Best Business Practices for Photographers [239]
Editorial clients typically do not want all the images at high resolution. They usually want a web gallery and final selects. We typically try to deliver these images within the PE's stated deadline, and often we'll do a quick web gallery the evening after the assignment. Because these are very low-rez files, there is usually little work (spotting and so on) that needs to be done for that size, so a batch action can make the galleries without much problem. This is appealing to many clients who arrive at their desks in the morning to find a gallery for their review.
Return E-Mails and Send Estimates ASAP
One thing that really cheeses me off is when I send a time-sensitive e-mail and the recipient sits on it. I am sure that clients feel the same way. In fact, I can be certain that I have received numerous assignments for no other reason than I sent my estimate within 10 minutes of the end of a phone call or e-mail inquiry. Many of these times I get e-mails back saying, "Wow, that was fast—thank you for this. We have a meeting on this in an hour, and having your paperwork will make a difference." Or, "I contacted two other photographers and have not gotten anything back from them. Thanks. The assignment is yours."
E-mails generated by you following a telephone call or in-person meeting are also critical. The subject line could be "Meeting Summary and Action Items," "Conference Call Summary and Action Items," or "Review of Meeting Decisions and Next Steps." Then, without rehashing the points, go through and list single-line items that were agreed to and the next steps to be taken. This creates an audit trail in the event that there is a misunderstanding later down the line. If both you and the client thought that the other was going to arrange for a special prop or background, and you both arrive on set without it, the finger-pointing will begin.
Clients and New Approaches to Business
As you read and learn from this book and improve on your business practices, you'll have a problem. That problem is that all your clients have been trained to do things (by you) the wrong way. Free shipping/hand delivery, all rights/work-for-hire deals, no post-production charges, and so on. The question is "How do I get my clients to do all of this?" The short answer is that you don't.
It is highly likely that someone used to getting all manner of services and rights for cheap or free won't much like it when the prices are increased unexpectedly. Instead, as you grow your client base and new prospective clients come calling, these are the ones that get the new-and-improved you. Suppose you have a dozen clients that you know support and sustain you (albeit barely) in your current business model. Once you have achieved a few new clients under your new business model, you can present the new business model to a few of your old clients. "We've had a few policy and price changes in the last few months, so you'll notice a bit of a change in the paperwork we send over for shoots." Then, those old clients can take it or negotiate something with you—or not, and you've lost them, and that's okay. You just can't lose all your clients at once. You need to ease into your new business paradigm, and that includes easing clients into it, too.
Recommended Reading
Beckwith, Harry. What Clients Love: A Field Guide to Growing Your Business (Warner Business Books, 2003).
Chandler, Steve and Sam Beckford. 9 Lies That Are Holding Your Business Back…and the Truth That Will Set It Free (Career Press, 2005).
Checketts, Darby. Customer Astonishment Handbook (Cornerstone Pro-Dev Press, 1998).
Solomon, Robert. The Art of Client Service (Kaplan Business, 2003).
Chapter 29 Education, an Ongoing and Critical Practice: Don't Rest on Your Laurels
It might come as somewhat of a surprise to some, but the fact is, I am not a graduate of a prestigious photography school or program. I do, however, have a four-year degree from a really great university, and I am certainly proud of that accomplishment.