go see that they won't then I'm gonna pay to just sit there while some people are crazy and would sit through the other thing but that's not what we want to dio so once you've given that desk so instead you've got you can use that as a bonuses away to incentivize people but he's given it away or you sold it up front you're right it's very difficult to close that kind of a sale you had your hand up for sale for closing two sorry david yeah I was going to say that I turned everything I ever sizemore with a consumer of thing they do is a sales person, so I'm thinking a za business person I don't I don't do sales a lot, so when I'm thinking about watching this flow go through, I can imagine a lot of the objections that someone might have s o when I saw your presentation on how to close a sale, the part that resonated with me is being confident and going through the script on daz as a person who's trying to buy the products a someone who might have a lot of objections, I think that having that confidence and going through the script would maybe help them realize that this is a normal process and you're not giving them the room to object so much, you know, and I'm really glad you brought that up because I think that that's a common in fact, whatever we could have done thirty deadly sense of sales, but we don't have time, but you know, another one of the things that happens is that way we feel like it's like our responsibility to save our clientsmoney like they would never they don't they can't pay me this much money for this or it's not your job to save your client's money, they're grown ups, they're going to do a good enough job of that on their own if they've told you that this is what they want and you've given them all the information in front, you've created expectations, you know, in my situation and given them a product guy that includes the pricing, it would be silly for me to sit there and start wondering. Gosh, well, if I tell them this number, are they going to freak out? Like, maybe they will, but I'm just doing what they've asked me to dio they asked me to provide them with this, and so I'm doing that and it's normal for people have doubts or sort of helping them unless absolutely go. And speaking of doubts, samantha are would like to know if they come to you with a, uh can we think about it? How do you address that last? Well, can we think about it, jason? Yes. So what I will say is that that is that that's totally addressed in the bonus section is totally about handling objections on, and so I don't want to get into it a ton here because that's something kind of but I will say this that when somebody this is well, when someone tells you they have what's called an objection, the first thing you need to know is that usually what they tell you is not the real problem. So you need to figure out a way to find out what is it that they're really issues when we need some time to think about it it's probably that they don't need some time to think about it there's probably something else okay, so you got to figure out what that something else really is and a lot of times it does boil down to what we just said it's like a price thing or something else like that but that is like a seven minute video in the in the bonus thing and there's a pdf bonus guy that goes with this course all about that can test and let's just talk about that really quickly you guys, I'm going to be talking in a few minutes about you know howto purchase all this these amazing videos and of course, with the purchase of the creative live photo week, you will also be receiving every single piece of bonus material from all the instructors that provided them. So could you tell us a little bit about that? What we're going to cover in that book s o the bonus that I did is all about handling those objections it's all about because that's what happens when we go to close and someone gives us an objection it happens a lot in booking clients, right uh oh this looks great but we need to think about it or we need to talk to mom and dad or this is expensive and it's out of our budget all those different types of things are what I call objections and so that bonus material is covers you know how to handle those it's a three step process to handle any kind of objection and then the pdf that goes with it is sort of uh kind of a flow chart of if you get this this is what you say if you get this all through that conversation great thank you. So maybe one last question okay? Caroline thanks jason this is another aspect of the failure to close thing and I think getting back to what david was talking about about having compassion for the client there's this you know, you're at this stress point because it's sort of your will against there is potentially and the fear is of alienating the client and, you know, damaging the relationship. So I think I think that's a big stress point a lot of people have been trying to close and I'm wondering how you handle that. So I think my answer would be going back to the slide I put up there that says ninety percent of sales happens before you're ever sitting down with the client if I've built a process that's all about understanding my clients need and providing them with a solution that means that need you you go a long ways to eliminating that stress point in fact, one of the things that I like to say that I believe is debt people will always pay for something when the value to them exceeds the cost to them so when you created a solution that adds value to their life and really it's a problem that you're solving is you're helping them remember this this experience that's important to you they have invited you to a wedding or they've invited you into their home to photograph their newborn child you have an opportunity to create extraordinary value for them right? And people will always pay for something when that value exceeds the cost to them whether that cost is excuse me time, money or peace of mind okay, so I think that the my answer to you is that that if you're dealing with that question or that issue that tension at the point of close the problem has nothing to do with the point of clothes you've got a look back at your process the lead you up to that point how could I have better prepared this client created expectations for them walk them through the process when we get to this point literally what I'm doing is giving them exactly what they've asked for right? I'm literally providing them with exactly what they've asked for and if I'm doing now then you'll start to see those objections really start to fade away