One Project and Three Interpretations
[by Paul Bartholomew]
We deal with all kinds of potential clients and some give more information than others when it comes to projects they have in mind. We have the highly organized person who provides layouts, usage, digital specs and all sorts of very helpful information. Then we have the person who calls and asks for your fees without giving much info at all.
Most of my experiences tend to be somewhat in between the two situations and I have noticed some interesting things based on what is provided and what I had to ask for. But what about the other photographers involved with the estimate? What kind of questions are they asking and are they being told the same details? Maybe, but don’t count on it. The possibility of three photographers sending an estimate for the same project and coming up with different interpretations isn’t uncommon. We may actually be sending estimates for three different projects.
What can we do to minimize these situations and help ensure everyone in the process is getting the same specs? Communication. Ask about the other photographers involved and see what they may have asked about. Be honest and say that you wish to provide an estimate based on the same information provided to others. It’s only reasonable to ask such a question. I’m an architectural photographer so I ask for a shot list, details about special features, usage and snapshots. I also ask for a copy of the plans and any descriptions or presentation materials they may have about the project. I’m also sure to check out the client’s website to see the level of work they commissioned in the past. Learn about the client’s work and their marketing needs and direction. The more you can gather the better off you will be, but try your best to get the same info as your competition. We can’t assume.
Once the estimate/bid is sent be sure to follow-up and see what the situation is. You still have room to negotiate and make adjustments if needed. If the client likes your work they will try to make the project happen. Being active and asking questions can only help the situation and show your professionalism.
One Response to 'One Project and Three Interpretations'
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I think asking good questions is the key. Get the client to talk about the project and how they see it. Offer suggestions and guide them through the process. Create the mindset that they are already working with you.
Once you have solid information you can prepare a detailed proposal that addresses their needs and bring to light how you will approach the project. Detailing your vision and specifying the details of production will help set you apart from the rest.
It’s amazing how many photographers just send a one page cost estimate.