The First Question You Should Ask Every Photography Client

Portrait photographer Lori Nordstrom knows a thing or two about running a profitable business. Starting out photographing her kids in her own backyard, Lori has built a phenomenally successful portrait business over the last 10 years, all in the tiny Midwestern town of Winterset, Iowa. Now recognized as a leader in the photography industry for her marketing and sales techniques, Lori outlines her step-by-step process for success in 30 Days to Design Your Portrait Business.

In this clip from her CreativeLive class, Lori reveals a crucial customer service strategy. She asks all new clients the same question: "Have you thought about where you are going to hang your portrait?" This question is so effective because the client’s response gives you a clear roadmap for ensuring their satisfaction and, in turn, increasing sales.

"If they tell me we don’t have any wallspace, I’m going to tell her, ‘I want you to walk through, take those snapshots for me, I love a challenge.’" By tackling initial objections head-on, Lori says, you can identify what the client actually wants and give them more information about what is possible.

"All objections mean are ‘I need more information,’" Lori explains. "So give them more information. By telling her, ‘Walk through, take pictures, let me see your wall space,’ you are really saying, ‘Let me be of service for you. I am doing this for you. Let’s do something beautiful that you can enjoy every single day for your family and your home.’"

Photographers, in addition to taking beautiful photos, provide an important emotional service to clients. "It becomes a different process now," Lori says of her client relationships. "It’s not just ‘I’m calling to get my picture scheduled,’ it’s ‘My daughter is three years old.’ We’ve become an interior designer, we’ve become a planner. We’re talking about a whole different level of service."

Not only does their answer to this question tell you more about the client’s hopes and expectations, Lori says, it also reveals what they perceive to be possible. "When you ask them ‘Have you thought about where you’ll hang your portraits?’ they will say no," Lori explains. "They can’t say yes if you don’t suggest. And that’s another big rule for me, whether it’s on the first phone call or on the consultation call. They can’t say yes if you don’t suggest. People honestly do not know what’s available to them. It doesn’t matter who they are."

Many new clients will be coming to you after working with photographers who only supplied digital files. "I have a lot of clients and potential clients who will call and they think when they call they will only get 4x6, 5x7, 8x10s, because that is all they know until I tell them what is available," Lori says, underscoring the importance of discussing the full range of products you offer.

By having a consistent plan for that first interaction and saying the same thing as you lead customers through the process, you will increase both sales and customer loyalty, Lori explains. "I’m getting what I want by selling the wall grouping, but in the end they’re getting what they want and what they love."

To learn the rest of Lori’s tried-and-true strategies, including a comprehensive 72-page workbook, check out 30 Days to Design Your Portrait Business.

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