Lessons from a Cactus: Know Your Customer

by Skip Cohen
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Several years ago, a five-foot-high Ceroid Cactus in my neighbor's backyard was knocked over during a hurricane. We knew nothing about growing a cactus, but decided to cut off the rotted ends and stick it in a pot. For at least three years it's just stood there. The main stalk didn't grow but it sprouted two arms.

Last year it bloomed, but only one flower and for just a single day. A few months later it bloomed again, with three flowers, and I almost missed them. I was determined to get a couple of photographs before the flowers' short life expectancy took over.  I did a little research, and learned that it blooms at night and just for a day or two.

It's a fun example to make the point about "KYC" - Know Your Customer. 

Here's my point: Over the years, I've heard a lot of stories, usually in the bridal arena, from couples who were unhappy with some aspect of their wedding coverage. Often, it was because the photographer didn't match the couple's mindset. Here are a few easy reminders:

1. Know Your Subject: Had I done a little research on the cactus, I'd have known not to wait a day to get the best photographs. Similarly, when meeting a potential new bride, Bambi Cantrell will ask, "Who made your gown?" Depending on the gown maker, she knows right away what style of photographs they want. The question also gives her an idea of how much they might be interested in spending.
2. Listen More Than You Talk: Kirk Voclain talks about some of his best senior shots. He gets his subject talking about school, their friends, and future aspirations. During that conversation, he listens and waits for the decisive moment, when they're most enthusiastic, to click the shutter.
3. Be Supportive: Joe Buissink talks a lot about the importance of the engagement session. Why? Because it's the first step in building the relationship. When he shows up on the day of the wedding, he's already considered a friend, and it's a key ingredient in getting those natural expressions.
4. Pay Attention to Who's Picking Up the Tab: While many of you want to please the bride and groom, remember to match your skill set with "Mom's" wishes too. A younger bride is more likely to be more casual in posing, for example, while the mother of the bride might want a very traditional and conservative bridal shot.
5. On Time Means Being Early: Pay attention to when and where everything is scheduled. There's nothing worse than a photographer who's running late!

Okay, so I've taken some liberties to make a point thanks to one six-foot cactus I knew nothing about...but here's the most important part - have fun! "Fun" is a word too often lost in business today. It's a critical part of being a professional photographer. You can't capture images that grab at people's heartstrings if your own heart isn't in it.

Remember that your best marketing tool is relationship building. Nothing will help you more than making it a point to know your customer, and letting them know you.

Meanwhile, for the first time in all these years, our cactus has six flowers. We've got this odd patio off my home office, which during the summer is too hot to spend any time on. It has no breeze and is enclosed on four sides. So the cactus has it's own private residence! 

Three flowers bloomed yesterday (see below) then they closed and they'll all open up tonight. By this time tomorrow, they'll be turning black and then gone. For those of you who who live out west or in the south, keep in mind this kid grew up in Ohio and never had a cactus bloom beyond a small one in a desktop planter!

Wishing everybody a terrific weekend ahead!

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