4 Tips for Talking Prices & Negotiating with Photography Clients
Clients are (usually) willing to pay more if you have a vision. Think twice before signing a “work-for-hire” contract. Calculate your costs every two years (at least). Remember that everything is negotiable–and that timing is everything.
For the final installment of our pricing-themed newsletter, we’re breaking down the basics of negotiating with clients. We spoke with preeminent artist reps, agents, and photo editors to learn what goes on behind the scenes when it comes to setting rates and drawing up contracts. Read on for their top tips.
Tip #1: Don’t sell yourself short.
“I find that most of the time, a client will choose a photographer based on their vision and the look of their work rather than the price,” Gary Hurewitz of Greenhouse Reps, who represents advertising photographers, explains. “Bidding low or selling yourself short is not going to get you the job. If anything, it will encourage the agency, producer, or client to convince the chosen photographer to match the low bid, lowering the standards for the industry. If you are chosen and your price is too high, they will invariably negotiate with you. So start with a fee that you feel you are worth, and take it from there.”
Tip #2: Break it down.
Not every client understands what goes into creating and producing work--so don’t be afraid to explain it to them. Detail exactly where the money will go. “When sending fees, usage, and other expenses over to clients, break them down and make sure it's clear so they can understand what is and isn't included,” photographer’s agent Rose Mullings advises.
“If your estimate comes over their budget, present it along with the breakdown and see what is possible--sometimes the client can find more budget if it's needed. It is important to sound like your clients can come back to you if they think your fees/estimate won’t work with their budget, so make sure they know you are flexible and everything can be negotiated.”