The Second Money & Dual Process
Lesson 82 from: How to Start a Photography BusinessPye Jirsa
The Second Money & Dual Process
Lesson 82 from: How to Start a Photography BusinessPye Jirsa
Lesson Info
82. The Second Money & Dual Process
Summary (Generated from Transcript)
In this lesson, the instructor discusses the concept of "second money" in sales psychology, emphasizing the importance of getting customers to make a minimum purchase before they leave. The instructor also introduces the idea of dual process, which involves empathizing with customers while also holding firm to one's value and pricing. The lesson highlights the importance of creating scarcity and avoiding desperation in sales situations, and encourages photographers to prioritize their own value and the needs of their families while empathizing with clients.
Q&A:
What is "second money" in sales psychology?
"Second money" refers to the concept of convincing customers to make additional purchases after they have already made a minimum purchase.
Why is it important to get customers to make a minimum purchase?
Making a minimum purchase helps to lock in the customer and make it easier to upsell or add more products or services later on.
What is dual process?
Dual process involves empathizing with customers while also holding firm to one's value and pricing.
Why is creating scarcity important in sales?
Creating scarcity makes customers feel like they might be missing out on something, which can make them more likely to make a purchase.
What is the danger of appearing desperate in a sales situation?
Appearing desperate can make customers question the value of the product or service and may make them less likely to make a purchase.
How can photographers prioritize their own value and the needs of their families while empathizing with clients?
It is important for photographers to hold onto their dual process and understand that their own well-being and the needs of their families are just as important as meeting the wants and needs of clients.
Lessons
Class Introduction
13:12 2Common Myths & Unknown Truths
11:42 3The Road Ahead
13:03 4Find Your Passion
06:06 5The Lin & Jirsa Journey
13:54 6Part-time, Full-time, Employed, Partners?
03:51 7Stop Wasting Time & Money
06:07 8Your 12 Week Roadmap
04:33Great Plans Still Fail
06:01 10Strategy Vs. Planning
04:16 11Mind Mapping
07:25 12Select a Focus
14:16 13Competitor Research
09:34 14S.W.O.T. Analysis
13:54 15Strategy & Long Term Goals
03:50 16Values, Vision & Mission
27:49 17Effectively Managing Your Time
15:05 18Artistic Development
07:30 19Create Your Plan
13:12 20What's Your Product
10:51 21Luxury vs Consumer Products & Experiences
11:44 22Quick Break for Econ 101
16:31 23Your Target Market & Brand Message
21:25 24What's in a Name
09:20 25Your Client 'Why'
05:43 26Crafting the Why Experience
24:17 27Document the Client Experience
08:29 28Business Administration Basics
27:03 29Book Keeping Management
06:51 30Create the Logo & Branding
07:04 31Portfolio Design
15:11 32Design Your Services & Packages
18:51 33Pricing Fears & Myths
08:46 34Three Pricing Methods
25:39 35Package Pricing Psychology & Design
06:15 36Psychology of Numbers
07:29 37Pricing Q&A
23:51 38Grass Roots Marketing
09:36 39The Empty Party
07:03 40Friends & Family Test Shoots
16:28 41Join Groups
04:32 42Second Shooting Etiquette
07:44 43The Listing & Classified Hustle
14:10 44Make Instagram Simple
13:55 45Your Automated Pinterest Plan
08:01 46Facebook Because You Must
07:37 47Giveaway & Styled Shoots
12:17 48Content Marketing & SEO
08:12 49The Monster: SEO
07:26 50Selecting Your Keywords
05:45 51Testing Your Keywords
07:53 52Grouping Main & Niche Goals
12:39 53Your Content Road Map
11:47 54Content Marketing Q&A
10:45 55Inspiration to Keep Working
07:45 56How to Craft Your Content
15:03 57Internal Linking Basics
05:30 58Back Link Building Basics
04:55 59Link Value Factos
14:38 60Measuring Link Value
04:24 61Link Building Strategy & Plan
06:10 62Link Building Plan: Vendors & Guest Writing
06:45 63Link Building Plan: Features, Directories, Comments
03:11 64Link Building: Shortcuts & One Simple Tool
14:44 65What is Sales? Show Me!
12:58 66Your First Massive Failure
05:17 67The Sales Process
07:31 68Your Second Massive Failure
05:23 69Understand Buyer Psychology
10:00 70Step 0: Building Rapport & Trust
15:14 71Step 1: Identify Need or Want
15:39 72Cognitive Dissonance
12:01 73Steps 2 & 3: Value Proposition & The Solution
14:21 74Step 4 : Close, Make the Ask
04:32 75Step 5: Follow Up & Resolve Concerns
06:13 76Family Photography Hot Seat
12:06 77Business Example Hot Seat
15:52 78Boudoir Photography Hot Seat
16:09 79The Best Sales Person
07:45 80Your Mindset, Vibrations & Frequency
06:56 81Always Positive, Always Affirming
11:55 82The Second Money & Dual Process
07:39 83Chumming the Price Waters
03:57 84Creating Want or Scarcity
09:54 85Timeless Advice on Being Likable
11:53 86Selling Over The Phone
10:59 87Forbidden Words in Sales
11:40Lesson Info
The Second Money & Dual Process
The second money. And I use this photograph because first of all, our studio manager's family is beautiful. Second, it's much easier to convince your husband to have the third child more so than the first, right? That's second money. We've already got two. Let's do a third. Ladies, you know it's true. No? (gasping) You have to be convinced? (laughing) Yeah, yeah. Second money is easier than first money. This is a psychology, kind of sales psychology piece of why do we try to get somebody to buy something before they exit, okay. If they can't decide. If they can't pick what package to get into now. If they can't choose what service is best right now, that's what your minimum is for. Your minimum is set to get them into something. Don't worry, Shell, we'll think about it later. I want to get your date locked in though. Let's get you started here. How can I take your deposit? So when you come to me with the objection of well Pye, I really don't know which package and everything like that.
I don't know my wedding day. I don't know my timeline. I don't know any of those things. No problem, Shell. Let's get you locked in. I want to get your date reserved. Let's start with the minimum. We can always add more later. When I see she's on the fence, I go to the minimum and I try and get my first sell, okay. Because it's always easier to add later. We can add albums, we can add hours, we can add wall art. The second sell is so much easier than first money. So don't let them leave without first money, okay. Do your best to get them into something then. And then allow them some time to figure out what they actually want to add. Does that make sense? Book now. We can upgrade a little bit later. We need to empathize without attachment. This comes from Jeb Blount in Sales EQ. It was such a beautifully written piece of what this whole piece is of sales psychology. But this has to do with understanding, empathizing, being able to hold that line while also being able to hold your position and your value. That's called dual process. Okay, most of us break down. We understand and we empathize and we break down on our value. Do you know why? Because we all, you all, we're all creatives. We're empathetic creatures at heart. We are tied into our emotions. We love people. We love creating images. We love helping. We love the people that. You fall a little bit in love with every one of these clients that sit across from you that you can relate with. Don't tell me you don't. Because that's what makes you good at what you do. And that's what makes you terrible at selling to them. Because we don't know when to be firm, when to walk. We don't hold onto our dual process. We drop one side of it. Now here's a question. If we hold onto dual process, what does this create? If you push me, who's gonna push me? Jason. If you push me on my price on the service that I offer on everything, and I say Jason, I would love to work with you and I know you're gonna love the service that you get. I don't know if it's a good fit though. If you want what I have and I'm willing to walk away, how does that make you feel? Like I'm losing something. Oh man, you feel like you're losing something right now. Being taken away. Yeah. It instantly creates scarcity. Thank you. That's exactly how it feels. If you want something and I don't know if it's a good fit. I don't know if this is right. I know it would be great. I would love to work with you. It may just not work. And that's okay. When you say those words, if it doesn't work, it's okay. You have just created scarcity in their minds because now oh man, okay. This the funny part about sales. It's very much like trying to approach somebody that you would like to date. Okay, doesn't matter. Man, woman. LGBT, anything, doesn't matter. If you're desperate, everybody runs from you, right? If I have this scent of desperation in the air. Hey Kenna. It's so great to meet you Kenna. I know so much about you. You are amazing. I love you. Do you want to go get some coffee? (participants laughing) Maybe next time. I mean overpowering. This over kind of like excited nature to kind of close the deal. No matter what kind of deal it is. Whether it's a date, whether it's a package that you're booking. If you're not willing to walk, well the assumption is there's something wrong. Just like your assumption would be oh man. Why is this guy so like, what's wrong here? What's going on in this situation? If you sense desperation, that's the first thing. If you're buying a car, why is that guy so eager to sell it to you? Why is that girl so much want to get you, Joe, into a freaking Honda Civic? It should be a good Honda Civic right? Was it used? Did somebody else bang it into a tree? What happened to it? Why is she so eager to get it off of her hands? That's exactly where our reasoning goes when we start pushing and we start getting kind of desperate. But if she came up to you and said Joe, I would love to put you in this Civic. Is there anything that I could do today to get you in that car? And you're like, I don't think so. Well when you think about what you'd like and if you think that you'd like a reliable car at a great price, let me know, bye. And then you're like, you're so pretty, and I really want that car. Please give me the car. Okay, so be willing to hold onto your dual process. Okay, be willing to understand and empathize with that person while not giving up what your purpose is in supporting yourself and your family. Because you either devalue them, yourself or your family, by letting that go. Or you hold onto your dual process and you make sure that you value both sides. You understand and you empathize. But this is your family. This is your time. This is your life, your blood. And you hold that in equal priority to what your clients want and need.
Class Materials
Bonus Materials with Purchase
Ratings and Reviews
Armstrong Su
This class and materials are to the point and eye-opening on the business side of photography. Pye Jirsa is an amazing and fun teacher as well! Most photographers need more business classes offered to bring us who love to create art back to reality for a more successful business that makes a living on it's own. This course will definately get you started in the right direction and so cheap too! Great investment! armstrong outdoor tv case outdoortvcase Pye Jirsa is one of the best instructors that I have the pleasure to learn from. He and his team have given me so much more than they'll ever realize. Knowledge, wisdom, training, friendship, mentoring, inspiration, joy... I cannot thank Pye enough for changing my life for the better. I owe them more than they'll ever realize. Thank you, Pye Jirsa!!!
Angela Sanchez
This class has been an eye opener for me; a point of change in my vision as photographer. Pye is and AMAZING, INSPIRING, GENEROUS instructor, with an, authentic desire to help people and to share with them the best of his knowledge. I will not have enough words to say thanks to Pye Jirsa, as a teacher and as a human being, and thanks to Creative Live who allows us to benefit from the experience of such a knowledgeable, educated, well-versed photographer and instructor. 1000% recommended!
Yenith LianTy
Been following this guy forever. Pye Jirsa may be well known in the wedding & portrait photography world and if there is something that this guy knows it is how to create a business, a sustainable one. The workbook he provided is comprehensive, and I honestly wish I had this when I first started out as a photographer! I love that he talks about his failures, keeping it real and honest for anyone starting out. He is definitely one of the best instructors around, super humble, down to earth and with a sense of humor to boot. The course is worth it! THE WORKBOOK is AMAZING! SUPER DETAILED!