Have you ever used one of the many online travel booking services?
You know, Expedia or Orbitz and such.
Here’s an interesting little bit of information that you may find useful and applicable in your photography business.
When you submit a search, the results are much faster than what these sites show you. In other words, they intentionally slow down sending you the results.
Why? It’s all psychology…
They know that if they send you the results within a second, the perception is they didn’t really work that hard to go find you the best travel deal.
Who knew? I didn’t, until now.
It’s interesting how our perception alone affects our buying decisions. In our studios this works in similar ways. Think about the shoot and burn photographers. They sadly will never be truly trusted as a photographer that delivers and cares.
Why? They shoot, and burn. The perception is, they didn’t really work that hard to bring the very best in photography to the client.
When you intentionally take your time, have a step by step process in your shooting and selling process, and you deliver really nice photography that clients love, it works, and you have a sustainable model for long term profits and success in your photography studio
Here’s another example. The Hare Krishna….at one time they were all over airports. I’m not sure where they do their street level fundraising anymore, but they knew one of the most powerful selling tactics available. As soon as they approached you they handed you a flower. This simple act alone triggers in us a powerful reaction.
When someone gives you something, you feel the need to return the favor. Maybe it’s a guilt thing. The experts call it the principle of reciprocity. And it’s a powerful innate reaction most of us have.
It’s all psychology…
A few weeks ago my wife and I were at a large mall.
There was a nicely dressed young lady standing at the entrance to a store. She handed my wife a free product.
We stopped. My wife said thank you.
I knew what was going on. And the next question came….she asked my wife something about skin or cosmetics. She was fishing and the free handout was her lure. Powerful stuff. It’s all psychology…
And it works….on most folks. That time it didn’t, because my wife wasn’t interested and she can be ninja level cool when she wants to be.
We can use this strategy for good in our studios.
In small ways. Offering our clients a tea, coffee, juice or soda when they come in to view their images. Maybe a glass of wine.
Definitely a grand experience, some killer images, a great smelling, and looking
studio/reception area. It all matters and is all part of the psychology of selling.
Reciprocity. It works. And our intentions are noble and good, so nothing wrong with that.
It’s all psychology…Maybe you find it manipulative? Not so if what you’re selling is something they truly desire, appreciate and something that enriches their lives.
No excuses. We all need to learn to sell.
I always loved this quote: “Selling is serving”.
When put that way, it feels right. No shame.
I posted a thread a while back, with some links to some great interviews on selling, in the forum.
Yours in photography and success,