We all want sales to come easy, but they really are one of the hard parts of running a photography business…at least, until you set up a good process that allows them to become easier…

Like anything, with time, experience, and a good process in place…trust us when we say – making sales can become way easier for you.

As you might already know from experience, the process of making sales involves several stages, from attracting leads through marketing to nurturing them with follow ups and ultimately converting them into clients during the sales consultation process (and sometimes even more beyond this!).

While there are many aspects of sales, too numerous to even get into in a short blog post like this (and definitely covered more expansively in our Sales Course for Photographers) – what is essential to understand today are some key foundational concepts to set yourself up for success with sales.

In this guide, we’ll go over seven tips that will help you improve communication during your sales consults and increase your chances of making a sale.

1. Use a Repeatable Structure for Your Sales Consultations

First of all, having a repeatable system in place for your sales consultations ensures that you’re consistently hitting all the important points in every meeting. Without a structure, it’s easy to forget key details or rush through important information.

A systematized approach also allows you to track what’s working and what isn’t. While you’ll still want to be personal and genuine, having a framework in place ensures that each consult is thorough and productive.

In our Sales Course for Photographers, we’ll dive deeper into the scripts we use for guiding our sales consults and help you make it your own, but for now, start by thinking about what aspects of your consults you can control and repeat every time without being robotic.

2. Use Active Listening and Empathy

During your consultations, it’s important to lead the conversation while also giving space for your clients to speak. Admittedly, this can feel like a tough balancing act since a good sales practice is also to let your clients talk. More on this in the next tip!

Active listening is key here—it’s easy to get caught in the routine of consults, especially if you’ve done hundreds of them (like we have), but each client deserves your full attention.

Your clients are likely going through this process for the first time, so showing empathy and understanding will go a long way toward making them feel heard and valued.

Instead of relying just on small talk, ask deeper questions that allow your clients to express their ideas and concerns. This will build rapport in a more meaningful way and help you connect better with each lead.

3. Let Your Clients Do Most of the Talking

Your role in the consultation is to guide the conversation, not dominate it.

Your clients should feel like they’re being heard, and that happens when you allow them to do most of the talking.

Think of your consultation as a journey where you’re helping your clients move from uncertainty to clarity about what they want. By asking questions and providing insights, you guide them toward realizing that you are the right fit for their needs.

4. Refer to Your Unique Selling Propositions (USPs)

Your USPs are the things that set you apart from other photographers and make you the best option for your clients.

It’s important to communicate these USPs clearly during your consultations.

If you haven’t already identified your USPs, we cover this topic extensively in our Branding Course for Photographers, which can help you articulate what makes your business special. Don’t forget to remind your clients why they should choose you over someone else!

5. Show Your Clients What They Can Buy

Your clients can’t buy what they don’t know exists.

Seems simple enough, but a lot of photographers we connect with often miss this critical part of sales!

During your consultation, make sure to showcase the products and services you offer.

For example, if you offer albums as part of your packages, show a sample album during your consult.

Even if clients aren’t immediately interested in an upgrade, seeing a physical product often leads to higher sales down the line. Simply showing clients what’s available can open the door to additional purchases.

6. Ask Questions That Lead to Realizations

Asking the right questions during a consultation can help your clients come to their own conclusions that you are the best fit for their needs.

For example, instead of telling them you love candid photography, ask, “How do you feel about candid shots versus posed portraits?”

By asking insightful and open ended questions like this, you’re guiding your clients to voice their preferences, and when their answers align with what you offer, it becomes a more natural and impactful realization for them.

7. Follow Up After the Consultation

After the consultation, don’t just disappear.

Following up with your leads is crucial to keeping the momentum going. A well-timed follow-up can provide reassurance, clarify any remaining doubts, and gently nudge them toward making a final decision.

Use your follow-ups as an opportunity to restate key points from your consultation and provide any additional information they may need to feel confident in booking with you.

Conclusion

By implementing these foundational tips, you’ll be able to have more productive and efficient sales consultations, leading to better client experiences and higher conversions. Remember, the key is not to rush through the sales process, but to guide your clients thoughtfully and allow them to see the value you bring.