Resist the urge to cut your rates when bookings are slow

This week, in a Facebook photography group I belong to, a photographer expressed her exasperation that despite having ‘tried everything’ she was not able to book as many photography jobs as she wanted. She was frustrated and disillusioned. I hate to see someone’s dream of being a professional photographer being left in tatters by financial failure so I offered to help her. We swapped several messages. I asked her to email me details of her circumstances, so I could properly understand her situation and give her some relevant advice. Unfortunately that email hasn’t come. I hope she has found what she was looking for from someone else, and hasn’t given up her dream of being a professional photographer. If you are in the same circumstances, here are 8 general pointers for what to do when the photo jobs are not flowing.

1. Don’t Doubt Your Photographic Ability. If you have been in business for some time, and had happy clients in the past, it is very likely that your photography and the work you produce is at a professional standard. Of the photographers I work with, the problem nearly always is a sales and marketing problem not a photographic ability problem. Recognize that the issues is about sales and marketing and don’t lose confidence in your photographic ability.
2. Define Success. Defining success is about being clear on what you want the outcome to be. This is important so that you can build a plan to achieve that outcome. In the case of the photographer from the Facebook group, she did know what she wanted. She wanted to book 20 weddings and 20 portrait sessions per year. By knowing what she wanted, she is well ahead of most who are struggling to find new clients.
3. Stop What You Are Currently Doing. If you have ‘tried everything’ and it hasn’t worked, then you are trying the wrong things. If you thought you were doing the right thing like advertising via Google adwords and on Facebook, then stop those activities and immediately cut your expenses. There is a lot of pressure to book jobs when you are spending a lot on advertising. If it’s not working, stop it now. Cut your expenses.
4. 

   When you need bookings at short notice, contact past clients

   Focus on Your Previous Clients. If you are a portrait and wedding photographer like the photographer from the Facebook group, you are likely to have a string of past clients who are happy with your work. They know you, they like your work. It is much easier to generate bookings at short notice from past clients than from people who don’t know you. So, when you need bookings in the short term start to contact your old clients. Make it simple. Call or email them. “Hi XXXX, this is Craig, your family photographer. It’s been a year since I did your family portraits. That must mean Peter is 3 years old now and will be starting kindy next month. Would you like to do an outdoor session at the park to remember this special time? I have a vacancy in my shooting schedule this Saturday morning at 9am. Does that suit you?” Try it. It won’t take long until you have filled your weekends with family portrait work.

5. Don’t Cut Your Rates. There is a tendency to feel like you need to offer a ‘super discount’ to attract clients when times are tough. Resist this urge! In the example above there is no mention of cutting rates. It is a straightforward communication which shows that you care about your client and that you realize it is one year since the last shoot. Using the child’s name shows you value them and know the importance of capturing childhood memories. Make it easy, convenient and fun. Not ‘cheap’.
6. Add Value to Your Packages. If you have lots of inquiries from potential clients but few bookings – again, resist the urge to cut your rates. If you really want to make a change, add value to your packages rather than cutting your prices. Include a free canvas print for bookings made this week, or a 8×10 print and frame for shoots which are done this month. Find an incentive for your potential client to book now.
7. Make Contacts. I recommend making contacts to all photographers but especially wedding photographers. I suspect the photographer from the Facebook group advertised her services as a wedding photographer to local brides. Unfortunately this is often a very crowded market place, and few brides respond to an unknown photographer. I would recommend to her getting to know the people at the wedding venues she wants to shoot at, and meeting with marriage celebrants. These industry contacts have direct contact with couples, and their recommendations will be listened to. Making contacts takes time, but is a very valuable source of referral business.
8. Consider Letting Someone Else Do Your Sales and Marketing. I have met photographers who have been on this merry go round for a long time. They have tried and tried again, and they seem to be on a never ending cycle between having just enough clients and having not enough. They are never getting ahead. These people tend to love photography and creating images, but loathe the sales and marketing which comes with running a business. Are you one of these people? If you are, have you considered being a stock photographer? I’ve written many posts for Beyond Here about stock photography. In this model the photographer shoots the image, uploads it and adds keywords. The image library looks after all of the issues around attracting buyers and making sales. For some photographers who don’t enjoy sales and marketing, this is the model for them.

Thanks for reading what to do when the photo jobs are not flowing. I hope it has been useful to you, and either reinforces the good things you are doing, or gives you ideas to improve your business. Happy shooting.