Setting clear expectations with your clients is crucial for avoiding misunderstandings and ensuring a positive experience. As photographers, much of the tension or frustration that arises in our work comes from poor expectation management. By defining boundaries and laying out what clients can expect throughout their journey with you, you’ll set the stage for smoother interactions and happier clients.

Here’s how you can set clear expectations with clients, from the initial inquiry to the final delivery.

Start with Your Branding and Marketing

Did you know – your client’s journey starts before they even contact you!.

It begins with your branding and marketing, which should reflect the experience you provide. This helps clients understand what they’re signing up for and what they can expect from your services.

While this sounds simple enough on paper, in practice it’s important to be intentional with these things instead of just skimming through valuable exercises (like creating a solid client persona, for example). The more thorough you are at this stage of your business, the more effective you’ll be at handling the client experience side of things!

So…make sure your branding is aligned with the type of experience you offer. Whether you’re a luxury wedding photographer or a laid-back lifestyle portrait photographer, your marketing should clearly reflect your style and service.

Highlight Key Points During Consultations

Before a client even books you, use consultations and other forms of communication (like email, text message, etc.) to explain the important aspects of your service and specifically help set expectations for what they could expect when working with you.

This includes things like…

• Your style of photography
• The booking process
• What’s involved in working with you (contracts, retainers, etc.)
• Cancellation and rescheduling info

Bonus Sales Tip: Always emphasize your unique selling points to ensure clients understand what sets you apart from others.

Use Contracts to Solidify Expectations

Contracts are the backbone of expectation management.

A well-drafted contract sets clear boundaries for both you and your clients, outlining key points like:

• What’s included in the package
• Delivery timelines
• Whether RAW files are provided
• Retouching services
• Whether meals are expected on long wedding days

Tip: Encourage clients to read contracts carefully before signing, and reference the contract throughout your communications to reinforce its importance.

Establish Regular Touchpoints

Regular communication keeps your clients informed and engaged.

Seems obvious, right?

It’s actually a spot where we see a lot of photographers struggle, especially when they have long windows between booking and event (as is sometimes the case with wedding photography bookings).

One easy touchpoints to implement include things like…

Sending out a welcome email or an onboarding package is a great way to start. Use this opportunity to lay out the next steps, provide additional information (like engagement session planning guides), and set expectations for the remainder of their experience with you.

For example, in my onboarding email, I explain how clients can schedule their engagement session through a linked calendar and provide them with a detailed guide for planning their session.

Can you think of other touchpoint opportunities you could add into the mix?

Tip: Restate key points in your communications to remind clients of important details they may have forgotten.

Document and Create an Audit Trail

The nerdy side of me loves this…

One of the most powerful tools in expectation management is documentation.

Whether it’s email, phone calls, or in-person meetings, always send a follow-up summary outlining what was discussed. This creates a clear record that you can refer back to if any misunderstandings arise.

For instance, if a client is unhappy with the number of photos they received, you can reference previous communication where you clearly stated the expected number of images, along with your contract (in this particular instance).

Tip: Always send a summary email after important discussions to create a paper trail that clarifies expectations.

Consistency Is Key

Consistency is one of the most critical components of expectation management.

Be consistent in how you communicate, the quality of service you deliver, and how you handle client interactions. Clients appreciate knowing what to expect, and delivering a consistent experience fosters trust and loyalty.

One of the most important things I implemented into my photography business is simple business hours. I make note of this in my email signature, in guides I send my clients…and the most important thing here is that I actually adhere to them. Clients only get responses to messages during business hours, outside of them are my free time!

Wrapping Up: Managing Expectations Like a Road Trip

Think of setting expectations like going on a road trip. Some people may be fine with just getting in the car, but most want to know the stops, the route, and the plan. When you communicate expectations clearly, it allows everyone to sit back and enjoy the journey, free from anxiety and uncertainty.

Good expectation management leads to satisfied clients who feel confident in your services and trust you throughout the process, and those are such positive things that get more future results like referrals.

Key Takeaways:

• Start with clear branding and marketing.
• Use consultations to highlight key points.
• Establish solid contracts to outline important terms.
• Maintain regular touchpoints to keep clients informed.
• Document all communication to create an audit trail.
• Consistently deliver on promises to enhance the client experience.

Remember, well-managed expectations create happy clients and help you run your business smoothly!