Building your photography business? What isn't difficult about this process? I've had to answer these and other questions for myself recently. I have had a really difficult time in the last 11, yes I said eleven, years trying to get really established as a photographer. Dealing with personal circumstances such as divorces, moves, marriages, babies and more babies, failed business relationships and just a down-trodden spirit, has seriously hampered my ability to reach out and grab what I know to be my true passion. I am going to share with you my failed marketing efforts and what I believe discredited me in many aspects of this game. And where I recently decided to step up and take control.
Communication
I can't tell you how valuable good communication skills can be. We all use words to convey meaning in the hopes that the other person or people involved receive the meaning as we intended it. My communication failures have happened in moments of unpreparedness. Let's look at this scenario...
Joe's is hosting a dinner for his Business Organization Partnership on December 10. Jane Photography is asked to come in and offer individual and couples portrait packages. Jane Photography has agreed to deliver the portrait packages by December 17. Joe has talked to Jane Photography previously and inquired about canvas mounted prints. At the event Joe purchases a 16X20 print assisted by Jane's assistant. After the portrait is delivered 1 week later, Joe contacts Jane Photography unhappy with the product. He wanted a 16X20 canvas. Jane Photography's order form listed only print prices and not specialty product pricing. Joe assumed that his previous conversation with Jane should have sufficed when he placed his order and paid for it, and is now angry that he needs to pay the difference between the product he thought he ordered and the product he received.
Problem 1: Never assume anything!
This is applicable on both sides of the transaction. If you are the client and are unsure, ask! The photographer will gladly answer your questions. The only stupid question is the one that goes unasked.
Problem 2: Make sure that your assistant is familiar with your products
Everyone who helps you interact with clients, represents your business. If your help doesn't know your product or pricing or is unfamiliar with the services and products you offer, not only will miscommunication occur, but sales will be low. If your client doesn't know it exists, how can they order it?
Problem 3: Is your Marketing Information clear?
Make sure that every word written, on any of your business documents, is clear, concise and in layman's terms. Do not assume that everyone will understand it. Photography agreements are not for just weddings, you need one for each and every photo session you do. Including the ones done for charity. Clients need to understand what you are agreeing to as well as what they are agreeing to.
Problem 4: Set reasonable deadlines for yourself
I know you want your clients to be impressed with how quickly you can work and how dependable that makes you. But sometimes it can backfire. Overloading yourself will lead to premature burnout. I highly recommend, (unless you are related to Superman and have the ability to turn back time) you NOT over-promise and under-deliver. Give yourself a reasonable time-frame for producing galleries and another reasonable time to deliver ordered product. Not only will you be happier about your nose not on the grindstone, but your job looks as difficult as it is and your value goes up!
Communication, spoken and written, can save your sanity and your business. Clients will appreciate written policies and will respect you as a serious business if you have them.
See you next Monday for straight talk on Branding your business...