The off-season is a perfect opportunity to reflect on your business and dream up new ideas. Whether it’s a fresh perspective on your marketing plan, more efficient workflows, or inspiration to try some new ideas during your next shoot, these quiet months are a chance to recuperate and improve.
So, how can you plan for a productive off-season (before it’s too late)? Try following this four-step roadmap that will help you rest, reflect, practice and plan for a great 2014 busy season.
“Do what you do best. Delegate the rest.” That phrase is often heard around businesses, big and small. It sounds so simple, but it’s a driving force behind the concept of core competencies. And big businesses aren’t the only ones that benefit from identifying their core competencies. Professional photographers can create more sustainable businesses if they identify and leverage their own core competencies.
So, what’s a “core competency?”
A unique ability a company has that can’t be easily imitated. Core competencies give a company one or more competitive advantages, in creating and delivering value to their customers. Remember, a core competency is not a product or service.
The term was originally coined by Gary Hamel and C. K. Prahalad and published in their book, Competing for the Future. They challenged business leaders to view their organizations as a “portfolio of competencies,” as well as a portfolio of products and services. That portfolio of competencies actually provides a competitive edge for truly innovative businesses.
How can professional photographers apply this principle to their businesses? First off, you’ve got to identify your own core competencies. Then, you’ve got to fearlessly follow their lead, and delegate the tasks that don’t fall into the category of your “core competencies.”
Let’s look at two real world examples. Apple’s core competency is design. That core competency is the underlying strength of their hardware and software. For Netflix, it’s all about providing the best content delivery. They work hard to deliver content to their customers quickly, in a highly-personalized way.
Put on your business hat for a few minutes, and dive into these questions:
• What specific skills set you and your business apart from other photographers?
• What unique knowledge, or experience, do you bring to the table that makes you stand out from the crowd? (This is the stuff that your competitors can’t imitate!)
• What assets do you bring to your business that enable you to add perceived value to your clients’ experience?
Now, see if you answer “yes” to these questions:
• Is this competency unique to you and your business?
• Does it help you improve your client’s experience, and also pay off in dollars and cents?
• Can it contribute to some new services and products that you could offer?
The best part of identifying your core competencies is that they are almost always things you LOVE doing. That’s because they often grow out of your unique skill set and life experience. Since core competencies become one of the hallmarks of your business, they can be the driving forces of your competitive strategy – and that puts you on a path to long term success!
Sales is both an art and a skill. In fact, many of the world’s best salespeople take an artistic approach to their customer’s buying process. They intuitively understand how to put themselves in their customer’s shoes, and anticipate their pain points. Sales guru Zig Ziglar wisely observed, “people don’t buy for logical reasons. They buy for emotional reasons.” So, you don’t have to dread doing sales pitches. Instead, think of sales as an opportunity to be creative, by providing a solution to a problem. And entrepreneurs love solving problems, especially since solving problems is essential to building a profitable business!
Why is sales simplification important?
It’s important to simplify your product sales for one big reason: confusion stalls sales. If your client doesn’t know what to order, when to order, how to order, or just gets confused, you might lose the sale or undersell to someone who wanted to purchase more. If you want your clients to buy products, you have to make it easy and fast for them! Make your sales communication – emails, phone calls, and in-person consultations – simple and succinct so clients can quickly find everything they want to order.
Not sure how to keep it simple when it comes to your product sales? Here are three important tips.
Tip #1: Integrate the sales conversation throughout the experience with each client.
Since sales is equal parts artful psychology and tactical skill, you should plant sales seeds in your earliest communications with clients. Think of it as educating your client throughout their entire experience with you. Then, sales becomes about helping your client solve a problem. Give examples of which products will work best for the type of photographs you’re shooting and—especially if you’ve gotten to know your clients well—what will work best for their taste and style.
Tip #2: Be Prepared! Do the sales work upfront.
A surefire way to cause confusion when educating clients on the products you sell is to be unprepared. Before you start explaining your products to clients, make sure you too have a clear understanding of your pricing, turnaround times, product details and–most importantly–benefits for your clients!
If you don’t know these details, you’ll come across as erratic or unprepared, ultimately causing confusion and slowing your sales.
Tip #3: Try easy-to-use product sales tools.
If you don’t enjoy the sales side of your business, gain confidence by leaning on easy-to-use product sales tools. There are a lot of great sales tools out there for professional photographers, but that doesn’t mean you have to use them all. Keep your sales process simple, by choosing one or two tools that work for you.
We recently partnered with ShootProof, a tool that offers an easy and efficient way to proof and sell your photos online. Plus, you can now send your images straight from ShootDotEdit’s photography editing services into your ShootProof account, instantly making your product sales process more efficient. For more information on how ShootDotEdit can help your business and introduce you to other helpful partners, download our free guide.
A large part of being a successful photographer lies in understanding the difference between profit-generating and profit-leeching activities. Minimizing activities that aren’t adding to your profit will allow you to spend more time on activities that are helping your bottom line. Sounds like a simple equation, right? It is. But in the day-to-day busy-ness of running your business, it’s easy to get sidetracked by tasks that not only drain your energy, but also drain your bottom line.
Set up your business so that you have time for profit-generating activities
Shooting, building relationships and managing your business from a high level perspective to keep on track with your goals are all profit-generators. (Plus, shooting is why you got into business in the first place!) Ideally, you want to set up your business systems so that you can devote the majority of your time to these areas.
Activities that are necessary but aren’t helping your bottom line include editing, bookkeeping, album design, studio management and slogging through emails. Although these tasks are all necessary, they’re not directly generating profit for you. Recognizing the tasks that aren’t directly profitable is important so that you can find ways to manage these profit-leeching activities as efficiently as possible. That way, you can get back to making money and stay focused on reaching your business goals.
Tip: Look at the ratio of how your time is spent—are profit-leeching activities taking up a majority of your work hours?
Measure the opportunity cost of doing profit-leeching activities yourself
If you’re considering partnering with a specialist, you should measure the opportunity cost of doing everything yourself versus outsourcing.
Whether it’s marketing for print orders and image fulfillment, album design, or editing, there are numerous areas you should consider the opportunity cost of doing yourself. For instance, the photo editing services that ShootDotEdit provides photographers includes the UNLIMITED PLAN that costs $299 per month. The cost for a year of the UNLIMITED PLAN is less than or equal to the profit of a single wedding shoot for many photographers. Editing eats up hours of your precious time over the course of an entire year. By investing in the UNLIMITED PLAN each month, you can do additional shoots in all the hours that are freed up. These profit-generating activities will easily cover $299 per month (and likely allow you generate much more in profit than this monthly cost). In this instance, the opportunity cost for you to do all of your own editing is far greater than the cost of the monthly plan.
Manage your profit-leechers with partner solutions
So, what’s the most efficient way to manage the areas of your business that aren’t adding to your bottom line? Partner with someone who can do these tasks more efficiently than you can. By allocating business funds toward partner solutions, you’ll free up your time to shoot more and earn more!
Partner solutions for accounting, album design, post production and print fulfillment can be key to growing your business. Use systems that fit naturally with how you already operate your business. Finding specialists for areas of your business that aren’t efficient will allow you to focus on what you do best—shooting and relationships. Specialists are experts in their respective areas and because of that, they can do that task fast AND do a great job. Learn more about how to implement Specialists into your business in our Free Guide on How to Grow Your Wedding Photography Business.
It’s October, which means beautiful Fall scenery, pumpkin-flavored everything, and (maybe) an-upcoming lull in your shooting schedule. You’ve made it through the majority of your crazy schedule of wedding shoots, but a lot of those photos still need to be edited. With holiday deadlines looming, not only do you need to finish up the rest of your shoots, but you’ve also got to find a way to get get those images turned around even faster!
The deadlines are creeping up, and you’re feeling the pressure. But before you go into total panic mode, remind yourself that it is possible to get through this season. All you need to do is follow this three-step plan to keep things under control and keep your sanity in tact.
1. Assess your Workload and Deadline Status
How behind are you? If you’re starting to panic, remember Robert Frost’s simple advice, “the best way out is always through.” Assessing your current status will help you get a handle on deadlines and devise a plan to get back on track. To understand exactly how behind you are, make a list of the jobs where deadlines have been missed (and are still outstanding) and deadlines that are approaching and are not humanly possible to meet.
What deadlines are coming up? Part of catching up is making sure you don’t fall behind on any upcoming deadlines that will set you back even further. Create a list of jobs that have deadlines coming up that require immediate action in order to stay on track.
What tasks do you need to complete? Now that you understand the situation you’re in, you can devise your plan to get out! Using the list of jobs you created, identify the specific tasks that need to be completed to check that job off the list. Prioritize your crucial deadlines and put those deadlines that can wait on the back burner while you resume control over your workload.
2. Keep Communicating with Clients
Let clients know what to expect. If you’ve fallen behind, the worst thing you can do is NOT keep your clients up to date. Letting clients know what to expect—even if it’s a revised turnaround time—goes a long way toward keeping your positive relationship intact. Your clients are excited to see their images, so letting them know what to expect will help ensure that their frustration doesn’t overshadow their excitement. Be realistic. Make sure that any revised timetable you give your clients is accurate so that you can deliver. Revising your turnaround time a second time because you were unrealistic will likely result in irritated clients. And nobody wants that!
Communicate ordering deadlines. When talking to clients about their images, make sure they fully understand deadlines for placing orders they want to receive in time for the holidays. Printouts, blog posts and emails outlining ordering deadline details for clients are all great communication tools.
Say thanks. If your turnaround times are later than your clients expected, find ways to give them an extra “thank you” for being patient. Try a gift credit for prints, extra album pages for free, or a favorite print that you frame and send them. Help keep the experience positive, even if the process takes a little longer than usual!
3. Get Help Where you Need it Most
Find a partner to help. Post-production and album design are common areas that create bottlenecks in your business. But they can easily be addressed – and fixed for faster turnaround times with the help of a specialist! Teaming up with an editing partner to help get you caught up on your shoots quickly is paramount. Then, you can easily get images to clients in time for the holidays, rather than continuing to fall behind.
Don’t wait! Whether it’s hiring someone to help you with album design or teaming up with a post-production partner, don’t put off getting help when you find yourself behind. It’s tempting to think that you can dig yourself out when you’re buried in deadlines and put off finding a partner to help once you’re less busy. But the sooner that you can start working with partners to get back on track, the better. Don’t wait to ask for help until “things slow down.” That time may never come!
Learn from this season’s rush. Effective systems are always a process. So, after the rush ends and you’re closer to getting caught up, it’s important to reflect on what systems you can permanently set up going forward that will help ensure you don’t fall behind in the future. Learn lessons from this season’s rush. After all, you don’t want to fall behind again. Getting a plan in place for post-production and other areas of your business NOW will keep your business running smoothly as you breathe a sigh of relief at the end of this busy season. Plus, you’ll head into the New Year with new energy and a sense of control!
Download our Guide: How to Grow Your Wedding Photography Business
As creatives and business owners, it’s hard to accept help in our business. We can feel like it’s cheating our clients when we aren’t hands on with every image we shoot – from start to finish.
But when your time is limited, it’s not always possible to be involved in every detail – from start to finish. When you reach that point, the best thing you can do for your clients, business and craft might actually be partnering with a specialist who will help you deliver the best results to your clients, while also enabling you to stay creative.
You’re not at your best when you’re maxed out on time and running on empty. Trying to manage every aspect of your business likely means longer turnaround times for your clients and sacrificing on client service. By partnering with specialists who help manage particular areas of your business, you’ll find the the focus you need to be successful.
Here are a few areas that are prime candidates for entrusting to a partner:
The first step in setting your business up for success using partners is to give yourself permission to do it. You may be accustomed to trying to manage everything yourself, so it’s a paradigm shift to trust specialists to manage various aspects of your business.
But you’re not the only one who will reap the benefits of working with specialists to manage certain areas of your business. Here are three people who will not only give you their permission, but will also thank you for partnering with a specialist:
1. Your Client
Your client is giving you permission to partner with a specialist for two reasons. When you work with an editing partner to do the bulk of the heavy lifting, your clients see the benefit of getting their images faster (which makes them very happy).
But time isn’t the only benefit your clients see first-hand when you work with a specialist. There’s also a chance that there are other people who can perform tasks in your business better than you can (gasp!). When you bring those partners into your business, your clients enjoy the benefit. Just as your client trusts YOU to be their photography specialist, you can trust a partner to be your specialist in specific areas. It’s like creating custom cabinetry for your home – you play an important role in envisioning the final result, but a specialist can help you make your vision come to life efficiently and beautifully! It’s the best of both worlds: a superior product in less time.
2. Your Bank Account
Ok, so your bank account isn’t actually a person but nonetheless, it will reap the benefits when you partner with a specialist. Outsourcing aspects of business that don’t directly make you money allows you to focus your time and brainpower on the parts of your business that do make you money! By entrusting others with tasks that aren’t increasing your bottom line, you’ll have more free time to build new industry relationships, talk to leads on the phone, or work on marketing materials – activities that directly increase your profits.
In addition to allowing you to focus on profit-generating tasks, outsourcing also allows you to enlist help that can scale your business without having to hire additional in-house staff.
The time you save on every project by partnering with outside resources will give you more capacity to bring on new clients without having to hire additional staff, which increases your profit margin and the balance in your bank account (making you and your bank account very happy.)
3. Your Hobbies & Loved Ones
As a small business owner, you’re well aware that your time is a finite resource. Every hour you spend on your business is time not spent outside of work doing personal things you love – with the people you love! No matter how much you love shooting, working with images, and running your business, the reality is that you’re on a path to burnout if you don’t take time away from work to do other things that you love. Being stuck at your computer for countless hours is only sustainable for a short time. So it’s up to you to get a long term plan for managing the demands of running your business, while still living a life you love outside of work. Trust us, your loved ones (and your dog) will thank you!
If you’re ready to scale back on the tasks that don’t make you money and can be done by someone else, it’s time to find some trusted partners who can help you. If you’re not quite ready, here are a few more cases for making the transition to partnering with a specialist:
When it comes to delivering images to clients after their wedding, the faster you do it, the happier your clients will be. Although you know that there are thousands of images to sift through and edit, your clients are only concerned about one thing: when do they get to see their beautiful images?!
That’s why fast turnaround times matter. And although it may mean making some changes to your post-production workflow, like using a wedding photography editing service to work on your images, it pays off because it’s an area that your clients care about – and they’ll directly benefit from! And happy clients make great client evangelists (which means you’ll be in business for the long haul).
Here are 3 reasons why fast turnaround times matter when it comes to creating client evangelists.
1. Sharing images with clients soon after the wedding capitalizes on their emotions.
In the weeks following their wedding, couples are still buzzing about their day and replaying the great moments in their minds. When you’re able to turnaround their images shortly after the wedding, they’re still on a wedding high. That means that they – and their family and friends – are more likely to share on social media, as well as face-to-face over coffee or cocktails. Your images will have more momentum with your clients, and with your prospective clients, when they’re shared soon after the event.
2. Fast turnaround times often surprise clients. And surprises make people talk!
Many clients expect you to take time to process their images after the wedding, and they’re prepared to wait. But by throwing that turnaround time of “6-10 weeks” out the window, and replacing it with a quick turnaround time of a few days or weeks, you’re exceeding expectations.
Nobody talks about when their expectations were met – it’s expected after all! But they DO talk about surprises that exceed their expectations. So when you surprise clients with faster turnaround times, you become remarkable. And THAT is what people talk about.
3. Fast turnaround times empower you to work with more happy clients.
By streamlining your processes, and improving your turnaround times, you actually create the capacity to take on more work. Photography businesses that are bogged down with editing aren’t set up to perform the tasks necessary to:
Proactively bring on new business.
Most businesses aren’t lucky enough to have a steady stream of new business showing up at their door without having to work for it! Instead, bringing in new leads and clients requires time spent blogging, on social media, on the phone with potential clients, or corresponding via email. When your workflow is optimized for fast turnaround times, you’ll reap the reward of more time to focus on proactively bringing in new business.
Manage those new clients when they come.
When editing for one client is sucking up all of your time, how can you possibly bring more clients into the mix and still meet their expectations, let alone exceed them? When you prioritize fast turnaround times and eliminate excess editing time, your streamlined systems create the capacity you need to bring on the workload associated with new clients.
But WHY are happy clients so important to your photography business? Sustainability. Businesses with happy clients receive more referrals and more sales, keeping them in business longer. Happy clients are invaluable to your business – and a sure-fire way to make your clients happy is through fast turnaround times.
What changes can you make to your workflow to improve turnaround times and make clients happy?
These days, running a wedding photography business that values speed and efficiency is the rule, not the exception. And, running a successful business is a central theme of successful photographers who are passionate about their artistry. Running an efficient, streamlined business doesn’t mean sacrificing your art or producing a poor product. In fact, it’s quite the opposite.
Creating an efficient business ensures that you’ll be financially stable and have time to create high-quality, artistic work. And it’s your art that inspired you to go into business in the first place, right?
As a professional wedding photo editing company, we believe that “Fast is Best” and that it can help grow your business. Here are 5 ways that being efficient empowers your photography.
1. It allows you to stay focused on your passion and your strengths.
What is it about your photography that you love? How you answer will likely identify your passion. But as we all know, running a photography business requires much more than simply focusing on your passions. The truth is, roughly 15% of your time is used taking awesome pictures! That leaves 85% of your remaining time devoted and dedicated to making sure the business will allow you to focus on the 15% you LOVE doing 🙂
Setting up efficient business practices will create time for you to focus your passions, on personal projects, on serving and loving your clients. And, this will allow you to stay happy.
Photographers all know what “busy season” feels like. There are shoots on the calendar seemingly every day, a steady stream of emails to catch up on, phone calls to return, bookkeeping to deal with, social media, album design, new client meet-ups, current client management, vendor networking, blogging, editing all of those shoots, and the list goes on!
With so much to do in so little time, it’s easy to lose your creative spark. Yet that creativity is exactly what your clients love about you! To keep them happy and to give you the creative space to do your best work, it’s critical to set up efficient business systems. Efficiency actually allows you to have (gasp!) freedom to keep that creative headspace.
Although it may sound counterintuitive, investing in services that streamline your business will save you money in the long term. For instance, outsourced services save you money because of the opportunity cost that goes along with the hours they free up. Instead of spending all that time editing (or doing your own taxes), you could take on more shoots, work on your marketing materials, or start doing more in-person sales meetings–all of which are activities that actually make money! Aside from opportunity cost, when you factor in the time that you spend editing, your hourly rate suddenly drops drastically–and you’re actually not making as much money as you could.
4. Faster delivery to your clients = happy clients.
As busy season is in full swing, you’ll start finding yourself getting farther and farther behind with weddings that need to be edited, uploaded for proofing, and blogged and shared. You know that dreaded email could come at any moment – that email from your client asking, “When can we see our photos?” It’s true, your clients (and their happiness with you) are directly impacted by lag time.
By setting up systems that help in the areas you need it most, you’re able to keep your clients happy and exceed their expectations with fast turnaround times. You can share their photographs when they’re still most excited, soon after the shoot. Keeping your clients happy means they’ll turn into enthusiastic referrers and evangelists that will keep you in business for the long haul.
Entrepreneurs and artists are alike in many ways. They’re creatives, they’re innovators, and they’re thinkers. That means burnout looms like a threatening chasm unless there’s time to breathe, explore new ideas, and wander into quiet thought. That’s exactly why efficiency can cultivate creativity and empower your photography. It gives you control over the tedious tasks of being in business so you can beat burnout by letting your right brain maintain its freedom.
Steve Jobs’ biographer, Walter Isaacson, discussed the many qualities that set Jobs apart from other innovators, including his commitment to Zen Buddhism. Although each entrepreneur and artist practice different forms of “taking time off,” actually taking time to think and explore protect you from burnout.
The bottom line is that the best thing you can do for yourself as a creative is to take yourself seriously as a business owner. When your left-brain puts in the effort to create efficient, streamlined systems for your business, your right brain with see the return! You’ll once again enjoy your business for the reason you started it–your passion for photography.
We are pleased to announce the “Pricing, Process, and Profits for the Wedding Photographer” Workshop in Nashville, Tennessee!!! Here are all the details – please come and join us!!!!
Date: Thursday, May 3 Location: The Village Chapel. 2021 21st Ave. RM #220, Nashville TN 37212 Time: 6:00pm Price: FREE
*This workshop is now over.
Topic: Dial in your Pricing and Packaging (Jared Bauman)
Jared will explore pricing and packaging for professional photographers and how important it is to the success of your business. Jared will reveal the secrets behind pricing and packaging, the basics to each pricing strategy, and the science behind effectively setting up your pricing, whether it be Packages or A La Carte.
Topic: Systems are Sexy (Leeann Marie)
Do you find yourself always saying “This is the year I’ll get organized an efficient!”? Let’s talk…
I’m not talking a pretty branded website, latest gear, or Photoshop actions – I’m talking about creating a business that not only meets your client’s needs, but exceeds them. A business that is as efficient as possible – even if you don’t consider yourself a “business person”
Leeann will speak about how a clear communication strategy, studio timeline, and kick butt techniques can move your business toward being one that finally gives you back your time, money, and energy. This is the year to make your systems amazing!
Topic: Top Profit Tips (Sean and Melanie McLellan)
With sales averaging five figures per wedding for the past five consecutive years, Sean & Melanie McLellan’s strategies have proven very successful despite the ups and downs of the current economic climate. Gleaning from the knowledge that has brought them this track
record of success, they will share with you ways in which you can increase your bottom line starting right now with the clients you’ve already booked.Join Sean & Mel for as many tips and practical strategies as can be packed into a 30 minute time frame! If you want to make your business more profitable in 2012, you will not want to miss!
Kudize.net is an invitation-only community of wedding photographers who actively work together to get more and better clients by directly sharing qualified referrals.
More on the speakers:
Jared Bauman – Southern California Wedding Photographer, a Co-Founder and President of ShootDotEdit
Jared Bauman has built a photography studio in Southern California that photographs over 200 events and sessions annually. In business for a decade, Jared’s clients fly him across the world to document their big events.
Jared is a Co-Founder and President of ShootDotEdit, the #1 post processing partner for the professional wedding photographer. The company has grown to service more than 4,000 photographers in over 40 countries.
Known for his business background, Jared has released several educational DVDs and tours the country speaking to photographers about their small business.
In his free time, Jared loves to travel and backpack, photographing God’s creating with his panoramic camera.
Leeann Marie – Pittsburgh Wedding Photographer, Consultant for Start Up Coaching
Leeann Marie is a Pittsburgh-based wedding, engagement, and boudoir photographer. An avid blogger, she loves connecting with her clients, friends, and other photographers around the world. She holds an engineering background from the University of Pittsburgh, which has led to a love of technology and teaching. Her Photography Business Survival Coaching focuses on the 7 areas of a new wedding photographer’s business that can lead to easy loss of money, effort, and time. She personally coaches her clients to ensure that they move forward in the industry prepared to be in the top 10% of their market. She loves Lady Gaga, champagne, and kettle-cooked chips. She has traveled the world to places such as Russia, South Korea, China, Vietnam, and Panama, and believes in living the life you have dreamed.
Sean and Melanie McLellan – International Wedding Photographers, Founders of Kudize
Sean and Melanie McLellan are the internationally acclaimed husband and wife photography team behind McLellan Style. As artists, they are highly sought after throughout the world for their vivid and emotionally impactful imagery. They pride themselves on their ability to capture the beauty of a person’s essence and the style within.
With multiple accolades to their credit, including the 2008 DWF/Finao Photographer of the Year, and multiple first place print awards from WPPI, they continue every day to strive toward greater heights.
Their work has been featured by In Style: Celebrity Weddings, MSNBC: The Today Show, and other national media. In 2010, McLellan Style was recognized by the Adorama Learning Center in NYC as one of 10 top inspirational wedding photographers in the industry. And in 2011 they were listed as one of 20 top wedding photographers by one of the top blogs in the world, Hongkiat.