Ever had a customer refer to your work as “great for the price”? It sounds like a compliment… sort of. Maybe you were struggling for reviews and you even copy/pasted that sucker onto your website because hey, it says the word “great” in it, right? Stop that right now. Find your password, get in there and take. it. down. There’s a better way.
This article is a crash course in business development, but more importantly it’s about producing clients who keep coming back. It’s about producing clients who are so thrilled with your work that they wouldn’t even consider going elsewhere, even when there are cheaper options. When you have established a base of repeat customers who are also referring you to their contacts, you have a business that will thrive for as long as you want it to.
How to do this can be neatly summed up in two steps:
Step 1: Find out what your clients want.
Step 2: Give it to them.
While it really is that simple, it also represents a lot of hard work. We’ll go into why below:
Find out what your clients want:
The first part of getting the best out of clients is figuring out who your clients are. When I first started my business I bent over backwards to give everybody everything. Do you do pet photos? Of course! Funeral coverage? My condolences and absolutely. Product advertising? Bring it on! Real Estate. Vintage filter everything. Weight loss progress photos. Images used to build a lawsuit. Glamour shots. The list goes on and on.
And at the beginning, casting a wide net isn’t necessarily a bad thing. You shoot the way they want, edit the way they want, work insane hours… even if you don’t really love it. But to truly thrill clients with excellent work, to rise above your competition, and to create a business that is both personally and financially fulfilling, you must narrow the scope of what you offer and focus on the mastery of a just few things.
The magic spot of customer happiness is matching up your skill and passion with what a customer is willing to spend their money on.
- So who are these clients you’re after? Engaged couples? Okay, but go deeper. What types of engaged couples? 20-somethings? Not-first marriage? Same sex? Low budget? Destination weddings kind of couples? Almost any market when effectively identified and served can make you a decent living (yes, even low budget clients), but knowing — really knowing — who your market is will take research and some trial and error.
- One you’ve identified your target client, find out what they want. It took me a couple of years to send out surveys, pay for market research, create social media polls, and try out different types of photography. I listened to people in and outside the industry talk and write about their own successes and failures. I asked for the opinions of people I knew who happened to also fall within my target category. Through this I eventually narrowed down exactly what kind of photographer was wanted by the people I wanted to work with. It was kind of amazing to find that folks actually had a lot of opinions on the topic, ranging from irritation with the photographers they watched crawling behind the church altar at their cousin’s wedding, or the photographer their office hired to do headshots who gave off a distinctly creepy vibe. Ask yourself: What do these potential clients want/expect to pay? What do they expect to receive? How far in advance do they plan their events? How much editing and in what style do they want the finished product?
All of this data will help to create a highly-specific business plan that when implemented will put you in a position to be adored by your customers… as long as you act on it, which brings us to our next step:
Give them what they want:
1. Marketing:
Once you know your market, the next step is to let them know you’re there. From online presence and social media to paid advertising, printed collaterals, networking groups, and trade shows, there are a million ways to make yourself known. The key is to keep your message simple and consistent across all platforms: Here’s what you do + here’s how to reach you.
*This shouldn’t need to be said, but it is never OK to use another photographer’s images when advertising the services you offer. Advertise your work for your services and stay true to you.
2. Ask them what they want:
I have found the best way to begin a new client relationship is to ask them what they want. They’ll always tell you. Ask follow-up questions until you really understand their goals. If the client doesn’t know what they want (which is often the case), pull out Pinterest and have them point out what they like and don’t like. Can you make that happen for them? Great! Shake hands, sign contracts, and get moving! Explain your workflow, make a schedule, and invite their questions.
3. Listen for cues:
On the flip side, if you find yourself gritting your teeth or struggling to stay awake as a potential client explains what they want, take it as a red flag. I found out pretty quickly that I did not like photographing funerals. I also did not like watching cats being squeezed into miniature Halloween costumes. My images reflected my interest. They were passable, but neither I nor the client was truly thrilled.
4. Give referrals:
I started treating first meetings as a mutual interviews. Sometimes I send folks on their way with a glowing referral to a colleague who I know can impress them. This is hard. Setting yourself and your clients up for the best chance at success sometimes means saying “no” to people who want things you can’t or aren’t willing to provide. In my experience, every time I have ignored my own advice and taken on a project or client I had reservations about, it has ended less than ideally.
Personality differences, communication styles, misaligned editing expectations, and even opposing views on the creative process can break a relationship. Sometimes these issues are worth pushing past because you have to make that paycheck, but most of the time they’re not. Drama like this will sap you of sleep, confidence, and energy to serve your target clients.
On shoot day:
You’ve spent a lot of time finding your niche market, so you know you can meet and surpass this person’s expectations. There should be no surprises for your client on shoot day. Everything’s been discussed, including backup plans and “what if” scenarios. Be kind. Be professional. Be humble. For everyone’s sake, be quick. Continue to ask questions. Do they need some coaching or perhaps a drink? Would they like you to put on some music or grab them a snack? Do they need you to tell them over and over how fantastic they look?
From first contact to final delivery, getting the best out of a client is about being aware of their needs. It takes a lot of time, strategy, and hard work but when they start returning year after year and your client list is filling up with their passionate referrals, you’ll know you’re on the right track.
Good luck and happy creating!
Feature photo by Nicole Harrington on Unsplash
