HOW MY STUPID MISTAKE ALMOST COST ME A HIGH-PAYING CUSTOMER

Just like any business, a photography business has its challenges. I wish there was a book that explained exactly what you should do. Unfortunately, I have not found one. As a business owner, I am left to cobble pieces of advice together from diverse sources hoping to outline a plan for the success of my business. The experiences of others have proven to be useful lessons. Allow me to share a true story with you about my photography business.

One Mistake

My client roster was low, and my business was not picking up. Out of desperation, I registered my business with a marketing company hoping they could help me find client leads and customers. Even though their customers were not my ideal audience, I felt I had no choice but to seek out their help. Like I said, I was desperate. My bank account was as dry as the Sahara Desert.

In the Summer, after working with them a couple of months, I received an email from one of their clients wanting to book a shoot of headshots for her business. Doing business headshots was not part of my deal with the marketing company because the chance of the customers buying any extra picture at the end of the photoshoot is practically zero. In fact, I turned the client down. I was not willing to take the risk.

Engaging with risk

Apparently, this client was persistent and asked if there was any chance to work out an agreement. As stubborn as I was, I declined her the second time. A few days later, I heard from her again. Because she was so persistent, I finally gave in. I agreed to her request if she would combine the business headshot with a glamour photo shoot. I hoped that glamour shots would increase the chance of an upsell. The increased chance of glamour shot upsell would offset the minimal chance of a headshot upsell. We agreed to a date, and the combined shoot went smoothly.

About four months after her photo shoot, I received another email from her. She told me that she had received very good responses from her network after posting her new business headshot picture on social media. Because of this, she wanted me to do a corporate headshot photoshoot for her employer. This was an opportunity to photograph more than 50 employees from her company. WOW!

Conclusion

I really didn’t expect such a pleasant surprise from working with this client. Imagine if I would have remained doubtful and stood my ground declining to work with this client. I learned that sometimes you must take risks and do something different to build relationships. Being open to her idea and her network allowed me an awesome opportunity to work with one of the most reputable companies in the world. My profile was raised. I considered the opportunity as an honour. And, my business benefitted with income beyond what I could have hoped.

Lesson Learned:

1.      When selecting clients, think beyond revenue including network and exposure in your selection decision.

2.      Engage with clients with an eye on upsell, repeat business, word-of-mouth referrals, and access to new networks.

3.      Maintain a method of communicating with former clients to maintain the relationship and to communicate opportunities and promotions.

4.      Ensure that your clients know what other skills, offerings, and opportunities you offer.