How you can get guaranteed referrals in your photography business

Bryan Caporicci, Professional wedding photographer and CEO/Founder of Sprout Studio About Bryan

You want more clients. Everyone does.

There are many ways to get new clients, such as advertising, networking, social media, tradeshows, and so on. You’ve probably heard that the best way to get new clients is through referrals.

Referrals are 4 times more likely to buy, and spend 200% more than the average customer.

But how do you get referrals? First, let’s look at why they’re so important in the first place:

  • 84% of consumers say they either completely or somewhat trust referrals from family, colleagues, and friends. Link
  • Referrals are 4 times more likely to buy. Link
  • Referrals spend 200% more than the average customer.
  • A referred customer is 18% more loyal than a customer acquired elsewhere.
  • Referred customer are 4 times more likely to refer.

So, in short, when someone is referred, they:

  • Trust you right from the beginning
  • Cost less to acquire
  • Are more likely to buy from you
  • Spend more with you
  • Have greater loyalty to you
  • Are more likely to refer others

They save you money, make you more money, are better clients, and will send more people like them your way. If that doesn’t convince you of the importance of referrals, I don’t know what will!

That is exactly why referrals must be a deliberate pursuit in your business; it cannot be something that happens by accident. I believe success is designed, and those who succeed are those who act with intention.

How can you be more intentional about it, then? Most photographers think of it this way:

“How do I get my customers to refer me?”

This question is where it all begins, and where it also ends. This question starts you off on the wrong foot. You shouldn’t be asking how your customers can refer you – it’s way too “me-focused.” Remember – people don’t care about you, they care about what you can do for them. We need to stop talking about ourselves and being self-centered, and start being more client-centered. Thinking this way will revolutionize the way you look at referrals, the customer experience, sales, marketing, and almost every other part of your business.

Therefore, the better question to ask is:

“How can I provide such a remarkable experience, deliver the highest quality products, and exceed expectations in a way that my clients can’t help but talk about me?”

This isn’t a new concept, and I’m not breaking ground here. This is common sense, but sometimes common sense isn’t so common. There have been countless books on this topic – Purple Cow by Seth Godin and Blue Ocean Strategy to name a couple. They all stand for the same things – be remarkable, do something different and stand out. Make a difference in your clients' lives and they will want to talk about you. They will want to refer to you.

You must be remarkable, do something different, and stand out. Make a difference in your clients' lives and they will want to refer you.

So – the onus is on you! It’s not about how you can get your customers to refer you. It’s about how you can provide such a remarkable experience so that they can’t help but refer you!

The “Get More Referrals” Series

Over the next 5 days, I’ll be sharing a framework for you to get more referrals in your photography business. I've published an article here on sharing the written version of what we discussed in the previous live video.