Bidding Process

Sales tool number uno: sometimes keeping my mouth shut and listening

Q:

How does the process of getting a photographer a job happen at an agency?

A:

Guest Post, Mara Serdans: It’s a multi-step process. After I speak with the creatives about their needs, I’ll provide them with a list of recommended photographers. Sometimes the creatives already have a photographer in mind. Oftentimes a few creatives need to approve the short list and it’s common to triple-bid larger projects. When the bidding begins, I schedule calls with the photographer and creative(s) to discuss the project and deliverables. After the calls I follow up with the creatives to find out if they are leaning towards a specific photographer. Once I receive, review and finalize the bids, we award a photographer the job and production begins. 

Guest Post: Creative Consultant, Mara Serdans

www.MaraSerdans.com

Q:

What are some examples of a bad estimate?

A:

Guest Post, Mara Serdans: Misunderstanding the project deliverables or details. Low-balling the estimate or forgetting to include specific expenses. This helps no one because it’s very difficult to ask the client for more money once a job is awarded. 

Guest Post: Creative Consultant, Mara Serdans

www.MaraSerdans.com

Don’t try to bid on every job. Win every job you bid on.

Q:

(via APA National) What are three things to keep in mind for client presentations, creative meetings, keeping people engaged?

A:

Art Streiber: The primary thing to remember when you’re speaking or presenting is that you are a storyteller. First and foremost, you have to have an engaging narrative, a through-line, a beginning, a middle and an end. Secondarily, keep it light and fun. Make ‘em laugh! Next? Know your audience. Don’t get bogged down in tech talk with people that don’t know what an F-stop is…save your shutter speed jokes for the big photo nerds. And DO YOUR HOMEWORK. Know what you’re talking about. Otherwise, why should anyone listen?

Trust me, always have a signed estimate that clearly describes what the bid is based on and what the licensed usage is. Be sure all costs are agreed on before beginning the job.

Q:

What is the key to having an amazing creative call? What will make you stand out above other photographers running for that job?

A:

Great question because that Creative Call is the second reason you will get a job, the first being your portfolio. There is this really smart technique in psychotherapy where couples respond to each other by reflecting back what they hear. It makes the other person feel heard.

A creative call is like that. 

The creative had this imaginative idea and they want to know which photographer can make it real and bring it to life. They want to know that you grasp their vision and that you understand it. They also want to hear what you will be like to work with. Do you sound like someone who will bring a lot to this “party”? Use technical terms which incorporate the mood of what they want to shoot so you sound like you really know what you’re doing!

Q:

I would like to hear about the importance of treatments. What is a treatment? Do photographers create their own treatment? What needs to go into it and what should it look like?

A:

A great treatment is one of the 3 keys to getting the photographer the job. 1. Is the portfolio of course 2. Is the creative call and 3. Is the treatment. 

A treatment is a pdf full of all the info to show the creative how the photographer will approach the job. It will include samples of images, locations, talent, wardrobe, etc. 

Yes, photographers create their own treatment and I have to say, it’s like getting their teeth pulled. They are not writers and normally their portfolio speaks for them So this takes a sales type of showing off that photographers are uncomfortable with in general.

It needs to look slick and put together because the creative will read this to know what the photographer is bringing to the “party,” how they work, how they see this job, and how well they can deliver a packaged expression of their work.