How did you all go with working out your break even amount?
Feel free to ask questions if your not sure on certain aspects of what I have spoken about, also if there is any thing particular that you would like me to run through for future posts 
Today I had my husband Anthony write the blog post. My husband teaches the principals of persuasion to many large corporations in Australia. He is the only person trained in Australia to be able to deliver Dr Cialdini’s principles and runs worksops and seminars all over the country to assist people in all types of businesses, from real estate agents, IBM, microsoft you name it. You can find his website here if you after some more information. Dr Cialdini is coming out to Australia and running a free workshop which you can find out more information on the site above. I asked him to write a short blog post to assist people in our industry with their customers.
You have probably heard it said “It’s easier to keep a client than to find a new one”. It’s a timeless business saying because it’s true. It recognises the importance of maintaining a relationship yet to get someone to be an ongoing client you have to win them first.
This is the first in a three part series dealing with relationships, uncertainty and moving clients to act. The three parts will rely on the science of Social Influence rather than anecdotal stories of sales success.
In the field of social influence we know that it is what you do first that matters most. If you want to build a relationship with a prospective client, maintain a relationship or repair a relationship you need to make the first move. Think about the last time you encountered a stranger – if you waited for them to smile you may be still waiting but if you smiled first, what happens? They smile back, but it is the effort you make first that triggers the response.
When building relationships there are two principles that help us more than any other; Reciprocity and Liking.
The principle of Reciprocity says “people feel obliged to give to those who give to them first”. Many believe this involves tangible gifts and that is where they fail. Think about the things you want from your clients. If you desire an open engaging relationship then you must offer this first; if you want your clients to listen to you then you must listen first. The key here is like begets like. Therefore if you give someone attitude you’ll get attitude in return, if your not open and welcoming from the first contact with a client how can you expect them to be open and trust your artist instincts. Secondly when pitching your products always start with your best and most relevant package for your client but always have a fallback position, this allows you to make a concession and if you give ground your prospective client will then be more inclined to give ground as well. It’s the small things that make the difference.
The principle of Liking says “people prefer to say yes to those they know and like”. At its most basic level we like people who are like us so in your initial meeting don’t just go through the motions, find out what makes your clients tick. Try and uncover their values, attitudes and beliefs and remember this meeting is not about you, it’s about the client so let them talk and really listen. This process of discovery will allow you to come back and highlight the common interests or shared goals you have. Even at the most fundamental level we are all people so you can start there but if they are sitting with you then they are already interested in you and your photos. I would hazard a guess no-one goes to a professional photographer to get rubbish photos, so you are already connected at the artistic, beautiful, story based world of images, so discover what they want and show them how you can help them get it rather than just sell you most profitable package – this is where keeping the client comes in and allows for later sales. To promote liking in your relationship, if you encounter something you like about your client, tell them. We like those who like us, so deliver praise where possible. Genuine praise will work wonders but don’t go overboard. Finally if you come across people you just can’t connect with find one thing you like about them and tell them. For some turning up on time maybe as good as it gets so thank them for their effort – you need to start somewhere.
Next time we’ll talk about overcoming uncertainty and objections to you and your products.
). I quickly learn’t the importance of growing organically and also having those systems in place so when it does get busy I can hire staff and they know their place and job from day one . This I developed further and learn’t more through having a coach as I knew I had to do it.
