Last May I left California and moved to Ohio to start a new business.  In the process of moving I obviously had to set up new bank accounts, both business and personal.  Well, last week I received a customer service follow-up call from my bank.   This is the second call since I opened the accounts.

“Hi Mr Cohen, this is Angela at First Merit Bank.  I’m just calling to see how we’re doing and if you need help on any bank related issues.”  

I have no issues with First Merit, because they’re the only bank I’ve ever worked with that seems to practice what they preach.  I’ve never had a bank that stayed on top of a new account like this.  And there are little things, like doing a deposit at the drive-in window and finding a couple of milk bones in the receipt envelope for Molly.   Needing help getting a contract notarized took only a few minutes.  The manager who could notarize my signature was out of the office, but they called the branch just a mile down the road and made the arrangements for me to stop in there and get immediate service.     Everybody at this branch makes the extra effort.  

Well, that got me thinking about customer service and professional photography.  When was the last time you picked up the phone and simply called a past client?   What do you think the response would be to nothing more than a call that opened with, “Hi ____, I was looking at some old files this morning and came across the images from your wedding (the on location shots I took of your kids, your family from last year – whatever – it could be any event!).  All I wanted to do was see how you guys were doing.”

The next step in the process requires absolutely no effort.     Just sit back and let them talk for a minute…don’t sell anything just listen!   You might be amazed at what you hear and what putting yourself in a “top-of-mind awareness” position might do.

Think about the stores you love to shop in most.  There’s a reason why people always rate Nordstroms so high- it’s because they remember your name when they hand you the bag with whatever you purchased.  It’s because they go that extra step to help you find what you’re looking for.  It’s because of their selection of products.

I’m reminded of a story Tony Corbell tells about being at Disney World.  If you ask one of the Disney staff, “What time is the electric light parade?’  they’ll tell you the time, but then they’ll go an extra step: “And, a great place to watch it is right over there by the General Store!”   They don’t just answer your question, they give you more than you asked for and exceed expectations.

So, why can’t professional photographers do the same?  Here’s a little assignment for you this week.  Take your ten most favorite clients over the last two years and make it a point to just call them.  No high pressure selling – just a follow-up to see what’s new in their lives.