book. As she opened her case, a huge cockroach ran out onto
her client’s desk.
Can you imagine? She was able to recover her composure,
make a joke, and secure the assignment. While my client’s cock-
roach experience is most certainly an extreme case, it points to
the fact that keeping your book clean, updated, and in perfect
condition is a must.
Once you get to the appointment, be patient if you have to
wait. Physical space can tell you a great deal about a company.
Look for clues while you wait.
Look around for samples of the company’s work on the
walls and note the energy of the people who wander in and out.
Be an observer. Is this a crazy, hectic environment or a bit more
relaxed?
When you meet with the clients who are the creators
(photo editors, art directors, designers, art buyers), ask how
much time they have and, if they are not in a terrific rush, ask
them to show you their favorite finished piece that they have
created to date. You are asking to see finished tear sheets that
they have art directed.
They will either grab onto this request immediately, show
you samples, and start talking, or they will look at you as if you
were from Mars.
If you get the Mars look or contacts who do not seem inter-
ested in sharing their work, simply let them know that you have
asked because you love creativity and were hoping to see how
they create. If time or inaccessibility to the work is a problem or
they just don’t seem comfortable with the idea, immediately
offer to show them your work.
When you ask your prospect to show you completed
assignments, you create the opportunity to see who they are
as creatives and you are able to develop conversation that can
give you information about their buying habits and needs.
You can learn much from viewing clients’ work. You will have
the opportunity to ask them, “Who shot this for you? Did the
project meet its goals? How often do you hire photogra-
phers?”
This presentation style opens up the possibility of learning
information that will help you to determine how hot a prospect
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