The project was perfect.
It had my name written all over it.
Better still, I didn’t even have to submit a demo. It was mine!
There was only one problem: the budget. It was a bit low.
I asked myself: “Shall I do it anyway?” It would certainly be nice to add another prestigious brand name to my portfolio. And if they liked me, perhaps they’d hire me at a better rate next time.
Seconds later I knew I wasn’t making any sense. Big brands have big budgets. Even for voice-overs. And every sales person on earth knows that the first offer is never the best. It’s a test.
Assume I’d say yes to what they were offering right now. I’d set a precedent. Why would a client feel inclined to pay me more next time?
If I really wanted this job, there was only one solution:
I love your writing and wisdom Paul. Always something to look forward to on Thursday. Thank you for all you do!
Excellent article Paul! I recently had to do some negotiation myself and they accepted the higher price! Needless to say, that was a huge confidence boost, and it’s something I’m going to try to do more often going forward.
Thanks for your insight!
Well said, Paul. Something similar happened to me last year – the client was new to voice casting, I explained my rates and how long the project would take and what he could expect for a schedule, and he appreciated my honesty and thoroughness. As you said, and as we’ve both noted in our respective blogs, it’s all about knowing what you’re worth…too bad more talent don’t!
Points well presented and well taken, Paul!
I’m glad to see you included the part about saying, “NO” and walking away from the deal after explaining your POV.
My recent case and point to share, if you will… I just recorded a promo for a client in India, who sought me out, for his client, a major global news network who broadcasts throughout all of India in over 10 million households. That much I knew from my research. In my reply to him I priced it as if it were to be recorded for the USA (main)affiliate of this news network. And admitted not knowing the Indian market much. When he responded he said my price was too high and their budgets were much smaller. I responded with… ” While I know overseas production budgets are smaller than those here in the states, I find it difficult to understand how a major global news network like ____ can have such small production budgets. I also explained a few things regarding how I will handle the recording, reduced my price knowing that it was still 3 times as much as he was offering, and ask him to let me know if I could help him. After expecting to never hear back from him, he responded with ok, I agree with your price, the script is attached and please let me know when I can get the file. I responded with thank you, I’ll have a file for you in the morning (my time) and send you an invoice for $_____ and you can make payment via PayPal. I’ll release the file when I get payment confirmation from PayPal. He got his file, I got paid…end of story.
Call it good business, knowing what I’m worth or just my own stubbornness (getting worse with age)… or ALL 3. It worked well. And I have a nice addition to my portfolio.
Hi Matt and Rick, when I first started in voice-overs, I had no idea I would be in the client education business. Lately, I have come to believe that I’m also in the newbie education business. We have to teach both groups about the tremendous added value a good voice-over can bring to any campaign or network. We have to fight against the devaluation of our profession from within and from the outside. Your stories illustrate that people are willing to pay higher rates. All we have to do is educate and ask!
Something that helped me a lot when I was new was to create a rate card. Somehow, putting the scenarios down on paper made it much easier for me to hold fast to my set rates, and made it less mentally taxing when a potential client asked me for a budget. I also have two specific-percentage discounts that I keep handy if I feel the need for a little wiggle room.
I’m with you, Kendra. The moment I published my rates, life became a lot easier. However, not every colleague thinks this was a smart move. That’s why I wrote the article “Are you still hiding your rates?“
Paul – I just today had this experience with a non-profit PBS affiliate TV station asking me to narrate a piece for $50! I was flattered they’d found me through LinkedIn, sure, but in the end I emailed back my rate & we’ll see if they bite. I’m still amazed at the types of businesses that will undercut themselves like this, especially a TV station that will lose viewers if the narration is sub-standard!
I had to revisit this page to give myself a pat on the back! Thanks for your blog – always great info!
Thanks for the revisit, Tami. I’m sorry you had to read it again… You and I are in the client (and sometimes colleague-) education business. Without the protection of a union, we have to be strong and stick to our guns when it comes to reasonable rates. Our added value justifies a higher price point.