The Psychology of Selling

In some professional studios, the photographer is also one of the primary salespeople. In other studios, those roles are very specifically separated. How do you decide? and either way, what makes a studio salesperson successful?

Here are a few points a great salesperson keeps in mind:

People Make Decisions Emotionally

Think about how it makes you feel when you buy something. When people buy things, they base it on a feeling, need, or emotion, not through logic. Clients decide to buy when they experience great feelings about the product and the person offering it. When we look at the world, we view it personally. The unspoken thought when someone asks you to do something is “What is in it for me?” Going deeper, we can base this evaluation on, “How does this give me feelings of personal worth?”

Since everyone is unique, there is no recipe here. Instead, we have to learn how our social business interactions can become more personal, reaching prospective clients more effectively. Strive to understand first, the evaluate each client individually and ask yourself, “What is the emotional hot button for this individual?” Then,  sell that feeling – sell the whole experience.

People Like To Touch And Feel Before They Buy

When you buy online, there is always a risk because you can’t examine the merchandise. Sometimes products just don’t look like they do in real life as they do on a computer screen. Then there is the issue of quality. Items, like books or music, are easy to sell online because they are familiar and there is little doubt about the quality. Other items, like clothes and food, are harder to sell because the quality may be variable.

Think about what people are doing when they buy things in stores. When selling high-end craftsmanship products, like large wall portraits or custom designed books and albums, make it easy for clients to see and feel the quality. For photographers, it could be as easy as showing them samples during your sales meeting. Let them feel the obvious reason to invest. 

People Love To Buy

It’s a fact: People love to buy things. They love to be sold on new, wonderful products and experiences. What they don’t like is the be cheated or tricked. It is so easy to elaborate on your marketing message. If the quality does not match the experience, you can be left with some upset customers. What people really want is value. What you are selling is based on what others charge, what the client is used to paying, how bad they want it, and how the client perceives the difference between yours and other offers. If your value is greater than or equal to your asking price, people are more willing to buy.

That being said, you also can’t force people to buy things. You can urge, push or even entice, but people will ultimately do what they want to do. Show them that what you’re offering meet’s their needs. Instead of trying to “sell” them on your product, “help” them. Sell high-quality products, make appealing offers, and treat people fairly.

Communication Is Everything

When communicating, do your best to appeal to all the senses. Be sure all the pieces fit together to shout quality and service.  This applies not just to the look of your studio, but also the sounds and smells, and the initial client greeting. Consider the phrases you use. Perhaps you’re just a “print artist,” not a portrait photographer. Your client is making an investment, not just a purchase. Tailor the phrases you use to the caliber of the exchange.