Fine-tuning Your Listening Skills in Photography

by Skip Cohen

​We're living with a new normal in communication. Face to face meetings are minimal, but phone calls, Skype, Zoom, Facetime, etc. are critical in how we talk to each other. And even though a phone conversation allows two people to hear the inflections and emotion in their voices, there's still no visual anchor.

This isn't a new topic; in fact, the quote above I've shared numerous times, but with the new normal, everyone needs a reminder about fine-tuning your listening skills. It all starts with slowing down and not being distracted. You've got to listen to the client and ask for clarification if you don't completely understand what they've said. 

Listening these days goes hand in hand with your written skills as well. So let's fine-tune everything in how you communicate.

• Respond to questions quickly. If you get a request for more information from a client, get back to them fast. There's a great line that's contributed to dozens of famous people, " Your customer doesn't care how much you know until they know how much you care." How quickly you respond falls right under the category of showing you care.
• When you do respond, especially in writing, stick to the topic. It's hard to be concise. Years ago, when Howard Baker was Chief of Staff at the White House, he told me a great story at lunch to talk about photography. He once had sent a long letter to another congressman. At the end, he wrote, "I'm sorry this isn't shorter. I didn't have the time."
• 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, together with her style - more contemporary vs. traditional.
• Build a relationship. Now more than ever, texting, email, and social media have created a new foundation for communicating. For years we've been losing the art of conversation, but now it's back and couldn't be more critical. Wedding photographers have an easy list of conversation starters: 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 friends. Within the needs for photography in every specialty there are key conversation starters - learn to use them.
• Every client needs to see samples of your work, but equally important is the assurance that you're following safe social distancing guidelines. As a wedding photographer, it's important to have a sample album online you can talk about with a client. With other specialties clean up your galleries and make sure your gallery matches its description. Listen to each client's concerns and assure them you've heard.
• Whenever possible, do an engagement session. It's a little tougher today, but again, easy to maintain social distancing. 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 you're a recognized friend during the day of the wedding when "logic doesn't reign as king!"​
• Last but not least, - BE ACCESSIBLE. Twice in the previous week, I've been fighting with contractors for a response to our request for some work done here at the house. There's no excuse for somebody calling a week after a request is submitted when the other companies called on the first day. 

Your most influential marketing tool is about building relationships and trust. It applies to every specialty within photography, including commercial, boudoir, family, children, maternity, and the list goes on and on!

The biggest communication problem is that we do not listen to understand.
We listen to reply.
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