I recently listened to a fantastic lecture titled "Pricing and Sales for Photographers" which was given by Julia Kelleher and hosted by Creative Live. One of the points that Kelleher made during her lecture that really "hit home" for me was the simple fact that booking a client is like a romantic relationship. The freelancer needs to really "reel in" the client; similar to a relationship: court the client, date the client, marry the client.
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| Kelleher, Julia, "Pricing and Sales for Photographers", Creative Live, 2.20.14. |
Along with being able to shoot amazing photographs, understanding you equipment and gear, being able to utilize post-processing software... there's another skill that all freelance photographers need to excel at in order to run a successful freelance business: "people skills". One needs to be able to communicate well with the client and of course, to be polite.
Similar to what Kelleher said in her lecture: in the "courting" stages, the potential client has come to you because s/he has heard that you are able to provide them with photos that they are interested in buying; they're not committed to buying yet - but they are interested. This is a good time for you to introduce what you, as the photographer, offer in your packages, prices and deals. You want to be clear and fair with what you are offering; deliver this information to the potential client in a positive and polite manner.
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| Kelleher, Julia, "Pricing and Sales for Photographers", Creative Live, 2.20.14. |
When you are "dating" the client, you are taking the time to go over everything with them. This may occur during a Pre-Consultation meeting. Be sure to ask the client what they are looking for as an end result: a book, a large print to hang on the wall, an album. Then, show them the products that you offer. If possible, meet with your clients in person at a coffee shop, at your studio or at their home; show them physical examples of your products. This will help them envision these items and how these items would fit into their homes. Explain to them that you shoot your photographs differently depending on what item s/he wants to order; this then plants the seed for your clients to think "I will order this product". You should help your clients make these decisions by answering all of their questions.
When you "marry" the client, you give them the best shooting experience that you're able to offer. For example, if you're shooting a maternity portrait, ask them what colors will be used in their nursery. You would then try to incorporate some of those same colors in your photograph so that the print looks good in the nursery - this is of course, assuming when you asked them what product they wanted to buy, they said "print" (verses an album). If your client is interested in an album, you may want to incorporate more props in order to give the album more visual variety.
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| Kelleher, Julia, "Pricing and Sales for Photographers", Creative Live, 2.20.14. |
The final stage is when your client places their product order - or - when you deliver the products agreed upon in a package. When you're meeting with your client in person, you have the advantage of "revving up" your customer service. However, if your client lives a ways away, you can also meet with them online via Skype or a Google Hangout Session. Regardless of how you "meet" with your clients, be sure to make it personal and bring them an order sheet with a list of the products you offer. During this final meeting, you're also able to nswer any final questions they may have about the products they are interested in buying. Another important aspect to consider, which Kelleher mentioned in her lecture is that you want to make sure you are not giving your client too many options. When a client has to decide between thirty different products, this will most likely lead to them being overwhelmed. Narrow down your product options to the best sellers.
Keep in mind: a method of sales and customer service that works for one's freelance business may not work for your freelance business. Similar to any other business, a lot is learned through trial and error. I would strongly recommend checking out Julia Kelleher's lecture on CreativeLIVE; click "here" for details.
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01. Kelleher, Julia. "Pricing and Sales for Photographers." CreativeLIVE. N.p., n.d. Web. 24 Feb. 2014.