When I was a new photographer, I worked with a client who seemed determined to question every step of my process. He challenged my business policies, asked about negotiating on pricing, suggested he could find a cheaper photographer elsewhere, and wondered aloud about my location choices during the session. My first instinct was to become defensive and justify myself, but I quickly realized that he wasn’t necessarily trying to be difficult or disrespectful. He simply had a high level of anxiety and needed a lot of reassurance that he was in good hands and that he could trust me. I made it my goal to meet every one of his objections calmly and confidently, and he ended up purchasing a large print collection and referring me to several of his friends. This experience, while stressful, taught me a lot about how to overcome objections from clients and turn them into opportunities to build a stronger client relationship.
As your business grows, you will undoubtedly encounter a host of questions or objections that can blindside you. A sales objection is a client admitting that a barrier exists between what you’re offering and the need they have. It means the client isn’t ready to book with you (or purchase photographs from you) because a particular concern has not been satisfied.
Hearing objections from potential or current clients may trigger you to feel defensive, frustrated, and stir up feelings of self-doubt. You might even be tempted to accept the objections as “red flags” and send a breakup email immediately.
But when objections arise, it isn’t time to give up—it’s time to re-emphasize your work’s value. And there’s a wonderful thing about objections that we often miss. They present us with an opportunity to strengthen the relationship with our client. An objection just means that the client doesn’t yet know that what you’re offering is right for them. This is your chance to truly listen and make sure they feel heard. Then you can offer them reassurance in a way that builds rapport and trust.
Here are some tips to help minimize objections from your clients.
Set Expectations
What’s better than overcoming objections? Avoiding them altogether! Tricky questions and surprises are much less likely to come up if you set expectations up front. Build strong communication into your workflow, so clients are well aware of things like your policies and timeframes up front. You can do this by communicating through the many channels at your fingertips (website, phone call, email, welcome packet, client agreement).
Practice, Practice, Practice
It’s important to recognize that many objections are predictable, so make a list of common objections and rehearse how to handle them. Getting used to saying the words will help you feel more comfortable and confident when the time comes. Try out your responses to the mirror, or have a friend role play with you… it may feel silly, but it really works! Remember that tone matters, so smile and communicate in a relaxed, confident way as you respond to questions and objections.
Send Consistent Messages
When people interact with your studio, they should be able to understand immediately that they will be making a substantial investment. Make sure your branding, marketing materials, studio decor and professionalism reflect the prices you are charging. This will help minimize objections, especially regarding pricing.
Be the Salesperson You’d Want to Work With
We’ve all been on the receiving end of a sloppy or pushy sales presentation, and that’s not fun for anyone. Respect your clients’ questions, actively listen and assess how you can meet their needs better, and continue growing as an artist and a businessperson. If you keep the experience positive and handle any objections with kindness and confidence, you’ll earn the trust of your clients that will last for years to come.
