How to Sell Photography Starting with Your Attitude about Money
ByMost photographers wear all of the hats in their business and the position of sales person is one of the critical ones. You can create all of the beautiful images in the world but you will starve if you can not sell them.
Find ways to not to let your preferences or assumptions get in the way. Here are a few ideas to consider.
Be aware that everyone has their own money personality. Do not assume other people respond like you do. Some people are driven to hold onto money for security. Some people are spenders, some are savers. Others are risk takers and some do not really think about money at all. (A great book: First Comes Love Then Comes Money http://www.amazon.com/First-Comes-Love-Then-Money/dp/0061649910 )
Don’t take it personal. When you work for yourself, especially if it is for the first time, it is a personal undertaking. I was fortunate to work for many retail companies and photography studios before I started my own business. Working for a successful studio with substantial pricing helped desensitize me to pricing sensitivities. It helped me see those prices as normal, correct, and valid. When I started my own studio the prices felt right, I did not have to get comfortable with them. Try and take yourself out of the numbers.
Do not assume what someone is willing to spend. If someone really appreciates your work they might even save up or use a credit card to be able to use your services. A family that is losing a member or has lost a member may be more willing to invest in portraits than a family that has never considered a tragedy striking.
Do not assume what someone is able to spend. Have you been ignored in a fancy store if you are dressed down? I sure have. You are not alone if you have ever misjudged someone’s ability to spend money. Sometimes the most unlikely person will surprise you with a substantial order. Have you ever read the book The Millionaire Next Door? The insight it provides about who people with money really are is good business information.
Remember that not all people are going to be good clients. Sure we believe that everyone needs a family portrait but we certainly do not want to deal with all people and the headaches they bring. It is okay to pre-quality customers to find the right ones for you.
Next week we will discuss some action steps you can take.
