15 Sales Psychology Principles Photographers MUST KNOW

Let’s learn to unlock the secrets of sales psychology for photographers, shall we?

One thing that has always fascinated me is psychology, and more specifically – diving into what makes people tick. It’s what led me to pursue a college degree in psychology, and while I eventually left the psych field to pursue my photography business full time (and have found a ton more joy in that process, too!), that desire to understand people has never left me.

When it comes to photography itself, and particularly weddings, elopements and portraits (all of which I do regularly for my clients) – when photographing people, we all recognize the importance of being able to connect during our shoots and make people feel comfortable.

This same need extends to other aspects of our business when we are interacting with people (whether that’s hands on during a sales consult or using the messaging we put out in our marketing materials and on our websites as a way to “communicate” with people).

When it clicks that psychology underpins a lot of what we do with our photography businesses, it becomes more obvious why sales psychology is more than just theory – but can be a practical tool that can transform how you approach sales in your photography business.

By understanding and applying the principles and concepts covered in this post, you can enhance your client interactions, build stronger relationships, and drive more sales success.

Here’s a detailed look at essential sales psychology principles with practical examples tailored to various photography niches.

1. Building Trust and Rapport

Building trust and rapport involves establishing a genuine connection with your clients by showing interest in their needs and preferences. It’s about being relatable and professional, ensuring clients feel comfortable and valued.

I find this comes naturally for many photographers, especially when it comes to customer service types of interactions.

But, the real key of unlocking this type of element is being able to look for other, more unique, ways to establish trust and position yourself as someone your client can go to for help when they need it.

Example: As a wedding photographer, you may want to ask the couple about history together and how they envision their wedding day. Share your experiences (of getting married if you’ve gone through that experience OR even just of seeing other weddings unfold), and show enthusiasm for their unique preferences. For instance, if they mention a special tradition they want to include, acknowledge it and express excitement about capturing that moment. This personal connection helps clients feel more at ease and confident in your services.

2. Emphasize Value Over Price

Emphasizing value over price means shifting the focus from the cost of your services to the benefits and results clients will receive.

One way to do this really starts by establishing your business on a solid foundation with good branding, and by doing things like a client persona exercise (and taking it seriously!).

In practice, there will be many touchpoints you have with your potential client where you can focus things more on the value you offer. At it’s core, it involves demonstrating the worth of your photography services in terms of the positive impact it will have on their lives – not just in the fact they’ll walk away with photos.

Example: If you’re an elopement photographer, instead of discussing rates alone, highlight the exceptional value you offer. Explain how your experience with intimate, destination elopements ensures every moment, from the sunrise to the vows (and beyond), is beautifully captured. Showcase unique features of your packages, like personalized photo albums, to illustrate why your pricing reflects the high-quality service and results clients will receive.

3. Scarcity and Urgency

Creating scarcity and urgency involves highlighting limited-time offers or availability to encourage clients to make quick decisions. This principle taps into the fear of missing out to prompt action.

How we use scarcity and urgency should always be carefully considered…because sometimes this can also come across looking desperate, which is not the look any of us want for our businesses. Still, if implemented well, this can create more demand for what you have to offer.

When introducing scarcity like this, be sure it aligns with actual reality. Don’t tell people you have limited availability when you actually don’t…as if you turn around a month later and are posting about needing more work, people who have been following you (even silently without you realizing it) may pick up on this and end up disinterested as a result.

Example: For a portrait photographer, you might run a limited-time promotion for family photo sessions. Use phrases like “Book by the end of the month to secure your spot in our seasonal mini-session event” and “Only 5 spots left!” to create a sense of urgency and encourage potential clients to book quickly.

4. Social Proof

Social proof involves showcasing positive reviews, testimonials, and examples of your work to build credibility and trust. It includes highlighting awards, certifications, or notable clients to reinforce your expertise.

Social proof is actually an element of your marketing that can help pre-sell people on wanting to work for you. There are actually few better things in marketing than the encouragement someone will feel when they see others (who were in their position) were able to trust you and have a positive experience!

Example: If you’re a photographer, share testimonials from satisfied clients and any awards you’ve won. For instance, a testimonial from a great past client that praises your professionalism and the impact of your images on their life can provide strong social proof.

5. Reciprocity

Reciprocity is about offering something of value to potential clients to build goodwill and encourage them to reciprocate.

It’s a way to create a positive impression and foster client relationships.

Creating great “freebies” and/or lead magnets is one of the cornerstones of generating more sales!

Example: As a newborn photographer, provide a free downloadable guide on “Preparing for Your Newborn Session” when a prospective client first reaches out. This gesture demonstrates your expertise and builds goodwill, making clients more likely to choose your services.

In my photography business, I personally lean heavily into this concept in order to better nurture people especially from the point when they first inquire (become a lead) and get on a sales consult call. I give away some really high value resources that I find people actually refer to during my calls (and even after), and it’s clear these things impact my ability to make more sales!

Want to learn more about things you can give leads to help nurture more sales for your photo business? We cover this and more of the sales process in depth in our Sales for Photographers course.

6. Anchoring and Framing

The goal of anchoring and framing, if put simply, is to draw someone’s attention to a specific thing before other things. From a psychological perspective, humans are drawn to how certain things are presented (unconsciously), and we can make more sales by taking advantage of this fact!

Anchoring (when it comes to sales and specifically how you present your pricing) – involves presenting a higher-priced option first to make other offerings seem more reasonable by comparison.

Framing focuses on how you present information in general as your choice of phrasing can be a massive influence on people.

Example: For a wedding photographer, start by presenting your most comprehensive package, which includes all-day coverage and a deluxe album. When you then introduce your standard package, it will appear more reasonable by comparison. Frame the discussion around how each package addresses different needs, helping clients see the value in each option.

7. Loss Aversion

Loss aversion involves framing your offering in terms of what clients stand to lose by not choosing your services. It emphasizes missed opportunities and potential regrets to drive decision-making.

Example: If you’re a pet photographer, stress the importance of capturing moments with pets that might not last forever. For instance, if a client is hesitant about booking a session, remind them how these moments are fleeting and highlight the memories they’d miss if they don’t act now.

Another example that might even be more common would be letting people know you cannot secure the date they are interested in without a signed contract and retainer payment, and that you cannot hold dates as you are receiving regular inquiries. Presenting this information clearly to someone, like during a consult call, is a great way to introduce a feeling of loss aversion as well as some scarcity.

8. Handling Objections

Handling objections involves addressing common concerns or doubts that clients might have, such as budget constraints or the perceived value of your services.

It’s about understanding their concerns and presenting solutions.

Example: As an event photographer, if a client raises concerns about your pricing, acknowledge their budget constraints and explore their needs. Offer a customized package that fits within their budget while still addressing their key requirements, demonstrating flexibility and understanding.

There is rarely a one-size-fits-all solution for objections, as your personal desires also play a role in this process. But, being able to navigate objections well is a key aspect of sales (and something we cover in more detail in our Sales for Photographers course!).

9. Building Authority

Building authority means positioning yourself as an expert in your field by sharing your knowledge and displaying relevant credentials. It’s about establishing credibility and trust through your expertise.

From my perspective, this is one of those underutilized things when it comes to the business side of photography. If you are not doing things like creating valuable content for your users to refer to and engage with, you are basically stuck just being someone with a camera with nice photos…but many clients (especially those at higher price points) want to hire a photographer who more than that.

Example: For a travel photographer, write a blog post or create a guide on “The Best Locations for Stunning Travel Photos.” Share your experiences and prominently display any photography awards or features in notable publications. This positions you as an authority in travel photography and enhances your credibility.

10. Following Up

Following up involves maintaining communication with potential clients who have shown interest but haven’t yet booked. It’s about being persistent but not pushy to secure their commitment.

In our experience, following up is one of the single most important things you can do to increase your sales if you are already bringing in inquiries into your business. Businesses that follow up multiple times tend to get more sales!

Check out our blog post on 5 Ways to Make a Stronger Email Follow Ups for Photographers

Example: If you’re a senior portrait photographer and a potential client hasn’t booked after expressing interest, send a polite follow-up email. Include a reminder of your availability and a testimonial from a past client. Use a CRM system to track and manage these follow-ups effectively.

11. The Power of Choice

Leveraging the power of choice means offering clients a few well-defined options to avoid overwhelming them. It’s about providing choices that cater to different preferences while keeping the decision process straightforward.

A good way to think about this is to imagine you are walking into a store to buy paint for a room in your house. One store has aisles and aisles of paint – one might argue too many options. The other store has one small section, but those choices are highly curated. Which store would you prefer to shop in?

While some of us might think having more options is better, in reality it can lead to analysis paralysis and decision fatigue…which can lead to many shoppers getting tired and walking out of the store altogether. In reality, having a more limited selection…but a selection that feels like it was perfectly curated for me (as the shopper) is the best way to go.

Example: For a wedding photographer, offer three or four clearly defined packages: a basic package, a standard package, and a premium package. Each package should cater to different client needs, such as basic coverage for smaller weddings and a premium option with extra perks like a second photographer and a custom album. This approach helps clients make decisions without feeling overwhelmed.

12. Body Language and Non-Verbal Cues

Paying attention to body language and non-verbal cues involves being aware of your own and your client’s body language during interactions. It affects communication and client perception, even in virtual meetings.

While this may seem obvious during an in person consult, it’s worth highlighting that body language can actually be picked up on even during phone calls!

Example: During an in-person consultation as a portrait photographer, maintain good eye contact and use open body language to convey warmth and professionalism. If you’re on a video call, ensure your posture is engaged and listen actively. Studies show that people can sense your tone even over the phone based on your body language, so it’s crucial to remain mindful of how you present yourself.

13. Persistence and Resilience

Persistence and resilience involve staying committed and adapting your approach despite facing rejection or setbacks. It’s about learning from failures and continuing to push forward.

While it’s not talked about as much – all of your favorite, successful even, photographers hear the word “no.” How you respond to this will dictate a lot!

Over time, what should really end up changing is the ration – more “yes” and less “no” will equal a better, more consistent business.

Example: As a freelance commercial photographer, you might encounter multiple rejections from potential clients. Stay persistent by refining your pitch and portfolio. Learn from any feedback and adapt your approach, continuing to reach out to new prospects with renewed strategies.

One of the best ways to adapt is by making sure you are keeping up to date with the right business practices. If you need help in any area of your business, we have you covered in the 9-course Photography Business Academy which covers (in great depth) the key things you need to know to make a strong photography brand, market your services, makes more regular sales, and “wow” your clients.

14. Ask Framed Questions

We talked about framing earlier in this post, but let’s go even deeper and a little more specific – asking framed questions involves guiding clients to reflect on their needs and preferences through specific questioning.

From the perspective of sales, just a handful of questions like these can lead people to come to conclusions you want them to have…on their own…

That last point is so crucial!

It’s one thing if I tell a client “having these photos will help you remember your day better in 10 years!”, it’s another if I’m able to get them to feel this at their core without me saying it out loud.

Example: If you’re a lifestyle family photographer, ask questions like, “What’s the most important moment you want captured during your family session?” This helps you understand their priorities and positions your services as the solution to their needs. An organic response to this would be something like “candid moments of our family spending quality time together” – and that sort of responds gives you an amazing opening to highlight how you can meet those needs (and more).

15. Let Clients Talk

Finally, sales tends to be driven by simply letting clients talk. Instead, you can have some structure to your consult, but employ actively listening and allowing clients to express their concerns and desires without interrupting. It’s a tactic to understand their exact needs and address them effectively.

Example: During a consultation for an engagement shoot, let the couple share their ideas and vision. Avoid dominating the conversation. By listening actively and asking follow-up questions, you can better understand their desires and tailor your services to their specific needs.

By incorporating these sales psychology principles into your photography business with these practical examples, you can enhance client interactions, build stronger relationships, and drive greater success. Understanding and applying these techniques will set you apart and help you achieve your business goals.

For more help with getting more sales, check out our Sales for Photographers course, part of The Photography Business Academy.

Christian Romans

Chris is a business strategist at Shoot and Thrive and co‑owner of Hand and Arrow Photography alongside his wife. With over a decade of professional shooting experience (and a passion for photography since high school), he helps creatives grow through smart websites & SEO, blogging, branding, and sales strategies. When he’s not behind the lens or refining a marketing funnel, you’ll find him playing guitar, skateboarding, or planning his next adventure—his favorite so far was campervanning around Iceland. Chris holds degrees in Psychology and Philosophy, which inform his human‑centered approach to both art and business.

www.shootandthrive.com