Sales paradigms have changed. What was effective selling in 1995 is almost useless in 2005. New technology, communications, cultures, hem lines, and economies change so radically every few decades that the sales executive from our parents era are about as desirable as the pet rock, rubics cube and polyester pants.

Those who say that there is an "art" to selling and that it is a timeless skill is just wrong. Salesmanship is a science of response triggered words back by quantifiable results. The "art" of selling is just a way of saying the skills a good salesman has is developed but not understood. In reality it is all just psychology and human relations.

1) THE APPROACH
When you ask a professional salesman the process a buy takes in making a purchase he will inevitably give you some variation of the following--
a) Want
b)Look
c)Question
d) Listen
e) Decide

Knowing this the salesman has his identifiers.

Have you ever noticed that the "good" salesman-- the one that gives you the good feeling about the sale and his knowledge of the product-- always knows just the right time to show up and ask if he can help you? Many retail salesmen hold to the classic paradigm and ask what you are looking for and then wait for you to ask a lot of questions. The answers are all designed to convince you to purchase and upscale or any sale to get commission.

The better method, or more effective method is to approach the client as a buyer instead of a seller. If you have read any of my other articles-- you know that photography and its service is not a necessary item in the sense of food and shelter. It is then critical that you change the mind set of the client and make your services from a "want" item into a "need" item. And that means that you must control the conversation. You do that by becoming the buyer of clients instead of a seller of goods.

The old approach would have you presenting the client with your product, answering questions and then giving an impactful argument to the importance of the sale. If the sale wasn't successful "harder" sales techniques are employed to apply enticements for immediate purchase.

By becoming a buyer, the client approaches you. You take control by asking questions. You listen to the responses and return with insightful solutions that compel the client to hire you because they need your services.

If the client doesn't purchase your product, then you have not asked the right questions or listened correctly.

2) SUCCESS

"People aren't afraid of failure, they just don't know how to succeed." Jim Gitomer
"The will to win is nothing without the will to win." Vince Lombardi

Part of the success of making the sale is the right mind set. Unless you believe in your product and your service you will undermined your sale with body language and the wrong "vibe." In essence, you will sabotage yourself.
a) See it! no one believes me but the simplest change you can make in your business is to start seeing success in yourself. It is an attitude. You have heard that there are those that ask why and those who ask why not? Be a why not person. Failure with effort is still success.
b)Look it! positive "can do" attitudes are affirming. But they are also mental able to affect the world around you. Your dress, your stance, your demeanor. People like people who are positive and positive people are successful.
c) Be it! Walk the walk. Make a plan and stick to it. Follow through is the failure point of 90% of all endeavors.

3) FAILURE

Before you even think of the sale, you need to remove the detractors that cause failure. It is good to listen to people with experience and get advice. However, advice is advice and not a game plan. It is a guide not a rule. The problem with paying too much to a formulae that experienced people give is that the longer someone does something the more of a pattern they create for themselves. Those patterns may not work for you.

So you must create your own success by learning from others' experience but not being dictated by it. You must also learn from your experience but don't fall into your own traps of patterns.

"I can't do that."
"That probably won't work."

Anytime you hear yourself ever give a response to a problem with a negative you should stop and try very hard to see if your negative statement is true or part of a pattern you have developed. Sometimes failure is just a learned response.

You must also remove all sense of self from your work. photographers see their work as an extension of themselves. When they are on top of the world --- the work is worth a million bucks. When they feel like everything is horrible-- their photos aren't worth a dime. Leave your ego at the door. Your product is not you.

Focus is the key to removing failure. Because focus is a task. Focus is an action that can be attained. Focus is a belief in that action.

4) TURN THE NEED TECHNIQUE

I have written on the success of sales is based on turning want to need. But people want a handbook, a itemized list on what to do. They want the secret words to make that happen.

There are no secret words. The secret is to listen. When you became the buyer, you job was to question and listen. The reason is because you need to analyze your client. Ask question that have no yes or no answer. Make them leading. Ask about the dress. How did they meet. What is important to them about the wedding. Then analyze it.

TAKE NOTES!!!!! ALWAYS TAKE NOTES!!!

a) First response to a question is important to the client.
b)Emphatic responses are important to the client
c) Excessive answers deserve more questions
d) repeated statements are hot ticket items.

When you feel you have found and prioritized the clients wants, you then address them. Offer solutions to problems. Give assurances to fears. Share information conversationally that shows that you were listening and understood important facts of their interests. With each hot ticket and important item addressed you can click that want over to the need column.

If you have listened and asked wisely, you will have made your sale.

5) THE SALE

The effect of turing the want into a need through a process of turning yourself from the seller into the buyer (namely a buyer of the client), is very effective. It falls into today's needs to be a photographer that is honestly interested in his craft and his clients. It also develops skills of observance that works in all areas of business.

Maintain that attitude, outlook and focus on your business; remove obstacles to failure; think towards success and remember the secret to success is to be and to do!