Sweet Dreams

[by Blake Discher]

Suddenly you’re wide awake in the middle of the night. The nightmare was horrible, worse that that monster you thought was under your bed when you were six years old.

In the dream, you received a call from a potential client, all they said was, “Good morning, we need a photographer for a project. Please answer this one question: why should we hire you instead of one of your competitors?”

Still dreaming, you’re stammering a bit, your blood pressure rises, you’re scrambling to compose your thoughts, perspiring.  In a defensive attempt to slow the conversation and wrestle back control, you blurt out the question you always ask: “Tell me a bit more about the project so I can better answer that question.”

The person on the other end of the phone said: “No. All I want is that single question answered. Our decision on whether or not to hire you will be based solely on your response.”

That’s when the dream became unbearable and you force yourself awake.  But staring into the darkness, you’re asking yourself, “How would I answer that question?”

You’re not selling a commodity unless you want to be.  In what ways is doing business with you different?

We complain constantly about customers beating us up on price.  But imagine for a minute that they didn’t care about price.  Have we so conditioned ourselves into believing that every call will eventually become a negotiation on price that we are somewhat unprepared to demonstrate our value instead?

So what is your value?  How are you different?  Your value could perhaps be reputation, ease of doing business with you, or the speed at which you work, resulting in less interruption of the client’s business.  Maybe it’s your grasp of the latest technology, the ease of ordering prints from your studio, or your people skills, meaning you’re experience helps you to be comfortable with any CEO of any company.  Or perhaps even something as basic as talking about the awards you’ve received from high-end competitions that the client might be aware of.

Whatever your differentiation is, talk about it during the call.  Sell your value.  If you focus that sales conversation on price, the price will likely fall.  If instead you focus the conversation on value and how you are different (read: better) than your competitors, the price will likely rise.

There’s an old saying in sales:  Sell the sizzle, not the steak.  The reality in our changing industry is that the sizzle is your value.  Not your photography.

Sweet dreams.

Blake J. Discher does a lot of stuff, the most satisfying of which is being the father of a six year old who is quite convinced there is a monster under his bed.  To see what Blake does, have a look at his lifestream at www.blakedischer.com.

Find a Photographer

[by Todd Joyce]

Membership has it’s privileges and one of the benefits of being and ASMP General Member is being listed in findaphotographer.org. For what I do, I don’t get a lot of calls, but every so often I do get a call that is a result of FAP.

Over the years, I’ve gotten about ten jobs from FAP.  Some have been editorial and some industrial.  This past December, I got a call from an industrial client that needed about four shots in one of their client’s facilities for a limited use.  They wanted me to shoot about eight for choice, but were willing to ultimately choose four.  They were interested in an estimate, so as a regular practice, I first asked if they had a budget.  They assured me they didn’t so I worked up an cost and sent it to them. I always try to follow up with a call to get a client’s reaction to my estimates, so when I called they said the price was way too much and they only had $1500 in their budget. Ah, now they HAVE a budget…   I’ve heard it before. So we worked up a way that I would only shoot four shots, not eight, so that I could do it for closer to their “budget.”

Come the day of the shoot, everything was flowing well on site, so I shot more than the four I had promised.   I shot about ten set ups.  When I sent the jpegs for choice, they loved what they were seeing and wanted to use them all for a few other purposes. “Sure,” I replied. “Let me work up a cost for the additional use and get back to you.”  I’ve learned through talking with fellow members over the years that when a budget is smaller, I back out what I’m required to do so that the client sees that there is value in my time or what is used.  I also negotiated a maximum number of images so that the client understands that they don’t just “get” everything.  By the time the negotiation was finished, the total for the shoot and usage was $5600.  A far cry from the budgeted $1500 and the client was very happy to get what they did for the money.   Thanks FAP and to ASMP and fellow members for the experience in negotiating. It pays to be a member.

Todd Joyce is a recent Past President of ASMP and specializes in conceptual people photography for advertising. See Todd’s work at joycephotography.com and contact him at todd@joycephotography.com

Telephone Tips

[by Charles Gupton]

With the rise of on-line social media and texting as means of communication, there seems to be a breakdown in the awareness of proper and effective use of telephone skills in the business environment. After witnessing and experiencing a number of breaches, I thought I’d offer some observations that may offer some insight in this area.

• Smile into your conversation. You’ve probably heard that you should smile when you answer the phone. I’d suggest starting pleasant then smiling with great enthusiasm after you find out who it is or how you can be of service to them. A gushing “hello” followed by continued gushing can sound insincere. But who do you know who doesn’t want to believe that their call brings delight to the listener.

• Translate your excitement into sound. Studies have revealed that people lose 30 percent of their energy level when talking on the phone because they don’t have the face-to-face interaction. So exaggerate your enthusiasm so that your listener knows you’re interested in serving him or her.

• Speak your listener’s name. Although it may be quite contrived to repeat a person’s name a number of times when you’re together, it’s different over the phone. Saying a person’s name by phone is like verbal eye contact when you can’t look them in the eye. Just as good eye contact can help maintain attention in person, speaking the caller’s name keeps his/her attention when numerous interruptions can draw the caller away on the other end of the line.

• Always make friends with anyone who may be the gatekeeper for the person you may be trying to reach. Anyone who has the power to watch your VIP’s back probably has the influence to allow you through. Or not.

• Every time you call someone, always, always, always ask if it’s an acceptable time to talk. People are inclined to answer their phone in all kinds of circumstances. They may have chosen to answer, but they may not choose to give you their attention. If you need their focus, ask for the best time to follow up. It’s your responsibility to set the best environment to communicate your message. Respecting someone’s time is one of the best means of getting more of it.

• Make your voice-mail message professional. It can be creative and fun. Just make sure it represents what you want your clients to visualize about you. A client told me about an artist she found through the Web whose work rather impressed her. When she called, she slammed into a wall of heavy rock and a message laced with “hey dude’s.” Great work. Bad impression. No assignment.

In a business environment in which the smallest of details can have an impact on whether a project gets assigned to you — or not — make sure all of your telephone skills are as sharply focused as your photographs are.

Charles Gupton photographs real people, really well, by understanding and telling the stories of his subjects and clients. Find his photographs at www.charlesguptonphoto.com and his writing at www.charlesgupton.com.

Selling What Makes You Different

[by Jenna Close]

My partner Jon and I shoot photos mainly for the alternative energy market.  This is our niche, and we spend a lot of time following the industry and thinking about how we can better serve the people we want to work for.  Often we are asked to price aerial photography, and often the logistics and cost deter the client in the end.  So we started thinking…how can we help our clients in this area (and by doing that, better help ourselves and our prospects of landing the job)?  Last year we started working on our ability offer aerial images in-house using a remote controlled helicopter with a DSLR attached.  The RC Heli also allows us to offer aerial photography for urban rooftop installations and other areas where flying space might be restricted.  Not only is this a good sell to these companies, but it also creates a spectacle that excites our clients and generates word of mouth.  The questions at the heart of this story are…how can you sell added value to your clients?  What can you offer that the other photographer in your field can’t?  Look for current challenges and future trends…how can you solve these problems in a unique way?  In this day and age, simply having good images is not enough…think outside the box.  It could make those sales a lot more effective.

Jenna Close, along with partner Jon Held, run P2 Photography.  They specialize in imagery for the alternative energy market.  You can find Jenna at www.p2photography.net.

Connect and Reconnect

[by Kevin Lock]

Want to boost your sales.  Connect.  Reconnect.  Build a relationship.

Connect with your clients.  Really connect. Then reconnect. It is not rocket science. Be yourself. You are much more than your art, your imagery or your next possible job. You have to sell yourself. The sales will follow.

If your client likes you, they will recommend you to their peers and their friends. They will introduce you to new opportunities and as the years pass, your connections will most likely move up and eventually on …relocating and changing their own career path. If you have spent the time to connect and build that relationship, well…. that phone will ring.  If you have done your job, they will take you with them.  And since you are already well liked at the job they are leaving… your existing client will continue to hire you. After all isn’t it is much easier to keep the clients you have than to obtain new ones that do not yet know you.

So be yourself.  Sell yourself.  Send them postcards when you travel.  Invite them into your personal world.  Remind them that relationships are the most important thing.  I guarantee you will boost your sales in the long term, and you might just make a few friends along the way.

Kevin Lock is a photographer based in southern California.  He is a national board member of The American Society of Media Photographers.  Contact Kevin at kevin@lockphoto.com

Are You a Good Listener?

[by Blake Discher]

When you’re on that call talking to a potential new client, remember to count to two before you answer any questions or ask new ones.  This two-second buffer will help you to be a better listener because you won’t need to be thinking about what you’re going to say next while the other person is talking.  The best negotiators are good listeners first, good at selling second.

Blake J. Discher is a photographer, SEO consultant, and educator. He speaks nationally on the topics of web marketing and negotiating. Contact Blake at b@blakedischer.com.

5 Recession-Proof Sales Strategies

[by Judy Herrmann]

1) Ask for Referrals – Let your clients know you’re looking to grow your business or take it to the next level.  Even if they don’t have names for you immediately, planting the seed will pay off in the long run.  If they do give you names, there’s no better way to break the ice with a new prospect than having a common friend.  See Blake Discher’s recent post for more referral ideas.

2) Know your Differentiators – Without a clear understanding of what your differentiators are and how to effectively communicate them, selling your services is tough.  Your differentiators help your clients and prospects justify buying from you instead of someone else.  Create them, understand them and communicate them.  My recent post provides an easy exercise that’ll help.

3) Clarify your Objectives – Each contact you have with a client or prospect should begin with a specific outcome in mind.  What are you trying to communicate?  What do you want them to do?  Why are you taking up their time?  What’s the benefit to them?  Map out a clear game plan for each point of contact and make sure it actually performs the way you want it to.

4) Know your Prospects – As I mentioned in a post last year, sending thousands of faceless anonymous mailers and e-mailers to thousands of faceless anonymous “buyers” is not effective in today’s world.  Treat your prospects like they’re just another number and you’ll get the same treatment in return.  Instead, take the time to identify the people and companies whose vision and needs truly resonate with what you’re selling and reach out to them from a position of knowledge about their work, their needs, their achievements and their vision.

5) Nurture your Relationships – All the technology in the world doesn’t change the fact that this is a relationship business.  People like to work with people the like.  People like to work with people they trust.  Help your clients and prospects see that you recognize that your success hinges on theirs.  Right now, the number of photography assignments being given out is lower than I’ve ever seen it before.  Nurturing your relationships won’t increase the demand for photography but it will help your clients and prospects pick you when they have a need.

You Need to be a Salesperson First

[by Blake Discher]

Even in these stressful economic times, your business will be more successful if you are willing to recognize one fact:  you need to be a salesperson first, and a photographer second.  Many photographers take great photographs, but far fewer excel at sales.  When I speak to audiences about negotiating, I’m always quick to point out that sales skills are what help you to demonstrate to the client why they should hire you instead of your competitor.

Know your prospect:

One of the first things I do when a potential new client calls is to take a very quick look at their website during the early stages of the call. I’m looking for details that will help me to determine how they use photography, how sophisticated their use of design is, and the overall “look” of their brand.  I’m learning as much as I can in those seconds about the company for two reasons: first, so that I can talk about the site and show them that I have an awareness of and interest in their company.  Second, it gives me a sense of how much value they place in their “image” in the marketplace.  The more value they place in their image, the more they might appreciate the value I can bring to the photography they’re after.

Sell your value, not your product:

By value, I mean the things I do that differentiate me from my competition. You’ve heard it many times, sell the benefits, not the product.  Your product is photography, but what you need to share with the client are the benefits she will get in working with you.   Do you work quickly?  Then talk about how non-disruptive to the client’s facility you are during the shoot.  Do you bring along a monitor?  Then talk about how she’ll be able to see the shots as you take them and can be assured your getting what she wants.

For the client, photo shoots are stressful.  You’re reassuring her that you are the correct person for the job; that she can have complete confidence in your ability to pull off a successful shoot.

Remember, if you focus the conversation on price, the price will likely fall.  If instead you focus the conversation on value, specifically the value you bring to the project, you’ll help the client justify in her mind why she should hire you for the shoot — even though your price may not be the lowest.  Marketing guru Seth Godin says it best,  “You need to increase your value. If people don’t want to pay, it’s because you’re not delivering enough value for the money you’re charging. You’re not selling a commodity unless you want to.”

Blake J. Discher is a photographer, SEO consultant, and educator. He speaks nationally on the topics of web marketing and negotiating. Contact Blake at b@blakedischer.com.

What Is Your Leverage?

[by Paul Barholomew]

We can be cheap, we can be talented and we can offer something unique. These are just a few examples from a long list of features and abilities we can offer to our clients.

Ask yourself, how do you wish to sell your services and how will you be portrayed? What makes you and your photography stand out from the rest? Think about the long and short term consequences of how you get leverage. Find your strong points and use them to your advantage.

Your leverage will increase as you become more experienced and nurture your abilities. You will find ways within your style and business practices to set yourself apart from the competition and become increasingly valuable. This won’t be overnight success but it will be success for those who are dedicated and talented enough. Now and always is a good time to evaluate and reevaluate your leverage.

An Old Salesman’s Secret

[by Rosh Sillars]

Early in my career I worked at a furniture store to earn extra money.

One day an older salesman came in to buy a chair. We began talking and before long I sensed that he had taken a liking to me. Naturally we talked sales. He asked me if I wanted to know the secret to his sales success. Of course, I answered.

It’s quite simple, he explained. The secret to success is all in what he called “the ol’ follow up.”

Although the advice seemed obvious, something about it clicked with me.

The more I thought about the older salesman’s words, the more I realized that many of us fail to follow up. Do you make sure your prospects’ questions are answered? Do you ask your customers if they are satisfied with your work/product/service? Do you confirm appointments? Do you say “thank you” to your clients?

Failing to follow through is a bad habit. Inaction often is rooted in fear.

Sometimes we are frozen in place because we don’t know what to say. It is hard to ask a prospect or client the following questions?

* Did I get the job?
* When are you going to call me back?
* Did you like my portfolio?
* Where is the information you promised?
* Are you ever going to pay me!?

Try this instead: “Hello, I’m just following up.”

The magic of these words is in their simplicity. I use them all the time when I make phone calls, send e-mails and texts. Following up is non-threatening and is a little more subtle than “Did I get the job?”

If you have you any questions, please, feel free to follow up.

The Salesperson Called You

[by Judy Herrmann]

I hate sales.  I hate cold calling.  I hate closing.  I hate the artificiality of it and I hate how it makes me feel.  For years, I’ve arranged my life so I didn’t have to engage in sales.  In 1992, we hired our first in-house salesperson.  Since then, we’ve had two other people in that position.  By the time our last salesperson left, we’d built a large enough client base and enough name recognition to coast on referrals and more passive forms of marketing.  This recession has changed all that.

Many of the people who kept our business growing over the years are currently unemployed.  The rest have cut way back on spending.  Referrals are down, not because people have stopped saying nice things about us but because the people they’re talking to are in the same boat.  And so, for the first time in many years, I’m taking a good hard look at sales.  And what I’ve discovered is that what I think of as “sales” is radically changing.
Sure there are still tons of snake-oil schmoozers out there – guys who offer “Guaranteed Results” and sell their “Secret to Success” for just $19.99.  But there’s also a new crop of sales professionals who recognize that integrity, honesty and a passionate belief in the true value of you’re selling will take you farther than canned pitches and stilted closing efforts.

S. Anthony Iannarino of Columbus, OH exemplifies this new order.  His blog provides clearly written, insightful commentary on selling to a new generation of buyers.  Buyers who are smart, savvy, and have little tolerance for old school gimmickry.

He recently posted a two-part interview with business guru Tom Peters.  Peters, whose 1997 Fast Company  article “The Brand Called You” changed how an entire generation took charge of their careers, notes that today “every person is a salesperson” and adds that “in a crowded market, sales is more important than it’s ever been, not less…”

The good news is that selling doesn’t have to be a phony, soul-killing process.  My research has shown me that by figuring out who my best prospects are and what motivates them, offering genuine value in my own true voice, and building real relationships based on mutual benefit and a deep caring for the well-being of my clients and my vendors, I can engage in active sales without losing my self-respect.  If you want to know how, read Iannarino’s blog – he says it all better than I ever could.