Business Basics: Over Communicate and Over Deliver

I have started a series on things I believe are foundational to any business (with a heavy emphasis on photography). Being a photographer is first and foremost about being a business owner and entrepreneur, and then being an artist.

I regularly have people asking me how to increase their bookings and in my opinion, the key to increasing your bookings is increasing trust. Click here to read the first installment of this series.

The next pillar of business basics that I want to discuss is the importance of communication and delivery.

Over Communicate

1. Answer every inquiry as quickly as you can. Chances are, if they had the time to send you the inquiry, then they still have the time to discuss more details with you now. Personally, I like to carry the conversation exactly where they inquired. That might be a Facebook message, a text message, a phone call, or an email. I try to follow up to each request as quickly as I can. Even if I don’t have an immediate answer, I will send a reply that acknowledges their request and lets them know I am working on it.
2. Detail the process. Each time I communicate with someone, I want to overcommunicate. I try to let them know exactly where they are in the process and which steps are next. I proactively answer any questions they might have in the future and I try to set an expectation or deadline (and beat it every single time!).

For example, when I receive an inquiry I let them know my pricing and send over open dates. Next steps: I let them know that as soon as we have a date I will send over a questionnaire.

Once the questionnaire is sent, I let them know that a signed contract and paid retainer saves their date.

Once the questionnaire is completed, I send over the contract and invoice.

Once they officially are on the calendar, I send over an email that outlines the next steps. It links to session planning and FAQ on my blog, tells them to watch their mail for a gift I’m sending, and encourages them to ask me any questions.

Before the session, I will send a confirmation with times and locations, remind them of any tips I have, and get any remaining details I need about their session.

The week of the session, I move away from emails and check in via text message.

At the conclusion of our session, I set deadlines and expectations for deliverables verbally. The following morning, I repeat the same instruction via email.

The goal here is to instill confidence in my client. I want them to know that I am the professional, I will take care of them, and they never have to worry or wonder where they are in the process.

Over Deliver

No matter the deadline or expectation that I set: I want to beat it every time.

If the contract stated the session was a certain length, I want to go over it.

If I outlined a number of images, I want to deliver more than that number.

If I told them a date it would be delivered, I want to beat the deadline.

Every chance I get, I want to over-deliver. Delivering more than expected is an easy way to increase the perceived value of your experience. Chances are, if people feel like they got a good deal, then they will hire you again.