For Photographers

Transactional or relational photography?

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In general, there are two types of customer: transactional and relational. Although, most customers alternate between the two, depending on what they’re purchasing.

A transactional customer cares mostly about the current purchase and its price. For example, you probably have transaction-based interactions with gas stations, convenience stores, grocery stores, auto insurance agencies (at least here in Ontario), carpet cleaners, etc. You don’t really care which business you purchase from, you just want a good deal. Most customer interactions are transactional.

A relational customer, as the name suggests, is more interested in forming an ongoing business relationship. A purchase is based not so much on price but on previous experiences with that vendor. This type of customer wants low risk more than low price. For example, you may have a relationship with your dentist, doctor, favourite camera store, car dealership, hairstylist, etc. A relational customer is often a repeat customer and they tend to spend more.
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Peak Photography Experience

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The word “photography” sounds a lot like “psychology” doesn’t it? :-)

To help market their business, a photographer is always told to be different from other photographers. But most photographers misunderstand what this means.

It’s not so much about the photographer being different but rather it’s about the customer being different. That is to say that a photographer might be considered different if they can make the customer feel different (i.e. more satisfied) compared to another photographer.

Psychologist Daniel Kahneman’s Peak-End Theory says that we judge a past experience not on the overall experience but rather on our memory of the peak moment(s) of that experience and how the experience ended.
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Refunding Photography

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Photographers, what’s your refund policy?

While there’s no Canadian law that requires a business to refund a customer’s money or to make an exchange, except if a product is defective or a service is not delivered, it’s probably a good idea for a photographer to have some sort of refund policy.

The easiest refund policy is: “No refunds!” But that won’t inspire consumer confidence.

Note that “Future Performance Agreements” in British Columbia, Saskatchewan and Ontario allow a customer to cancel a contract and get a refund if the photographer fails to give the customer a written contract.
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Recycling the trash

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Here in Ontario, we’re in the early days of a provincial election and the three parties are on the campaign trail.

This post could’ve been about the fact that the Conservatives don’t even have a business portrait of its leader and that several of its candidates also don’t have headshots. No portrait = invisible.

Or this post could’ve been about the NDP which had to cut-and-paste its candidate headshots onto a matching background since the party couldn’t figure out how to organize consistent portraits in the first place. [Edit May 13: It appears that the NDP’s first attempt at cut-and-paste using the high-school blue background was so bad that they did all of them over again.]

Or the post could’ve been about the media handout pictures from the three parties. These photos have no captions, no IDs, no information whatsoever. They are useless as media handouts.
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The Average Photographer

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Last week, the US Bureau of Labor Statistics released its semi-annual Occupational Employment and Wage Summary based on survey data collected in May 2013. This provides an estimate of the average wages for most occupations in the USA.

It’s important to remember that statistics often tell only half the story.

According to the survey, there are 54,830 “employed” photographers. This seemingly does not include freelance or self-employed photographers (more on this in a moment). The average annual pay for these employed photographers was $37,190.
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Do you look like your business?

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Do you look like your business? Does your business look like you?

A business is judged by its various appearances: appearance of the store, appearance of the web site, appearance of the employees. A less than favourable appearance will create a less than favourable impression on the customer.

A “good looking” appearance encourages a customer to trust that business. A poor appearance makes the customer suspicious.

You look like your business:
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A confused customer always says no

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There’s a well-known saying that states: “A confused mind always says no.” This also applies to customers who are confused about a sales offer. They will always take their business elsewhere.

When searching through commercial photographers’ web sites, a potential customer can become confused when they don’t understand (i) exactly what the photographer is offering, (ii) the benefits of hiring that particular photographer, or (iii) any of the claims made by the photographer.

A photographer’s web site can create confusion by:

• having too much information or too little information. Oddly enough, the correct amount of information might be related to the photographer’s prices.

• offering too many choices.

• using too much technical jargon.

• showing a lack of consistency in presentation or message.

• having no differentiation from other photographers.

Some businesses intentionally try to confuse their customers. This is done so that one company’s products or services can’t be easily compared to its competitors. This practice can be common among companies that sell a commodity in an oligopoly such as telecoms and home energy companies. How much do you enjoy dealing with these companies?

A confused customer is always an unhappy customer.

Many photographers use one of those dubious haze filters on their lenses to eliminate “haze”. Perhaps putting a clarity filter on their business might be more effective.

 

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