I f you are already engaged in the work of studio portrait photography, then you have a good understanding of the importance of getting to know your client—and, more importantly, making them feel good about being in the studio with you. It’s not overstating it to say that the experience of the overall portrait process (from planning, to shooting, to ordering) can be nearly as important as the images themselves. Of course, I do not recommend offering less than top-quality work as a business plan, but as the quality of your work improves so should the quality of your relationships.
Building a Lifelong Relationship
There are so many photographers, in cities all over the world, who are the family photographer for their communities. Many clients have long-running relationships with photographers—ones that have been developed over years or even decades. They wouldn’t dare call anyone but “their photographer” when a new child arrives, a teen is ready for senior portraits, the family portrait needs updating, etc. There is a trust factor that is very difficult to break. This is when the relationships you create in the studio truly pay off.
Consider the small things you can do that mean a lot to the client but don’t cost you much in financial terms. For example, I once had a client who was a well-known author. In addition to the planned images, I was able to capture a quiet moment between him and his little daughter—one where they were looking at each other and he was consoling her because she was sad. After I got home, I went through the files, found the image, made a print, had it matted and framed as a nice 5×7. I sent it to him with a handwritten note that said, “From one dad to another.” That gesture helped get me more business than any single bit of marketing I could have done. Their family told everyone about me and what it meant to them to have me as their photographer. Going out of your way for them matters, and so does making a genuine connection. They’ll get it.
Consider the small things you can do that mean a lot to the client . . .
Here’s another small thing I feel is a great idea. When you are finished with a portrait session and your client is leaving the studio, consider taking a quick cell phone image of you with them. The snapshot can then be posted (by them, or you, or both) right away. It doesn’t matter whose phone is used, just text it to each other and post it to everyone’s social media—and be sure to add a note of appreciation and say how much you enjoyed working with them. It goes such a long way when they do the same and tell all of their friends and contacts how much they enjoyed the session.
Don’t Get Caught Up in the Technical Stuff
Once you are in the studio with your client, do not allow yourself to get caught up in all the technical aspects of your craft. The time for that has passed. When you have a client in front of you, that social interaction should get every bit of your attention. Don’t take the time to look at the back of your camera after each frame, spend too much time moving and adjusting lights, or checking on your exposures. That should be mostly set before they arrive. Give them the most friendly, interesting, and most efficient experience they have ever had from any photographer and you will create a client for life.
When you have a client in front of you, that social interaction should get every bit of your attention.
Show That You Are Invested in Success
As you talk to your client and direct them on posing, pay close attention to being present . What I mean by that is to be sure they know you are interested only in them and making them look great. I heard a cinematographer once say that the objective of photographing and lighting people is to “create an environment in which our subjects can be stellar.” Reassure them that they are doing a great job. Get the smiles that most people think look best, but also strive to elicit the small, subtle expressions and smile that light up the subject’s eyes. Eye contact is important, but it’s not always the most important thing. Managing the overall expression is the key—and if you are communicating and interacting with your clients in the best way possible, you’ll get the best expressions possible.
Make Small Changes, Watch the Details
As you direct the client, ask them to make just small, specific moves to refine their hand positions, adjust the tilt of their face, relax their shoulders, etc. Through quiet conversation and eliminating distractions, you can help to relax your clients and get better images. Also, pay close attention to the dad if it is a family portrait. Usually, he is the last one who wants to be there; if you can help him to enjoy the experience, his wife will appreciate the effort (and, after all, she is probably the one who will be making the spending decisions . . . ).
You can help to relax your clients and get better images.