The Platinum Rule of Client Engagement

In Larry Kendall’s book Ninja Selling: Subtle Skills. Big Results., one principle stands out: the “Platinum Rule.” While many of us are familiar with the Golden Rule – “Treat others as you would like to be treated” – the Platinum Rule takes it a step further: “Treat others as they would like to be treated.”
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Understanding and applying the Platinum Rule involves recognising different personality types and tailoring your approach to meet their unique preferences. Kendall identifies four primary personality types: Power, Party, Peace, and Perfection. Here’s how you can integrate this powerful principle into your photography business to create unforgettable experiences for your clients.

Understanding the 4 Personality Types

1. POWER People (Dominant)

• Traits: Confident, decisive, outgoing, energetic, results-oriented, risk-takers.
• How to Recognize Them: They talk fast, move fast, and are often fidgety. They write short, cryptic emails and have a take-charge attitude.
• How to Approach: Power clients appreciate efficiency and results. Be direct and professional in your communication. They won't take the time to read lengthy materials. Provide highlights quickly and make the decision-making process straightforward.

2. PARTY People (Influential)
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• Traits: Enthusiastic, sociable, spontaneous, optimistic, risk-takers.
• How to Recognize Them: They like fashion, dressing up, and are talkative and positive. They prefer to communicate via phone or face-to-face rather than email.
• How to Approach: Party clients love excitement and fun. Make the session lively and engaging. Use vibrant and energetic language in your communication. Share behind-the-scenes moments and involve them in the creative process.

3. PEACE People (Steady)

• Traits: Calm, reliable, cooperative, reserved, patient, empathetic, risk-averse.
• How to Recognize Them: Soft-spoken, write lengthy emails, and have long conversations. They wear conservative or relaxed clothes and drive practical cars.
• How to Approach: Peace clients value harmony and stability. Create a relaxed and stress-free environment during the session. Be patient and reassuring. Communicate clearly and consistently, emphasizing the ease and enjoyment of the experience.

4. PERFECTION People (Conscientious)

• Traits: Detail-oriented, precise, analytical, motivated by perfection. They make decisions slowly and will read everything you provide them.
• How to Recognize Them: Methodical and ask a lot of questions. Reserved and thoughtful, often perceived as pessimistic. Their personal attire, home, and car are immaculate. Their emails are perfect with no errors.
• How to Approach: Perfection clients appreciate thoroughness and accuracy. Pay close attention to details and provide clear, organized information. Show examples of your meticulous work and explain your process step-by-step.

Tailoring Your Approach to Each Personality Type

What It Is: The Platinum Rule emphasises the importance of tailoring your approach to meet the individual preferences and needs of your clients based on their personality type.

How to Use It: Make an effort to understand what matters most to your clients. Here are a few strategies:

• Pre-Session Consultations: Schedule a meeting or call before the session to get to know your clients. Ask about their vision, preferences, and any specific requests they might have. This shows that you value their input and are committed to delivering a personalized experience.
  
  
• Personalise Your Communication: Pay attention to how your clients prefer to communicate. Some may appreciate detailed emails, while others might prefer quick texts or phone calls. Adapting your communication style to match their personality type can make interactions smoother and more enjoyable.
  
  
• Tailor Your Approach: During the shoot, be attentive to your clients’ comfort levels and preferences. Some clients might enjoy playful and candid shots, while others might prefer more posed and traditional photos. Adjust your approach based on their feedback and body language.
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In the salesroom

Let's now look at how we should approach the ordering appointment for each personality type.

1. The POWER person:

• Be Direct and Efficient: Start the appointment with a brief overview and quickly move to the highlights of the photo session.
• Focus on Results: Make sure you don't show too many images during your consultation. Choose the 30-40 best photos. Help them to see what they will love in each one and let them visualise it on their wall in their home. Emphasise the quality and impact of the products, such as how a wall art piece can be a focal point in their home.
• Show Confidence: Present your recommendations assertively, highlighting the best options that suit their style and needs.
• Streamlined Decision-Making: Provide a clear, concise list of options and packages to help them make quick decisions.
  
  ​Example: “Here are the standout photos from your session, which I recommend for the wall art and the folio box. These pieces will really enhance your space. Let’s go through these top selections quickly and decide on the best display options for your home.”

2. The PARTY person:

• Be Enthusiastic: Start the appointment with excitement, showing your enthusiasm for the beautiful photos.
• Create a Fun Atmosphere: Make the selection process lively and engaging, perhaps by telling stories behind the photos or showing fun behind-the-scenes moments.
• Engage Them: Involve them in the decision-making by asking for their thoughts and ideas on how they envision using the products.
• Build a Relationship: Spend time chatting and building a rapport, making the appointment feel like a collaborative and enjoyable experience.
  
  ​Example: “Your photos turned out amazing! Let’s look through them and decide which ones you’d love to display as wall art and in your folio box. I’d love to hear your thoughts on which ones you feel best capture the moments we had.”

3. The PEACE person:

• Be Patient and Reassuring: Take a gentle, unhurried approach to reviewing the photos, allowing them plenty of time to make decisions.
• Emphasise Comfort and Ease: Reassure them that the process is straightforward and you’re there to help with every step.
• Build Trust: Establish a comfortable environment where they feel at ease to express their preferences and concerns.
• Provide Clear Information: Offer clear, detailed explanations of the product options and the benefits of each.
  
  Example: “We captured some wonderful moments during your session. Let’s take our time to go through these photos and decide which ones you’d like to include in your folio box and wall art. I’m here to help you with any questions you might have and to make sure you feel confident in your choices.”

4. The PERFECTION person:

• Be Thorough and Detailed: Provide a detailed, organised presentation of the photos and the product options.
• Show Your Expertise: Highlight the important emotion in each photo and the high quality of the products.
• Answer All Questions: Be prepared to provide detailed answers to any questions they have about the products and the process.
• Provide Organised Information: Ensure all materials, including price lists and sample products, are well-organised and error-free.
  
  Example: “I’m excited to show you the photos from your session. Here’s a detailed portfolio of the best photos, along with the different product options available. Each product is crafted with the utmost care and attention to detail. Let’s go through them, and feel free to ask any questions you have along the way.”

By tailoring your approach during the ordering appointment, you can create a more personalised and enjoyable experience for each client, ultimately leading to higher satisfaction and sales.

In conclusion

Using the Platinum Rule in your photography business will help you create tailored, exceptional experiences that resonate with your clients. Understanding and respecting their unique personalities not only enhances client satisfaction but also fosters long-term relationships and loyalty.

​Treat your clients as they would like to be treated, and watch your business thrive.