Sell! Sell! Sell! Part A

by Robert Provencher

Selling. It's a huge universe. As we struggle to try and get a handle on the art of selling, and try to incorporate selling tactics into our photography business, we soon realize that selling ain't as easy as a simple three step plan. Or, we think selling is some evil act that only a few low-lifes and lesser than humans lower themselves to. 'God forbid, me, the 'arteeeeest', would have to 'sell' anything...yeesshhhhhh!! puuuuleeaaazeeeee.'

The truth is, selling is essential. Some of the best 'arteeessstss' throughout history were not afraid to sell, and sell hard. There is no shame in selling. As Zig Ziglar, the guru of selling, would say: "Shy salespeople have skinny kids."

Rembrandt had a thriving business selling his art, so did Picasso. They were steadfast and unwavering in the belief in themselves and in their product.

But, it does confuse and scare some of us mere mortals. The best metaphor I can think of that describes what selling is is similar to the metaphor I use when I describe lighting. Here it is: lighting is to photography what sound is to music.

Similarly, selling is to marketing what lighting is to photography. There is no easier definition. Selling is what gives your marketing legs to move forward. You might be asking for specifics, and my dear friend, I am going to do my very best to describe in great detail exactly what selling is, in 500 words or less.

Start with the individual. Selling is an inside job. You must believe in what you are selling, and you must believe in the benefits that you are offering to your clients. You must have the confidence, and above all, if there is one characteristic that gives your sales message wings and power it's enthusiasm.

Enthusiasm shows up in every aspect of our sales message. It resonates with people. They see, it, hear it, read it, and feel it. Use it in every aspect of your selling, whether you are creating a sales letter, a webpage, going through and selecting images from your clients portrait session, or booking a wedding. Get pumped about what you are selling! This alone will do the most for you, more than just about anything else. Be enthusiastic about helping your clients as well. It shows them you're excited about the process, and not just another 'job'.

Thankfully we have a product that is very easy to get excited about, right? We tend to be naturally excited about the creation of images and the effect this has on people.

Think of it as dating. You know, you're looking for that someone special. When you are trying to woo a prospect you wouldn't be mundane and boring would you? Of course not. You want your personality, charm, and wit to shine through, so you can build a level of trust, and trust is a huge issue. Who you are, where you position yourself on the trust issue, and the level of enthusiasm is as important as your product and your offer. People buy the salesperson as much as they buy the product. So, be a great product yourself.

In my opinion, your website is one of the most power tools you have at your avail, yet so many photographers fail to see and use the power of the web. It's a great tool to show your images off, to say so much, and answer so many questions that prospects may have about your studio. I see a lot of mistakes and missed opportunities with so many photographers. It's not only that, but it's a great lead generation tool as well if your site is properly optimized.

Among the biggest failures I see in website design is the use of black background with white text. It's very artsy, very subllime, and very hard on the eyes. Another is the use of too many links to click on before potential clients get into the meat and potatoes of the site, if there are any meat and potatoes in it to begin with. And, to make matters worse, the use of flash. Listen, this is all good and fine of you want your ego to feel better, but frankly the bank account matters more.

If you want to see websites that work, look at sites like Oprah.com, or Yahoo, or Google, or Amazon, etc., etc., etc. What's the common thread in these sites? White backgrounds, simple layouts, loads fast, and the information is RIGHT THERE!

Plus, with your website, you get to add videos, collect emails for a newsletter, put as much copy as you want, and images that load fast, fast, fast.

More so, and very important, add personality. Enough with the bio pics of photogs with huge *ss cameras and/or lenses, or in front of cars. Clients don't give a hoot about anything that doesn't serve them. Selling IS serving, so let your website be one of your hardest working servants.

By the way, Shawn Von Ins, (RIFF in the forum) is a freakin' genious! I love his site and recently switched mine over to the same strategy he's using. It's lean, clean and mean, and it's called css (don't ask). He's included several templates free in the forum, so you have no excuses not to have a kick-butt site that sells, and sells hard!

Why would you want to make your sales message hard to get to, hard to read, and why would you want to make your clients and propects jump over so many obstacles? A confused and impatient prospect is a non-buyer.

Everything you do to get clients into your studio, whether you know it, or like it, is a sales message. At some point, they point will decide "yes, I want to go there, and give them my money."

How you market your wares and get to that point involves selling. Your sales letter. Your phone pitch. Your postcards. Your studio. Your clothes. The word of mouth that goes on without you even being there. All these activities and more are part of your sales message. Most photographers leave this to chance, never giving it much attention.

A sound marketing plan involves creating dynamic packages and innovative products (such as a Kreative Kids Klub or a Baby's First Year Wall Panel) broken up into 'buying levels', such as silver, gold and platinum with each level increasingly more exclusive and expensive, gift certificates, targeted sessions specialized for certain niches (i.e. maternity portraits, glamour, boudoir, etc., etc.). And lastly, getting these offerings in front of as many highly qualified, most likely to buy 'target' group.

A favorite comparison I like to use is Starbucks. Think about that for a sec. What are they selling, really? Coffee, that's it! Nothing more. But they have taken a consumable commodity and turned it into a new experience with many choices and re-packaged so it's no longer a cup of coffee, but a 'venti mocha, non-fat, extra wet, butterscotch frappuccino'. Get it?

Everything that happens before the client calls should be planned and strategically created. You can control your destiny in this area. It's your responsibility to make the phone ring.

When you are creating images during the session you obviously need to create a rapport. This is such a critical thing. The attitude, confidence, energy, and enthusiasm you bring to the experience will set the stage for you clients. They will feed off your energy. Combine that with a great product and sales presentation that is fun, educational, helpful, and win/win. (I always felt that when they saw the price that it would sting a bit, but they would want it anyway considering the great job you did and the fact that they really love the images-the experience during the session itself contributes to this aspect.)

In conclusion, let me add an interesting aspect to selling that permeates the whole sales process. Namely, desire. If you feel guilty, bad, wrong, or negative about wanting to make the sale, you will struggle. I am not talking about making sales at any cost, but honest, genuine desire that gently and lovingly carries the sale forward.

When I first started out at the age of 19, I somehow knew this. Don't ask me how I knew it, but I did. Not bad for a kid who only two years prior was walking a fine line between total delinquency and towing the line as an honest, upstanding citizen (I was a bad ass!) I applied at a respectable photography college, and I knew competition was going to be fierce. Hundreds applied, maybe thousands, but only 50 were chosen. And I made it!

How? I showed them, and proved that I wanted in. It showed in my application, where I stapled references (nobody else did that!), and in my phone interview. (yes, I was thousands of miles across the country working in the mines in the middle of nowhere and I was interviewed over the phone. Everyone else did it in person) Desire is very powerful. Let me tell you one more story, about my sister. She's a lawyer, very successful and very busy. She has her own firm, is the only lawyer in it, and has about 5 women working for her.

Years ago, she was fresh out of law school, and prime pickings for any respectable firm. They tripped over themselves to hire her, given her experience (she had worked every summer, every holiday since the age of 15 at law firms) and marks. One firm in particular caught her attention. It was the biggest, best firm in town, and they wanted to interview her. Eventually it boiled down to two applicants-her and another young lady. The other lady was chosen, she was not. She went instead to work for a small, one-man law firm, then eventually started her own.

Months after that fated interview, she was at a lawyer function of sorts, and the interviewer from that firm was also there. She went up to him, started chatting, and asked him: "why didn't you choose me for that job?" "Simple" he replied, "you didn't want it. We could tell." And she didn't realize it at the time. Desire goes a long way.

Selling is and always will be about doing whatever you can to move your business in the direction that meets the goals you have for your life. In a sense, it is a key tool to freedom. Your freedom.
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