I am sometimes asked what the business of photography is like. How does it work? What are the secret tricks to success?
I once interviewed for a position with Lifetouch. They had heard of me from my website and said they were excited to bring me in to talk about how they might benefit from my expertise in youth sports photography, which I had been doing for a few years.
It was clear to me that these people, although part of a successful, nationwide business, knew nothing about photography as an art or how to recruit and retain talented people. I knew they started new photographers at low hourly rates and did not treat them particularly well. They had high turnover and low satisfaction. I knew this from having spoken to other photographers, who had come through the Lifetouch meat grinder.
They didn’t even seem to know much about cameras or whether to switch over to using digital equipment, which was rather shocking. This was only a few years ago. You’d think a company that has to buy a lot of cameras would know something about them.
After about 20 minutes of chatting and talking about business, photography and the geographic area they covered, the money shot came. How did youth sports photography work? What’s the magic key to success in that market? How do you sell such a service?
“It’s simple,” I said. “You get in front of the people who make decisions and make them an offer.” They looked at me really intensely, as if they had never thought about this and were hungering for the next step in the magic equation.
I continued. “Then you do a really good job, smile a lot, say nice things, make sure they are happy and ask them to sign a contract for next year.”
“Okay, I think we get it,” my interviewers said. “It sounds like you really know your stuff. We would like to bring you on board.” It was as if they had never thought about how sales was done and I had spoken some magic incantation that would inject new life into their organization.
They offered me a position in their business development group for $10 per hour. Was that before commission, I asked, figuring there should be more pay for someone who was going to bring in as much money as I could. No, that was it, they said. No commission.
I laughed and told them they could keep their money.
Here’s the thing. Being a photographer is no different than being a butcher, real estate agent or wire drawer. You have to get in front of people, tell them what you can do for them, help them feel good about it and ask them for the sale. It’s that simple.
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