More than ever, I have been receiving the awkward…almost skeptical look out of the corner of people’s eyes when I say, “business is great…different, but great.” Most respond with a long list of reasons as to why I am LUCKY to be in the photography business because other types of businesses (which includes theirs of course) are really struggling. All right, so there is some truth to what they say to me and to quote Samuel Goldwyn, “the harder I work, the luckier I get!”
I have decided to take this opportunity to talk about what I have been doing differently to not only survive…but to prosper in this “down market.” This blog was initially intended for other photographers who are looking for new ways to promote themselves, but it applies to almost anyone.
The irony is that what I have been doing differently than other photographers in my field is the same thing I have done since I started my company. I am a part of a Business Networking Group called BNI. As my business has grown, so has my marketing strategies…and yet I still have not found a more simple and effective way to promote myself than to meet with other business professionals on a weekly basis. The idea is rather simple: I do my best to help their businesses grow…and they return the favor. One major factor to making this work is to find the right group…because let’s be honest, I am not going to go out of my way to promote someone I don’t trust (and visa versa). There are all kinds of networking opportunities around you and networking groups like BNI effectively train you to get the most out of them all.
Many new photographers assume that “if only I had a great website or better equipment, my sales would surely go up.” For the aspiring photographer, however, the paradox is that in order to have a great website, they need to have great images…and in order to have great images they need to have great photo shoots. And unless they are willing (and can afford) to just shoot things for free in order to build their portfolio, initial sales comes before everything else (including top of the line equipment). My initial sales came exclusively from the networking group I joined years ago.
More than ever, business is all about building relationships. It takes time and a lot of work, but in this period of economic uncertainty do you think I regret going the extra mile to build lasting relationships with my business partners (from all fields, including other photographers) and their referrals? Hell no…it’s the best investment I ever made in my company! I am certain that as long as I keep building those relationships, the dividends will continue to pay off with unparalleled opportunity. My relationships are the reason I am still doing well when others are struggling. The best part is that all you need to get started is a business card and firm handshake!
Check out these sites for some good sales/networking information:
www.BNI.com
www.gitomer.com
www.mortgageproconsulting.com
These are not photography sites…and that is exactly why I mention them. They all have a wealth of free information that will help you become better networkers.
