Build Photographs, Don’t Take Pictures

DisneyToon Studios 2010

My mantra is, “I build photographs, I don’t take pictures.” It’s the way I sell my commercial photographic services today. And it’s working.

As a professional photographer I prepare for a shoot by considering the many demanding chores required before the first test image is exposed. For instance, I received a call (a referral, the best kind) from a new person working at  Disney. She represented DisneyToon Studios and they wanted a group portrait taken in front of the theatre on the studio lot. (It’s a gift when clients refer new business and it’s one great metric to gauge how your business is perceived in your marketplace!)

I must stop at this point a give a little back story. A year ago I did this group portrait for Disney. As part of my continuing marketing efforts, I reached out to the point person for this portrait in late October to inquire if there were any holiday-themed events coming up where they might need my services. I was referred to a new point person. I did my duty and introduced myself. A month later I’m working the CTN expo in Burbank and I run into the previous point person. We have a great chat and catch up a bit. So I’m fresh on her mind when the DisneyToon person asks her where to go for their group portrait. I’m convinced this is how the referral came to me and no one else. The lesson here is: you’re always in sales mode when you’re an (SECP) and every contact with a client (and for that matter, vendors) is an opportunity to burnish your reputation or damage it.

Getting back to this post…part of my sales strategy is to let my clients know the difference between me and my competition. I never phone it in, when I can I always do a site survey. I did this for this shoot. I brought a measuring tape, a ladder, a note pad, business cards and my camera for some test shots. After gathering the pertinent info, (taking measurements, shooting some test files, and planning for the lighting) we chatted a bit to get to know each other. After getting back to my office, I looked at my tests, made some calculations on how best to build this portrait. I got a rate from my assistant and my lab quoted the print costs. At this stage I developed my budget and sent it to my client.

We scheduled the shoot and it went well. Here are a few production shots:

Getting Everyone to Buy Into My Ideas

A View From My POV

The Sun Was Directly Shining Into My Lens

Starting To Break Down My Gear

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