I was reading an article recently about what happens at job interviews. Before a series of interviews took place the interviewers were asked what they were looking for in an ideal candidate. Initially they gave a list of answers that focused mainly on how well the candidate fitted the position they were applying for and how their technical skills matched those that were required to do the job. When an analysis was carried out after the interviews had been completed and the jobs awarded it found that the real reasons for awarding someone a job had little to do with their skills and qualifications. At the end of the day it simply came down to how much the interviewer liked the candidate. It goes without saying a grasp of the job was still important, but if someone had all the right skills, but the interviewer did not really hit it off with them they had little or no chance.
How Can This Be Applied To Your Photography Business?
After reading the article I started to think how this affects attracting clients for photographers. On reflection I think there is a lot of truth in the better the rapport you can build with a potential client the greater the chance you have of gaining their business. Once they become a client, the stronger you can make the relationship the more profitable they are likely to be to your business. Anyone who has ever been to a Venture portrait shoot will vouch that the better they can make you feel the more money you are likely to part with.
So how can you get on really good terms with someone, especially when the first point of contact could well be your website or a rushed telephone call?
It goes without saying that replying promptly to correspondence and having a generally friendly demeanour will help. But how can you go further than this?
Getting To Know Your Client
If you think through the major friendships you have in your life there is a good chance they will be built around common interests. Therefore if you can get a potential client to open up and talk about themselves and their lives as well as just their photographic requirements then you are on your way to building bridges and establishing common ground. Even during an initial phone conversation it is possible to start building up your knowledge of a potential client.
Once you have any information about their lives it is important to add it to your records. Before any future contact, make sure you read through your records so the information is at your finger tips. This enables you to ask them what is happening in their lives and shows you care about your clients.
Find Out What They Are Looking For
When you meet up it is worth trying to spend 10 minutes chatting generally before getting down to business. This tells your client your interest in them is more than just business. In that time your aim is to establish as much common ground as possible. Not only does this give you the chance to get to know your potential client, but you may also gain valuable insights into exactly what they are looking for from you.
Where To Meet
One of the keys is to make sure your potential client is relaxed. This can be achieved by meeting on their premises or at their home. If this is not an option then neutral ground such as a coffee bar is an increasingly popular idea. If the meeting is to be held at your studio then make sure the environment you create is as friendly and as welcoming as possible. A choice of drinks and nibbles can create a positive impression. If you are going to offer wine or coffee, make sure it is of a high quality.
Creating The Right Environment
The layout of your studio is important too. A friendly and inviting studio is likely to gain extra business. A potential client is likely to feel more at home and valued sitting on a comfy sofa with a decent cup of coffee in their hand than sat at a rectangular table on a hard chair. So try giving some thought to your environment to see how you can create a friendly impression.
If you are visiting a client, why not take a small gift. I believe that a wedding photographer who turns up with a bottle of wine and a box of chocolates stands a better chance of winning business than one that doesn't.
Be Careful Of Overkill
As with all things balance is important. You need to be a little careful. Too slick and you might come across as an Estate Agent!
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