We’ve all experienced it. The client loves our work. In fact, they gush over it. We get along like old friends. We make plans to hang out and vacation in the Alps after all this is over. We both love dogs and tacos and unicycles or whatever. They friend you on Facebook and envision how your work is going to look on their walls. They just need to go home and think about it…..
And they book someone else. Someone who sucks. Someone whose work is lame and uninspired. How the hell could they pick that guy instead of me?
Sure, someone might have undercut you. Not much you can do about that save better communicating the value of your brand. But they already loved your brand. I have a theory.
I believe that a client can walk away from their favorite photographer if someone else better addresses the thing they are the most afraid of.
I think often we spend time chit-chatting, or building rapport, or selling ourselves. We may not put much attention on understanding why exactly the client is hiring a photographer, what they expect us to deliver on, and what they are concerned about happening (or not happening). Sure, they may love your photos, but they could probably love a lot of people’s photos. What they have are needs and fears – the person who manages them is getting the job.
PS – In case you missed it earlier we’re speaking at Mystic Seminars 2013. Check out the details here - www.mysticseminars.com. Also, Jamie and I are teaching a 0ne-day intensive on Networking, generating word-of-mouth, and booking new, profitable business WITHOUT SPENDING MARKETING DOLLARS to book it? Interested? CLICK HERE