Selling your photography doesn't have to feel like a Mexican stand-off where both parties feel uncomfortable.

The beauty of improving your photography sales technique is you don’t have to spend a fortune to make a huge difference to the success of your photography business.

Many people hate the idea of being a sales person, but a good sales technique isn’t about pressure or manipulation. An effective sales person builds rapport, asks questions and educates so that you can find out exactly what your client wants (which is very rarely the cheapest option).

One useful sales technique is to use cushions. Again, it’s the opposite of what you might think a sales person would do. The idea is to initially agree with the client, or say something positive when they say something you don’t want to hear. This then softens your ultimate response. For example, these are some statements most photographers don’t like hearing:

• That’s more than I wanted to spend
• Can I have all the photos on a CD?
• Why are you so much more expensive than xyz photographer down the street?
• How much is an 8 x 10?

Here are some examples of cushions that will help you soften your response,

• “That’s a great question! I often get asked that …”
• “I’m really glad you brought that up…”

• “I can understand why you’d feel that way. In fact, I do the same thing myself when I’m buying something as important as this …”
• “I’m really interested to hear you say that …”
• “That’s really perceptive of you to ask that. You’ve clearly done your homework market …”
• “I can see where you’re coming from …”

As you read through these examples, can you see how your response clearly shows that you’re listening to your client and that you’re completely comfortable with any questions they may ask?

Let’s work an example all the way through so you can see how you can turn an uncomfortable moment into a positive one:

Client: “Why is your family portrait photography so much more expensive than xyz photographer down the street?”

You: “That’s a great question and I’m so glad you brought that up. You see, one of the services that separates us from all the other photographers in the area is that we take the time to meet you ahead of the photography session. This means we can sit down together and plan something that will be truly meaningful and special to you. We can talk about where you’d like to have the photographs created, we can chat about clothing to ensure everyone looks wonderful together. It also means your whole family can meet with me and get to know me a little so that everyone feels much more comfortable when the day of the photography comes. I don’t treat you like you’re in a production line where every client’s photo looks the same as the previous one. I believe truly great portrait photography comes from chatting with you first so I can understand who you are and what you want. How do you feel about that?”

This example doesn’t just show how you can diffuse a tricky question, but it also illustrates how you can begin to educate your clients as they go through the sales process. Suddenly they realise that you don’t just turn up and press a button, you plan things properly.

Plus, you’ve done all that without ever challenging or pressuring your client.

Cushions are very powerful at building trust, creating rapport, and putting warmth and empathy into the transaction. Start using them today.

If you’re serious about learning how to create a successful photography business then sign up to get free sales and marketing ideas sent straight to your email inbox.

Do you find clients never call you back, or never turn up to an appointment? Frustrating isn’t is? ‘Proven Photography Sales Techniques That Won’t Make You Feel Dirty Inside’ reveals the secrets to making the sales process stress free, completely ethical and thoroughly effective. I used to worry about the best things to say to get the sale without being pushy. When I discovered these helpful techniques I no longer got nervous, I actually enjoyed the calls and I got more clients.