Zenologue

Success is in the eye of the beholder… Let’s think about that slightly paraphrased statement for a moment. One of the interesting points I’ve learned in sales is that success breeds more success. People like to do business with those who are already successful, rather than those who are not. This can be very hard for those just starting out, with no proven track record for others to judge them by.

Take a new wedding photographer as an example. Although they’re a competent and skilled photographer, they may not have a wide portfolio of photographs to show prospective clients. How do they get around that? Perhaps by photographing churches, using models to show off bride and groom portraiture, or by assisting another photographer on a wedding and using some of their own images.

In addition to actually meeting them in person, your first “contact” with a prospective client can actually happen in a variety of ways, some of which you may not have previously considered:

• On the telephone
• By email
• Through your web site
• A postcard
• A print advert
• Seeing your work in someone’s home or office

The key thing in all these situations is to create a good first impression – an impression that says you are successful.

To some degree we might need to fake it until we make it. Now, I don’t mean to take that literally, of course. No one is suggesting pulling the wool over the client’s eyes and pretending to be something we’re not. I believe in running a business honestly and with integrity. As you’ll see, we can achieve this in ways that don’t need us to use fake photography (meaning not our own work) or anything that would be considered unethical.

For the sake of argument, let’s assume you have a limited portfolio to show the client. Rather than be nervous about not having many photographs on display, be confident and proudly state that you only show your very best work in the field. You are an artist and truly value your work.

Your prospect will make an immediate initial judgment about you, your work and even your personality. This may seem a little unfair, but we do it all the time, often unconsciously and automatically. If that judgment is an unfavorable one, it can mean a very hard, uphill struggle to turn that around, so we need to make sure we do everything we can to influence that decision in a positive manner.

When we make a first contact, our brains take in what we see and hear about the other person, but then we fill in any blanks through our imagination. How many times have you met someone for the first time that you’ve heard a lot about (but never seen), only to find that they’re nothing at all like the impression you’d formed in your mind before meeting them? It’s quite a shock to the system, isn’t it?

Get Branded:

So, we know that a good first impression is critical. Not only that, but it needs to be a consistent impression – something we know of as branding. Everything the client sees and hears about your business should convey the same basic message about who you are, where you are coming from, your style and approach to quality.

Some examples:

If you sell high-end canvas wall portraits then don’t have small, unframed prints lying around the studio.

Always dress smartly – jeans and sneakers are fine for art students, but not for a successful photography studio that wants to earn top dollar. Always dress better than your client; you will be amazed at how differently they treat you and your work.

Develop better telephone skills and only answer the telephone when you are able to devote your entire attention to the caller.

Make your emails professional and with a consistent layout – “text-speak”, colloquialisms and other lame excuses for “friendliness” will destroy your appearance of success. An email should be written like you would a letter – too many people have fallen into the trap of sloppy email writing simply because it’s quick.

Treat every potential prospect with the same courtesy and respect – try not to pre-judge them.

Don’t ever let anything leave your studio unless it is the absolute best you can produce. When people see your work they need to know straight away that it’s from a successful photographer who clearly understands quality.

In short, consider the effect you will have on your prospective client before you answer the phone, send an email, write a web page or blog entry, mail a postcard or deliver a portrait. If you do this, you will be amazed at how your clients’ perceptions of you will change, and you’ll be able to charge the higher fees you deserve.

Marketing branding, Marketing