Beyond Booking: How to Turn First-Time Clients into Lifelong Fans

Few feelings compare to the rush of excitement that comes with landing a new photography booking. Now that things are *officially official* with your latest client, let’s walk through some pointers to help you “wow!” them from the initial inquiry all the way to final gallery delivery.

Celebrate the win!

First things first, take a moment to pop those confetti cannons and celebrate adding another client to your roster. Whether you’re a seasoned pro with hundreds of clients or the new photographer on the block with just a few shoots under your belt, securing a new client is no small feat. In fact—*cue fancy marketing stat*—data shows that the success rate of selling to an existing customer is 60-70%, while selling to a new customer falls to just 5-20%. And guess what? You just nailed it!

Your client said “YES!” to working with you not only because they recognized your talent but also because you successfully sold them on the value of your artistry. Out of all the photographers they could have hired to capture their cherished memories, they chose you as the perfect fit for the job. So go ahead, pat yourself on the back—this is a big deal!

Focus on crafting an unforgettable experience 

Now that the confetti has settled, it’s time to channel that same enthusiasm from the initial booking into the client experience. Starting the journey off on a high note can set the tone for the rest of your time working together, so be sure to kick things off with a warm, personalized welcome.

This “welcome” can come in the form of a thoughtful email thanking them for choosing to work with you, or even a surprise gift basket delivered to their doorstep. Whatever method you decide on, these intentional details can make all the difference in making clients feel valued from the very beginning.

As the late, great entrepreneur John Ruhlin put it in Giftology, “It’s not the thought that counts, but the thoughtful thought that counts.” Beyond delivering amazing photos, your goal is to create a custom-tailored experience where your clients feel seen, heard, and appreciated.

Weaving intentional gestures into your process—like small gifts or personal touches—plays an essential role in crafting a memorable experience clients will rave about long after the shoot has wrapped.

Guide them on what to expect

Another key to wowing your new clients is by offering practical guidance on your creative process. One of the best ways to do this is by way of a welcome magazine that covers any and all pertinent details they need to know—everything from communication expectations to tips on how to prepare for their upcoming session. Remember: you’re the expert here! While you know your process inside and out, your clients are looking to you for direction. With a welcome mag, you’ll not only anticipate their needs, but set them up for confidence and success in working with you. 

Once you’ve shared this resource, be sure to note that you’re always available to answer additional questions and provide support throughout their entire experience. 

Emphasize communication and getting to know them

Next, be sure to set intentional times and touchpoints to connect with your clients and really get to know them. Whether it’s a pre-session Zoom call to chat about their vision and devise a strategy or a series of email check-ins throughout the pre-shoot process, these thoughtful moments go a long way in building trust and showing that you’re invested in delivering a top-notch experience.  In keeping a constant flow of communication, you’ll reassure clients that they’re never lost in the process and, instead, that you’re both on the same page with what comes next every step of the way. 

Remember that ancient proverb by Epictetus about having two ears and one mouth so we can listen twice as much as we speak? He might not have had photographers in mind when he coined the phrase, but it’s still sound wisdom for us as service providers to glean from.

When engaging with clients, work to become a masterful listener by training your ear to pick up on their wants and needs, both spoken and unspoken.

For example, if they casually mention their obsession with PSL’s from Starbs, make a mental note to surprise them with a cup of Joe before their order. These seemingly small *surprise and delight* moments elevate the client experience and demonstrate a level of care and attention that clients won’t soon forget.

As the saying goes, “People will forget what you said, people will forget what you did, but they’ll never forget how you made them feel.” 

Hop right to it!

Now that you’ve got some ideas for wow-ing your new clients, it’s time to put it all into action. As you start collaborating with your latest client, be sure to draw on a combination of personal touches and clear communication to deliver an outstanding client experience from start to finish.

Here’s to turning first-time clients into life-long, raving fans!

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Written by Lauren Rodreiguez | Photos by Whimsy Fleur Styling & Photography