Soft Selling with INTENSE Results
Kristin Privette
footstonephotography.com
what is soft selling?
A sales philosophy oriented toward identifying the customer’s expressed and tacit needs and wants, through probing questions
and careful listening.
businessdictionary.com
A method of advertising or selling that is quietly persuasive, subtle, and indirect.
dictionary.com
A sale that allows the customer to make an informed choice by allowing the customer time to think and consider all his options
before making a decision.
oneextrapixel.com
remember the scenario
* You run into a friend in the pet store. They’re looking at cat toys. You ask if they have a cat and they share they’re looking for
one. It turns out you have a cat who has just had kittens. What do you say?
* Think about your likely tone of voice, your expressions and your body language.
THIS IS SELLING!
THEY have a need
YOU have a product
Simply share with them how you can help
satisfy their need
your NEW definition of selling...
Helping your clients make decisions that satisfy THEIR needs and grow YOUR business.
so... how do you “show options” and “meet needs” in a soft way
yet still make BIG sales?
10 Step Wedding Sales System
soft selling techniques focused on high averages
1
INITIAL PHONECALL
Primary goal should be to identify their basic photography needs.
Ask questions!
what to ask?
Make this conversation about THEM
1. When is your date?
2. What decisions have you made so far?
- Qualify them as a potential buyer
- Listen for possible red flags
- Encourage their choices
3. Have you decided on your colors or vision?
- Connect with them & build repoire
4. What is the most important thing for you with wedding photography?
- Wait until after this answer to say anything about YOU
- Present basic starting pricing information
GOAL: Schedule an appointment to meet in person to present your pricing and samples
2
IN PERSON CONSULTATION
Identify more needs and keep asking questions!
what to accomplish?
Make this conversation about THEM
1. Ask questions
- They’ll tell you exactly how to sell them if you ask!
2. Paint a picture of what their day will look like and include YOU in it
3. Walk them through your pricing and continue asking questions
- This process should feel more like your helping them find the package that works best based on the needs they’ve shared
4. Show your albums
- Share stories of your couples and include YOU in them
5. Plan their engagement session
6. Offer an incentive for choosing you that day
GOAL: Sign the contract, collect a retainer, and schedule the engagement session
3
ENGAGEMENT SESSION
Ask questions!
Make friends!
Plant the seeds for wall portraits & products.
4
ENGAGEMENT SESSION REVEAL
Prepare them on how all future ordering sessions will work.
what to accomplish?
1. Ask questions!
2. Connect with their experience at the session and excite them
3. Show slideshow
4. Order wall portraits and/or images to display at wedding
5. Share on Social Media after order is fulfilled
GOAL: Print something beautiful.
5
HOST A WORKSHOP OR EVENT
Continue to build relationships and invest in THEM.
what to accomplish?
1. Ask questions!
2. Connect with brides and their guests.
3. Share valuable information, not just related to photography
4. Team with other vendors
5. Display your wall portraits and albums.
GOAL: Give your brides an amazing experience.
6
FINAL DETAILS MEETING
Prepare a plan for the experience they’re hoping for and the images you BOTH want.
what to accomplish?
1. Ask questions!
2. Listen for red flags.
3. Learn about friends, family and special requests.
4. Make a plan for family pictures.
5. Build the hopeful timeline.
GOAL: Understand and guide their expectations to prepare for successful and complete wedding coverage.
7
WEDDING!
Know the answers and make it an experience of a lifetime.
You’ve become part of the family.
8
WEDDING REVEAL
Make this a moment they’ll never forget.
what to accomplish?
1. Give gifts first!
2. Show slideshow of “artist’s favorites”.
3. Decide on album specifications.
4. Prepare them for Album Reveal and potential page upgrades.
5. Discuss potential wall portraits order.
GOAL: Give them a moment they’ll cherish forever and excite them for more special experiences to come.
9
ALBUM REVEAL INVITATION
Prepare them for the potential upgrade and ordering process.
what to accomplish?
1. Explain why the album is designed in a complete story.
2. Prepare them with the potential upgrade idea and how the proofing
process works.
3. Share the high, low and average amounts other brides have invested.
4. Remind them that they get the final say in how much they spend.
5. Get them excited!
GOAL: Bride and groom are excited to see the finished masterpiece and ready to make an upgrade.
10
ALBUM REVEAL
Do your magic. Make them cry!
what to accomplish?
1. Get right to it.
2. Show slideshow of entire completed album.
3. Make them cry!
4. Present upgrade amount. Go through spread by spread, discuss and record changes.
5. Narrow down spreads together if necessary.
GOAL: Make a final decision on how many pages the album will be and have all edit requests in hand. And of course,
make a great album upgrade!
OTHER HELPFUL SALES TIPS
- Offer payment options.
- Encourage parent album copies.
- Prepare for wall collection order.
- Make all financial decisions either in person or over the phone.
- Never lower your price or give a discount. Offer a gift or incentive instead.
- Show it if you want to sell it.
- Give digital files only after album is ordered.
- Invest in them so that they’ll invest in you.
- All photographers have pretty images. YOU are what makes you unique. Sell yourself and the amazing experience that only you
can give them!
footstonephotography.com