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

PART1 / VALUES

responsibilities and consistently following them was a way of

servicing clients. Clearly, there is great value in providing clear,

consistent pricing and usage guidelines for your clients and in

educating those clients who are new to the concepts you are

trying to explain.

Another opportunity to live your service values is to learn

all that you can about a pending assignment. Ask questions, lots

of them.

“What is the purpose of the shot? Who are we talking to and

what are we trying to communicate?”

This was always the first question I would ask as a rep. Unless

the contact had already covered this specifically, I wanted to

know the most important factors: the audience and the message.

After all, my entire job was to help my clients to do their jobs

well. This should be your interest too.

Most photographers focus their questions on the areas that

directly affect them: usage, format, due date, and so on. Being

focused on all areas pertaining to the photograph, especially

those that speak to the message the client is looking to commu-

nicate, demonstrates your interest in the client’s needs, not just

your own. Asking about the audience and the client’s message

demonstrates that you are looking at the big picture, not just at

the slice that is yours.

For many photographers the most important factor is not

the message and the audience, it’s the usage of the shot. A

photographer who asks about the audience and message, and

then incorporates that information into the shot, is a visual

team player. More value once again. By the way, a stock photo

or clip disc can’t ask these questions.

Today’s world of Web grabs, stock agencies, and megamergers

is a gift that provides you the constant and ongoing oppor-

tunity to position yourself and your studio as a service-friendly

environment—one where clients and their goals matter.

LISTENING AND BEING PRESENT

Listening well is key. In day-to-day life, most people feel that

others do not hear them. Being a good listener, being present

and focused on a conversation with a client, requires little more

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