Running a photography business is not as easy as you would like to think it is. A very common misconception starting in this industry would be thinking that you will be successful if you are good at taking photographs. While it was probably true decades ago, the steep competition and the change of industry landscape these days pushes the difficulty to the next level. In this article, we will be discussing an ongoing issue about client ghosting that has become increasingly common and continues to bug the industry as a whole.
Understanding Client Ghosting
Client ghosting as the name suggests refers to the situation where a potential client or existing client suddenly stops responding to communication attempts from a business or service provider, effectively disappearing without providing any explanation or feedback. In the context of photography, client ghosting typically occurs after initial interaction with a potential client, after which they stop responding. It can happen at any stage, such as after receiving a quote, discussing project details, asking for proposals and ideas, or worse case, after the photoshoot. This seemingly small issue can have a detrimental effect on the photographer or any form of business when the stakes are high.
Ghosting can also happen in various forms, including not replying to emails, not returning phone calls, or suddenly stopping communicating altogether. As a business owner, it is extremely important to know the reason behind client ghosting so that we can handle them professionally and also prevent potential damages that might affect our business. Reasons for ghosting can vary from budget constraints, where clients might look for a more affordable option, to a simple change of plans. Some clients might also lose interest midway through the discussions. It's important to remember that sometimes, the fault might also come from our side for not truly understanding the client's needs.
Impact of Client Ghosting
Client ghosting can have significant effects on a photographer's business. Understanding these effects and addressing them early is important to prevent serious harm to the business. One major impact is the loss of potential bookings. Depending on the situation, this loss could affect business growth and revenue generation due to the loss of opportunity to build a loyal client base.
Time and resource wastage is another consequence of client ghosting. Contrary to popular belief, communicating with potential clients takes time and effort. The time spent on quotes, meetings, and planning projects that eventually lead to ghosting could have been used more productively to work on creative projects that have an added value to the business.
The photographer’s reputation could also be at risk, as negative word of mouth and false claims might stop future potential clients from even considering our service. This tarnishes our reputation as a professional photographer.
How to Mitigate Client Ghosting
Now that we've identified the impact of client ghosting, let's discuss some strategies that photographers can use to handle this issue and build better client relationships:
Firstly, photographers can try to reduce client ghosting by adopting a proactive and personalized approach of communication. Responding promptly to inquiries can make clients feel valued and heard throughout the engaging process will greatly reduce the chances of potential ghosting. It is also important to proactively reach out to clients to follow up within an agreed timeframe to constantly keep clients engaged in the conversation and address their concerns.
Photographers could also request deposit payments to indicate client’s commitment before engaging in any meetings or offering any project proposal. This strategy will not only filter out disinterested clients, but it also shows our professionalism by valuing our own time and expertise. Lastly, if all else fails, photographers might also consider blacklisting clients based on their past actions. If ghosting is a repeated behavior coming from them, do consider avoiding any future communications coming from them to protect your own resources. But this should only be taken as a last resort after weighing all the possible pros and cons, as you do not want to burn bridges and make enemies along the way in your business.
For photographers grappling with the challenge of client ghosting, remember that you're not alone, as this phenomenon has unfortunately become more common these days. However, there are ways to navigate this with professionalism while still continuing to grow your business. Strong client relationships are built on trust and respect. By implementing the strategies mentioned above, you can hopefully reduce ghosting, enhance your reputation, and create a healthier business environment that nurtures long-lasting partnerships with clients. Lastly, feel free to also share the strategy that you have implemented to tackle this issue, so we can all learn together.