business of photography : questions to ask the client
June 18, 2008 – 2:30 amAt the core of the photography business, whether it’s taking photographs or running the business end of things, my job is to be a problem-solver for the client. In order for me to solve their problems I need to ask questions. In this post I’ll mention three questions I find important to ask any new client. These inquiries naturally lead to other conversation. My job is to carefully listen and interpret what the client is really asking for.
As I’ve mentioned a few times, I then write down our conversation in the form of a written estimate, complete with numbers and (very importantly) a description of the work to be done. By giving them a detailed estimate I’ve shown them how I intend to solve their problems. Also, if the parameters of the job change (and they often do) then there’s something to refer to, a baseline for the job that can be modified. I wish I had fully realized the importance of this when I was first starting a photography business.
The estimate is also important for me, it’s how I mentally walk through the job beforehand and begin the process of problem solving. It’s always easy when the new client describes their needs: “I just need you to come down here and take a few pictures and email them to me”. Sounds great, just pull a number out of a hat. It might be easy to agree to a fee of, say, $500, since it sounds so easy.
In order to write an accurate description of the job you’ll need to find some answers. It’s important to know the who, what, why, when, where and how of what you’ll be photographing. Here are a few important questions I ask any new client to help qualify them and assess their needs:
1. How did you hear about us? If it’s a referral then I can relate them to the needs of the person that referred us. Like-minded people generally communicate with one another. Plus, it shows the effectiveness of any marketing we may be doing.
2. Are you currently using a professional photographer? If they answer yes, then it’s assumed they understand the basic process of working with a photographer. If they answer no, then there may be more education and hand-holding involved.
3. This is an important one: do you have any existing photography I can view? They will often point me toward their company URL and I’ll take a look while the client is on the phone. I’ll ask what they like or don’t like about the photos. If they’re looking for higher quality, that’s great to hear. If they’re happy with their present quality and it doesn’t look so great, then I may assume that price is what they’re shopping for.
The most important thing for me when engaging any new client is realizing that I’m there to help them solve a problem. They need photographs and they’ve called me, so I’m thankful. I do my best to listen and fully understand what they need. Sometimes they know what they need and sometimes I have to guide them. The most important thing after the conversation is getting it all down on paper, so everyone has the same understanding and expectations.
Clear communication at the beginning of a job goes a long way toward achieving a happy ending.
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6 Responses to “business of photography : questions to ask the client”
I’m a big fan of this strategy. Not only does asking lots of questions help to deliver a better product, it also endears you to the client. It helps them feel like you’re truly interested in the business they have and what they need. When I used to work retail this was always something that was pounded into our heads and it’s something I do all the time now.
By Noah on Jun 18, 2008
Just yesterday a company contacted me about shooting some executive portraits of their CEO for various corporate uses, plus one of them would be used for the cover of an industry magazine. The marketing director who contacted me is a friend of mine (and was the one who recommended me to begin with), so I had a bit of the inside scoop already. I responded back via email with some questions about what they needed. Turns out, the CEO already had an estimate from a local portrait/wedding photographer for 5-6 images on a CD with a “copyright release” for only $50!!!
I found out later it was for in-studio shots instead of location work, but still… $50? I’m sure they would have all the fine quality of Sears Portrait Studio shots too!
I submitted an estimate anyway, though I was tempted not to because I know this company doesn’t quite understand “you get what you pay for”. I quoted an hourly rate with a one-hour estimate for 30 minutes travel/on-location and 30 minutes post-processing (aggressive on both counts) plus a “first-time customer” deeply-discounted two-year license. I also said I would shoot some in-office shots and some outdoor portraits. The estimate was way lower than it should really be, but still enough to make it worth my time and get in the door with them.
I haven’t heard anything from them yet, and I’m not holding my breath either, though I’m secretly hoping the magazine will refuse to run the $50 shots.
By Terry Smith Images on Jun 18, 2008
Jim,
Can you talk about pricing vs. what the market will bare. For example in “Pricing Photography” book you link to about, they insist that you charge at least your daily overhead, well that’s fine, but will the client be willing to pay for that? This is especially relevant to a staring business like myself. More established photogs have higher buying power, sort to speak.
By Mike C on Jun 18, 2008
Noah and Terry, that’s a great lesson. Even if it looks like you’re not going to get the job it’s an opportunity to display professionalism. It’s good to always follow through with a smile. And what the heck ARE they going to get for $50?
Mike, I’ll definitely address that next week, that’s a great idea. What to charge is such a balancing act. This would be a good one to pitch to the discussion forum, too.
By Jim Talkington on Jun 18, 2008
Update — My higher-priced bid beat out the $50 bid after all! I was quite surprised.
Jim, thanks for giving me a place to post this little story. I wanted to post it on my own blog, but I was afraid the client might look at my website again and see it!
By Terry Smith Images on Jun 18, 2008
Right on!
By Jim Talkington on Jun 18, 2008