| There's change everywhere these days. | | | | service. |
| Are you having trouble showing photobuyers the | | | | 4. SELL THE CHANGE WITH TESTIMONIALS. |
| benefits of changing to your photography? | | | | Provide potential photobuyers with a list of some |
| Here are 9 tips to make photobuyers realize what | | | | of your best clients, and tell them to call anyone |
| they're missing. | | | | on the list. They can talk about why they do |
| What are the reasons photobuyers don't want to | | | | business with you and how they've benefited |
| change the way they're doing business. | | | | from the change they made by going with your |
| They're happy with their current photo suppliers, | | | | photography. |
| or they don't clearly see the value in what you | | | | 5. MAKE SURE YOU'RE ALWAYS BUILDING A |
| would be able to supply them. Primarily, it can be | | | | RELATIONSHIP. When someone likes your |
| that they've become set in their ways, and that | | | | photography, trusts you and respects the |
| seems to get in the way of your selling to them. | | | | knowledge you bring to the table, he or she will |
| You need to get through the obstacles that stand | | | | be much more open to making a change. |
| in the way of selling photobuyers on the benefits | | | | 6. QUESTION EVERYTHING. " Can you expand on |
| of changing their lists of suppliers to add your | | | | that?" "Why is that important?" " What does that |
| style and content of stock photography. Here are | | | | mean to your readers/clients?" Getting the |
| nine simple steps to help you sell change, even | | | | photobuyers to give you the right in-depth |
| when photobuyers want to stay the same: | | | | information gives you the ammunition to make an |
| 1. UNDERSTAND YOUR PHOTOBUYER'S | | | | intelligent presentation on why changing to your |
| CUSTOMER. Your target might be an | | | | stock photography will make a positive difference |
| environmental magazine, an airline or travel | | | | for them. |
| magazine, a nature publication, or film producer. | | | | 7. JUMP OVER THE ROAD BLOCKS WITH |
| Understand their terrain, their competition. | | | | BOLDNESS. Whenever a new idea is introduced, |
| Understand their marketplace. This will give you | | | | you're bound to encounter some resistance. |
| more opportunities to tie in the value of your | | | | Photobuyers who have been doing things the |
| product and how it impacts their particular | | | | same way year after year aren't necessarily |
| industry challenges. | | | | open to alternative ways of thinking. Selling the |
| 2. SHOW THEM WHAT THEY'LL GAIN FROM THE | | | | change means being relentless and empowered |
| CHANGE. Pointing out the return on investment is | | | | by the passion within. When you believe in your |
| a valuable way of making your case. Provide | | | | case, so will the photobuyer. Don't forget that |
| numbers, examples, facts and figures, a statistical | | | | they are buying, and you are part of the change. |
| analysis, emphasize your ability, accessibility, the | | | | 8. LEARN TO LISTEN, AND LISTEN TO LEARN. |
| depth of your coverage in their specialization | | | | Only when we're really tuned in to the photobuyer |
| areas -- whatever it takes to help them visualize | | | | can we find out the real reasons they're reluctant |
| how making the change will benefit them. | | | | to change, and then use that knowledge to |
| Just remember: Nothing is stronger than your | | | | address those issues effectively. |
| belief in the idea you're presenting. You must have | | | | 9. DO YOUR RESEARCH. Find out what other |
| faith in your photography in order to give | | | | areas of their business they made changes to in |
| photobuyers the confidence to make the change. | | | | the past, why they did it and what benefits they |
| 3. LEARN THEIR DELIVERY PREFERENCE. Test | | | | receive from making those changes. Do they |
| their preference on a friend or neighbor before | | | | accept digital downloads or do they still prefer to |
| you first attempt with a new photobuyer. Let | | | | receive slides and do their own scanning? Do they |
| them try out your photography. Experiencing the | | | | use a major supplier of discount images, or go |
| speed of your delivery and seeing your images | | | | with a more specialized supplier? |
| gives prospects a taste of how you provide | | | | |