Planning

This term in law school (my last, btw), I’m taking 6 substantive classes, plus I have two others which are not for credit in the traditional sense of the word. I have to write a scholarly paper in one of my courses, plus I have to do mock trials in another. It’s a heavy load in some ways, but entirely doable.

Or it would be, if all my profs provided complete syllabi so that I could plan ahead. Sadly, I have three who do not and this made me think about planning and complete info when it comes to photo projects. Yes, my brain works that way. 😉

We’ve all been contacted by clients who want estimates but don’t provide all the data necessary to produce something accurate. In that situation, it falls on the photographer to ask the questions necessary to get the info. It can be scary to firmly ask for more information when the client seems reluctant to provide it, but it is the responsible thing to do for both of you.

In that situation, you need to explain to your client that you cannot give accurate numbers if you don’t know the number of shots and/or the usage and/or whether it will be 4 people in the shot or 2 and/or whether you have to find the location or they will and/or, well, a bunch of things. And if they say “ballpark it” you will underestimate the cost (there is lots of data that show humans underestimate cost much more than overestimate it) and that number will stick in your client’s head so that when you finally get more data and have to re-estimate significantly higher, everyone will be unhappy–you, your client, your client’s boss and/or the end-client. No one likes expensive surprises.

Also, when you have to try and put together a production with less than full data, you will likely not have things the client wants/needs at the shoot. You can’t plan well for the shoot without having a full understanding of the project–and that requires asking questions (and getting the answers).

Providing full information for planning goes both ways, however. Photographers need to be better about production to get and keep clients. Buyers say that the ability to put together an efficient and well organized production is extremely important. Maybe you do know how to produce your projects, but do you communicate that to your clients clearly? Do you provide them with detailed production schedules and maps and lists of crew, talent, etc.?

You will look more professional and competent when you prioritize production and communicate that to your clients. This will permit them to have a full understanding of the complexities of the shoot and will be able to plan how they approach the production from their end (including when/where to bring in the end-client or a boss).

Doing this means you will provide greater value to your clients. That means you can charge more–because you are a more valuable partner and resource.

So, ask the questions you need to and provide lots of information back to your clients. The communication will contribute to building a strong, healthy business for everyone.

3 Replies to “Planning”

  1. “We’ve all been contacted by clients who want estimates but don’t provide all the data necessary to produce something accurate. In that situation, it falls on the photographer to ask the questions necessary to get the info.”

    I had one of these calls last week. I asked the pertinent questions and she repeatedly shot back, “Why can’t you just tell me what you charge?”

    My answer was, “That’s like walking into a restaurant and asking, ‘How much does dinner cost?’ There’s a hamburger and there’s aged prime porterhouse steak. Both can be dinner. You have to tell the waiter what you want to eat before he can answer the question.”

    Joe Pobereskin

  2. In addition to being a photographer, I am a web developer. In this field, we’re big on client questionnaires. They’re good for qualifying prospects and for figuring out just what it is that they want.

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