The REAL Business of Photography-Redux

Today while doing research for a blog article, I pulled down a book of my shelf, shoved the dust bunnies to the side and quickly re-read, The Real Business of Photography by Richard Weisgrau,  former ASMP National Director.  The book was published in 2004 and reflects changes in photography business practices and gives great negotiating examples on how to sell yourself to your clients and get the price that you need to stay in business AND make a profit.

Despite the date published the information is still very fresh and applicable to photographers who want to learn better negotiating skills.

I enjoyed this book the first time I read it, fresh after seeing Dick speak about business practices.  I use many of his suggestions on a day to day basis to help me when negotiating and to keep the goal of staying in business and making a profit in front of me at all times.

One very important point to acknowledge...Many photographers in trade organizations often have an inflated view of their worth by thinking that belonging automatically makes them better photographers or more professional.  It doesn't.  Weisgrau correctly points out that in the end the value of a photograph is how much a client is willing to pay.  Nothing more or less.

Part of this value comes from a tiered level that all photographers work at.  It isn't anything that is black and white, but rather determined by your experience, client expectations, client purse strings, and your creative and business talent.  He goes into great depth using a pyramid as his business model and shows how most shooters start at level "D" and work their way up the ladder where the rewards are higher, but the jobs are fewer and the competition is tougher.

Dick's book, full of practical advice is available here: Allworth Press.  I highly recommend reading this book!

Canon revamps Professional Services for the better!

I'm reading a book currently called, "What Would Google Do?" by Jeff Jarvis. It is an amazing book that addresses the new social media and power of blogging on the internet. He uses a case study of Dell Computer getting beat up on blogs all over the world about their poor customer service.  After some time, Dell who previously didn't pay any heed to the customers complaints and dismissed blogging as something only a few disgruntled people did with too much time on their hands, finally wised up and listened to the bloggers. Dell turned their reputation around when they started asking and cooperating with their customers.  They understood that bad blood with consumers would never be compensated with traditional marketing/advertising channels.  And the lesson learned, is that it is very easy to get a bad reputation quickly in the new world of social media.

Customer service got better and Dell started involving customers with business decisions. That is what is great about the internet...It empowers consumers, and companies need to listen to what is being said on the street about them. Consumers, NOT manufacturers are now in the driver's seat.

I bring this up because Canon USA just announced that they are revamping their Canon Pro Services division (they are responsible for expediting repairs, and loaning equipment to working pros). Previously, the service was free and now they are going to be charging a yearly membership. The charge can be justified. However, they also limited the types of equipment that they considered to be "pro" worthy. Much of the equipment was cameras and lenses that only a few years ago, Canon marketed as pro quality. Pros everywhere (including yours truly) screamed loud on blogs, forums, and pro association groups. Canon has heard us and has now included equipment that should have been in the first place. Canon is to be respected for taking quick action, limiting damage to their reputation with pros and  listening to the customer and realizing the mistake that they made. You can see the list of equipment and learn about Canon Pro Services here.

The internet is changing the way business is getting done in mind boggling ways and we live in very exciting times to be a part of this new journey.