The Simple Things...

Okay, so here is the simplest three things that I think all photographers need to really quickly ask and answer to set them up for success. I genuinely believe that if you follow these three simple rules you'll really start to find that making money is understanding a few simple truths. So here goes:

1) Figure out what it is you do...

This is becoming increasingly important in a photography market where specialization is becoming a watchword; buyers want to select specialists, narrowing your portfolio will make it much easier to select images and create new images, and perhaps most importantly knowing what you do will make it much easier not only for you to tell people what you do but for your network to describe what you do.

Now then you're thinking but I do everything, or you might be thinking I do several things. Alright first off NO-ONE shoots everything WELL and this is the point of business is to focus on selling the things you do well, NOT the things you kinda do. Secondly if you do several things ask these three questions of just one of those genres at a time; you'll have different strengths, clients and prices for each.

2) Figure out who buys it...

Once you know what you shoot figure out who buys it; is it a B2B sale (business to business), B2C sale (business to consumer - family portraits)or an agency sale. After that's figured out who would be the buyer; do those business have an internal marketing person, is the consumer predominantly female in their mid-twenties (wedding sales) or new parents (kid portraits), or at an agency is it the art director or the art buyer. Then is that business a large business; if you were shooting large architectural firms that design huge airports, or specialist interior firms for restaurant interiors. Is that agency one that specializes in automotive or travel and tourism. All these facets can be researched and by doing so you'll be calling and emailing and mailing the people that really want to buy what you're selling.

Finding out this data is easier than you think, you can buy it from a company that sells leads (AdBase or Agency Access specialize in ad agencies), you can find organizations that serve the needs of your clients (the American Institute of Architects is set up to help architects) or you can pick up the yellow pages. Whatever method you use you need to maintain a database of the names, the addresses, the phone numbers, the websites, the emails and, most importantly, the contact history for these contacts (you can use ACT, Maximizer or Goldmine for this). Without this information you can't measure how your relationships are going or who you are actually talking to. So gather that information, gather it comprehensively and maintain it. Those contacts will change and move so you need to keep in contact with them as normally they stay in the same industry and in the same sort of position but simply move up in their career.

3) Figure out how much to charge...

This one might sound simple but it is REALLY important; you need to know how much you charge for what service and why. This is fundamental so that you can make a living and deliver bids rapidly to clients that want decisions made rapidly.

Your pricing can be built upon a mixture of your costs and the basic market pricing structure you work in or it could be a completely new way to price those services. Just figure out how to do it, quickly and accurately.

Build a master template of your pricing, find out how much subcontractors cost for specific services and keep that on record so that you can rapidly ballpark basic services and know you can make money.

Conclusion

So there you have it; three really simple things that you can spend ten minutes or ten hours brainstorming. Start with really small answers and build more detail and know that if you shoot more than one genre you can build one than one set of answers. I truly believe that knowing the answers to these three questions you'll be able to easily meet clients and you'll be able to respond to their needs quickly and succinctly with the confidence of knowing that you're really serving them.

Good luck and give me some examples of your solutions; here's one of mine:

1) Architectural interiors less than 10,000 square feet, with careful interior detailing, colors, textures and patterns.
2) Boutique architectural firms with interiors specialists and marketing staff.
3) I typically charge a day rate with a set number of images and a usage fee for self-promotional buy-out.

Knowing this I can keep my ears open for those clients, make those relationships and quickly price them. Also I can see other clients that I can also sell those same services to - such as my architectural photography mixed with food for high-end restaurants.