When you reach out to a potential new client about your voice over services through your marketing format of choice, one of the first conversations that will always come up revolves around the question of, “what are your rates?”
Sometimes you’ll provide a basic rate card and the client will say, “looks great.”
Sometimes they’ll say, “is there room for negotiation?”
Sometimes they’ll say, “that’s too expensive. We use Fiverr.”
Educating Clients About Voice Over Rates
When they tell me my rates are too expensive, the conversation doesn’t immediately end.
When I offer one rate and the client comes back with something a fraction of my initial quote, I don’t give up on them.
In all of these circumstances, this is where the education begins. As an entrepreneur, and a voice actor, it’s your responsibility to explain why you charge the amount you charge for the services you offer.
That doesn’t necessarily mean they’ll change their mind. Though some do. But education is an important part of the process, in my opinion.
Points To Point Out
When I discuss my rates with clients there are a number of different points that I address:
- This is my full-time career; not a hobby. My sole source of income.
- I offer turnaround times most part-time VO’s can’t match.
- I’ve invested in my equipment and studio to provide quality audio.
- My voice overs come fully edited.
- I bring nearly two decades of experience to the table.
- My work history is proof of the quality of my service.
It’s important to remember when you’re explaining your services and educating on your rates that you’re not making your client (or potential client) feel like an idiot. People like cheap stuff. Do you shop at the Dollar Store? So don’t be surprised when clients are looking for the cheapest voice over they can find.
In many cases, when I offer a thorough explanation, clients see the value. Again, it doesn’t always mean they’ll agree to my rates or can afford my rates, but at least they see the value and understand. And, in many instances, we are able to come to an agreement on budget.
You’re A Salesman (or Woman)
Getting angry, ignorant or rude when clients try to undercut your rates, say you’re too expensive or tell you they book talent from low budget freelance sites doesn’t solve any problems, and in the end, it only makes you look like a jerk.
Be polite. Respectful. Patient.
Sell your business. Your service. Yourself.
Help clients understand that it’s not that you cost more… it’s that you’re WORTH more.