For an inexperienced photographer, the value of a consult-
ant is more obvious. Consider the amount of time that is saved
by working with someone skilled in discovering the inherent
strengths in a photographer’s portfolio and with someone who
can direct the photographer to the sources that will provide
the best possible contacts for his or her particular talents.
The decisions made by the new photographer must be hard
and fast. It is critical to establish a vision, a perspective, and a
marketing approach so that the work will shine in what is one
of the most highly competitive markets in the country today.
The business of both established and new talent, more often
than not, suffers from a lack of direction and organization. This
is evident in both the photographer’s approach to the market
and the handling of day-to-day studio business procedures.
In the recent past, an all-too-common approach to obtain-
ing clients has been to have no real plan at all. This “plan”
involves personal connections, rumors, a little luck, and time
when one is motivated. A portfolio of existing images is taken
to a name obtained from a mailing list source or directory.
There is little if any research involved, thus the potential
client’s needs remain a mystery. This approach might have
worked years ago when fewer photographers were around and
clients’ needs were less defined. In today’s market an
approach of this nature is doomed. An educated consultant
can develop a well thought-out, multilevel sales and marketing
program specifically designed for your business.
The change in the copyright law in 1978 has given photo-
graphers a great deal of pricing and licensing flexibility as well
as a whole new set of challenges. A capable consultant can
help you educate yourself and your clients (without alienating
them) and also supply you with sources where you can obtain
the different purchase confirmation forms that must be used.FINDING A CONSULTANTChoosing a consultant is difficult, primarily because there
are so few of us. Go online and google “photo consultants” or
“creative consultants.” Go to the http://www.workbook.comsite and see
which experts are listed there. Often consultants will lecturePART3 / TEAMChapter 15.qxd 6/25/07 7:20 AM Page 92