The Portland Metro Photographic News

When working photographers take the time to look at our profession through the eyes of the customer, it doesn't take long to realize how difficult the task of choosing a professional photographer must be.  Photography is one of the few professions where a specialized college degree is not required.  Actually, a degree in a photographic discipline may be the exception rather than the rule for the majority of today's practicing professional photographers.

Even the definition of "professional photographer" is up for grabs.  About the only area of agreement is that "professional photographers" make money selling pictures.  And, it's the photographer himself who adds the word "Professional" to his title.  Given this loose definition, anyone selling a photograph can hang up a "Professional Photographer" shingle.

Unlike other professions, there is no certification process or oversight organization ensuring that those using the term "professional" understand anything about photography.  Doctors, lawyers, plumbers, electricians and nearly every other specialized occupation has some standards that they are required to meet to be certified as a "professional."  Even finding a photographer who advertises that he or she is a member of a professional photographer's organization (i.e., Professional Photographers of America, Wedding and Portrait Photographers International, etc.) provides little security for the would-be customer.  Most of these organizations only require its members to pay annual dues -- no questions asked.  They do not require their members to take any tests or provide any proof of their photographic qualifications.

For many customers, hiring a photographer is an infrequent and unfamiliar experience.  It may be more rare than those dreaded encounters with car salesmen.

With no accountability or oversight, how can customers know who to hire?  It's unquestionably a "buyer beware" environment for those seeking occasional photographic services.  There are some general guidelines that can provide a reasonable degree of confidence when hiring.  Don't rely on any single guideline, but find a photographer that ranks well in as many of these areas as possible.  (For example, any skilled website designer can put together a stunning website as suggested in the first guideline below.  But, a flashy website does not necessarily equate to the skill level or professional experience of the photographer.)

• The "Proof's in the Pudding":   There is no substitute for seeing examples of a photographer's work.  Good photography speaks for itself.  If the customer feels unqualified to judge the work of a photographer, ask the opinion of a trusted friend or colleauge with a photographic eye.  Most successful professional photographers have a website where their work is always accessible and displays their very best images.  Ask photographers to show you their printed portfolio and/or examples of their published work.  This hands-on evaluation opportunity provides potential customers with examples of the photographer's skills and demonstrates the care he or she takes in producing a printed portfolio, album or publication.
• Face to Face Meeting:  It goes without saying that you should meet with any photographer you are considering hiring.  You'll not only learn more about the photographer's credentials, but you will be able to gauge your own ability to work with the photographer.  Personalities are important to a successful business and creative relationship.  Are you, the photographer and his/her style a good fit?  Does the photographer understand your photographic requirements and able to communicate with you?
• Word of Mouth:  Who do other buyers of photography in your area or industry recommend?  Which photographers do your friends and business associates hire?  Make a list, and check them out.  Do some Googling to find out what others are saying about their experiences with the photographer being considered.
  
• Professional Credentials:  What is the photographer's professional educational background? What are the photographer's accomplishments?  Any professional awards?  Ever exhibited his/her work?  Authored any industry articles?  Have any of his or her photographs been published?  Credentials, like these, are an indicator of the photographer's involvement in and dedication to his/her profession.
• Supplied References:  Ask photographers for a list of their clients.  You will only be given the names of satisfied customers.  That's OK.  But, take the time to call the references and ask the tough questions.  Was the photographer easy to work with? Were the photographer's prices reasonable?  How quick was the service? How was the quality?  Were there any problems, and how were they resolved?  What didn't you like about this photographer?  What suggestions do you have for working with this photographer?
  
• Years in the Business:  How long has the photographer been in business?  Few photographers are independently wealthy.  A photographer who has been in business for several years is realizing a viable income through his/her photographic skills and by serving his/her cliental well.  This is not to say that first and second year photographers should not be hired, but longetivity is an indicator of a successful professional career that should be considered in conjunction with the other guidelines listed here.
• Prices:  In photography, you generally get what you pay for.  Although prices should not be your sole consideration for hiring a photographer, they do provide another indicator of the worth an individual's photography has earned in the market place.  Successful photographers are able to command premium prices -- even in a depressed economy.  You will have to weigh this factor in relation to your own budget.  But be aware that if prices are "too good to be true", there is a reason.  Make sure that you've covered all the cost bases.  And that no hidden fees will surface to surprise you later.

Take into account, the needs of the photographer(s) being evaluated: To be fair to the photographers you are considering, here's what customers should do to help photographers submit the most accurate quote and, ultimately, deliver the best possible service.

• Write Down Your Requirements:  If you are receiving quotes from photographers that are all over the map, it's probably an indication that you haven't provided clear (or the same) specifications for your job.  Be specific. Provide a written list of job specifications.  Include: the exact photographic needs, the deadlines, the location(s) involved, the need for proofs, retouching, the photographic "rights" you require, expenses that you are willing to pay, all deliverables (digital files, prints, etc.)  If you change requirements during the course of an assignment, expect to be charged additional fees -- and rightfully so.
  
• Specify Your Budget for the Job:  Most photographers have established rates for their services.  The photographer who is also a good business person knows exactly what income is required for a job to be profitable.  Providing budget information "up front" will allow photographers the opportunity to decline the job before going through the time and expense of generating a formal quote.
• Provide the photographer with examples of other photography you've purchased or find suitable to better understand your needs and your quality expectations.
• Ask if any additional information would be helpful.
  

Photographers' job quotations may have some room for negotiation.  However, I have found photographers want your business and do their best to provide reasonable quotes the first time around.  This is especially true when they have all the job requirements as discussed above.  Consequently, there isn't much "wiggle" room in their quotes.  Changing your requirements is the best way of reducing the photographer's fee.

Loyalty also pays in photography.  Satisfied customers who remain loyal to their photographers will be repaid many times over for their allegence.  The photographer becomes a willing and reliable consultant on future projects, places a high priority on your needs and gives you as favorable a price as possible to retain your business.

Whether you are looking for a commercial photographer for a business assignment or a portrait/wedding photographer for a family event, selecting a photographer does require some homework.  "Due diligence" is an integral part of business and personal life.  But the effort will pay for itself in terms of a successful photographic project/event and a dependable working relationship that will serve your future photographic needs.