Are You a Good Listener?

"Do not listen with the intent to reply, but with the intent to understand."
Anonymous

by Skip Cohen

While today's short post is focused primarily on the wedding side of imaging, the skills of good listening apply to every business. It's the perfect topic for Hump Day!
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One of the top complaints of new couples after the wedding is the photographer didn't meet their mindset with the finished photographs, video, album, etc. And the reason most often relates to listening skills. So, here are a few suggestions:

• You've got two ears and one mouth - listen twice as much as you talk! The original quote is modified from a Greek philosopher, Epictetus, who died almost two thousand years ago. Learning to listen is hardly a new topic! 
• Ask questions with more than one purpose—for example, Bambi Cantrell talks about asking the bride who made her gown. The answer gives her an idea of what she's spending and her style - more contemporary or traditional.
• Build the relationship. We live in a texting and email world, and I often feel the art of conversation has been lost. Ask the couple how they met. Encourage them to share some of the funny experiences they've had together. Find out what they love about each other, their families, and their friends.
• Show them samples of your work. I'm always surprised when I hear about a photographer who doesn't have sample albums to share. All it takes is a call to your lab to make a duplicate album from a previous wedding or two.
• Ideally, having a couple of sample albums gives you the ability to demonstrate your storytelling skills. At the same time, you should have at least two different types of albums—one more traditional, the other contemporary. And don't be afraid to show other things you can help a client create with their images, such as metal prints, oversized prints and stationery.
• Whenever possible, do an engagement session. While it provides additional value to your pricing, the real benefit is getting to know the couple. A good engagement shoot helps establish your credibility so that on the wedding day, you're a recognized friend during a time when "logic doesn't reign as king!"​

Your strongest marketing tool, which I've written about before, is building a relationship and trust. This applies to every specialty within photography, including commercial, boudoir, family, children, maternity, and the list goes on and on!

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