Wants vs. Needs by Joshua Hudson

The only things that we, as animals, need are a place to eat and sleep. As Americans all we need is good plumbing, cable, and a car. These are the constants. Beyond that everything else is up for debate.

Maslow's hierarchy of needs puts our needs/wants in order -- physiological, safety, love, and esteem.

No matter how you slice it up logically, art is a WANT item in our lives. It is a WANT item instead of a NEED item because we can live without it. Our lives may be hallow, shallow and meaningless-- but we can survive without art.

In order to survive in a business that is a WANT item, is that you must turn someone's WANTS into NEEDS. And thank god we live in a country where credit cards, TV, rampant marketing, consumerism, capitalism and a free market have created a country where the line between WANT and NEED are blurry. Women who work at WALMART have fifty pair of shoes from Macy's. Men who work at McDonald's spend thousands of dollars for the complete Star Trek series on DVD and newest PS2 games.

These people are begging for an excuse to spend money. Money to make them feel special. Money spent to give them status amongst their friends. With a consumer mind set and the ability to extend credit there is no reason why every American isn't a potential customer AND at the price tag you dictate.

And I do mean EVERY American. Not just the top 1% that you hear the elite photographers talk about. The word BLING doesn't come from the Rockefellers. The Rockefellers don't BLING BLING. Why? Because they don't need to keep up with the Jones': the Rockefellers ARE the Jones'.

Understand your target audience and market. Not just what they can afford and what they look for in a product, but what their personality types are. Generalizations and Stereotypes are considered bad because we all love to consider us individuals-- but yo know what? Stereotypes are true. Yuppies DO drink bottled water, and will spend lots of money to have something that they think is going to give them bragging rights amongst their peers.

I don't need to give you a list of personalities. Any A,B,C list I give you would just seem too obvious. But what I will tell you is that you must push past the practical and move into the emotional needs. The emotional NEED of a client is your key to success.

Even the groom who would rather just wear jeans and have his wedding shot by a monkey with a disposable camera has an emotional NEED to have his new bride happy. You make her happy at his price or with the service that makes your price seem reasonable and even monkey groom will pull out his checkbook.

Realize that almost any couple getting married under 25 is being bankrolled by a parent. Your sales pitch needs to address daddy's question even if he is only going to hear the sale pitch third hand. In fact, because it is a second hand pitch from daughter to daddy, being slick won't work. Because charm does not translate. So figure out what daddy wants. Is he a "how much?" guy or a "Whatever my little baby wants" guy?

Offer extra value for commitment. Never give incentives for people on the fence. You are not a used car salesman. If you ever feel the need to say "What would it take to get you to drive off with THIS car?" Then you need to step back and regroup. But those people that are energized by what you have to offer are going to walk in after the wedding excited about your photos. YOu need to hone that energy later for referrals. An extra framed photo you think would really show well in their house as an advertisement or a pic for the bridesmaid you know will be getting married soon will do wonders.

Now, listen up. If a clients only concern is cost it is YOUR fault. Because the cost of photography is their only concern because you haven't successfully impressed the importance of the quality of images and the quality of services you provide. Never fall into the trap of someone asking about cost. If they are asking about your bottom line, it is because they don't have any other questions to ask.

Take those people and take control of the situation. Find out what their wedding is going to be like. What kind of couple they are. Look into what they want in their wedding? (Is it just a family party or a little girls life long daydream come true?). Ask about the dress and what the color scheme is. (Take notes while talking).

Now look at all the info there on the page and figure out your client. A woman who bought her dress off the rack, and is having boston market cater the wedding is not going to be interested in your high end package. Trying to sell them every bell and whistle will turn them off.

IF cost is just the constant drum beat, then the photography has not moved from a WANT into a NEED. So what do you do then? Barter. This is what the clients want to do anyway. There is nothing else you can do. Find a way to cut them some slack. I normally take a package and then reduce time and prints then give it to them as a special deal because "They are nice people and I want to help you out." It is a little used car salesman--- but if you can not get them out of the money mind set, it is a car salesman that they are looking for.

Most of all. NEVER create bad karma. I made the mistake once of bad mouthing this photographer who I absolutely hated as a photographer and a human being. (If you had met him you would agree with me). This person deserved plagues and boils and curses on his house. I did it to a client and it turned out that she loved this guys work. (Who knows why). I not only lost the client, but that bad Karma came back three times with the client, the photographer and his wife all now ardent badmouthers of me. No matter how right I am about this persons character, it was bad business of me to spread bad karma with a client. Learn from my mistake.

Finally, don't be your clients friend. Be friendly, but keep the line professional. People don't like to pay friends. In fact, they down right hate paying friends because friends are supposed to cut deals. So when you are interviewing your customers refrain from sharing too much. You are interviewing them for THEIR photography NEEDS.

So there it is...some salesmanship 101. Turn the WANT for a photographer into a NEED and you will get the sale every time.