How many prospects have come to your studio about a portrait or event and left without booking? It is easy to believe their excuses about having to think it over, or having appointments with other photographers, or looking for someone cheaper. In some cases the excuses may be real, but in others they are just looking for away to tell you good-bye.
So why would someone want to leave you without booking if your work is great, your prices are right, and you told them how wonderful you are? No matter what you sell, your personality is never going to click with everyone who comes through the door. This is just human nature. Some prospects prefer soft-spoken photographers, while others prefer boisterous funny ones. Some prefer artist types, others like everyday Joe personalities. There is no right or wrong.
They say that it is important in life to love yourself first. If you don't, others won't either. However, this does not mean you can be full of yourself and it does not mean that your prospects think you're as funny as you think you are. So, you also have to analyze yourself. Think about how your personality comes across. Practice a short sales pitch in the mirror. Ask friends and family to give you their opinion of your photography sales pitch and how you use your personality. Ask some of your past clients what they liked best about you (and tell them why you're asking). Get several opinions.
The point of this article, though, is to discuss a general approach that works for many photographers, regardless of their individual personality.
What is the first thing you do when prospects sit at your table? Do you begin talking about your samples or do you put them on the spot and interview them about their plans? Do you go right to discussing your packages and prices or do you try to get to know them first?
Brides love to talk about their wedding, but they also get tired of answering the same questions from every vendor they visit. After all, they are not applying for a mortgage or an insurance policy. They have three things in mind. They want to meet you as a person, they want to carefully study your work, and they want to clearly understand your pricing structure. They understand that you need some basic information to suggest a package or best coverage, but their three goals in the visit must be addressed in a way that is comfortable to them.
Not only must you address their three goals, but you should do so in that order. First you must get them through the personality test. The recommended way is to chat with them as if they are personal friends. Discuss mutual acquaintances, and if they are a referral be sure to bond by talking about the mutual connection. Chat also about things you know regarding their church or reception venue. Ask them in a genuinely interested way about their work, their personal interests, how they met, and generally be friendly.
Let them look around at your sales room, let them view your slide show without being told to do so, and have album samples already close at hand for them to pick up and view. You can do all this while chatting and avoiding any kind of sales pitch. People like to meet photographers and sales people who are light and easygoing with personality and who are humorous. If they seem hesitant to pick up albums it's okay to suggest it, but don't start talking about papers and covers and lay-out design right away. First get through their photographer personality evaluation. Today's brides know they will be dealing with you several times - before, during and after the wedding - and they want to like you. If not, it's on to the next interview.
You will know when they are ready to discuss products and prices. If they sense you are not in a rush, you will soon enough see that they are ready to move on. Always be looking for signals. It will be best if you feel the rapport, then smoothly continue. The next thing is for them to understand the products you show, including differences in suppliers, covers, sizes, and more, but don't sound like a salesman. Explain it like you're a friend of theirs. Ask them which they might prefer, "might" being the operative word, so as to not sound like a closer.
What about price discussions? This depends on your practice. If you normally send out prices in advance, they will already know your package and pricing structure. They will ask you about which products go with which package. If they only had a rough idea of your price range in advance, then they will now be interested in reviewing your specific prices. Let them either ask you for the prices, or you can ask them softly if they are ready to review some prices? Why ask? Because if they are not ready it means you failed either the personality or product quality tests. If you have good products, the latter is not likely.
That leaves only the personality as the key issue. You will not charm everyone. But it is important to know that you will most likely win them or lose them on the personality test. If you have good products, and prices that match the budget, then your personal approach with the clients is what is putting money in bank - or not.