Networking

The business we are in is about relationships as we create images with client partners. That relational back-and-forth networking is not something we can ignore or avoid if we want to get ahead and continuously grow. Utilize your genuine people skills to your advantage, recognizing that this is how we drive business growth.

Q:

What do I do if I’ve developed a solid synergistic relationship with a potential dream client (who found me!) over numerous emails, worked out the nitty-gritty of a potential project they wanted a cost on, sent the estimate, then got ghosted? I’ve already followed up once (1 week after); now it’s another week, and after that, not a peep. So disappointing. 

A:

Business is business, and as much as clients become our close contacts, we have to remember the ultimate truth that this is their job. We work in an overworked industry where no one has much time. 

Step 1: Don’t take it personally. 

Step 2: Your contact means well, but they are busy. 

Step 3: Set a future date to send a kind, lightly humble follow-up email. Understanding they are busy while blaming your curiosity for checking in on what became of that project.

Step 4: Move on to what matters and how to bring your portfolio up a level so you don’t get passed up for jobs, because the real issue is not that they didn’t respond but that you probably didn’t get that job. 

Q:

When first contacting a potential client, should I say something like, “Here is some new work I’ve done?” Or, if you don’t have new work to show, is it too blunt to say you want to work together? Is there etiquette to follow up if you don’t hear from them? I don’t want to be that person who bombards them unsolicited over and over.

A:

I always say we should talk to people as we want to be talked to. When you sense someone is “selling” to you, don’t you want to delete, hang up, or walk away? Clients know you want to work with them; that’s a given. The more you sound like yourself, the more you can mention the fun location or an educational equipment reference, giving them something to remember you by. The real stuff never gets old. 

Our outreach marketing efforts should target all potential clients, including advertising agencies, production companies, and direct clients/brands. Cover a mix of the best potential job stability by exploring various options, as they can offer different types of jobs with varying levels of consistency.

Let’s face it, we are in the business of needing from others. We need their assistance to get in the mix for a job. One style that I sincerely believe in is being a give-and-take human, simply by being my genuine self. Ask clients questions and treat them with respect and dignity as human beings. We find ways to give to them, which will warm up the situation by softening up the balance and create a more genuine connection.

Q:

I quoted a project, but didn’t get it after 1 round of quote revisions, with the explanation they are going with someone cheaper. I asked if this was based solely on cost or also on creative style, and whether they would share who they chose, but they didn’t say who they hired. I think I didn’t scope the job properly, misunderstanding the importance of their tight budget. How do we ask for feedback on a job we didn’t land? How do we get the answers we need to quote better next time?

A:

Ways I’ve gotten the most INFO back from clients after not getting the job: 

• Asking during a one-on-one in-person meeting or on the old-school telephone. 

• Putting forth a close-ended, fully loaded question, allowing them to answer “yes or no.” 

• Sharing new, inspired ideas, new thoughts for next time, to intrigue them to use you, like how you will do this with a lower budget. 

• Don’t ask right away; give them at least a week or two for it to become official. 

• Explain truthfully why you are asking and what you want to learn from it.

A one-on-one phone call goes a long way on a human-to-human level. So old-fashioned these days, but that is one of the best options we have to connect and get the answers we need. (Best kept business secret)

A creative call when you are up for a job can be nerve-wracking. Here’s the simple secret sauce to warming up the business call: ask them more of a personal question about the weather, something on their wall, their geographical location, etc. Asking a question can break the ice. Show curiosity with human interest because people generally want to share. Two-way human conversations will open all those business doors.

Q:

Where do creative directors, art buyers, etc., look for new talent? I would appreciate any advice I can get. 

A:

The business of photography depends on who sees our images; we have to find every potential method to put ourselves out there. Depending on the type of photographer you are, we have some really good options these days, like Komyoon, Workbook, At-Edge, Blvd, Behance, PhotoPolitic, LeBook, Production Paradise, Found, and Wonderful Machine. They all have a different vibe, go through them and see where you fit best. I suggest asking clients you want to work with where they look for new talent. After you give one of these a try, you can optimize your website for SEO and use Google Analytics to see where the traffic is coming from. It’s a timely process with no easy answer, but if you pay attention to your analytics, you can see what works for you. 

A general mass “cold call” of any type usually will lead to a hang-up. Think about this and apply this theory in your business conversations. Address clients by their name. Let’s get back to the basics in our electronic world – whenever possible, a firm handshake, eye contact, and recognizing the person’s name. Human”ify” is the way to make a cold call into a warm call.