What can you do today, in this business climate, to get work now?
Nothing.
I know that sounds harsh, but anything you could do that might possibly bring in business now will, in the long run, hurt your business. Things like lowering your price, offering unlimited rights for the price of a year of web use, or shooting (heaven forbid!) on spec, might possibly get someone in your door today, but when the market turns for the better, you will be known as the place to go to get it cheap.
Thing is, the clients that might come to your door for such deals are going to be lousy clients usually. They will be demanding, difficult, show up late, want it yesterday, and pay slowly. Trust me on this, I’ve seen it too many times. They will not respect you, your skills, and certainly not your vision. You will be a camera with a heartbeat to these clients.
When they have better budgets, these cheap and difficult clients will go after “better” photographers. It happens in every downturn. It’s like the old story of the wife who puts her husband through med school only to get dumped for the trophy wife when the money comes in. Don’t let this happen to you.
A better way to spend this slow time is to market for the future. The economy will get better and clients will need great images. Work on your portfolio, explore your vision, play creatively, develop a long-term marketing plan–these steps will do you more good overall than some panic-driven photo fire sale.
And this doesn’t mean you can’t help out clients you have long relationships with. There is nothing wrong with working together where there is mutual respect. But going fishing by offering sales and deals to try to bring in new work is not a smart plan. Think long term and your business will the better for your efforts.
12 Responses to 'What can you do today, in this business climate, to get work now?'
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Great advice…….thanks!
Excellent points. I think many photographers are tempted.
In times like these business owners often feel helpless and want to do something, outside of hiding under a rock. As a photographer, yes, work on your portfolio.
I find this is a great time and opportunity to network and build relationships with other businesses focusing on the the same target markets. Working as a team. Resources go farther and many of those relationships tend to pay dividends for years to come.
Rosh
True confessions:
Although I’ve been telling myself the same thing, I have been tempted and given in to temptation a few times the last few months. After all Sept-Oct not a single prospective client would call me back, I decided to give all new clients 15-20% off my regular rates. I even (don’t shoot me) gave a few 50% off. They all responded with gratitude….. everything looked great. Then guess what? All but one or two ended up hiring someone else. Even the 50% off!
I could think: well, I guess the market demands that I lower my rates by 70%. Or I could do what this entry suggests: work on my marketing, my image, my vision and feed my soul.
Trying hard to do that latter….
I haven’t lowered my rates, but I’ve been missing bids. They’ve been nabbed by other photographers. I finally got a bid. Not a big assignment, but still an assignment.
My question to everyone is, how do you make it through, when you DO need the income in economic times such as these?
Quote: When they have better budgets, these cheap and difficult clients will go after “better” photographers.
So true. I had a long time client -6yrs (www.cr8rec.com) that I always gave great deals to and they always said: When we get big you’ll be our photographer then. Guess what happened? They moved from the OC to LA, got a “better” photographer and ran Bill Boards and even put a little video about him on their site.
Jason
http://www.jasonwallisphoto.com
@Steve Glass
Unfortunately, if you did not sock away enough money to ride out the slow time, you will have to consider getting a second job. You are not alone in this and it is not limited to the creative fields–lots of people are having to work 2-3 jobs to make ends meet as their hours, etc., are cut back.
What I hope photographers will learn from this is to save their money. I know of far too many photographers who spent when the money was coming in–buying new cars and equipment and taking trips they didn’t need, etc.–and now they are hurting for cash. Save, save, save for the rainy days like these days.
Better times will come, they are on the horizon…with big well paying assignments for all of those who make it through these stormy times. To me a lot of “surviving” this turbulent segment is about positive thinking, optimism and preparation.
Now, I would be the last one to say that it does not get SCARY at times. Very scary, but then, that in and of itself gives me the opportunity to look at the fear factor. What and who creates the fear and what is my antidote…? For me it is always ACTION, whereby it needs to be understood not to confuse movement with action.
Wishing you well,
Marian Kraus
http://www.mariankrausphotography.com
All sounds good, however, what happened to ‘Market forces’ driving the business? Almost all businesses at the moment April 2009, are cutting costs and making purchases based on cost. I know this for fact. I know of folks who are loosing their 401K from their employer, and that all the people they do business with are “buying the cheapest service, even knowing that it will hurt them further down the line.”
I cannot see anything wrong with lowering prices during ‘hard-times’ to get business. Part of todays problems are caused by high prices leading to high debt. And, yes, I do have to deal with the upset customer when my ‘specials’ end and prices go up. But, I see this as part of business.
When times are tough, I do thoroughly agree with more education, improving skills, portfolio refresh and maybe that 2nd job if needed to pay the bills and put food on the table. And so, offering reasonable discounts makes sense to me…
Thanks!
Shoot high. Live low.
Get rid of those things that don’t have ROI for you. Cut your monthly costs. Insulate your house. Do you actually use the studio? Can you get some sublet money out of it?
The less that you have to shell out each month, the more your profit…so you can ride the tough times without the craziness. One thing that I have adopted is “pay it forward.” I put away money each month. If I need a new piece of eq I use that account. If it is a really big purchase (hopefully I have planned this!!) I wait until I have enough in the account minus one month’s credit card payment (interest is the biggest sin).
The less pressure there is to “survive,” the freer I am to make good long-term decisions.
Great post. We’ve actually seen an increase in some types of business and at the same time lower bids from some existing and new clients. One thing we have noticed is a lot of staff photographers have gotten laid off and the companies they used to work for are looking for new freelance help to help out and we’ve got some of that work. I’m not sure why they haven’t gone back to the original photographers but either way it’s been a boon to us. We are also working on our own portfolios in this time since we can finally hopefully have some time to work on things we really want to sell which previously we didn’t have time for.
The reality though right now is that we’re still booking a lot and have had to bring in other freelance help which is a good thing, but obviously our margins are lower, but we feel good helping our fellow shooters out in our area.
We’ve also focused more on our social photography program and doing work for the community (one of our reps today is out doing volunteer work for the homeless actually).
http://www.orangephotography.com
FANTASTIC!