Being Comfortable With the Word "No"

Saying no leaves room for the right yes to come along!
Cyndie Spiegel

by Skip Cohen

Learning to say "No" could well be one the most important lessons/skills of being a professional photographer, especially when you first get started. Nobody wants to turn down business, but there are times when you need to recognize that not every potential client is your customer.

Over the years, I've seen this most often with wedding photographers who undercut the value of their own work. For example, a potential client is at your door wanting you to photograph their wedding for a fraction of the price you normally charge. When business is slow or the economy is down, it's tough to turn down business. At the same time, this is your career—not a side hustle.

Pricing and the Competition: Okay, it's true, lowball pricing might bring you some instant business in the short run, but eventually, it will destroy what you're trying to build, not to mention undermine the strength of the market. If you want to build a strong reputation, build it on the quality of your products, services, and the experience people have working with you. Look for added value to the pricing equation, NOT discounting. Talk with your lab, album company, and framer about new products. 

What did it really cost for you to get this far? When you start looking at pricing, don't forget everything you invested to get where you are today:

•Your Gear •Computer •Printers •Supplies •Furniture •Software •Packaging •Charges from your vendors •Education •Insurance •Rent •Phone Service •Time •Utilities •Website •Internet •Car •Gas and Maintenance •Legal Counsel •Accountant •Dues/membership •Advertising •Marketing •Additional labor •Travel/Entertainment

It's a hard lesson to learn. It doesn't take practice as much as it takes confidence. You should work hard to build your brand on a foundation of quality, integrity, and exceeding expectations. It's not about saying "Yes" to every opportunity. 

Learn to comfortably turn down business when it doesn't fit your goals. I'm not suggesting you shouldn't compromise at times, but learn to step away from business that's too far outside your goals.

Not every customer or assignment is right for you, and you need to leave room the right yes to come along.