I'm responding to what many freelance ask me when we get together or simply communicate over email. The common question amongst many has been what do I charge. I've written before about how to calculate your time and there are some set prices recommended by the Australian Cartoonists' Association. I thought I'd cover another area that I'm sure will upset some as I reveal another secret that freelancers keep to themselves.
It is perfectly okay to ask for a budget. When a client calls to get a quote you should always ask if they have a set budget to adhere to. In many cases a corporation is given guidelines on expenditure and the more intelligent client will work with you on enhancing what they get given their budget. Still there are a lot of clients out there that are newbies to the scene and are very cautious when they are asked for a budget. Their belief is that your quote will match their budget rather than you giving them a price up front for the task.
There has been a real boom in the industry or change in what companies we are now dealing with. Public Relations companies are now starting to expand in to traditional areas that would normally be covered by Advertising Agencies or Direct Marketing companies. Unfortunately with this comes staff who are unfamiliar with how to deal with the creative industry and tend to talk or haggle their way to get a quote.
Too many times in the past year have I had the unfortunate circumstance of having to deal with clients who have no clear defintion of what the final product is they want or what they are trying to achieve. Gone are the days of being given a creative brief that could be quoted and fulfilled without hesitation. Now the trend seems to be that an idea sparks a thought which is passed on via chinese whispers to a staff member who must now complete the project with no real idea on budget or goal set in place.
Here is something that I hope will set in place a way of weeding out the clients who will be worth working for. Lets find those who have a budget or close to one in mind. At least they know what talks.
If the client cannot answer what their budget is, try asking this...
What has been spent on similar projects?
At least this will give you an idea if they have done something similar before.
What is the annual budget and how does this project fit into it?
Here you're asking for a measuring stick ie. if they say the budget is $100,000 per year then you can roughly estimate how much they're used to spending.
You need this information to provide an accurate quote. If this seems to become an issue sorting out the money side of the commission then it is a safe bet that the job will be a painful one. Every client I take on board now must be organised enough to be able to inform me of a rough budget, timescale and a brief that I can work with to create the final product without hassle.
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