How much should I charge

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How much should I charge? Smart pricing
strategiesfor designers With Ilise Benun
Peleg Top
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A little about us
Ilise Benun

• Became self employed after getting fired from a
  job in 1988
• Full-time mentor to the creatively
• self-employed.
• Author of Art of Self Promotion plus 5 more
  books on marketing.
• Frequent contributor to HOW Magazine and speaker
  at national conferences

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A little about us
Peleg Top

• An entrepreneur
• More than 16 years experience in running a
  successful and profitable design firm
• Business coach and leadership mentor
• Frequent speaker at national conferences
• A certified trained chef, real estate investor
  and published author.

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A little about us
Were the folks behind Marketing
Mentor Marketing Mentor was founded in 2004
with this simple mission To help the
creatively self employed learn how to market and
promote their services, get their ideal clients
and grow their business.
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Our new book! (pre-order now on Amazon.com)
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Our agenda for this hour

• Your pricing challenges
• How to talk about money
• Your overhead hourly rate
• Keeping track of your time
• The pricing game
• QA (please submit questions anytime!)

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Our goal for this webinar is.
to change your thinking about money, pricing
and profits.
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Well provide you with tools, not answers.
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Pricing What are the challenges?
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1. You have resistance to talking about money
(i.e. you hate it).
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2. Your prices are too low (or too high).
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3. You cant get a budget from your client.
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4. You dont know what the market will bear.
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5. You dont know what the competition is
charging.
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6. Your prices fluctuate depending on the client.
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7. You have no system in place for estimating.
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8. Prices must be different when you subcontract
(vs. direct to client).
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First, lets talk about money.
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Its OK to talk about money! (Your client
actually expects you to.)
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Rule 1 You must address the issue in your
first conversation.
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HOW?
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Simply say, OK, now lets talk about money
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How to get your client to talk about their
budget. 3 Approaches
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• Ask what they spent last time.

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• 2. Ask for The Magic Three
• Is it as low as
• or as much as
• or up to?

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3. Ask for the overall marketing budget.
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What to say when they say
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How much do you charge for a (web site,
brochure, logo)?
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How much do you charge for a (web site,
brochure, logo)?
A (web site, brochure, logo) costs XXX.
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What is your hourly rate?
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What is your hourly rate?
We dont have an hourly rate. We work on a
project basis.
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Why does my budget matter? Just tell me the
cost.
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Why does my budget matter? Just tell me the
cost.
What we produce can be almost infinitely tailored
to meet your specific needs. So if you tell me
what budget you have in mind, Ill tell you what
you can get for that number.
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Sohow much should you charge?
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3 things you must know before you can determine a
price
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• Your salary overhead
• Your hourly rate
• How long it takes to complete the project.

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1
Salary How much do you need to make? Overhead
How much does it cost to keep the doors open?
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2
Your hourly rate use it for estimating purposes
ONLY. It includes your salary, overhead and
profit margin.
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Client What is your hourly rate? Designer
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Hourly rate allows us to know what we MUST charge
not what we SHOULD charge.
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3
How long will the project take?
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You must track your time to find out.
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The pricing game!
Project specs Marketing brochure for real
estate development co. Brochure size 8.5 x
11 Pages 12 cover Colors 4/4 process Design
direction to follow companys existing brand and
expend on its personality Photography provided
by client Copy provided by client Provide 2
rounds of revisions, final files ready to print
By Nov 16 - send your price to
ilise_at_marketing-mentor.com with pricing game
in the subject line
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• LETS RECAP
• Ok, lets talk about money.
• The 3 Approaches
• The Magic 3
• Dont hang up without talking
• Never tell a client your hourly rate.
• 3 Things You Must Know
• Salary/overhead
• Hourly rate
• Time to complete a project

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SAVE THE DATE
DECEMBER 13 PROPOSALS 101 The Essentials for
Writing and Presenting Proposals
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SPECIAL WEBINAR OFFER
Order the book and get another book FREE!
DESIGNING WEBSITES FOR EVERY AUDIENCE BY ILISE
BENUN
www.marketing-mentor-store.com
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Our offer to you FREE marketing tips in your
inbox AND FREE half hour phone consultation
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Questions? Weve got answers!
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Contact us www.marketing-mentor.com
ilise_at_marketing-mentor.com peleg_at_marketing-mentor
.com
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Thanks!