As many of you know, I had the distinct honor of speaking in the SmugMug booth at WPPI this year. When initially asked I feverishly pondered what I would talk about? And then a simple thought occurred to me…Investing In Your Clients. This is the backbone of my personal business structure. Something that comes quite naturally to me and would be easy for me to speak about. Considering the fact that I do not advertise…I solely depend on my clients to refer me out to their inner circles. If at any point I chose not to whole heartedly invest in each and every one of my clients why in the world would I expect them to invest in me? I wouldn’t. Period.
So, I prepared a speech outlined by some simple bullet points regarding my personal ways of investing in my clients. If this is not something that you do in your everyday business I would encourage you to try it. Just try it. I bet that the outcome will put a smile on your face and money in your pocket. But you must do these things (plus more) on a personalized and individual basis…not in a generic fashion. The most important piece of the puzzle is your own authenticity! I am going to share with you a condensed version of my speech and I can only hope that in some small way you might find it useful in your own business…whether you are a photographer, a lawyer or a mechanic. The ideas are universal.
Investing In Your Clients
***This is “wedding based” but relevant for all of my clients no matter what the session… portrait, child, business, etc. ***
Congratulate
From the initial time that a prospective bride contacts me…I go “all in.” I respond to that client right away and first and foremost I personally congratulate her on her recent engagement or upcoming nuptials. And then I’ll go on to answer the question as to whether or not I am available on her chosen wedding day. And even if I am not available I still want to be as kind to that Bride as I am to one that I would be available for. Her day is every bit as meaningful and I respect her joy just the same. You never know…Brides have been known to change their wedding date in an effort to secure their favorite photographer.
No Fluff
I am always my true self when speaking to or with my clients…no fluff! And by fluff I mean putting on as if I am something that I’m not. It is important to clients that I relate to them on a personal level not just a business level. But I need to show them the real me from the word go. Because after 6 months to a year of dealing with a client the “fluff” is bound to wear off and you don’t want them to be surprised by the real you. And in all honesty, most of the determining factor of who they chose to be their wedding photographer (aside from obvious photographic talent) comes down to my personality against my colleagues personality so I always want to be genuine. No fluff!
Weed Out
This one might sound a little harsh but it is not meant to be. In fact, it’s the total opposite. Prescreening or “weeding out” is a huge time saver for both me and my client. Your clients aren’t meant to be Dawn McCarthy clients…just as Dawn McCarthy clients aren’t meant to be XYZ Photographers clients. I want to allow them to know me even before they meet me. One way that I accomplish this is through video blogging. This is a great introduction of myself to my potential client and let’s face it…it helps “weed out” possible mismatches for that client as well as myself. Because again not every client is “my client.” I would much rather them meet me virtually and decide that I may or may not be the right photographer for them before we are knee deep in a relationship where we realize that we simply don’t mix. Through “weeding out” I have saved their time as well as mine just by letting them see a little bit of who I am…everyday. I may be a little too country for them or maybe they just don’t care for my personality. That is okay! By giving them the advantage of “meeting me” without having to actually meet me it allows them the comfort of a private decision of “she is” or “she is not” the photographer for me and then they don’t have to feel bad about it…if I am not. The minute that I begin accepting “mismatches” for my business my passion will dissolve and it will become more about money than my commitment to my client. That is not acceptable for me or my client. I always bare in mind that in the long run financial based decisions will negatively impact me and my business.
Explore Your Options
I always encourage my potential clients to “explore their options.” Why in the world would I do that? It’s simple. I am invested in my clients and I want to ensure that they find their perfect fit. It might not be me!!! They deserve to explore other talent and personalities. The ones that are “my clients” will ultimately come back to me and that makes me proud because now I know that I am their top choice out of all of the photographers they interviewed. Their decision was not made as a result of pressure or price. It was made because we are a fit. This strategy makes for incredible lifelong client relationships.
Don’t Sell. Let Them Buy.
When I meet with my clients I put myself and the financial conversation on the back burner. This is my chance to learn about their story! I don’t talk about me. I ask them about them. How did they meet? How did they get engaged? How long have they known each other? I usually ask to see her ring and I always compliment the groom on his great choice. I become invested in their love story! I have a genuine interest in who my clients are as a couple. Only after I establish a personal connection with them will I open up the conversation for questions and I am careful to cater to their specific needs. I let them tell me what they need. The client that books my cheapest wedding collection is every bit as important as the one who books the most expensive. I do not try to sell them anything. This is about them and their needs, not me and mine.
Drop a line
Once my client books I drop a line every once in a while to let them know I care. It’s usually just a quick personal note to say hello, encourage them and maybe offer any assistance if they need it. I do it in a personal and sincere manner not just a generic automated correspondence. It’s these simple things that they will remember the most about me. And I would be willing to bet you not many other vendors are doing that. I always want to stand out but at the same time I always remain my authentic self.
Golden Nuggets
I pay attention to small details. I try to pick up on little golden nuggets of information that will help me tell my clients story later on. I want my clients to say “I can’t believe she remembered that.” Again, I am invested in their story…before, during and after their special day! And just as important…when their friends and family see their images I want their reaction to be “Oh that is so them!” I want the water cooler conversation to be “Wow! That photographer really captured the true essence of John and Jane.” If I have not invested any time in getting to know who my clients are in their everyday lives then there is no possible way that I can accurately convey their story to the people who are closest to them.
Build Confidence
When I’m on location for a session, e-session or an actual wedding I involve my clients in what I am doing. If they seem nervous I like to let them see how beautiful they look on camera. I allow them to see some of the images that I have shot. Sharing this with them builds self confidence and puts them at ease. By doing this all of the sudden you will see them open up and allow their true spirit to be photographed instead of concentrating so much on whether or not they are posing the right way. This also builds up their trust in me and my eye for capturing their most flattering selves. Again…I am invested in the moment and in my clients feelings.
Create an Experience
I always remind myself that my clients are making a huge financial investment in me. What else can I offer them aside from the obvious photographs? I can offer them an experience! Because when people have a memorable experience they are likely to want to repeat that experience again in the future…let’s hope that experience isn’t a second wedding…but hey…you never know. ;-) But I was referring more to the expansion their families. Referrals of their friends and family. I want them to want to work with me again. I focus on creating a memorable experience instead of just being a wedding vendor. And I do want my clients to be clients for life! I am not opposed to being friends with my clients. In fact, I like to be friends with my clients and I enjoy staying up to date with what is going on in their lives. And I try to always touch base with them on their anniversaries.
First Born
How many of you are parents? Do you remember the doctor that delivered your first born? Do you recall him or her making that occasion a memorable experience for you or did you just get the feeling that they were just delivering yet ANOTHER baby. Not YOUR FIRST BORN child but just another baby? Well, I equate a wedding day to that same thing…am I just shooting ANOTHER wedding or am I treating these clients like my very first wedding? I don’t care how many weddings I have shot….just like I didn’t care how many babies that doctor had delivered. That was MY child! And this is THEIR wedding! I leave my personal life, problems, illness, pains…whatever…in my car when I shut that door. This is their first born and I better treat it that way! I am excited! I am involved! I am invested in my clients!
Inhale.
Once the wedding day arrives, I try to remind my bride and groom to inhale a few times throughout the day. They have worked so hard for so long to make this day a dream come true and I truly want them to inhale their success. I suggest to them that they try to make eye contact with each and every guest at some point and to tuck that image away in the back of their minds to recall later on. I try point out the details that they have worked so hard on and compliment them on an amazing job! Many times they will actually say “Oh I totally forgot about that. Or I haven’t even looked at that yet.” If they need help with something…I offer a helping hand. I tell them how thankful I am to be sharing this experience with them…because I genuinely am! I don’t want to be the photography vendor. I want to be a contributing part of the success of their day. I want to be a friend. I want to create memories with them.
Parent Patrol.
It is so important to remember the parents on the wedding day. I always take time to speak to my Bride and Grooms parents on the day of the wedding. They have usually put forth a huge effort to create a dream wedding for their children. I want them to know that I notice. I care that it took a year to pull off this one day! And I always say “Mr. and Mrs. Smith no matter what I am doing throughout the day today…if you need me…come and get me. If there is a special moment happening that you would like me to capture or if a family member has to leave early, please do not hesitate to grab my attention. I am more than happy to assist.” I want to be someone that they will remember when the wedding is long over.
Last Call
When I know that I have about a half hour left on the clock I do a last call with my bride and groom as well as their parents. I ask them if there are any shots that I may have missed with certain family members or friends that they want to make sure they get before I leave. I give them an opportunity to capture those last minute photo ops before I start packing up. This gesture is always appreciated.
Unexpected Gifts
I love to give an unexpected gift to all of my clients. Whether it be a custom photo tile that I make, a pocket sized brag book or a couple of extra prints. Unexpected gifts have a wow factor and they make my clients feel valued and special. It’s not about how much the gift costs it’s just the fact that I go above and beyond what’s included in their paid wedding package. Sometimes I give gifts that are completely non photography related because again…I am invested in my clients!
Thank you.
Believe me, I send my fair share of thank you e-mails but I am also very old fashioned when it comes to hand written thank you cards. I write a personal thank you note to all of my clients. I think a handwritten note goes right back to showing my client that I value them. They know that I took time out to sit and compose that hand written note and it delivers much more meaning than the e-mail that I sent. But I do both! I always thank them for allowing me the honor of sharing this once in a lifetime celebration with them. Yes I hope that at some point they will thank me for being their photographer but I always keep in mind that they choose me over many other photographers. And that in itself is quite a significant honor. I also bare in mind that their wedding may have very well paid my mortgage last month. KWIM? ;-) I am always humble. I am always honored. And I am always thankful. Because with each wedding I learn. I grow. I become better. Each of my clients are a stepping stone in my journey and success. So, I always want to thank them. Always.
*And because a post is no good without at least one photo…here is one of my all time favorite couples! And a prime example of the ripple effect of truly investing in your clients! Because I am so personally invested in their story…so many of you have also become invested and your thoughts mean the world to them! Many of you will recognize Eric and Christina Stratton. I just shot a huge event for their company on Thursday. I positively adore them.
oh dawn….dawny dawn dawn…i am so stinkin’ glad you are my photographer!
Thank you for putting this together. It is a great philosophy to live and work by!
I enjoy reading everything you write. Even though I am not a photographer I think you have really hit the spot there. I am very glad that you were my chosen photographer and that I never went and met that other lady : ) Also, Eric and Christina look GREAT! I am so very happy to see their smiling faces!
Thank you Dawn, this was FULL of wonderful information and heart. Any photographer can apply this to their business. Love you!!!!
Love this Dawn, what a great topic to write/talk about and one that seriously gave me a much needed kick in the butt!!
Dawn – Thank you so much for your commitment to FANTASTIC client service. I am modeling much of what you practice with my portrait photography business and it’s definitely paying off (no pun intended). I hope many people read this and realize that we wouldn’t be anywhere without our amazing clients. Thanks again! ~Jessica
Oh dawn..from all the way downunder(hehe sounds so corny) thankyou from the bottom of my heart..you are an inspiration and I just wanted to let you know that your words of wisdom mean so much to me..thankyou ((hugs))
Thank you for taking the time to share this with us. I am not a wedding photographer, but I think I can make it work for family and children shoots as well.
you totally rocked it at WPPI girl! I too live by this manta of investing in your clients. A good client (and her worth of mouth marketing) is worth thier weight in gold!
Hey girlie! Thanks for the comment today on my blog:) So love this advice and needed to hear it! Thanks for the inspiration!