A Walk in Your Client’s Shoes
One of the things that always amazes me about our business is the tremendous risk that buyers of photography services take on an almost daily basis.
Think about it – you’ve got a box that you have to fill. It might be a box on a screen or on a printed page but it’s an empty box and you’ve got to find someone to produce the perfect image to fill that box on time and within your budget.
That’s a lot of pressure – after all, whether it’s a magazine, an ad, a corporate brochure or any other communication, you probably can’t release it with an empty box. The box has to be filled and you, your boss and your company have a lot riding on it.
Based on viewing a handful of images and a 15-minute phone call, you’re going to hand a photographer an assignment. If they fail, you’ll almost definitely lose a chunk of money and may well miss an important deadline or lose a big opportunity. You could land in deep hot water with your boss or even lose your job.
Wow.
If it was your job on the line, what would you need to see, what would you need to hear, what would you need to know to feel safe hiring a particular photographer?
5 Responses to 'A Walk in Your Client’s Shoes'
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Wow! A really important post. Thanks!
Seems to me this is the same answer for any professioanal service: Do I know the photographer? If I don’t know them, do I know anything about their reputation? If I know them I probably know what to expect. If I know their reputation, I at least have some idea about what to expect based on the experience of others.
What does this mean to us? Spend time buidling good relationships and a positive reputation. Not much else matters from our clients point of view. And as I write this I wince when I think about the things I have done in the past that might have hurt my reputation and damaged my relationships.
I would need to see and hear is someone I trust and who has proven that he can deliver.I wouldn’t want to hear all the “can’ts” nor all the fabulous things they did or how excellent they are..no hard sell on themselves,that is a sign of weakness in my book. I would assume they are good, that is why I called. They should be quick to respond,not let days go by for answers, interested and looking forward to our relationship and talk to me as a partner, inject some ideas, ask questions not make demands.Have some track record, don’t take over but take charge, present yourself as a professional and then …show me the money, spare me the show. As for good, that might be in the eye of the beholder…
I am a photography client – working at a Fortune 500 corporation. I’ve been reading this blog for a short bit to better understand what it is that drives you photographers.
When I ned to “fill a box” with an image, I never risk hiring a new photographer. Most of the time, I find great images online for almost no cost. There’s no risk, and I can see what I’m getting up front. The department head and in-house client approves it and we go ahead and buy it. I bought 5 images for a project this morning for less than $40.
You photographers are kidding yourselves if you think we’re going to pay a thousand dollars or more to have you shoot something for us when we can get often great photos for almost nothing. On the rare occasion that we actually need to hire a photographer for an assignment, I can always find someone local to shoot for a few hundred dollars. We don’t pay for rights or usage. When you guys try charging us for that, I’m done talking to you.
It’s a real turn off to have a photographer come in on his or her high horse demanding more money every time we want to use their photos. I don’t have time for that.
KC – You hit the nail on the head – this really is a relationship business!
A.W. – what works for you doesn’t necessarily translate across all sectors of the market. I just had a meeting with a new client who said to me “There are a zillion banner ads out there and no one even sees them anymore. I need photos that will make someone think ‘hey I need to know more about this!’” For this client, custom images that tell the exact story he wants told is the way to go.
Bottom line folks – whether you’re on the client side or the photographer side, it’s all about finding the right match for your needs and there’s no one size fits all answer for any of us.
If you are in the business of making photographs for clients, or selling your images, it is about who you know and who knows you. Yes it is about relationships and about reputations. After all who wants to hire someone they have not heard of? or are unsure of their abilities as a professional? Having a solid reputation can be enough for people to just pass along your name to other prospective clients. When you can produce images that speak to your clients, they are happy, they are satisfied, and they tell people. This forms client lists and business relationships that over time pay off.
If I was to hire a photographer, whether they were a second shooter or an assistant, I would need to see a cohesive body of work. Their style and know they have the ability to create an dynamic image. I would need to see that they can perform under pressure, work quickly and efficiently, and be creative. I would need to hear positive things about them, their work ethics, and abilities as a photographer. I would need to hear that they are personable and easy to work with. Basically, I would need to hear a reference/client say, yes, I would hire them again. Finding the right photographer, who lets say, has a big reputation and is highly recommended. There is obviously more feelings of security in hiring someone that comes well recommended. Where as someone lesser known that you may find questionable, might give you a less secure feeling, thus making you want to pass that person up. After all, one false move and your job could be on the line.