Building Relationships vs. Closing Tricks

Building relationships is more important than relying on “closing tricks” because most sales in photography happen over time as trust and familiarity grow, not from quick or manipulative tactics. Here’s why:

• Sales Involve Building Trust, Not Just Closing Deals: “Selling” in photography is less about pushing a product, and more about promoting oneself and building connections with potential clients like art directors. Clients need to trust the photographer’s expertise, reliability, and ability to deliver on their vision. This trust is earned through consistent interaction and demonstration of value, not through one-off sales pitches or manipulative techniques.
• Relationships Take Time: The “Five No’s” Principle: Only 2% of sales occur on the first meeting. This statistic underscores the argument that building relationships takes time and persistence. The “Five No’s” strategy exemplifies this long-term approach. It encourages photographers to view rejections as part of the process and continue engaging with potential clients, building familiarity and trust over multiple interactions.
• Focus on Providing Value, Not Quick Wins: Instead of relying on outdated sales tactics that prioritize immediate closure, work toward a client-centric approach. This involves understanding the client’s needs, providing valuable information and resources, and positioning oneself as a reliable partner invested in their success. Each interaction should aim to provide value, reinforcing the photographer’s expertise and strengthening the relationship, ultimately increasing the likelihood of securing the job when the time is right.

In this book, I advocates for a paradigm shift in how photographers approach client interactions. Instead of focusing on quick sales using manipulative “tricks”, the emphasis should be on building authentic, long-lasting relationships based on trust, consistent engagement, and mutual value. This approach aligns with the reality that most photography clients need time to develop confidence in a photographer’s abilities before entrusting them with a project.

Only 2% of sales occur at a first meeting. This statistic is mentioned multiple times to highlight the importance of building relationships and following up with potential clients beyond the initial interaction. Most people don’t buy right away, and it takes time to build trust and familiarity. Photographers should focus on a “Five No’s” approach, meaning they should aim for at least five interactions with a potential client before giving up. This persistent follow-up helps increase the chances of securing a sale as it allows the photographer to build a relationship with the client and be top-of-mind when the client is ready to hire.

More Touches, More Success

There is a strong connection between the number of client contacts (or “touches”) a photographer makes and their overall success in the field. While high-quality work is a given, consistent and persistent client interaction is crucial for getting that work seen and building the trust necessary to secure jobs.

Here’s a breakdown of the connection:

• It’s a Numbers Game: Think of the analogy of a “numbers game” to illustrate that the more potential clients a photographer contacts, the higher their chances of securing work. This applies to both initial outreach and follow-up interactions.
• Building Trust and Top-of-Mind Awareness: The sources stress that most sales don’t happen on the first interaction. Repeated contact helps build trust and keeps the photographer top-of-mind when a client has a relevant project. Clients may need multiple exposures to a photographer’s work before feeling comfortable hiring them.
• The Power of Follow-Up: Never underestimate the importance of following up after initial contact, even if the client doesn’t immediately offer a job. Statistics indicate that a significant percentage of sales occur after multiple follow-ups, with five being a recommended target. Giving up after one interaction drastically reduces the chances of success.
• Making the Most of “Touches”: A “touch” as any meaningful interaction with a potential client, including portfolio reviews, thank you notes, direct mail, emails, phone calls, and promotional items. Simply liking or sharing a client’s work on social media is not considered a valuable “touch”. I suggest a structured approach to client interaction, ensuring regular and varied contact to maximize impact.
• Persistence is Key: Persistence is crucial for success in photography. This industry is highly competitive and requires dedication to building relationships and consistently getting work in front of potential clients.

The Power of Persistence: Following Up in Photography

I can’t offer a definitive number of times a photographer should follow up with a potential client, but I emphasize that persistence and consistent follow-up are crucial for success in the competitive field of photography. My overarching message is that photographers should view client relationships as a marathon, not a sprint, requiring patience, dedication, and a strategic approach to stay top-of-mind.

Here are some key insights regarding follow-up:

• The “Five No’s” Strategy: This strategy encourages photographers to continue engaging with potential clients until they have received at least five “no’s” or clear indications that the client is not interested. This approach challenges the common tendency to interpret the first rejection as a definitive answer and encourages photographers to persist in building relationships and demonstrating their value.
• Understanding the Sales Cycle in Photography: The sources repeatedly emphasize that most sales in photography don’t happen on the first interaction. Only 2% of sales occur at the initial meeting, according to many credible sources. This statistic underscores the importance of building trust and familiarity over time, requiring multiple interactions or “touches” before a client feels comfortable hiring a photographer.
• Making Each “Touch” Count: Aim for 7-8 (at least five) “touches” with a potential client and provide examples of meaningful interactions that qualify as a “touch.” These include portfolio reviews, thank-you notes, direct mail, emails, phone calls, and promotional items. Each interaction should aim to provide value, whether it’s sharing new work, offering insights, or simply checking in.
• Balancing Persistence with Respect: While persistence is key, I advise against overwhelming potential clients with excessive contact. explicitly caution against “spamming” clients. This emphasizes the importance of finding a balance between staying top-of-mind and respecting a client’s time and boundaries. A strategic approach involves spacing out communications, providing value in each interaction, and being mindful of the client’s level of engagement.

Photographers must develop a structured approach to client interactions, incorporating regular and varied follow-up strategies to maximize their chances of success.

Here are the key takeaways on playing the “numbers game” in photography, based on the provided excerpts:

• The numbers game in photography means that the more potential clients a photographer reaches out to, the more likely they are to get hired. This includes repeatedly contacting the same potential client multiple times.
• Many photographers do not spend enough time marketing themselves. Applying the 80/20 rule, only a small percentage of photographers are likely to be successful if they do not make a significant effort to market themselves.
• Setting realistic goals is important. I suggest aiming for a minimum of three contacts per day, or 60 per month. This can be achieved through a combination of emails, postcards, and in-person meetings.
• Following up with potential clients is crucial, as only 2% of sales are made at the first meeting. Use the “Five No’s” strategy, meaning photographers should continue following up with potential clients until they have been told “no” at least five times. Maybe more.
• Building relationships with potential clients is essential, as it builds trust and increases the likelihood of getting hired. Photographers are not “selling” their work in the traditional sense, but rather promoting themselves and building connections with art directors, photo editors, creative directors, brands, and business owners.
• “Touching” potential clients multiple times is important, and I suggest aiming for 7-8 “touches.” Examples of touches include portfolio reviews, thank-you notes, direct mail, emails, phone calls, and promotional items.
• Persistence is key, and photographers should not give up easily. The photography profession is a difficult, demanding job that requires dedication and hard work. Those who are willing to put in the effort and persevere are more likely to be successful.

I encourage photographers to create a system for tracking their outreach efforts and to be consistent in their marketing.