Intro by Skip Cohen
There’s so much great marketing support on the Internet, and one of the very best resources I regularly share is thanks to Bev Walden. In her Tuesday Tidbits newsletter, this gem was in my mailbox this week.
Bev shared ten tips, and I’m breaking them into Part I and II because there’s so much to think about. Being in the pandemic and rarely meeting directly face to face with a client, many of you will think Bev’s tips don’t apply. NOT!
Here’s why: First, even on a phone call, your tone comes through loud and clear. You still need to demonstrate your ability to listen to the client, respond appropriately, and share your love for the craft. Second, many of you are meeting with clients via Zoom, Facetime, Skype, etc. That means it’s even more essential to follow Bev’s tips.
To help you through the process of looking good on camera, check out this short video from Jay P. Morgan. Even for a one on one meeting with a client, you still have to look the part of a professional photographer.
Don’t forget to look into the camera when meeting with a client and not talk to your screen! And remember, you’ve got two ears and one mouth – so listen twice as much as you talk.
By Beverly Walden
ONE: I stay on track in my conversation.
Yes, it is ok to have some small talk at the beginning of the sale, but just enough to break the ice and set the stage. Don’t get off into the deep weeds! I read once that too much conversation before the sale is like a train that gets a little bit off track and the farther it goes, the more it is off the track, eventually not making it back to the station. I want to get back to the station.
Note: I learned this and so much more years ago from Ron Martin, a sales consultant and trainer. I hope he still sells the book, “Retail Selling Made Easy.” His information is worth checking out. Click here to go there.
TWO: I match my speech, posture and personality to the client.
Now, I am not talking about mocking a client, but, for example, if a client is quiet, I am quieter than I normally may be. The idea behind this is to quickly create a high level of comfort. Other ways to match my client would be when I have a matter of fact client, I may need to be more factual, but I don’t lose the emotion EVER! Or if I have an executive, I need to present a more business-like personality.
“Mirroring and matching can be very powerful and effective techniques for quickly establishing rapport with a client. However, do use common sense and discretion. Don’t outright mimic a person’s every move – that’s counterproductive and disingenuous. If your client becomes aware that you’re actively using specific techniques to create rapport with them, there’s a good chance that their state of trust and receptivity will be irrevocably eroded.”
~Belly of the Whale
THREE: I dress up on sales days.
Our typical dress at the studio on non-sales days is casual, but on days I have a sale, I am a bit more dressy. I may wear extra jewelry, dressier shoes, etc. I feel looking more polished gives me an edge and I feel it shows respect for our business, our art and our brand.
FOUR: I always compliment their children.
Most of our portraits include children, so this is a big part of what I do! When you talk about their kids, you can see their faces light up. Even though our kids are grown (adults), I still like to “brag” and hear people say nice things about them. It never gets old!
FIVE: I talk about the VALUE of the portraits to them.
How does our client benefit from purchasing our work? I mention several ways, but four come to mind…memories (kids grow up so fast), history (leaving a legacy for future generations), feelings (every time they look at the portrait, they fall in love all over again with the people in it), and art (to decorate their home.)
That’s it for Part One – There’s so much content here to help build a stronger business and increase the strength of in-person selling, even when you’re not “in person.” Part Two coming up in the next post.
