When not to "RUN", but to “SELL”
Frequently, I see a poster in a group on Facebook that has fielded one or more questions from a potential client. And I see a slew of responses with one word: “RUN.”
Many seem to get bent out of shape about inquiries that don’t nod and smile at everything we say and hand over a credit card.
We love the clients who very easily say yes. But it’s foolhardy to believe that every client, even one that looks ideal for us, doesn’t need some finessing to yes, especially if you are asking for a significant investment from them. People should ask more questions, the bigger the financial stakes. Wouldn’t you? Actually, a characteristic of my ideal clients is that they are well informed and savvy - so when they book me, I’m assured that they’ve done their homework and I came out as their preference. That can be the basis for a strong relationship.
The photography industry seems to be cultivating a very rigid set of client acceptance rules. Newer photographers get scared and uncomfortable at facing questions in a sales process, immediately labelling the client as being difficult, not their ideal or a red flag instead of recognizing a gap/ weakness in their business skills or knowledge. With that uncertainty they post on Facebook looking for guidance. And then other photographers equally scared of this sales process just tell them to run, because that’s what they’d do! Here and there I’ll see someone chime in on the post saying that this isn’t a ‘run’ situation, but if that person didn’t come along, a whole set of photographers might go forward with that poor advice. As an example, I saw a post where a photographer said their client questioned the model release and didn’t want to sign the contract because they wished their photos to be private. And a bunch of responses to run - that our contracts aren’t up for negotiation and if they can’t sign it, you aren’t doing business. Now, enough posters replied that we should always respect people’s privacy and that a model release should actually be a separate document from the contract. Imagine that was an awesome, ready-to-pay client who simply didn’t want their photos to be shared. That photographer, prompted to run, could have missed out on immediate and even future income.
Article continues after the cut…
Some people are difficult. Most aren’t, and are just going through a process of making a purchasing decision. It’s an art to be able to tell one from another. When you run from a pretty standard sales negotiation, or from every sales negotiation, you are potentially losing great opportunities for booking. The solution? Educate yourself in the art of sales, from a reputable source like an educational institution or someone with credentials in that field, and/ or seek out specific resources such as contract law in the case above. Then use your intuition, coupled with some concrete education, to make the call. When we’re uncertain, our intuition might always prompt us to run but when you know more, you’re better equipped to see the nuances and make better decisions.
Professional photography is often an unknown to people. An experience with one photographer can differ greatly to the next, so even past experience may not be a good yardstick when people are hiring. Even less so for events like weddings. It’s usually their first (and only) experience with hiring a photographer for their wedding. So why is it that every time there is a hint of needing to assure someone that this will be amazing for them, we take this attitude where questioning us equals a lack of seeing value in us? There are a lot of great photographers out there. Can we blame people if they like a few and are looking for the differentiating thing that will help them choose, or making sure that the fit will be right for their needs despite a beautiful portfolio? Many photographers aren’t great at marketing and may not be good at communicating their value in areas like their website. A client asking questions doesn’t automatically mean they don’t value you, it means they value where they put their money and want to ensure it will be put into a trusted source.
I’m clearly an advocate for working with the right people and repelling the wrong ones. But there is an entire middle ground that, if they ask a few questions, or weigh us against a few others, this is an automatic dismissal into the “don’t value” group. There is a big difference in someone asking a $500 dollar photographer to price match a $100 photographer versus saying they need more time or information because they have shortlisted you with a few others. Nothing in our business should ever be knee-jerk. Instead, inform yourself about how sales work, and you’ll start to recognize a pattern of decision-making that we all tend to do. We’d see that those 2 situations above are not the same and yet I’ve seen people reject clients for admitting that they aren’t their only choice! Running doesn’t help if you base it on false assumptions or lack of knowledge. Run only when you know you need to, and sell everyone else!
A hard truth is that if you haven’t strongly been able to identify your perfect client then you may not recognize her - and she can be perfect even if she asks questions and even if she asks for a discount! While we may be offended when people do, it’s critical that you discern a person who isn’t your target and is a price-shopper, and the person who is your target but needs to overcome a few barriers or objections. She is trying to help herself to attain your services in asking for a discount, rather than recognizing she may be offending you in the process, because she may be working with a budget (or a frugal partner) but still is in love with your work. If you can look at it this way then your job is to help her get what she wants! And no, it doesn’t mean agreeing to the discount (or it may - for example if she her location is on your bucket list or she is also a model that you might die shooting etc). This is where selling comes in. It’s not a slimy sales pitch, but simply getting her heart so invested and set on you that she will overcome whatever was holding her back. This is achieved through giving value. A lot of value! Author Wallace Wattles from his wise book “The Science of Getting Rich” says to always give more in use value than you ever take in cash value (this is a free, public domain book btw). That the person feels they have received so much more than the currency exchange. And we are purveyors of value - photographs that stop time, give memories.
We create policies and FAQ’s because on some level we understand that we want to help people to make an educated decision, but as soon as it’s being asked of us directly, we feel like, or are told to run. Thing is, we have to learn to interact with others within our business. So many of us fear direct questioning because we perceive it as confrontational and may not do well when we feel like we’re placed on the spot, but recognize that this is your fear and doesn’t automatically make someone a client-zilla. Don’t allow fear to run your business.
What I consider SELL
Asking for a discount. People try to get what they want, yes - even you, at an optimized price for them. Don’t condemn clients just because they have the wherewithal to try to negotiate with a business - some are more comfortable than others to go there. Their asking doesn’t require you to say yes, and you can often still work with people successfully even if you said no.
Asking about payment flexibility - if they want to give you money, give any options you are comfortable with for them to do so.
Asking about rescheduling policies. I won’t assume that they are asking because they will be flippant with keeping the appointment. Some people have difficult schedules and are worried what might happen if they confirm a commitment and something changes for them.
Questioning something in the contract. Contracts can be difficult to understand, using legal language.
Asking me if they can send me some inspirational Pinterest images.
What I consider RUN
You thoroughly respond to all questions once or twice and you keep hitting walls with more questions and no concrete way forward.
Many revisions to, or attempts to dictate new terms in the contract - not the same as asking for clarification or expressing a concern like privacy
Attempting to control the process like stating when they can or will pay, or trying to exert control over circumstances of the shoot that should be trusted to the authority - the photographer.
Aggressive or condescending language or attitude, or any kind of racist, intolerant or unsavoury remarks in our exchanges.
Indications they won’t respect the work, such as asking if I can accommodate a different style (like sending a Pinterest board full of images that are completely opposite to what I do) or ask if someone who is an amateur can “play” with my images afterwards.
Naturally, we will come across people who will ask fewer questions and some that need more handholding or feel a bit more insistent with what they want to know. The first best way to handle it is to do a kickass job on attracting your ideal client. The second best way is to learn about sales, about how people make purchasing decisions as well as to become informed in general areas of business that apply to your industry. A terrific place to start with sales is the book Heart and Sell by author Shari Levitin, or her Creative Live class here. The Kindle version of the book is less than $15 and the CL class is $25. If using the principles taught in her book or course prompts you to SELL instead of RUN, resulting in even one booked client, then you’ve already gained in spades. And then you walk forward in your business armed with a strong set of tools to SELL, and reserve the RUN for your fitness goals!
Are you struggling with marketing and need a plan, and find my content valuable? I have a ready-made marketing action plan available on my products page. It's actually my own plan that I'm making available to you! Find details here.
Follow this blog for more of my thoughts on marketing and business for photographers, and join the Facebook Group here to chat with others on this topic, and more!