Precedent Setting

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Everyone knows the saying, “you only get one chance to make a first impression.” While this is true, it goes further than that.

As with any business, a professional photographer should remember that when dealing with a new customer, everything the photographer does sets the precedent for all future interactions with that customer.

For example:

  • how the photographer answers the first phone call
  • the number of spelling mistakes in the first e-mail
  • showing up late for the first assignment
  • improperly dressed for the assignment
  • missing the deadline on the first job
  • poor quality on the first job
  • pricing below cost or working for free

Each “first” interaction with a customer sets the standard for that customer’s future expectations.

Precedents are quick to set and slow to undo.

 

Batter Up

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During yesterday’s Toronto Blue Jays at New York Yankees game, (the Blue Jays won 8-5), the TV announcers were talking about the value of veteran pitchers.

One announcer explained that, although younger pitchers can often throw the ball faster than the older guys, veteran pitchers have more control and they understand the game better. This means that veteran pitchers can throw exactly the right pitch at the right time and win games. That’s why, the announcer continued, veteran pitchers cost more.

A similar explanation can be used to explain why experienced photographers cost more.

 

Trash The Risk

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A Quebec woman last week drowned while being photographed in her bridal gown during a trash-the-dress photo shoot. A “trash the dress” is where a woman is photographed a few days, weeks, or months, after her wedding and she wears her bridal gown in a wet, dirty or otherwise unorthodox location. One would have thought that this fad disappeared after the 1970s but it became trendy again.

The family of the victim released a statement which seemed to place blame on the photographer:

These character traits made [the victim] very trusting in others. … One thing we are certain about is that [the victim] would have never put her life at risk. Her love for life, for her husband and for her family would never allow it.
(…)
She trusted [the photographer’s] recommendation for the location and felt safe enough to attend the photo shoot alone with the photographers. She followed their directions and put trust in their professionalism.

While no lawsuit against the photographer has been launched, (the funeral has yet to be held), one might guess where this is heading.
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Smaller Is Bigger

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It sometimes appears that smaller companies have bigger photo budgets than larger companies. Examples:

• The world’s second largest car manufacturer last month asked about covering its Toronto press conference. It was budgeting $250 for two hours of shooting, a couple hours of editing, and a disc full of images. The photos were to be used internally and for media handouts.

By comparison, a small publisher in Toronto, with a handful of employees, budgeted $750 to cover its 30-minute press conference. One photo was for a media handout and a handful of other photos were for internal use.

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Size Doesn’t Matter

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A potential customer asked why a business portrait would cost $500 when it’s only going to appear small on their website.

Up until the late 1990s, companies had no hesitation paying hundreds of dollars (or more) for a business portrait. Back then, the costs of publishing brochures, annual reports, and other print marketing materials were high, so a business portrait was just a small fraction of the overall expense.

Today, with every company having a website, the cost to publish has essentially become free. This zero-cost publishing has led some people to assume that photography should be equally inexpensive. The common question is: “Why should we pay hundreds or thousands of dollars for photos that cost nothing to publish?”
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It’s not the pictures

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If one photographer quotes $150 for a business portrait and another photographer quotes $800, which of them will win the customer’s business? Despite the obvious price difference, it’s not obvious which photographer the customer will choose.

There are two types of customer: the price shopper and the value buyer. Although it’s common for some folks to alternate between the two, for example: be a price shopper when buying groceries and be a value buyer when shopping for clothes.

Some people will always choose the low-price option. These customers are price shoppers and they care only about cost. What they pay is more important than what they get.

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Nothing Is Better

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Some photographers don’t understand the value of nothing.

Customer: I want to buy this $1,400 refrigerator. After you deliver it to my house and install it, I’ll pay you $200. How does that sound?

Store clerk: Our cost on that refrigerator is $800. If I accept your $200 then we’ll be losing $600 plus the expense of delivery and installation, and we won’t make any profit.

Customer: But isn’t $200 better than nothing?

Store clerk: Of course not. Forget it.

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