How to Succeed in Commercial Photography : Insights From a Leading Consultant

CHAPTER 4

The Service

Component

In today’s marketplace the concept of supply and demand

has never meant more. Clients have tremendous options for

meeting their visual needs. Not only are there more and more

photographers entering the market daily, but the volume of

existing imagery is also immense. It’s a given fact that clients

can and do demand a lot. In order to effectively compete,

assignment photographers need to clearly define and market

the visual as well as the service value that they bring to a client’s

project.

We are in a service industry, and while it is the visual value

you promote that initially interests a client in working with you,

it is your commitment to serving your client that can make the

difference between a successful career and one that fails.

COMMITMENT TO SERVICE,

ON AND OFF THE SET

Michael Indresano is a photographer located in Boston

who understands that service is not just about the shoot itself.

Hugely successful, Michael is incredibly focused on delivering

an excellent visual product and is equally committed to servic-

ing his clients. He begins most days at 8 am and ends at around

6 or 7 pm. Shooting five or six days a week is not uncommon.

Michael’s studio is designed with his client’s comfort in mind.

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