The Simple "Secret" Ingredient Setting Us Apart as Photographers

Images copyright Todd Nichols Photography - All rights reserved.

The real fun of social media comes with those moments where the true "social" side comes into play. Meet two new friends, Julie and Todd Nichols from Boise, Idaho. Todd and I have exchanged a couple of Facebook IMs over the years, starting with a couple of WPPI questions shortly after I left the company. Earlier this month we caught up with each other on Facebook, which morphed into my favorite mode of communication, picking up the phone and calling them.

After wandering through their galleries, I loved a lot of their wedding images and put in a request for a guest post, and here we are! Julie pulled something together and it's the perfect topic. At a time when so many artists are struggling with business, Todd and Julie continue to build significant brand awareness and a strong client base. Why? Because they not only deliver but exceed expectations and have made themselves habit-forming!

Their clients feel special, as if they were Todd and Julie's only customers. In the guest post below, Julie's shared the not-so-secret ingredient of their success, but spend two minutes on the phone with either of them, and you'll understand the other elements - passion, pride, attitude and above all an energy in their spirit that's nonstop - they LOVE this stuff!

To see more of their work and get to know them, click on any of the three images with this post. And a BIG thanks to Julie for taking the time to join us on SCU with a guest post.

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by Julie Nichols
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How the client feels about themselves when they interact with us is as important as the product we deliver. 

Photography is not a rational business, it’s an emotional business.  It won't come as a surprise then that so much of a successful photography business has nothing to do with the actual technical aspect of taking a picture.  I'm not discounting the value of knowing our camera and how to compose and use light to enhance our subject.  Yes, those things are important, but it’s just as much about how our clients feel about themselves when they interact with us.
 
While creating beautiful imagery is what may first attract our potential client to us, it's everything that follows that grows our business. When a client reaches out to us it's a BIG deal, every time.  We listen carefully to what they want, are afraid of, or what's causing them anxiety.  Then we respond confidently as an expert empathetic problem solver.  Our client wants to feel they can trust us to handle their situation, family, event, whatever it is...and they will pay more for "white glove" customer service, peace of mind and how we make them feel. 
 
Here’s an example: We met a bride at a bridal show who followed up with us to set up a consult.  She didn't show much enthusiasm or emotion when she visited us at the show.  When she, her mother and sister showed up for the consult it was the same vibe - little enthusiasm or emotion. I wasn't feeling very optimistic about this person being our type of client. 
 
As we proceeded to find out more about what was important for her, her mother and sister jumped in and mentioned her Grandmother who had recently passed away. The client then told us, with tears in her eyes, about a special piece of jewelry she wanted to include in her shoot that had been given to her by her Grandmother. When we responded with, "Oh my gosh, yes!  Of course, Grandmother's are special - we would love to capture that for you!" 
 
Her whole attitude changed. She felt understood and affirmed.  She and her mother ended up booking our top collection and walking out hugging us, wiping tears away.  It was about how we made them feel. Sure, they loved our imagery but the close for the sale happened when they saw WE understood how important the memory of their grandmother was in their images.
 
When we deliver top quality imagery in a manner that lets our clients know we adore them all the way through the process, we have done our job well and have a happy customer.  This shows in the word-of-mouth referrals and our repeat clients. 
 
Relationship building and trust are simple ingredients to incorporate into your business. It  costs you nothing, but has a fabulous return on investment. 

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