{"version":"1.0.0","segments":[{"startTime":0.18,"endTime":4.59,"body":"I talk to a lot of photographers"},{"startTime":0.18,"endTime":4.59,"body":"who say that they would love to"},{"startTime":4.59,"endTime":8.55,"body":"sell products, but their clients"},{"startTime":4.59,"endTime":8.55,"body":"just don't want products, right?"},{"startTime":8.55,"endTime":13.44,"body":"They only want digital files. Or"},{"startTime":8.55,"endTime":13.44,"body":"I talked to photographers who"},{"startTime":13.44,"endTime":17.79,"body":"are like, \"I hate doing mini"},{"startTime":13.44,"endTime":17.79,"body":"sessions, but my clients love"},{"startTime":17.79,"endTime":22.68,"body":"mini sessions, they always buy"},{"startTime":17.79,"endTime":22.68,"body":"them. So I do them,\" or"},{"startTime":22.92,"endTime":27.48,"body":"photographers who are like, \"You"},{"startTime":22.92,"endTime":27.48,"body":"know what I'm so into"},{"startTime":27.48,"endTime":30.36,"body":"documentary photography, that's"},{"startTime":27.48,"endTime":30.36,"body":"really what I want to do. But"},{"startTime":30.36,"endTime":34.74,"body":"everybody in my town wants posed"},{"startTime":30.36,"endTime":34.74,"body":"photos. So that's what I end up"},{"startTime":34.74,"endTime":39.99,"body":"doing a lot of,\" and I get it."},{"startTime":34.74,"endTime":39.99,"body":"When someone's waving money in"},{"startTime":39.99,"endTime":44.94,"body":"your face, it is really hard not"},{"startTime":39.99,"endTime":44.94,"body":"to give them what they want. And"},{"startTime":44.97,"endTime":48.66,"body":"while it's good business to give"},{"startTime":44.97,"endTime":48.66,"body":"people what they want, it's"},{"startTime":48.66,"endTime":52.23,"body":"great business to show them what"},{"startTime":48.66,"endTime":52.23,"body":"they need. And that's what we're"},{"startTime":52.23,"endTime":54.33,"body":"going to be talking about on"},{"startTime":52.23,"endTime":54.33,"body":"today's podcast."},{"startTime":55.41,"endTime":59.07,"body":"Welcome to this can't be that"},{"startTime":55.41,"endTime":59.07,"body":"hard. My name is Annemie Tonken."},{"startTime":59.07,"endTime":62.01,"body":"And I help photographers run"},{"startTime":59.07,"endTime":62.01,"body":"profitable, sustainable"},{"startTime":62.01,"endTime":66.18,"body":"businesses that they love. Each"},{"startTime":62.01,"endTime":66.18,"body":"week on the podcast, I cover"},{"startTime":66.18,"endTime":69.93,"body":"simple, actionable strategies"},{"startTime":66.18,"endTime":69.93,"body":"and systems that photographers"},{"startTime":69.93,"endTime":73.71,"body":"at every level of experience can"},{"startTime":69.93,"endTime":73.71,"body":"use to earn more money in a more"},{"startTime":73.71,"endTime":77.4,"body":"sustainable way. Running a"},{"startTime":73.71,"endTime":77.4,"body":"photography business doesn't"},{"startTime":77.4,"endTime":81.18,"body":"have to be that hard, you can do"},{"startTime":77.4,"endTime":81.18,"body":"it. And I can show you how."},{"startTime":84.93,"endTime":91.56,"body":"All right, I am going to date"},{"startTime":84.93,"endTime":91.56,"body":"myself here. But if you know,"},{"startTime":91.56,"endTime":97.5,"body":"you know, when I got my first"},{"startTime":91.56,"endTime":97.5,"body":"cell phone, I was actually fresh"},{"startTime":97.5,"endTime":100.5,"body":"out of college, my children"},{"startTime":97.5,"endTime":100.5,"body":"would die if I made them wait"},{"startTime":100.5,"endTime":105.27,"body":"that long. But I just moved to"},{"startTime":100.5,"endTime":105.27,"body":"New York and I got one of those"},{"startTime":105.3,"endTime":111.33,"body":"clamshell style silver sprayed"},{"startTime":105.3,"endTime":111.33,"body":"Samsung flip phone numbers. And"},{"startTime":111.39,"endTime":114.63,"body":"I gotta tell you, I felt cool as"},{"startTime":111.39,"endTime":114.63,"body":"hell walking around the West"},{"startTime":114.63,"endTime":119.52,"body":"Village carrying my fancy cell"},{"startTime":114.63,"endTime":119.52,"body":"phone. And so this was back in"},{"startTime":119.55,"endTime":125.31,"body":"2001. And I distinctly remember"},{"startTime":119.55,"endTime":125.31,"body":"noticing one day that there was"},{"startTime":125.31,"endTime":131.1,"body":"this little envelopes icon on my"},{"startTime":125.31,"endTime":131.1,"body":"very small screen. And I was"},{"startTime":131.1,"endTime":134.67,"body":"like, hi, I wonder what that is."},{"startTime":131.1,"endTime":134.67,"body":"And that little text message"},{"startTime":134.67,"endTime":140.34,"body":"notification sat on my phone for"},{"startTime":134.67,"endTime":140.34,"body":"about six months before I heard"},{"startTime":140.34,"endTime":144.09,"body":"what text messaging was and"},{"startTime":140.34,"endTime":144.09,"body":"realized, like, oh, I can click"},{"startTime":144.09,"endTime":147.12,"body":"on this button here and it'll"},{"startTime":144.09,"endTime":147.12,"body":"open it up. And I had this six"},{"startTime":147.12,"endTime":151.08,"body":"month old message from my friend"},{"startTime":147.12,"endTime":151.08,"body":"Todd. So you know, this is the"},{"startTime":151.08,"endTime":154.74,"body":"time period that we're talking"},{"startTime":151.08,"endTime":154.74,"body":"about. Anyway. So I had that"},{"startTime":154.74,"endTime":160.77,"body":"phone for a while. And I know"},{"startTime":154.74,"endTime":160.77,"body":"that because I remember when the"},{"startTime":161.04,"endTime":165.42,"body":"Razr the Motorola Razr came out"},{"startTime":161.04,"endTime":165.42,"body":"a few years later. And that was"},{"startTime":165.42,"endTime":170.76,"body":"the first time since I had"},{"startTime":165.42,"endTime":170.76,"body":"gotten my Samsung that I had"},{"startTime":170.76,"endTime":174.6,"body":"like phone envy about somebody"},{"startTime":170.76,"endTime":174.6,"body":"else's phone because those"},{"startTime":174.63,"endTime":178.23,"body":"little Razrs the first"},{"startTime":174.63,"endTime":178.23,"body":"generation Razrs. Were super"},{"startTime":178.23,"endTime":182.1,"body":"cool. And if you again, if you"},{"startTime":178.23,"endTime":182.1,"body":"know you know if you're, if I've"},{"startTime":182.1,"endTime":185.46,"body":"got anybody who was around at"},{"startTime":182.1,"endTime":185.46,"body":"that point listening, and I know"},{"startTime":185.46,"endTime":188.82,"body":"I do, you you'll remember like"},{"startTime":185.46,"endTime":188.82,"body":"they came in all these fun"},{"startTime":188.82,"endTime":193.41,"body":"colors. It was super thin. When"},{"startTime":188.82,"endTime":193.41,"body":"you flipped it open this like"},{"startTime":193.41,"endTime":196.83,"body":"cool blue light came on on the"},{"startTime":193.41,"endTime":196.83,"body":"inside. It was a it was a snazzy"},{"startTime":196.83,"endTime":202.14,"body":"little phone at the time. So why"},{"startTime":196.83,"endTime":202.14,"body":"am I talking about the phone"},{"startTime":202.14,"endTime":207.63,"body":"that I had 20 years ago, right?"},{"startTime":202.14,"endTime":207.63,"body":"Because if you had asked me in"},{"startTime":207.63,"endTime":213.6,"body":"2001, or, you know 2003, or"},{"startTime":207.63,"endTime":213.6,"body":"whenever the Razr came out what"},{"startTime":213.6,"endTime":218.61,"body":"features I would like, in the"},{"startTime":213.6,"endTime":218.61,"body":"next phone that I purchased. You"},{"startTime":218.61,"endTime":221.49,"body":"know, when I was ready to"},{"startTime":218.61,"endTime":221.49,"body":"upgrade from my Samsung, if"},{"startTime":221.49,"endTime":225.03,"body":"you've done market research with"},{"startTime":221.49,"endTime":225.03,"body":"me, I would have told you that,"},{"startTime":225.45,"endTime":228.9,"body":"you know, maybe I would like a"},{"startTime":225.45,"endTime":228.9,"body":"shorter antenna because that"},{"startTime":228.93,"endTime":233.34,"body":"Samsung had one of those"},{"startTime":228.93,"endTime":233.34,"body":"extendible kind of wire looking"},{"startTime":233.4,"endTime":239.16,"body":"antennas. Or maybe I would have"},{"startTime":233.4,"endTime":239.16,"body":"asked for better reception, or I"},{"startTime":239.19,"endTime":241.47,"body":"would certainly after seeing the"},{"startTime":239.19,"endTime":241.47,"body":"Razr I would have been like,"},{"startTime":241.5,"endTime":243.81,"body":"Ooh, I would like it to be"},{"startTime":241.5,"endTime":243.81,"body":"thinner. And I would like to"},{"startTime":243.81,"endTime":247.92,"body":"have, you know, color options"},{"startTime":243.81,"endTime":247.92,"body":"like the Razr. But you know what"},{"startTime":247.92,"endTime":252.48,"body":"I wouldn't have asked for, I"},{"startTime":247.92,"endTime":252.48,"body":"wouldn't have asked for access"},{"startTime":252.48,"endTime":256.65,"body":"to the internet in the palm of"},{"startTime":252.48,"endTime":256.65,"body":"my hand. I wouldn't have had a"},{"startTime":256.65,"endTime":260.97,"body":"clue that maybe I could ask for"},{"startTime":256.65,"endTime":260.97,"body":"maps on my phone that would take"},{"startTime":260.97,"endTime":264.48,"body":"me anywhere I needed to go. And"},{"startTime":260.97,"endTime":264.48,"body":"God knows I wouldn't have asked"},{"startTime":264.48,"endTime":268.47,"body":"for a camera that was smaller"},{"startTime":264.48,"endTime":268.47,"body":"and better than any that I had"},{"startTime":268.47,"endTime":273.24,"body":"used at that point. The thing"},{"startTime":268.47,"endTime":273.24,"body":"is, I didn't even know that"},{"startTime":273.24,"endTime":277.23,"body":"those things would one day be"},{"startTime":273.24,"endTime":277.23,"body":"possible. And nobody did I"},{"startTime":277.23,"endTime":282.69,"body":"guess. But if the designers at"},{"startTime":277.23,"endTime":282.69,"body":"Apple had called me on my flip"},{"startTime":282.69,"endTime":286.11,"body":"phone and asked me about the"},{"startTime":282.69,"endTime":286.11,"body":"features that I wanted and then"},{"startTime":286.14,"endTime":290.07,"body":"focused on delivering what I"},{"startTime":286.14,"endTime":290.07,"body":"said I wanted what I thought I"},{"startTime":290.07,"endTime":294.51,"body":"wanted we would all be carrying"},{"startTime":290.07,"endTime":294.51,"body":"around colorful flip phones that"},{"startTime":294.51,"endTime":298.56,"body":"require 1000, you know, button"},{"startTime":294.51,"endTime":298.56,"body":"pushes to write a 10 word text"},{"startTime":298.56,"endTime":299.13,"body":"message."},{"startTime":300.3,"endTime":304.44,"body":"And here's the thing, in your"},{"startTime":300.3,"endTime":304.44,"body":"job as a photographer, you are"},{"startTime":304.47,"endTime":308.28,"body":"like the designer at Apple, and"},{"startTime":304.47,"endTime":308.28,"body":"your customers, or your"},{"startTime":308.28,"endTime":311.91,"body":"potential customers, are walking"},{"startTime":308.28,"endTime":311.91,"body":"around with their Samsung flip"},{"startTime":311.91,"endTime":312.36,"body":"phones."},{"startTime":313.5,"endTime":316.71,"body":"Don't get me wrong. Like I said"},{"startTime":313.5,"endTime":316.71,"body":"before, it is important to"},{"startTime":316.71,"endTime":322.59,"body":"listen to your customers. And to"},{"startTime":316.71,"endTime":322.59,"body":"truly sort of go deep with them"},{"startTime":322.62,"endTime":326.73,"body":"about what it is that they are"},{"startTime":322.62,"endTime":326.73,"body":"trying to solve when you're"},{"startTime":326.73,"endTime":329.76,"body":"working for them, or what pain"},{"startTime":326.73,"endTime":329.76,"body":"points they are trying to"},{"startTime":329.76,"endTime":333.93,"body":"address by hiring a"},{"startTime":329.76,"endTime":333.93,"body":"photographer. The trick, though,"},{"startTime":334.35,"endTime":338.52,"body":"is not to let what they think"},{"startTime":334.35,"endTime":338.52,"body":"they want to get in the way of"},{"startTime":338.52,"endTime":342.69,"body":"you blowing their minds with"},{"startTime":338.52,"endTime":342.69,"body":"what's possible, how you can"},{"startTime":342.69,"endTime":347.37,"body":"solve problems that they didn't"},{"startTime":342.69,"endTime":347.37,"body":"even really realize they had. So"},{"startTime":347.88,"endTime":351.93,"body":"I wanted to give you kind of a"},{"startTime":347.88,"endTime":351.93,"body":"practical approach, as I like to"},{"startTime":351.93,"endTime":357.3,"body":"do to, to helping your clients"},{"startTime":351.93,"endTime":357.3,"body":"move past what they think they"},{"startTime":357.3,"endTime":362.46,"body":"want into what it is that you"},{"startTime":357.3,"endTime":362.46,"body":"can offer, the sort of secret"},{"startTime":362.46,"endTime":366.78,"body":"sauce that makes your business"},{"startTime":362.46,"endTime":366.78,"body":"stand out, that will eventually"},{"startTime":366.81,"endTime":373.59,"body":"get you a following of loyal,"},{"startTime":366.81,"endTime":373.59,"body":"ideal clients, who are, you"},{"startTime":373.59,"endTime":377.04,"body":"know, demanding exactly what you"},{"startTime":373.59,"endTime":377.04,"body":"want to give to them."},{"startTime":377.87,"endTime":384.05,"body":"So step one is to only show what"},{"startTime":377.87,"endTime":384.05,"body":"you want to sell. Obviously,"},{"startTime":384.08,"endTime":388.16,"body":"that's not my saying it's not my"},{"startTime":384.08,"endTime":388.16,"body":"idea. It's basically sales and"},{"startTime":388.16,"endTime":391.64,"body":"marketing 101. But I see"},{"startTime":388.16,"endTime":391.64,"body":"photographers break this rule"},{"startTime":391.7,"endTime":396.26,"body":"all the time, if you're a"},{"startTime":391.7,"endTime":396.26,"body":"documentary photographer, or a"},{"startTime":396.29,"endTime":400.55,"body":"would be wishful documentary"},{"startTime":396.29,"endTime":400.55,"body":"photographer, but you are"},{"startTime":400.55,"endTime":404.75,"body":"populating your Instagram feed"},{"startTime":400.55,"endTime":404.75,"body":"and your website with photos of"},{"startTime":404.78,"endTime":408.83,"body":"you know, families smiling at"},{"startTime":404.78,"endTime":408.83,"body":"the camera, or, you know, if"},{"startTime":408.83,"endTime":411.8,"body":"you're a wedding photographer,"},{"startTime":408.83,"endTime":411.8,"body":"and you want to be more"},{"startTime":411.8,"endTime":415.16,"body":"documentary, but you're still"},{"startTime":411.8,"endTime":415.16,"body":"posting photos of somebody ring"},{"startTime":415.22,"endTime":419.03,"body":"arranged just so you're shooting"},{"startTime":415.22,"endTime":419.03,"body":"yourself in the foot, you are"},{"startTime":419.03,"endTime":423.47,"body":"attracting future clients who"},{"startTime":419.03,"endTime":423.47,"body":"want those kinds of photos, they"},{"startTime":423.47,"endTime":427.31,"body":"want the family smiling at the"},{"startTime":423.47,"endTime":427.31,"body":"camera they want, you know, the"},{"startTime":427.31,"endTime":432.65,"body":"flatlay of their stationery,"},{"startTime":427.31,"endTime":432.65,"body":"which did not just randomly fall"},{"startTime":432.65,"endTime":437.21,"body":"that way in that pretty light,"},{"startTime":432.65,"endTime":437.21,"body":"right. And if you are a"},{"startTime":437.21,"endTime":442.1,"body":"photographer who currently is"},{"startTime":437.21,"endTime":442.1,"body":"selling mostly or entirely"},{"startTime":442.1,"endTime":445.13,"body":"digital files, and you really"},{"startTime":442.1,"endTime":445.13,"body":"want to get into selling"},{"startTime":445.13,"endTime":448.55,"body":"products, you need to show"},{"startTime":445.13,"endTime":448.55,"body":"people those products, you need"},{"startTime":448.55,"endTime":451.79,"body":"to purchase some of those"},{"startTime":448.55,"endTime":451.79,"body":"products and photograph them you"},{"startTime":451.79,"endTime":458.51,"body":"need to gift, an ideal client of"},{"startTime":451.79,"endTime":458.51,"body":"yours with a product. And you"},{"startTime":458.51,"endTime":461.63,"body":"know, like let's say it's a"},{"startTime":458.51,"endTime":461.63,"body":"frame and you go to their house"},{"startTime":461.63,"endTime":464.27,"body":"and you help them hang it. And"},{"startTime":461.63,"endTime":464.27,"body":"then you photograph it in their"},{"startTime":464.27,"endTime":468.62,"body":"house and talk about that"},{"startTime":464.27,"endTime":468.62,"body":"experience and get them to talk"},{"startTime":468.62,"endTime":471.89,"body":"about you know how much like"},{"startTime":468.62,"endTime":471.89,"body":"they had no idea, the difference"},{"startTime":471.89,"endTime":475.46,"body":"between what you were able to"},{"startTime":471.89,"endTime":475.46,"body":"provide them versus what they"},{"startTime":475.46,"endTime":479.27,"body":"were trying to order for"},{"startTime":475.46,"endTime":479.27,"body":"themselves before. Or you know,"},{"startTime":479.27,"endTime":483.08,"body":"even better if you have a client"},{"startTime":479.27,"endTime":483.08,"body":"like we all do, who you deliver"},{"startTime":483.08,"endTime":485.99,"body":"digital files to and that client"},{"startTime":483.08,"endTime":485.99,"body":"never did anything with the"},{"startTime":485.99,"endTime":488.42,"body":"digital files, they thought they"},{"startTime":485.99,"endTime":488.42,"body":"were going to but they didn't"},{"startTime":488.45,"endTime":492.98,"body":"and you interview them and get"},{"startTime":488.45,"endTime":492.98,"body":"some like wording or you know,"},{"startTime":492.98,"endTime":497.15,"body":"if you did like a video"},{"startTime":492.98,"endTime":497.15,"body":"interview, or like an Instagram"},{"startTime":497.15,"endTime":500.0,"body":"Live or you chatted with one of"},{"startTime":497.15,"endTime":500.0,"body":"your clients, like all of those"},{"startTime":500.0,"endTime":504.05,"body":"things are great ways to have"},{"startTime":500.0,"endTime":504.05,"body":"the conversation with your"},{"startTime":504.05,"endTime":507.95,"body":"potential clients about why they"},{"startTime":504.05,"endTime":507.95,"body":"should want what it is that you"},{"startTime":507.95,"endTime":513.44,"body":"want to sell, do like establish"},{"startTime":507.95,"endTime":513.44,"body":"a little bit of FOMO or build"},{"startTime":513.44,"endTime":514.34,"body":"that desire."},{"startTime":515.15,"endTime":517.61,"body":"So step one only show what you"},{"startTime":515.15,"endTime":517.61,"body":"want to sell."},{"startTime":517.78,"endTime":523.21,"body":"Step two is an oldie but a"},{"startTime":517.78,"endTime":523.21,"body":"goodie. And that is to make sure"},{"startTime":523.21,"endTime":526.99,"body":"that you are getting on the"},{"startTime":523.21,"endTime":526.99,"body":"phone with your prospective"},{"startTime":526.99,"endTime":531.37,"body":"clients. Now, when I say get on"},{"startTime":526.99,"endTime":531.37,"body":"the phone, I mean you can get on"},{"startTime":531.37,"endTime":535.93,"body":"the phone, you can get on a zoom"},{"startTime":531.37,"endTime":535.93,"body":"call. I know some of my students"},{"startTime":535.93,"endTime":540.88,"body":"have said that they prefer to"},{"startTime":535.93,"endTime":540.88,"body":"pre record a video. But in each"},{"startTime":540.88,"endTime":545.92,"body":"case, you are at least having a"},{"startTime":540.88,"endTime":545.92,"body":"more personal kind of a"},{"startTime":545.92,"endTime":551.95,"body":"conversation. I prefer a live"},{"startTime":545.92,"endTime":551.95,"body":"call of video or audio call"},{"startTime":551.98,"endTime":556.18,"body":"because I think that it gives"},{"startTime":551.98,"endTime":556.18,"body":"you more of an opportunity to"},{"startTime":556.18,"endTime":559.42,"body":"listen obviously than a than a"},{"startTime":556.18,"endTime":559.42,"body":"video that you make for someone."},{"startTime":560.29,"endTime":564.34,"body":"But it in one way or the other."},{"startTime":560.29,"endTime":564.34,"body":"It is more personal. The"},{"startTime":564.34,"endTime":567.97,"body":"benefits to a call. And my"},{"startTime":564.34,"endTime":567.97,"body":"Simple Sales students know all"},{"startTime":567.97,"endTime":571.57,"body":"about my obsession with this,"},{"startTime":567.97,"endTime":571.57,"body":"but the benefits to the call are"},{"startTime":571.6,"endTime":575.14,"body":"just huge. So number one, you"},{"startTime":571.6,"endTime":575.14,"body":"get to listen, you get to hear"},{"startTime":575.14,"endTime":578.35,"body":"what someone is saying. And then"},{"startTime":575.14,"endTime":578.35,"body":"you can sort of the better you"},{"startTime":578.35,"endTime":582.04,"body":"get at these calls, the better"},{"startTime":578.35,"endTime":582.04,"body":"you are able to derive what it"},{"startTime":582.04,"endTime":584.47,"body":"is that they say they want"},{"startTime":582.04,"endTime":584.47,"body":"versus what it is that they"},{"startTime":584.47,"endTime":589.0,"body":"really want. You can ask those"},{"startTime":584.47,"endTime":589.0,"body":"kinds of questions to dive"},{"startTime":589.0,"endTime":592.0,"body":"deeper into why they want what"},{"startTime":589.0,"endTime":592.0,"body":"they say they want. You know if"},{"startTime":592.0,"endTime":596.11,"body":"somebody says \"I just want all"},{"startTime":592.0,"endTime":596.11,"body":"the digital files because I'm"},{"startTime":596.11,"endTime":601.12,"body":"about to move from New York City"},{"startTime":596.11,"endTime":601.12,"body":"to Tokyo\" That's a different"},{"startTime":601.12,"endTime":604.6,"body":"objection than somebody who is"},{"startTime":601.12,"endTime":604.6,"body":"just trying to cut financial"},{"startTime":604.6,"endTime":607.84,"body":"corners by, you know, they think"},{"startTime":604.6,"endTime":607.84,"body":"that, Oh, it'll be cheaper if I"},{"startTime":607.84,"endTime":611.8,"body":"just get digital files and don't"},{"startTime":607.84,"endTime":611.8,"body":"get myself stuck buying products"},{"startTime":611.8,"endTime":615.07,"body":"from someone, right? You that's"},{"startTime":611.8,"endTime":615.07,"body":"a different conversation. And"},{"startTime":615.07,"endTime":618.43,"body":"you can't have that conversation"},{"startTime":615.07,"endTime":618.43,"body":"if somebody is just getting if"},{"startTime":618.43,"endTime":620.77,"body":"you're just sending a price list"},{"startTime":618.43,"endTime":620.77,"body":"to somebody in an email."},{"startTime":621.67,"endTime":624.16,"body":"So you can listen. And then you"},{"startTime":621.67,"endTime":624.16,"body":"can educate."},{"startTime":624.0,"endTime":627.45,"body":"So based on what they're saying,"},{"startTime":624.0,"endTime":627.45,"body":"based on what their pain points"},{"startTime":627.45,"endTime":633.18,"body":"are, you can start to talk about"},{"startTime":627.45,"endTime":633.18,"body":"why your method or your process"},{"startTime":633.18,"endTime":637.38,"body":"or your policy, or whatever it"},{"startTime":633.18,"endTime":637.38,"body":"is, is going to help solve that"},{"startTime":637.38,"endTime":640.71,"body":"problem for them, it's going to"},{"startTime":637.38,"endTime":640.71,"body":"ease that pain point for them."},{"startTime":641.34,"endTime":645.51,"body":"And in so doing, you are going"},{"startTime":641.34,"endTime":645.51,"body":"to start to show value when"},{"startTime":645.51,"endTime":650.22,"body":"someone starts to believe that"},{"startTime":645.51,"endTime":650.22,"body":"they that you are capable of"},{"startTime":650.22,"endTime":654.12,"body":"solving their problem. And that"},{"startTime":650.22,"endTime":654.12,"body":"you are what you're offering is"},{"startTime":654.12,"endTime":658.38,"body":"going to exactly fulfill what it"},{"startTime":654.12,"endTime":658.38,"body":"is that they're hoping for."},{"startTime":658.59,"endTime":662.85,"body":"Their budget gets a lot softer,"},{"startTime":658.59,"endTime":662.85,"body":"they stop comparing what you're"},{"startTime":662.85,"endTime":666.36,"body":"offering with what, you know,"},{"startTime":662.85,"endTime":666.36,"body":"Suzie Q down the street is"},{"startTime":666.36,"endTime":669.72,"body":"offering, because you have just"},{"startTime":666.36,"endTime":669.72,"body":"demonstrated that what you are"},{"startTime":669.72,"endTime":674.34,"body":"offering is valuable in a"},{"startTime":669.72,"endTime":674.34,"body":"specific way. And then at the"},{"startTime":674.4,"endTime":677.37,"body":"end of that call, or throughout"},{"startTime":674.4,"endTime":677.37,"body":"that call, you're able to"},{"startTime":677.37,"endTime":681.24,"body":"address their objections. Now,"},{"startTime":677.37,"endTime":681.24,"body":"not everybody is going to come"},{"startTime":681.24,"endTime":685.5,"body":"out and say on the phone, \"these"},{"startTime":681.24,"endTime":685.5,"body":"are my objections,\" you can ask,"},{"startTime":685.68,"endTime":689.46,"body":"you know, in a soft way, like,"},{"startTime":685.68,"endTime":689.46,"body":"\"Hey, does that sound good?\" And"},{"startTime":689.46,"endTime":695.01,"body":"then if they say, yes, they may"},{"startTime":689.46,"endTime":695.01,"body":"or may not have any objections."},{"startTime":695.04,"endTime":699.66,"body":"But they also might say, \"well,"},{"startTime":695.04,"endTime":699.66,"body":"it does sound good. But I you"},{"startTime":699.66,"endTime":703.44,"body":"know, does this mean that XY and"},{"startTime":699.66,"endTime":703.44,"body":"Z...\" and when they go a little"},{"startTime":703.44,"endTime":706.59,"body":"bit deeper, what you're getting"},{"startTime":703.44,"endTime":706.59,"body":"are their objections. And when"},{"startTime":706.59,"endTime":710.55,"body":"you're on the phone, again,"},{"startTime":706.59,"endTime":710.55,"body":"unlike an email, that's giving"},{"startTime":710.55,"endTime":713.4,"body":"you an in, you have the ability"},{"startTime":710.55,"endTime":713.4,"body":"to continue to have that"},{"startTime":713.4,"endTime":714.45,"body":"conversation with them."},{"startTime":715.41,"endTime":719.34,"body":"Now, as an aside, you've"},{"startTime":715.41,"endTime":719.34,"body":"probably heard me talk about"},{"startTime":719.34,"endTime":723.06,"body":"phone calls before. If you have"},{"startTime":719.34,"endTime":723.06,"body":"taken my Simple Sales"},{"startTime":723.06,"endTime":727.32,"body":"Masterclass, I go into a little"},{"startTime":723.06,"endTime":727.32,"body":"bit more detail about that. If"},{"startTime":727.32,"endTime":729.84,"body":"you haven't taken the Simple"},{"startTime":727.32,"endTime":729.84,"body":"Sales Masterclass, ladies and"},{"startTime":729.84,"endTime":733.08,"body":"gentlemen, if you're not"},{"startTime":729.84,"endTime":733.08,"body":"familiar with how Simple Sales"},{"startTime":733.08,"endTime":737.1,"body":"works, that phone call is sort"},{"startTime":733.08,"endTime":737.1,"body":"of the first step of a bigger"},{"startTime":737.1,"endTime":740.22,"body":"thing. And I would highly"},{"startTime":737.1,"endTime":740.22,"body":"encourage you to go the master"},{"startTime":740.22,"endTime":742.02,"body":"class is free, you just go over"},{"startTime":740.22,"endTime":742.02,"body":"to"},{"startTime":742.17,"endTime":747.0,"body":"www.thiscantbethathard.com/simple"},{"startTime":742.17,"endTime":747.0,"body":"and sign up, it comes directly"},{"startTime":747.0,"endTime":750.27,"body":"to your inbox, it's about an"},{"startTime":747.0,"endTime":750.27,"body":"hour and a half. And it's got"},{"startTime":750.27,"endTime":752.94,"body":"tons of great info in there. So"},{"startTime":750.27,"endTime":752.94,"body":"I highly encourage you to take"},{"startTime":752.94,"endTime":757.05,"body":"that, especially if you haven't"},{"startTime":752.94,"endTime":757.05,"body":"heard me talk about phone calls"},{"startTime":757.05,"endTime":760.95,"body":"before or if you're not familiar"},{"startTime":757.05,"endTime":760.95,"body":"with Simple Sales. But step"},{"startTime":760.95,"endTime":764.61,"body":"number one, only show what you"},{"startTime":760.95,"endTime":764.61,"body":"want to sell. Step number two,"},{"startTime":764.79,"endTime":768.03,"body":"get on the phone with all of"},{"startTime":764.79,"endTime":768.03,"body":"your prospective clients so that"},{"startTime":768.03,"endTime":773.25,"body":"you can listen, educate, show"},{"startTime":768.03,"endTime":773.25,"body":"value and address their"},{"startTime":773.25,"endTime":774.12,"body":"objections."},{"startTime":774.78,"endTime":780.12,"body":"And then step three is to *this"},{"startTime":774.78,"endTime":780.12,"body":"is the hardest part) and that is"},{"startTime":780.12,"endTime":781.98,"body":"to keep your eyes on the prize."},{"startTime":782.04,"endTime":786.36,"body":"So you know, if you have taken"},{"startTime":782.04,"endTime":786.36,"body":"the time to talk to a potential"},{"startTime":786.36,"endTime":790.11,"body":"client and educate them, and"},{"startTime":786.36,"endTime":790.11,"body":"they continue to say, \"that's"},{"startTime":790.11,"endTime":794.19,"body":"not what I want\", you know,"},{"startTime":790.11,"endTime":794.19,"body":"you're describing documentary"},{"startTime":794.25,"endTime":798.81,"body":"photography, and why you love it"},{"startTime":794.25,"endTime":798.81,"body":"and why it captures the essence"},{"startTime":798.81,"endTime":802.53,"body":"of a family versus you know,"},{"startTime":798.81,"endTime":802.53,"body":"you're capturing who they are"},{"startTime":802.53,"endTime":804.81,"body":"instead of what they look like,"},{"startTime":802.53,"endTime":804.81,"body":"and all that sort of stuff. And"},{"startTime":804.81,"endTime":806.94,"body":"you've given them all that"},{"startTime":804.81,"endTime":806.94,"body":"language. And they're still"},{"startTime":806.94,"endTime":809.46,"body":"saying, \"Yeah, I want pictures"},{"startTime":806.94,"endTime":809.46,"body":"where we're all smiling and we"},{"startTime":809.46,"endTime":811.83,"body":"look good and also can you do"},{"startTime":809.46,"endTime":811.83,"body":"head swaps, if somebody doesn't"},{"startTime":811.83,"endTime":816.66,"body":"look right?\" that's not your"},{"startTime":811.83,"endTime":816.66,"body":"client. And you need to be able"},{"startTime":816.66,"endTime":817.95,"body":"to let them go."},{"startTime":818.71,"endTime":822.94,"body":"My friend, Erin, her mom, who"},{"startTime":818.71,"endTime":822.94,"body":"has all these amazing sayings,"},{"startTime":822.94,"endTime":826.36,"body":"one of them that she quotes a"},{"startTime":822.94,"endTime":826.36,"body":"lot is you get what you settle"},{"startTime":826.36,"endTime":830.92,"body":"for. And we all know people, she"},{"startTime":826.36,"endTime":830.92,"body":"talks about that in terms of"},{"startTime":830.92,"endTime":835.0,"body":"relationships a lot. But we all"},{"startTime":830.92,"endTime":835.0,"body":"know people who are in bad"},{"startTime":835.0,"endTime":839.65,"body":"relationships, because they're"},{"startTime":835.0,"endTime":839.65,"body":"afraid basically, that if they"},{"startTime":839.74,"endTime":844.12,"body":"leave that relationship, they"},{"startTime":839.74,"endTime":844.12,"body":"either won't find someone else,"},{"startTime":844.12,"endTime":847.75,"body":"and they'll be miserable, or"},{"startTime":844.12,"endTime":847.75,"body":"they will find somebody else and"},{"startTime":847.75,"endTime":851.92,"body":"that will be worse. But the fact"},{"startTime":847.75,"endTime":851.92,"body":"of the matter is, if they're in"},{"startTime":851.92,"endTime":855.13,"body":"a bad relationship, they're not"},{"startTime":851.92,"endTime":855.13,"body":"going to be able to find a good"},{"startTime":855.13,"endTime":858.55,"body":"relationship, right? You can't"},{"startTime":855.13,"endTime":858.55,"body":"develop a new relationship with"},{"startTime":858.58,"endTime":860.89,"body":"a better person while you're"},{"startTime":858.58,"endTime":860.89,"body":"still in the bad one. You kind"},{"startTime":860.89,"endTime":863.2,"body":"of have to take that leap of"},{"startTime":860.89,"endTime":863.2,"body":"faith and say this one isn't"},{"startTime":863.2,"endTime":865.87,"body":"right. I'm going to wait for the"},{"startTime":863.2,"endTime":865.87,"body":"one that is."},{"startTime":866.86,"endTime":872.26,"body":"A potential client's power,"},{"startTime":866.86,"endTime":872.26,"body":"their sort of power of choice is"},{"startTime":872.26,"endTime":875.62,"body":"that they have alternatives to"},{"startTime":872.26,"endTime":875.62,"body":"working with you. You're not"},{"startTime":875.62,"endTime":880.45,"body":"probably the only photographer"},{"startTime":875.62,"endTime":880.45,"body":"in your market. But you have"},{"startTime":880.45,"endTime":886.42,"body":"power too. You have the power"},{"startTime":880.45,"endTime":886.42,"body":"and the ability to walk away if"},{"startTime":886.57,"endTime":892.96,"body":"that client isn't the right fit"},{"startTime":886.57,"endTime":892.96,"body":"for what you do. And when you"},{"startTime":892.96,"endTime":897.52,"body":"say no to what you don't want,"},{"startTime":892.96,"endTime":897.52,"body":"you're making space for what you"},{"startTime":897.52,"endTime":904.36,"body":"do want and you get what you"},{"startTime":897.52,"endTime":904.36,"body":"settle for, right? If you are"},{"startTime":904.39,"endTime":907.63,"body":"willing to be patient and you're"},{"startTime":904.39,"endTime":907.63,"body":"willing to put in the time to"},{"startTime":907.63,"endTime":911.74,"body":"educate people and spend time"},{"startTime":907.63,"endTime":911.74,"body":"showing what it is that you want"},{"startTime":911.74,"endTime":915.07,"body":"to sell, you are eventually"},{"startTime":911.74,"endTime":915.07,"body":"going to find your market and"},{"startTime":915.07,"endTime":917.68,"body":"then that market is going to"},{"startTime":915.07,"endTime":917.68,"body":"start to mushroom."},{"startTime":918.91,"endTime":923.35,"body":"The Apple designers back to our"},{"startTime":918.91,"endTime":923.35,"body":"first example would never have"},{"startTime":923.35,"endTime":928.39,"body":"had time to create the"},{"startTime":923.35,"endTime":928.39,"body":"smartphone if they had been"},{"startTime":928.39,"endTime":935.02,"body":"letting the current market back"},{"startTime":928.39,"endTime":935.02,"body":"in, you know, 2003/4/5 dictate"},{"startTime":935.02,"endTime":937.75,"body":"where they spent their time and"},{"startTime":935.02,"endTime":937.75,"body":"their creative energy."},{"startTime":938.23,"endTime":942.91,"body":"And I don't want you to let your"},{"startTime":938.23,"endTime":942.91,"body":"clients who do not know what"},{"startTime":942.91,"endTime":948.64,"body":"they want 95% of the time,"},{"startTime":942.91,"endTime":948.64,"body":"dictate how you spend your time"},{"startTime":948.7,"endTime":951.67,"body":"and your creative energy. Have a"},{"startTime":948.7,"endTime":951.67,"body":"great week."},{"startTime":952.72,"endTime":955.54,"body":"Well, that's it for this week's"},{"startTime":952.72,"endTime":955.54,"body":"episode of This can't be that"},{"startTime":955.54,"endTime":959.5,"body":"hard. I'll be back Same time,"},{"startTime":955.54,"endTime":959.5,"body":"same place next week. In the"},{"startTime":959.5,"endTime":962.53,"body":"meantime, you can find more"},{"startTime":959.5,"endTime":962.53,"body":"information about this episode,"},{"startTime":962.59,"endTime":966.07,"body":"along with all the relevant"},{"startTime":962.59,"endTime":966.07,"body":"links, notes and downloads at"},{"startTime":966.07,"endTime":969.79,"body":"this can't be that"},{"startTime":966.07,"endTime":969.79,"body":"hard.com/learn If you like the"},{"startTime":969.79,"endTime":973.33,"body":"podcast, be sure to hit the"},{"startTime":969.79,"endTime":973.33,"body":"subscribe button. Even better,"},{"startTime":973.51,"endTime":977.14,"body":"share the love by leaving a"},{"startTime":973.51,"endTime":977.14,"body":"review in iTunes. And as always,"},{"startTime":977.35,"endTime":980.86,"body":"thanks so much for joining me. I"},{"startTime":977.35,"endTime":980.86,"body":"hope you have a fantastic week."}]}