When you’re working at the computer and a client sends an e-mail, instead of replying by e-mail, pick up the phone and call them.
Responding by e-mail is faster and easier which is why everyone does it and which is why you should avoid doing it (where possible). It will always pleasantly(?) surprise the client.
Example:
“Hi Jane, it’s Warren the photographer. I just received your e-mail about tomorrow’s business portraits. You were wondering how long the photography will take.
“If we can make sure the five people are all on time, we’ll need the use of the conference room for only two hours.
“Setting up and taking down the equipment is very quick. I’ll make sure the room is put back to normal before I leave.
“I look forward to meeting you tomorrow. Bye”
The reasons for doing this:
• To be positive and reassuring which will help build customer confidence. E-mails don’t convey any tone. The sound of someone’s voice always beats the sight of text on a screen.
• To show that you’re readily available to the customer.
• To add some personality and humanity to your business. You’re more than just a domain name and e-mail address. Every customer needs to know that they’re important to you, important enough that you just had to call.
• Sometimes a client’s e-mailed question is only the tip of an iceberg. For examples:
1) A customer e-mails to ask if using the pictures on their web site comes under the “editorial use” permitted under the photographer’s licensing terms.
The photographer could just send an e-mail saying “yes” or “no” depending on whatever licensing terms are being used. That’s all the customer wanted, right?
But if the photographer phones the customer, they might find out the customer really wants to post the pictures on their web site for use as electronic downloads to their end-users.
2) A customer e-mails to ask what colour shirt and tie they should wear for their business portrait.
The easy way is for the photographer to e-mail a list of preferable colours and styles. That’s all the customer wanted to know, right?
By phoning, the photographer might learn the client wasn’t happy with their previous business portrait done by another photographer five years ago. The photographer can then ask why the customer wasn’t happy with the pictures so they can avoid the same mistakes and reassure the client.
When you do phone, always smile when you talk. Really. It will put you in a better mood and the client will hear it in your voice.
