One of the best reasons to be at conventions and programs like PPE, WPPI, PPA, Skip’s Summer School etc. is networking.  In a meeting last week at WPPI I had the opportunity to meet Gene Ho.   He’s literally a marketing machine.  Working closely with Black River Imaging, Gene will be doing a program at PDN’s upcoming virtual trade show in late May.

What I love about Gene’s guest post is the simplicity of it all – it’s the epitome of great customer service.  So often, in every business, somebody hesitates to respond to a phone call or an email.  The attitude is typically, “Well, it’s only a day or two!”  In “only a day” a more aggressive competitor, with a focus on marketing and service, scoops up the client.

But while Gene’s approach focuses on providing great service, don’t under estimate the power of his photographs.  A quick visit to his website and you’ll see a whole series of outstanding images.  Great lighting, great poses and strong composition give his images high impact and add to the mystique of making Gene Ho Photography habit-forming!

Gene Ho Two - Low Res

At my studio we call it “the slip.”  It’s a little boxing terminology. While Mike Tyson is best remembered for a devastating punch, it really wasn’t his power that made him great. A lot of the boxers he fought were much stronger than him. It was his ability to “slip” that made him so incredible.

In boxing, a “slip” is when a boxer sees a punch coming, ducks it and hits back before the other guy is even ready. That is exactly what we try to do every day at the studio.  A “slip” for us is when we can – respond and book a bride – before another photographer returns her call or email.

Here’s a classic example. A bride emails an inquiry for availability on a certain date. I’ll email back right away and get a phone number and set up a consultation.  Before the next photographer on her list even gets back to her she is already booked with me!

We all know that brides initially contact two or three photographers.  Since we started working on this, more than a handful of brides have told us we booked them before any other photographer even responded to their initial email.

Gene Ho One Low Res

Even more important:  This isn’t a case of the “hard sell.” We don’t hard sell here, because we don’t have to.  It’s about speed. It’s about execution of a plan.  My studio is using the advantage that comes with having a full-time staff who answers phones and responds to emails during regular business hours.

But even if I didn’t have a staff or if I was a part-time wedding photographer I would still get it done fast – with a little help and a slightly different game plan.  The whole philosophy is about customer service and exceeding your client’s expectations.  Responding fast let’s you strike while the iron’s hot!

There were times when I was traveling and I’d be at the airport.  I’d get an email through my phone and text message my assistant, “Head’s up. I’ve got an email coming.” I’d forward the email to my assistant from my phone.  My assistant would immediately follow up and the bride had an email back before she even logged off her computer. From there a consultation is set up as soon as possible.

You would also be surprised at the number of times we’ve booked weddings by means of just a phone call. On one occasion I had a wedding booked before my plane landed.

The idea is all about speed and we practice what we preach.  Yes, we’re working on lighting, posing techniques, great images and albums, but every studio tries to do that. We’re out to constantly exceed expectations and it starts with every bride’s very first contact!