Why Expectations Matter
Most client issues don't come from bad work—they come from mismatched expectations. When clients expect one thing and receive another, even great work can lead to disappointment.
Setting Expectations Early
During the Inquiry
Set the tone from the first interaction:
- Explain your process clearly
- Be honest about availability
- Give realistic timelines
- Share relevant policies
In Your Contract
Put everything in writing:
- Deliverables (number of images, formats)
- Timeline (shoot to delivery)
- Revisions policy
- Usage rights
- Payment terms
- Cancellation policy
Before the Shoot
Confirm details and prepare clients:
- What to expect on shoot day
- How to prepare (styling, props, etc.)
- What to wear or bring
- How long it will take
Communication Best Practices
Be Proactive
Don't wait for clients to ask:
- Send updates at key milestones
- Notify of any delays immediately
- Confirm details before deadlines
Be Clear
Avoid jargon and assumptions:
- Use plain language
- Confirm understanding
- Put important info in writing
Be Consistent
Use templates for:
- Welcome emails
- Preparation guides
- Delivery instructions
- Follow-up messages
Managing the Creative Process
Style and Vision
Before any shoot, align on:
- Reference images they love
- Specific shots they need
- Style preferences
- What they definitely don't want
On Set
During the shoot:
- Review shots together (when appropriate)
- Check key images on larger screen
- Confirm you got what they need
- Note any special requests
Post-Production
Set clear editing expectations:
- Your editing style
- What's included vs. extra
- Timeline for first look
- Revision process
Handling Difficult Situations
When Things Go Wrong
Problems happen. How you handle them matters:
- Acknowledge the issue
- Take responsibility (when appropriate)
- Propose a solution
- Follow through quickly
Common Issues and Responses
"I expected more photos"
Prevention: Specify counts in writing
Response: Explain your curation process, offer add-ons if needed
"The turnaround is taking too long"
Prevention: Set realistic timelines upfront
Response: Apologize, give specific date, consider discount
"These don't look like your portfolio"
Prevention: Discuss style before shooting
Response: Offer limited re-edit, clarify for future
"I don't like the editing style"
Prevention: Show editing samples beforehand
Response: Offer revisions within policy, maintain boundaries
Scope Creep Prevention
Define Boundaries
Be clear about what's included and what costs extra:
- Additional locations
- Extended hours
- Extra editing
- Rush delivery
- Additional formats
The Right Way to Say No
"I'd love to help with that! That falls outside our current package, but I can add it for [price]. Would you like me to?"
Building Long-Term Relationships
After Delivery
The relationship doesn't end at delivery:
- Check in a week later
- Ask for feedback
- Request reviews
- Stay in touch
For Repeat Clients
Create VIP experiences:
- Streamlined booking
- Priority scheduling
- Loyalty pricing
- Personalized service
Creating Systems
Templates
Create templates for:
- Initial responses
- Booking confirmations
- Prep guides
- Delivery emails
- Review requests
Automated Touchpoints
Set up automations for:
- Booking confirmations
- Reminder sequences
- Delivery notifications
- Follow-up emails
FAQs
Document answers to common questions:
- Post on your website
- Include in welcome packets
- Reference in emails
The Expectation Checklist
Before every project, confirm:
- Deliverables clearly defined
- Timeline agreed upon
- Style aligned
- Payment terms set
- Policies shared
- Questions answered
Tools for Better Communication
Good tools make expectation management easier:
- Automated confirmations and reminders
- Professional, branded galleries
- Clear invoicing and payment tracking
- Centralized client communication
PhotoProOS handles all of this, so you can focus on the creative work.