Today we’re talking about how to run a photography consultation meeting. If you are looking for ways to become a stronger sales person in your business, then you are in the right place! But why talk about consultations in your photography business?
Understanding sales and consultations, along with how to approach them with confidence is going to help your photography business become more successful. But if you currently feel like you’d rather do almost anything else in your business than be on a sales call or the word sales kind of makes you queasy, you’re not alone.
When I tell you I was SO bad at this, I’m not overstating it. Starting out in my business, I made every sales and marketing mistake in the book. I honestly wondered if I was cut out to do this because the idea of getting on a consultation or explaining my pricing to someone made me feel sick.
I want to share a few of my best tips for better sales and consultations in your photography business from someone who went from being truly awkward to charging luxury pricing for weddings and potraits.
If I can learn this, so can you! This is just like learning your camera settings. You can learn the skills to be a better sales person and feel confident selling as a photographer.
Some of these tips will be focused on the consultation call or meeting you may have before booking, and some of this is just universal sales tips that can apply to multiple areas of your business.
WHY do we have consultations in a photography business?
The more money being invested, and the more emotional behind the purchase, the more likely you are to need a consultation before the sale. Just like you would test drive a car before buying it, or walk through a home before placing an offer, couples want to talk to you before hiring you to photograph them. And in most cases, they’ve never done this before.
Honestly, we make this way scarier than it really needs to be. We think we have to have special tactics, be pushy, or be “sales people”. That’s simply not true. We just need to have a few key things in place to properly run a consultation.
The consultation breaks down into 3 sections; the before, during and after. So don’t think that JUST the meeting itself is the only area to focus on refining.
Before the meeting:
👉 They have found you
👉 Decided to reach out
👉 Have established that they like your work
👉 Know they need photographs of something
To grab a free copy of the wedding photographer’s consultation guide: click the image below.
BUT…they probably have a few hesitations or questions surrounding hiring you or working with a pro photographer. The purpose of a consultation is to show them the ways they can work with you and make it EASY. You also are establishing TRUST.
I will also note that you are vetting them to ensure you are actually the best photographer for them. You may find out that you aren’t, and that’s OK! That’s why we do these meetings.
So…let’s dive into the 5 tips for better photography consultations.
TIP 1: Make it an Easy “YES” to have the consultation
If you feel like you’re having a hard time getting people to commit to a photography consultation at all, make it EASY. I have a scheduler link inside Honeybook where they can grab a time quickly and easily.
Tell them how long it’s going to take and lower the level of commitment to a 20 min call. I find that when you present it in a casual way, this can increase the likelihood of getting a call on the calendar.
Pattern interrupt: be different. How can you stand out? Send a video, text them, be willing to re-evaluate your emails and your process to see if you’re doing what everyone else is doing. Be willing to do something different to stand out!
If your initial email doesn’t direct them to book a call with you, fix that first.
TIP 2: Ask the Right Questions During The Consultation
Your job during the meeting is to show them the ways to work with you and get to know them. Ask questions that will tell you what they care about most.
REALLY LISTEN.
Fun fact: statics have proven that the sales people who talk the least (when compared to other sales people, and the client) actually make the most sales.
Listen for what they want most in the images, what they’re worried about or concerned about in their images.
For weddings clients that might be: What images are you most looking forward to having in 10 years?
For portrait clients this could be: If you could get one perfect image from our session together, what would that image have? How would it make you feel?
When you are asking the right questions you are trying to:
- Identify what they want most
- Help you see what their worries or concerns might be
Then take this information and cater your conversation to be around that thing. For example, if capturing reception dancing is not a high priority for them, you can leave that part out and focus on what they care about most!
TIP 3: Don’t Talk About Something You Could Easily Show
This is an OLD sales rule, but it’s SO so true. When you’re sharing about timelines or locations, point them out in your work. Flip through your own work/albums/gallery and let the client see what you’re referencing.
BONUS: This will also lead to more print and album sales in your business. Want to learn more about selling albums as a photographer? Check out this video.
TIP 4: Tell Them the Next Steps As You Close The Meeting
Your clients are going to look to you for guidance through the next steps in the process. Share with them how they book with you, how to pay their retainer and once they pay, share what your process is after that. This is a great way to close out the consultation.
Did you tell them you wanted to work with them?
If you think you’re a good fit, say so!
TIP 5: Give Them a Date Hold
Offer to hold their date for a certain timeframe; 48 or 72 hours. This is so they can review the pricing and book later but the deadline is set so that they have to make a decision.
I tell them “After this point, it’s first come first serve”. This nudges them closer to making an actual decision.
Want a few more tips? Grab my guide, try something new, and be willing to be different.
I can’t wait to hear if you tried any of these tips for how to run a photography consultation out in your own business. If you do and want to share how it goes, send me a message anytime.
You May Also Like:
Steps To Starting Your Photography Business Part One
Steps to Starting your Photography Business Part Two
50% Off Honeybook Your First Year
8 Ways to Make Money Quickly as a PhotographerHobby to Pro Toolkit
