Someone just looking for information is quite different than someone asking you to provide an estimate. Therefore, I would handle each differently. Whenever someone contacts me for information I always make the effort to contact them either over the phone or set up a meeting in person.

I have found that there is a lot more to gain and learn by speaking with an individual than simply responding back with an additional email. In a phone call, I can learn how they found out about me, how I can tailor my services to meet their expectations, and how I can create a proposal that addresses their specific needs.

There will always be clients who do not have time to speak or would rather communicate via email, and this is out of your control. However, most times you can schedule a phone call if you send an email to the potential client explaining why you want to speak to them, how long the call should take, and suggesting some potential call times.

Calls are Your Time to Shine

A telephone call is an excellent opportunity for a photographer or illustrator to turn a request for information into an estimate and subsequent assignment. I suggest that you spend a few minutes on your client’s website to learn about what type of work they have done for their clients. This information is easily attainable by researching their clients on Agency Access and is usually evident on the company’s website. If you do obtain a phone call with a prospect, having this background information is an excellent conversation starter. Be sure to ask how they found about you and what they specifically responded to in your imagery. Offer up ideas on how your work can translate into their project.

Negotiating Requires a Little Give and Take

If you are asked for an estimate, your job is to figure out how to close the deal. Once you learn enough about the project from the potential client, I suggest you propose a number that you would be ideal for you. Just be prepared for some give and take in a negotiation process before the job is awarded.

Most clients are aware that fees are negotiable, so I don’t suggest stating that you’re willing to negotiate up front. Allow the client to reveal their given budget and if you are comfortable taking on the job for that number, find a way to tailor your estimate to meet their needs.

I believe a lot of photographers are leaving money on the table by immediately giving in to the first number a client offers up. We all have ideal budgets, but the cost of doing business does not always match up to what we would like to pay for any given service.

Most clients are looking for a willingness on your part to negotiate. If your style matches what they are looking for, more often than not they will make an effort to find a compromise. If a client’s budget is unrealistic, given the actual expenses that will be incurred, be sure to give an explanation of current rates in your region aside from your given fee.

The cost of doing business in New York is higher than in other areas, thus estimates are higher due to rental costs, location fees and studio rentals – not all clients are aware of this difference. When you do provide an estimate, be certain to break down all of the individual costs so your client can see how you arrived at your final estimate. This will help you and your client figure out how to reduce the overall cost and assist you in securing the job.

Follow up During the Bidding Process

Keep in contact with your client during the bidding process. Make sure you fully understand what goes on in the approval process and what dates are appropriate for follow up. This will assist you in avoiding becoming a pest and help you manage your communication schedule.

Regardless of whether or not you are awarded the job, maintain a positive attitude and offer up your appreciation for being considered. Your professionalism will make a positive impact and hopefully lead to future opportunities.