In Focus: Marketing and Managing Your Photography Business

cc Sarah Cartwright

Ask most photographers how they get business, and the answer is “referrals” or “word of mouth.”

Some photographers do not advertise, and a few never have.  Nearly all photographers agree that it’s better to have people call you on their own rather than you soliciting work from them.  Referrals come to you because you were either recommended by someone they trust or they saw your work and liked it.  Either way, they are predisposed to buy what you are offering.

Still, don’t be fooled.  Referral business does not come without work on your part.  Even the most loyal customers are not going to generate business for you without some encouragement.  The following are tried-and-true ways to build your referral business:

Offer incentives for referrals that turn into business.  These can be in the form of discounts on future business, such as waiving sitting fees or free enlargements, a holiday family portrait, or just plain cash.  Even a small offer will catch their attention.

Include a referral form and two or three business cards with your invoice.  If the client is pleased, the time to leverage your services is upon completion of the project.

Tap your suppliers for leads. Remind them that when your business grows, theirs does too.  Spark this exchange by giving leads to your suppliers.

Create a vendor referral exchange with a bakery, florist, hair salon, bridal shop and other wedding vendors.  For the tips a professional planner uses for finding a perfect wedding photographer, see the excellent American Photo Magazine story “Find the Perfect Wedding Photographer“.

When appropriate, ask prospects who have turned you down for referrals. Just because a customer didn’t select your services doesn’t mean your photography might not be right for a friend or an acquaintance.  Reminding them of this fact provides the prospect a graceful exit from a potentially unpleasant task, that is turning you down.  The secret to being successful is to present this request only if and when it is appropriate; it is not right in all situations.