A photographer and small business owner works at computer to communicate effectively with clients

I have now owned and operated my photography business part-time for 13 years, and now that my retirement from public education is impending, I plan on making this business my full-time job! My business is “home-grown," meaning I have built it from scratch without a lot of formal education in business or marketing. But photography is a people-based service, and I know people! One of the reasons I have been able to stay in and grow my business, even through the pandemic and the recent sluggish economy is because I have mastered the skill of communication. I promise I am not trying to brag; I have had 28 years working with middle school students and their parents (some of the most challenging people to communicate with), as well as other teachers and coworkers, and I have been married for 15 years! Communication is KEY in all areas of life. But it is especially crucial when trying to run and maintain a business that thrives. I consider good communication a huge part of my brand, and I truly believe it is what keeps clients coming back to me year after year for all their milestones!

Here are some tips for how I have been able to maintain a positive rapport with my clients:

Respond to Potential Business Leads as Soon as Possible | When someone inquires about your business, don’t leave them hanging! I have booked many clients because I was able to immediately respond to their inquiries and begin engaging them in conversation about their vision. So if at all possible, respond quickly! If you can’t do this in real time, set up an automation so that they know when they will hear back from you. (I use HoneyBook for this! More on automations in #5.)
Be Friendly and Patient | When a potential client inquires with me, I am as open and friendly as possible, answering their questions kindly and patiently, whether it be in-person, over email, phone, or through a Zoom call. Sometimes a client might ask a pointed question, like “How many photos will we get?” or “Do you offer any discounts?” It’s important to listen for what’s underneath the questions. Many times, these types of questions reflect a fear that they might not get their money’s worth, because they are spending a large sum for something they may have never done before. So I remain honest and reassuring, without appearing defensive with these types of questions. Your tone teaches clients how to interact with you.
Clearly Communicate Expectations | Before entering into a contract with a client, I always make sure they understand what they will be getting and my workflow. I will explain my process to them, answer questions, and then provide everything in writing through emails and guides so that they can review expectations. I try to use language that makes sense to them, not industry jargon that might bring confusion. If a client is confused, I haven’t done my job! Then I stay in constant communication with my clients during the planning process, making sure I understand their expectations and gently suggesting revisions if needed. After, I keep them posted throughout my editing process, because I know they are so anxious to get their photos! I let them know upfront how many weeks to expect before their delivery, and then I send them little updates so that they aren’t left wondering, “Has she forgotten about our pictures?”
Anticipate Needs | Before your client has to ask a question, anticipate their needs and be proactive. This helps you to appear confident and capable, not apologetic and unprofessional. As a photographer, I have learned that many of my clients need guidance on how to choose a good location or what to wear. So in my initial communication with them, I share those things through links to blog posts I have written. I make sure to explain why I recommend something, not just what I recommend. When working with my wedding clients, I know many will have questions pertaining to timelines, so I go ahead and provide them with tips and tricks to help make their timelines run smoothly. Depending on how much time there is between their booking and wedding day, I will check in periodically to answer any questions or provide guidance, so they don’t feel forgotten. Remember, you’re the professional—you’ve done this many times before, but it may be your client’s first experience. Use your expertise to help guide their experience. Being proactive instead of reactive is a skill that is helpful in relationships, teaching, parenting, and business!
Automate your Communication | I have created workflows and timelines of when clients need to know certain things, and I have automated email messages that will send at specific times throughout the process. You don’t want to leave your clients feeling neglected or with unanswered questions! I use HoneyBook, which is a fantastic client management system that helps me automate email messages, contracts, payments, etc. If it doesn’t send something automatically, HoneyBook will prompt me through a message on my dashboard and/or an email to remind me. Because let’s be honest…it’s hard to remember all those things during busy season—really during any season! But because of automations, I don’t have to. This helps you to appear professional and prepared so that your clients feel safe working with you.
Don’t Harass People | I have never understood the practice of cold-calling or harassing potential customers for business. I know it is a method that works for many businesses. However, that has always been an immediate turnoff for me, and I have never really met anyone who ever gets “sold” by these business practices! When I was in college, I worked at a furniture store, and I was trained to hover around potential customers, almost to the point where I felt like I was stalking them. I HATED it. So my personal method became introduce myself, check on their needs, let them know I am available when/if they have questions, and then LEAVE THEM ALONE. People need time to process and think without a hawk flying around them! And guess what? I ended up being one of the most successful salespeople because I didn’t annoy the customers! I had a similar experience while recently walking through Target. A cell phone rep tried to convince me to break my current contract and go with theirs. No matter how many times I said I wasn’t interested, he tried another tactic. I eventually just walked away, and we ended up detouring through aisles just to avoid passing by him again. So when communicating with potential clients, I let them know I am available to answer any questions, but I do not harass them over and over. If they’re shopping around, they need time to investigate their options. I may send a follow-up email or two to make sure they have gotten my communication or remind them that I am there to answer questions, but I keep those communications short and sweet and don’t try to “sell” them anything. Ultimately, whether they book with me or choose another photographer is their decision, and bugging people is a surefire way to end up on their “do not hire” list.

Remember, great communication doesn’t just prevent problems—it builds trust before problems ever exist.

If you are a small-business owner, how do you ensure positive communication with your clients? And if you’re a consumer or client, what practices bring you back to the same small businesses over and over? Drop a comment below!

The Importance of Clear Communication when Running a Small Business