The Early Struggle with Selling

When I first started running my video production business, selling made me uncomfortable.

I loved the creative work: being behind the camera, developing ideas, building stories. But the moment a conversation turned toward money, proposals, or rates, I would tense up.

Part of me believed that if I just focused on doing great work, the right clients would find me.
But that is not how it works.

Learning how to sell video production in a way that felt natural and authentic completely changed my business. It gave me confidence and control. It helped me influence the outcome of conversations and build a more predictable income.

Selling is not about manipulation or pressure. It is about understanding people, identifying their problems, and helping them find the right solution.

What I Learned from Michael Caine

More than twenty years ago, I went to a film festival and saw a movie called Shiner, starring Michael Caine. After the screening, Caine was interviewed, and the moderator asked about his method of acting.

He said something I have never forgotten: “Acting is listening and then responding.”

That line has stayed with me because it captures what good communication is about.

Over the years, I have seen this in the actors I have worked with. Some are just waiting for their turn to speak. The great ones are fully present. They listen and then respond naturally.

Selling is the same.

It is about paying attention to what people say and responding thoughtfully. Not following a script. Not waiting for your chance to deliver a clever line. Just being present and connected.

The Common Trap

A coaching client once told me, “When I’m in a sales conversation, I want to sound impressive. But sometimes I catch myself thinking, why did I even say that?”

I knew exactly what he meant because I used to do the same thing. I would be thinking ahead to what I was going to say next instead of really listening.

This is a common trap for creative people. When you are not yet comfortable with sales, or you are trying to win the client’s approval, it is easy to focus on yourself rather than them.

But when you slow down and listen properly, everything changes.
You stop trying to sell and start having a real conversation.

How I Frame Sales Conversations

When someone reaches out asking for a quote, it can be tempting to send a price straight away. I have done that before. It rarely works.

Now I reply with, “Sure, are you happy for me to ask a few questions first so I can understand your project?”

That small change turns a transaction into a relationship.

Then I explain, “My job today is to ask a few questions to see if, or how, I can help. If I can, I will explain the next step. If not, I will point you in the right direction.”

That language tells them I am not there to pressure them. I am there to understand.

Sometimes I add, “I have a little process that helps make sure we cover all the bases. Is it okay if I run through it with you?”

This creates permission and trust. People want to be led, but they do not want to feel sold to.

Good selling is about leading with permission. You take control of the conversation while making sure the other person feels safe and respected.

Curiosity Creates Opportunity

Curiosity is one of the most valuable skills in business.

Sometimes I speak with someone who might not even be a potential client. It could be a networking contact or another creative professional. I still take the opportunity to learn about their world.

I might say, “I would love to hear more about what you do, who your clients are, and what challenges they face. Is it okay if I ask a few questions?”

Then I listen.

People love to talk about their work. Questions like “What kind of projects do you usually work on?” or “What challenges do your clients face most often?” can lead to useful insights.

The goal is not to close a sale. It is to learn.

I remember speaking to one client who mentioned, almost in passing, that she had a small internal project coming up. A few questions later, that “small project” turned into a one-day shoot worth several thousand dollars.

Curiosity often uncovers opportunities that would otherwise go unnoticed.

Why Creative People Struggle with Selling

Many creative professionals believe that great work should sell itself. I used to believe that too.

But clients are not mind readers. They do not automatically see the value in your work or understand what is possible. They need you to help them connect the dots.

Selling is how you do that.

When you approach it from the mindset of helping, it becomes natural. You are not trying to persuade. You are trying to guide someone toward a better outcome.

Think of it as service, not sales.

What Clients Actually Value

Once clients feel understood, they start to value you differently.

Some of my long-term clients do not choose Dream Engine because we are the most creative or the cheapest. They choose us because we make their lives easier.

One client, for example, hires us to produce case study videos for their high-value service. Each new client they secure through these videos can mean more than a million dollars in sales.

For them, trust is everything. They know we represent their brand well. We show up professionally, treat their clients with respect, and handle every detail carefully.

They can rely on us, and that reliability has more value to them than any piece of camera equipment.

In sales conversations, I do not need to say “we are professional and reliable.” I demonstrate it through how I communicate.

Another client works in a chaotic corporate environment with endless deadlines and stakeholders. For them, our value is peace of mind. They hand the project over and know it will be done.

That is consultative selling in action. You identify what matters most to your client and take responsibility for delivering it.

Bringing Calm to Chaos

Most of the clients we work with are under pressure. Their inboxes are full, their calendars are packed, and they are juggling competing priorities.

When you show up and bring clarity and calm, you become indispensable.

Strong business relationships are built on mutual support. You make their job easier, and they trust you in return.

Part of your role is to take things off their plate. To say, “I will handle this part so you can focus on everything else.”

That is not just good service. It is good leadership.

Reflective Listening

There is a difference between listening and reflective listening.

Reflective listening means showing that you have truly understood what someone said.

I often summarise what I have heard: “So it sounds like what is happening is…” or “It seems like you are trying to find a way to…”

When you can describe a client’s problem more clearly than they can, they automatically see you as the person who can solve it.

It builds trust instantly. They feel heard, seen, and understood.

That is when you stop being a supplier and start being a partner.

Diagnose and Prescribe

I call this approach Diagnose and Prescribe.

Think of yourself like a doctor. The client comes to you with a challenge. You ask smart questions, identify the root cause, and then prescribe the right solution.

For example, I might say:

“You mentioned you are launching a new product, but your current videos are not generating engagement. It sounds like what is missing is a clear story that connects emotionally with your audience. If that does not change, the campaign could fall flat. You also said your sales team needs a video they can send confidently. So based on that, here is what I would recommend.”

That is not a pitch. It is a professional diagnosis.

And when you do it well, clients feel relief. Someone finally understands their problem and has a plan to fix it.

Refining Through Experience

It has taken me more than twenty years to learn this approach. Every project, conversation, and mistake has taught me something new.

My coaching clients learn it much faster. Together, we build scripts, develop natural language, and roleplay conversations until it feels comfortable.

They often message between sessions for advice: how to respond to a client email or how to position a proposal. That ongoing feedback helps them refine their process until it becomes second nature.

That is how confidence is built. Step by step.

Putting It into Practice

If you want to sell without feeling salesy, start by creating a simple sales framework for yourself.

Keep it short. Keep it authentic. Practise it until it feels like a natural conversation.

Focus on understanding, not convincing.
Ask questions that reveal what really matters:

What is driving this project?
What do they hope will change once the video is complete?
What challenges are they trying to solve?

When you see their world clearly, you gain a new kind of influence. You are not pushing for a sale. You are leading a conversation built on trust.

And you cannot fake that.

So yes, build your script and practise it. But also practise curiosity and empathy. Because that is what separates the best salespeople and the best video producers from everyone else.

When you lead with curiosity, empathy, and genuine interest, sales becomes a natural extension of the creative process.

If this article resonated with you, follow The Business of Video Production podcast or leave a review.

And if you are ready to develop a sales process that feels authentic to you, I work with video production business owners to do exactly that.
You can learn more at ryanspanger.com/coaching.

Selling Video Through Curiosity and Connection