You open your email and your heart rate picks up when you see an email asking for more information about booking a photo session. You maybe already imaging the images that could result when you send out an email with some details and, probably, a price sheet. And then — nothing. That client that seemed so interested never responded. What should photographers do about leads that don’t stay in touch? While some client-photographer matches just weren’t right, there are some things you can do that might encourage a potential client to take the next step.
Don’t jump to conclusions.
First, don’t just assume that because they aren’t responding that they hate your work or fainted when they saw your prices. Sometimes, these potential clients are sending out half a dozen emails to different photographers and are just starting their search for a photographer. Yes, sometimes, it could be your prices, but it could also be they emailed another photographer and they like that style better. Or, maybe your reply got lost in an inbox with hundreds of other emails.
Give them time.
Sending a quick reply to the initial message can actually increase the odds of getting a booking — but clients don’t have to be as speedy to respond to you. They may be thinking about it, waiting for other photographers to respond, discussing what you’ve already sent, or maybe they just don’t check their email that often. Wait about two days before following up — too long, and they may have moved on, too short and you appear rude and impatient.
Follow up, and be detailed.
Don’t just assume that because that potential client didn’t respond, they aren’t interested. Following up can show persistence and dedication (provided you’re not rude about it) and can bring a lost email back up to the top of their inbox.
If you just sent a quick response to the initial email, take some time to send details in the follow up. The more they know, the more reasons they might have to choose your work over another photographer’s. It may be helpful to put together a pre-written email so sending out details doesn’t take up hours of your time. Let them know why your work is different and what to expect.
Offer an invitation.
Emails are quick and easy — and impersonal. Include an invitation to hop on a phone call or meet for coffee to chat more. If you didn’t completely loose their interest, a chance to meet in person or chat on the phone may be what they need to get to know your work and feel more confident in their decision.
Don’t sweat the small inquiries.
Some people will reach out and find that you’re not the right photographer for the job. That’s just part of business. If you do get a “thanks but no thanks” kind of reply, make a mental note of the reason and move on. Rejections are part of every business and learning how to handle them is essential to building a successful photography business.