The Art of Referring

Last week, I had one of the coolest experiences ever. I was participating in a local bridal show when a young lady with a great smile and obvious personal style approached my booth. “I need to introduce myself to you,” she exclaimed! “You weren’t available for my wedding; however, I love your work and refer you to all my friends.” I was deeply touched. We went on to further discuss her wedding and the photographer she hired.

Chances are your number one source of new clients are referrals. More specifically, your number one source should be coming from past families and couples. When a couple chooses to hire you, hopefully they are already your number one fan. Work hard, deliver the photography you are known for, provide excellent service and you will be rewarded with many inquiries. The purpose of this conversation though is to go beyond the obvious and dig deeper into getting your work in front of others.

Before we get too far ahead of ourselves, I personally believe not all couples will be a perfect fit for your photography. If you spend enough time on any photography forum, you will hear a photographer bumming out because they met with someone, and they didn’t hire them. This is good! You want to create for couples that enjoy your work as much as you do creating it. These are people you will be spending an immense amount of time creating for. You want to click. If you have an occasional couple that has a negative reaction to your work, this is ok too. It means you have a style. If it happens all the time, you may need to define or refine your style.

The key to any referral is being an honest, open communicator. It is not about unethical sales tactics or trickery. It is simply about showing as many people your work and leaving the door open for communication at ANY time. This is my marketing strategy in a nutshell.

Let’s take a look at a couple of real-world scenarios. I receive an email inquiry for a wedding. A phone number or request to call is not left. I am available for the date and send out an email with my availability and basic price range information. I also pass along any detailed information I can provide about the couple’s venue and offer an invitation to meet to discuss their wedding plans and see my work in person. A few days go by, and I don’t hear anything further. I send a friendly “checking-in” email making sure all the information I sent reached them. This time, I do get a response that says,”We love your work. Unfortunately, you are not in our price range.”

This is where communications end too many of times. The simple fact is we really don’t know why the couple isn’t interested in my photography. I could be they truly don’t care for my work and are just being nice. I send one more communication though. I very much understand budgets. When my wife and I got married, we were young and didn’t have the budget to hire every professional we wanted. (I don’t say this in my response!) I do though offer to pass along a recommendation to a photographer that fits their style and budget. I will too. I have no problem referring to talented shooters even if I am available on a day if I am not the perfect fit for a couple. Not every couple will respond to this offer. That is ok! Some will. I promise this communication though will open up doors that will pay dividends.

Scenario number two: I receive a call for a wedding. The couple has seen my work. They are very eager to meet; however, I am already booked. I let them know, but continue talking and asking questions anyway. Where is your wedding at? Do you have a style of photography you enjoy most? What type of budget do you have planned for photography? My goal is simple. I never want to say no to anyone. This is a valuable rule I learned in my previous career as a retail. I really want to help the bride that is calling and provide her with an excellent experience even though I am unavailable for her date. Like the young lady at the bridal show, she may become an even bigger fan.

By now you are probably thinking, I have another motivation too. I do! I want to pass along as many good leads to my photographer friends, too. While it is not my sole motivator or end goal, my hope is they will return the favor at some point down the road. I will talk up any of my friends to future brides! Photographers are my number two source of referrals. If you are staring a studio, this may be your number one source. Just like when you communicate with brides and grooms, this only works if you are genuine about your intentions and you want to create true relationships with other people. Imagine the potential of combining forces with like minded people who put forth the same energy and commitment to the couples they create for. Imagine all the possible friendships too.

Who you refer is important though! I have found having a small, quality group of photographers is better than playing the numbers game. The same is true when giving referrals. I never pass along more than three names (often two). Who you refer directly reflects on you! NEVER refer anyone you don’t want to. My personal approach is to refer a photographer that is as close to me in experience, customer service, and price. If cost is the main factor, I will pass along names of up and coming talent.

We will discuss networking with other professionals at a later date.

Happy referring!

Biff Ulm – VADA Photography