As new in
the industry there are few things you have to do to impress your clients.
So you’re
in the process of negotiating your first paid photography engagement –
congrats! Making the move from being a hobbyist to a paid photographer is
easier than you might think, but it does require some know-how, especially when
it comes to nailing down the details. Here’s an overview of how to get started
talking with a prospective photography client.
Understand the Opportunity
In all
likelihood, your prospective client reached out to you with a simple one or two
sentence email that sounds something like this:
Hi!
I need a
photographer on ____ to take photos of ____. Are you available? What’s
your rate?
Thanks!
The point
is that most photography clients, even those who work with photographers on a
regular basis, aren’t going to offer a lot of details when they first contact
you. It’s up to you to ask the right questions to get all of the information
you need to decide if you even want to do the shoot.
These
questions are all related to understanding the scope of the client’s needs, and
they may vary according to the type of photography. Examples of questions to
ask include:
Where is the photo shoot being held?
This
question is important for determining if a location has already been selected
by the client, or if they’re looking for ideas or input from you. Either way,
you will definitely want to know how much travel or commute time will be
involved on your end, and if you should charge extra for it. Typically, I add
on a per-mile rate if I must travel more than 50 miles round trip to a photo
shoot.
How many people will be involved in the shoot?
You might
adjust this question according to the type of photo shoot you’re being
asked about, but it’s still important to get a sense of scale. If it’s an event or portrait session, you need to
know how many people you’ll need to photograph. Likewise, if it’s a food or product shoot, knowing how many
dishes or products are involved will help you prepare and quote on the job.
Depending
on the scale of the shoot, you may need to bring in a second shooter,
photography assistant, or even rent extra gear.
Approximately how many photos do you want?
More
often than not, the client won’t have a direct answer to this question.
However, it’s essential to at least get a sense of their expectations so
you can adjust your shooting style accordingly. Some people prefer seeing a
wide range of options, while others just want a handful of images to choose
from.
Do you have samples of photo styles you would like
to emulate?
Along the
lines of understanding client expectations, one of the best ways to do this to
get sample photos to see the style they’re looking for. Most clients have
images from previous shoots they’ve had done, or maybe even a Pinterest or
Instagram account that they admire. Do whatever it takes to understand the
style of photography they want (and do NOT want). This will help reduce the
chances of producing photos they aren’t happy with.
What’s the intended usage of the photos?
The main
reasons for asking this question are two-fold.
First,
the answer helps you determine the quality and resolution of photos you should
be capturing. If the client intends to make a billboard print, you definitely
need to be shooting a maximum quality. Whereas photos intended for social media
use can be done at a lower resolution.
Second,
the client’s intended use of the photos will also affect the photography rate
you charge them, which leads us to the next section.
Get a sense of their budget
Arguably
the most challenging aspect to negotiating a photography job is settling on
a price that everyone agrees on. To get started, ask the client upfront if
they have a budget in mind. Some will and some will not. At the very
least, try to get a sense of the budget range with which they are comfortable.
Research other rates
Thanks to
the plethora of photography websites out there, it’s easy to do a Google search
and find out what others charge for similar photo shoots. Some photographers,
especially those who shoot weddings and portraits, will openly state their
rates on their portfolio sites. If this tactic doesn’t work, there are
also blogs and articles where photography experts openly talk about industry
standard rates. Either way, it’s important to come up with a firm photography rate that works for you.
State your rate
After you
come up with your photography rate, give it to your client, along with any
necessary explanations. As an example, I always have a creative fee that covers
the photo shoot itself, plus added fees that vary depending on the shoot. Some
sample fees I might add include photo editing time, travel, equipment rental,
photo usage (known as licensing fees), and extra fees if the client requires
photo delivery on a physical thumb drive or disc.
If you do a discount…
Depending
on the circumstances, I might be willing to offer my client a discount or negotiated
photography rate. If this happens, I always firmly state my original
photography rate so the client understands the full value of my services. I’ll
then factor in the adjusted rate as a discount.
Final Steps
After
settling on a photography rate, there are two extra steps you should take
before you consider your services booked.
Get a contract signed
Take
information from the negotiation and draw up a photography contract. Include a price estimate
that clearly breaks down your photography rate. Send these documents to your
client and ask them to sign and return a copy. This will make sure that
both you and your client are clear on what you are agreeing to.
Collect a deposit
This is
an optional step that will reduce the odds of your client suddenly canceling.
It also helps get some funds in your pocket early since final payment following
a photo shoot can take time. I require a 50% deposit, with the remaining
balance due within a week after they receive the final photos.
Summary
Without a
doubt, negotiating a gig is among the most nerve-wracking parts of venturing
into the world of paid photography. As long as you get a proper sense of scope
and define your monetary value, negotiation is less challenging.
Do you
have any tips or tricks to confidently negotiating a paid photography gig? Let
me know in the comments below.
