Years ago I interviewed, in two parts, Reg Mess, master photographer, on selling.
I asked: “What is the most common sales objection you hear from clients in the sales room?”
Reg answered, and snickered: “I don’t.”
What he means is this….when it comes to the proofing session the clients are so primed, so educated, so pumped, so ready to buy, there are literally zero objections.
That’s what I call selling in a zero resistance bubble.
Essentially, you’re nothing more than an order taker at that time, if you’ve done everything right.
Robert showed up pics of his sales room and the sales process. He mentioned also that when it came time to ‘take their order’, there is minimal pressure.
No selling, so to speak. It’s never awkward. Clients are well informed, eager, enthused and in a state of happy anticipation. My words, not his. But this is what he meant. I paraphrase.
We see this all the time. Clients have gone through a process, a journey. And all along our, his and your branding sets the stage. The look, feel and emotions of this journey are all factors. And a journey it is.
If this doesn’t exist, or if there are gaps and holes in your process, you’ll have problems. But don’t look at them as problems. Look at them as opportunity. The key in knowing where the problems are. This, my friend, is a marketing thing.
Some examples of ‘holes in the process’ might include:
- sub optimum work. Let’s start there. Your work should have a minimal level of quality. It’s hard to put lipstick on a pig. It’s often harder to recognize when we’re falling short. Does your work have to best in the world? Not at all! Good enough is good enough. Stay objective.
- Personality clash. Some photographers are dicks. I’ve seen it and heard stories of rude behavior from photographers that made my jaw drop.
- Dirty, smelly studio. ‘nuf said.
- Sub optimum decor. I’ve talked about this a million times. Showed endless samples from my studio and interviewed Tana Lemay on studio decor. There’s no excuse for not getting this right.
- Rob showed us his studio reception and sales room. He’s doing it right!
Anything that puts your studio brand in a bad light or lessens the experience will create holes in the process.
Nothing new here folks. All you gotta do is get brave and honest, and do the work.
Doing the work is fun. Because it’s marketing. And if you don’t love the marketing, you may be in the wrong business.
Again, that replay with Robert Bray is here for members.
Robert N. Provencher – Your Master Coach Marketer
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