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

your assistant here? What could the assistant have done to be

more helpful to you?” Would these questions sound offensive

or would you think, “Boy, this person is confident and seems to

really want to help.” Would this candidate be more valuable to

you? Would you be more likely to remember them?

The bottom line is that the information you give and get

from a potential client is vital. This can be an opportunity to

find out what contacts’ needs are, who they are as creatives, and

how they design.

It is also an opportunity to begin to establish yourself as

someone who truly walks the talk about service. If you identify

yourself as a supplier who is interested in a client’s needs before

a purchase order (PO) is a reality, you are distinguishing your-

self as a supplier that truly cares about helping clients win and

who brings value to the project. If you have a rep (or agent),

make sure your rep supports your service philosophy of asking

questions. Reps are your ambassadors to the world. If your serv-

ice philosophies are different, your message is inconsistent.

PRICING AND QUOTING

ASSIGNMENTS

Obviously, you need to ask all the questions pertinent to

producing an accurate and fair price. You will also need to

establish and consistently follow professional business practices.

I remember the words of Edith Leonian years ago in 1979

when she was teaching me the copyright law. The law had just

changed, and as a fledgling rep from a small town I was eager

to learn about the new responsibilities and options open to

photographers. Edith (then president of SPAR) graciously

spent much time answering my questions and priming me

on the law. Her last words still ring loudly in my ears: “The

client is not the enemy. We have new opportunities and new

responsibilities and it is your job to help to educate your

clients because, after all, that is good service, and good serv-

ice is good business. Legal business and good business are not

mutually exclusive.”

While I went to Edith for information about the law, I came

away with the lesson that understanding my professional

CHAPTER4 / THESERVICECOMPONENT

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