How To Turn A Recalcitrant
Photobuyer Into A Kitten
Advance Notes: Photobuyers, for the most part, have been given a bad rap. They are not difficult
Most of your personal contacts with photobuyers will be by phone, email, or fax, due to the far-flung geographical distribution of your markets. Here are tips to help ensure a rewarding relationship with photobuyers:
1. Do Your Homework. Know the special interest areas of each photobuyer. Know their publication's content and what their publication(s) look like, so that you can be prepared to:
2. Present a "give" list. Don't be a "Gimmie." You don't call with questions to the photobuyers. You let them know you can provide them with photos in such-and-such areas (areas you are aware the photobuyer deals with); that you are in a position to be a regular supplier of them. In the course of the conversation you draw out what specific current needs the photobuyer has, all the while emphasizing what experience or qualifications put you in a position to be an important resource for the photobuyer and his/her publication(s).
3. Introduce yourself cheerfully. The way you open the conversation will set the tone for the entire exchange and impression.
4. Be Open. Be candid. Evasiveness or ambiguity won't work. Clarify to yourself, your purpose for the call, the points you want to provide to the photobuyer, and then straight-forwardly go for it.
5. Be Optimistic. Exude a sense of confidence. A positive attitude will encourage your photobuyers to want to see various ways they can use your photography. Yet don't be overbearing or confident to the point of arrogance.
6. Be complimentary. A well-placed, well-meaning compliment about the photobuyer's publication, last layout, insightful coverage, etc., will serve you well.
7. Talk about other things. Do not spend the entire time talking about yourself. Discuss briefly one or two current topics related to the photobuyer's area of concern. These are called "interrupters." The more
8. Return the favor. You might share with the photobuyer some bits of information you have learned from other sources in the photo research field. However, be certain not to betray anyone's trust.
9. Be charitable. Allow that 75% of photobuyers don't have time to return phone calls from unknown (to them) prospects, especially after a deadline has passed. Solution: Maintain equanimity.
10. Model Releases. Even though model releases are not required 99% of the time for editorial usage (illustration purposes in books, magazines, newspapers, feature periodicals, educational CD's), this subject strikes fear in the heart of many photobuyers. Some seem to think they are protecting themselves and their job if they require model releases. When photos are used to inform and educate, model releases are not required. If the magazine or book photobuyer you're speaking with requires releases, it's a signal to you to politely end the conversation and move on to the many markets who know their first amendment rights. Model releases are needed for commercial use, rarely for editorial usage.
11. Be concise. Throughout, stay simple and brief.
12. Send thank-you notes. A short note will help to ensure that your source will be just as cooperative in the future. Everyone likes to be appreciated.
Rohn Engh is the best-selling author of "Sell & ReSell Your Photos" and "sellphotos.com." He has produced a new eBook, "How to Make the Marketable Photo." For more information and to learn how to sell photos and to receive his free eReport: "8 Steps to Becoming a Published Photographer," visit his website, PhotoSource International or call 800 624-0266.
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