Usage backlash

Mike_Guilbault · #1 06-18-2006, 10:01 AM

Earlier this week I had a request for an image that I shot for a regular client. The shot included a product from a manufacturer who now wanted to use the image in a brochure/catalog they were printing. My client informed me of the request and I contacted the manufacturer. I thought this was an excellent situation for usage fee pricing (which I normally don't strictly adhere to).
I got in touch with the manufacturer and after the usual pleasantries, I asked what were they going to use the image for. What came next totally shocked me. The contact basically jumped down my throat and told me that I didn't need to know the usage, that they don't pay usage and if that was how I was pricing my work, they wouldn't bother to use the image. They said that they didn't want to have to keep track of usage and wanted to use the image for anything they wanted, whenever and wherever they wanted, AND that if this was how I did business, the conversation was over!
I didn't know what to say, and wasn't given any time to explain the benefits, or reasoning behind usage. I simply said "well I guess this conversation is over then" and hung up. I just couldn't believe how rude this person was and even antagonistic over the issue of usage.
Has anyone else had experiences like this?

David_Buzzard · #2 06-18-2006, 05:25 PM

All you can do is tell them go get their product photographed by someone else. Unless they're giving their widgets away for free, why should you subsidize their business? Large corporations are the worst for chiselling you on day rates and usuage fees.

David Buzzard

Mike_Guilbault · #3 06-18-2006, 10:40 PM

Unfortunately, the conversation came to an abrupt end and I didn't have time to tell them anything. On the other hand, maybe it was fortunate, because I sure wanted to give them a piece of my mind on common courtesy. And the thing is, it wasn't a major corporation... just a small manufacturer in a small town near here. I was just trying to be fair with the pricing but didn't even get to a price before I was shut out. Just plain rude and ignorant. Oh well... c'est la vie.

Michael_Notar · #4 07-02-2006, 07:27 PM

i have had a customer reply that "I am not interested in doing usage", like it was his choice! unfortunately, i am in a small town where almost everyone except educated photographers dont even mention usage. its like i can be made wrong solely by popularity. help please!
thanks

David Simm · #5 07-03-2006, 02:26 PM

At the end of the day we're in business to make money, in order to do so I think there are times when an intelligent review of the circumstances and surroundings are needed. I don't think you can apply big city thinking in small village environments, Oh it would be nice if we could get away with it, but we have to be realistic.

A high court Judge friend of mine one said that free advice is bad advice and good advice is usually expensive, but I'm going to offer it any way and you may decide as you wish, whether to take it or not.

Forget the usage, think of a number you're comfortable with, take into account what it cost you to produce and if, up this point, you have made money on the project then decide if your extra business is worth a new car or dinner for you and your spouse at a really nice upscale restaurant and go for it (metaphorically speaking). It is just a matter of scale, if the client doesn't have the big city budget, chances are you don't have the big city expenses, be happy with a realistic profit worthy fee.

DouglasUrner · #6 07-03-2006, 06:02 PM

[ QUOTE ]
i have had a customer reply that "I am not interested in doing usage", like it was his choice! unfortunately, i am in a small town where almost everyone except educated photographers dont even mention usage. its like i can be made wrong solely by popularity.

[/ QUOTE ]

A few suggestions:

1) Listen and learn. Why isn't he interested in doing usage? On our end we thing usage is good for the client. It enables clients at the low end to get images at a reasonable price for their needs. It enables us to serve a wide variety of clients because we don't use a "one price fits all" business model. So what problems does the client see? Why do they think it isn't good for them? It could be that there are some valid concerns. Or some misconceptions that can be easily cleared up.

2) If it seems worth your time and trouble, work on educating the client. Why does usage make sense to you? Can you explain it clearly in win-win terms? How does usage enable them to get the kind of images they need without having to pay a whole pile of money?

3) Finally, does it really make sense for this client to be buying professional images to solve the problem at hand? My hunch is that many times it does not. Clients are using photographs the way they once used clip art. They get sticker shock when we talk with them about what it would cost to produce the image they need and it seems over the top to deal with usage on top of that. With these kind of clients, I think it makes sense to talk with them about when it makes sense to use a professionally created image. Use it as an opportunity to show them what you can bring to the table and how you can help them achieve their communication goals -- at worst you loose a low end job, at best you've given the client new ideas about how to use photographs and converted a low end "clip art" job into one that really uses your skills.

HTH, Doug

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