Choices Open the Opportunity for Building Trust

“Get your client on the phone!”

Most of us have heard this suggestion. But is it really as effective as it is often advertised to be?

I used to follow that approach religiously, but I’ve since ditched that advice and will most likely never use it again. Here's why:

A few years ago, I used to be a 100% IPS photographer. I communicated with my clients almost solely via phone and in-person meetings. After trying it out for a year, it became apparent to me that this approach is not best for every client. I wanted an approach that worked for all of my clients, so I ditched the industry-standard advice and decided to approach communication based upon individual preferences and needs.

Before I dive into the reasoning behind my conclusion on the topic, let's first go over the pros and cons of getting your clients on the phone.

What makes phone calls great:
》Excellent way to cover everything your client needs to know quickly
》Allows you to get to know your client better

》Phone calls are typically viewed as a traditional and professional form of communication
》Gives your client the opportunity to ask questions while the information is fresh on their mind
》Quick and easy for clients with flexible schedules
》Great for clients who prefer to talk via phone

Considerations before you call:
》Phone calls are not an introvert’s friend. If your client is an introvert, they will likely prefer to communicate via writing initially, but once trust has been established, they may be more open to communication via phone call. Introverts prefer to know that they have options and can trust you before they pick up the phone.
》Calls are less convenient for those with busy schedules; writing an email may be more convenient for clients who are limited on time
》Your client has likely reached out to several other photographers to see who is the best fit for their needs. Asking for a phone call initially could make them feel like you're pushing your services and may cause them to mark your name off of their list.

Here's why I disagree with getting every client on the phone initially, and why I give my clients the choice on how they wish to communicate:

Everyone is different. Everyone has different preferences for communication. If someone is an introvert, they may actually avoid booking you if speaking on the phone is required for an initial consult (As an introvert myself, ask me how I know :P). People are also busier today than they have ever been, so communication via email might be more convenient for them initially when trying to decide if your services are right for them.

Here's my solution to have the best of both worlds:

Give your clients the CHOICE. When a potential client contacts me, I always begin by sending a welcome guide and asking what form of communication they would prefer. I explain that we can do a quick phone call at their convenience to cover everything they need to know, or I can send the same information via email.

How this helps to build rapport with every client:
》It gives them a choice right off the bat, which facilitates building trust.
》Coveys the message, "I'm here to serve you in a way that is best for you.”
》If your client does not prefer phone calls, they will appreciate that you took the time to acknowledge their preferences. Again, choices open the opportunity for building trust.
》Meet their needs to gain their trust.
》Clients who do not prefer phone calls are usually more apt to get on the phone once they feel that they can trust you. Once I've established rapport with my clients via email, it is not uncommon for my phone to ring after a few emails. People need time to trust you. Give them that time.

What made me decide to approach things differently?

My clients hire me for a great experience, so if I can make their experience better with small details like “how do you prefer to communicate,” I most certainly will give them that choice every single time. Building trust is really as simple as giving choices and meeting individual needs. I do not believe there is a one-size fits all approach to serving people, so I always tailor my approach to fit my client’s preferences. Choices always open the door to building trust, which leads to a better client experience. And as someone in the service industry, I owe it to my clients to give them an experience that it best for them. So far, it has been a hands-down, WIN-WIN.

If you are solely a phone call or email communicator, consider using both and let your clients choose what works best for them. Always aim to meet your client's needs. They are simply human and prefer choices. Giving clients choices even with small things can really make a huge difference in how they perceive their experience!