The Tribune

By Deidre Bastian

Have you often scratched your head repeatedly just because you didn’t know what to charge a potential client? Accurate pricing or bidding on design work is easily the hardest part of a production, yet is a necessary part of freelancing.

Due to inexperience, some designers may probably charge less, but potential clients will still feel the price is unreasonable no matter what you charge. Hence charging for what you are worth is sometimes best.

I’ve been doing this for quite some time, and pricing becomes easier the more you do it. This is so because with each prospective client you get a little better at ‘feeling out’ their ‘individual need’, while not forgetting ‘your worth’.

However, no designer can afford to spend large amounts of time drawing up proposals that might not get accepted. Sure, part of accurately bidding on design jobs comes from experience, but there are some small things to help streamline the process and perhaps weed out ‘time wasters’ while landing more ‘bona fide’ clients.

The first thing you can do to establish a guideline for what is acceptable is determine what the other advertising agencies, design companies and freelance designers in your area are charging. Clearly, you do not want to charge too much, nor do you want to be known as the cheapest in town either.

Also, get information to ascertain a ballpark time involved on a project, as it gives you a place to start. Use your very own design experience to help determine the potential hours needed.

It has been my experience that the majority of clients prefer an upfront cost for finished work rather than an hourly rate. Hourly rates will definitely vary depending on experience and, unfortunately, can scare potential clients away simply because it is too ‘open ended’.

At the outset, I aim to write a proposal and have the client sign two copies; one for me and the other for the client. Moreover, another flaw to recognise is that oftentimes a client may require a design beyond the scope of a project, so ensure that you employ the ‘consistent revision’ hourly rate arrangement, as clients will no doubt get away with what they can or what you allow them to.

This is extremely important. Stipulate that ‘reworks after approvals or unending revisions’ will be billed at an hourly rate, as the revision hoop-la can become taxing and sometimes continue on forever (especially if there are no financial consequences specified).

Also ensure that if clients choose to proceed, payment terms are 50 per cent deposit (non-refundable) and 50 per cent upon completion. You will find this useful if, for some reason, a client backs out or the project drags on longer than expected. Nonetheless, these are only guidelines as ‘pricing hourly’ and ‘project-based’ both have pros and cons.

Here are a few additional questions that may be useful when pricing: Will I charge by the hour or by the project? What do I need to charge to cover my overhead costs? How badly do I want the project? How badly do people want what I have?

What are the competitive rates in my area for similar work? How good am I, or is my experience, in the field? How much can my client afford? (It doesn’t hurt to ask if they have a budget). How complicated is the project?

Overall, the major point I would like to convey is that your service fees will no doubt affect ‘your’ reputation and ‘the client’s’ outlook and opinion on your business.

Being smart in determining what you should charge will hopefully allow you to charge more in the future. Be fair and charge accordingly without question or apology, but never, ever second guess your worth. You’ll regret it. Enjoy life and stay on top of your game.

NB: Columnist welcomes feedback at deedee21bastian@gmail.com

Ms Bastian is a trained graphic designer who has qualifications of M.Sc., B.Sc., A.Sc. She has trained at institutions such as Miami Lakes Technical Centre, Success Training College, College of the Bahamas, Nova Southeastern University, Learning Tree International, Langevine International and Synergy Bahamas.