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

consultant’s experience is limited to one agency or one or two

in-house corporate agencies, that experience once again does

not make that person the expert you need.

It is important to feel confident about the consultant’s

approach, personality, and knowledge base. The mode of oper-

ation is crucial. A consultant who is interested in establishing

an ongoing relationship and is not just consulting on the way to

another city or station in life is your best bet, as such people are

more likely to have a vested interest in consulting in general

and in consulting with you specifically. It is not necessary that

you see eye to eye on every point. Remember, if you shared the

same point of view entirely, the consultant’s services would not

be needed.

When you have found potential consultants that you are

interested in working with, ask for references and call them.

When you speak with photographers for recommendations,

remember, a consultant’s job is to advise, not to perform the

task related to the advice that was given. The photographer is

responsible for implementing the advice.

Often photographers looking for a consultant have asked

me, during a front-end interview, “So, what’s your success

rate?” I always make sure to state kindly that I have no success

rate to quote. My client’s success is not my success, it is the

client’s. My client’s job is to apply my strategies and advice, and

whether the client chooses to do that or not is not in my

control.

This does not constitute a lack of responsibility on my part;

rather, it reflects the reality that a consultant’s job is to ask the

right questions, listen, and advise based on what is best for the

individual talent. In addition, it represents my total respect for

my client’s individual efforts and success.

OUTLINE NEEDS

If you decide to schedule an appointment, be prepared to

briefly let the consultant know your reasons for meeting. Since

you will most likely be charged by the hour, it would be a wise

idea to acquaint the consultant with your needs beforehand.

Know the reason for the meet and be prepared with all the

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