Why do some clients spend thousands of dollars on advertising campaigns in newspapers, magazines, and websites, but when it comes to their identity, print materials, or website, they hesitate to spend even a cent? They might be shocked, surprised, or even outraged, undervaluing the freelancer’s work “regardless of the value or nature of the compensation.” Why do some clients seek the lowest prices, regardless of quality, features, or even their comfort and confidence in getting the job done on time?
Let me share some thoughts and points related to this topic—“the undervaluation of a freelancer’s work” and the lack of seriousness in dealing with their pricing in a balanced and logical manner.
Your Work is Secondary
Some clients believe that their website or brand identity are superficial and unnecessary luxuries with no real or tangible value. The high rent of their office, its scenic view, or even their fridge, chair, and the rug at the office entrance seem more important. These are tangible items they can see and use daily, whereas your work is virtual or abstract—it could disappear suddenly or isn’t something they regularly interact with and boast about. Others may think that such matters are only for large corporations, telling you that their small business doesn’t require spending that much on things they don’t really need.
Freelancers Charge Exorbitant Rates
Some clients have a firm, unquestionable belief that designers or developers always charge far more than what their work is worth. This belief stems from the client’s lack of experience or understanding of the nature of the work, unlike their knowledge of the type of wood used in their office furniture, for example. They often think that your goal as a creative professional is to extract as much money as possible while delivering something that’s worth only a fraction of what they paid.
The Virtual is Always Frightening
Because your work is based on the internet, and whether your client is in the same region as you or on another island, they often believe that you’ll take the first payment and disappear. They can’t reach you or even demand the work they paid for. This misconception is widespread in our society, “and while I don’t entirely blame those who think this way for various reasons,” it’s detrimental to freelancers.
There’s No Difference in Your Work Except the Price
Some clients think that all websites are the same and that there’s no difference between them. The designer who charges $1,000 delivers the same work as the one who charges $50—the only difference is the boldness in asking for the price. Some even believe that pricing is entirely random, saying, “Where did this price come from? How can you ask for such a price? What’s the formula you used to determine it?” If you know the answer, be sure to share it with me.
Referrals and Client’s Friends
Just like most purchases rely on recommendations, your work is no different. There’s always a circle of people around the client who consistently get lower prices than yours and receive very special offers. Most clients prefer to work with someone recommended by a friend rather than with you, regardless of quality or other details. To them, you’re an unknown entity, even if you’re the number one expert in your field.
Startup Discounts
A significant number of clients believe they’re entitled to an 86.6% discount simply because they opened their office last week and started a new business. The sad part is that the image the client has of themselves and their small business doesn’t change! Even if they come back to you months later, their startup remains in their mind as a week old.
Freelancers are Easy to Haggle With
Since you’re a freelancer and a virtual person working remotely, the possibility of unreasonable bargaining increases significantly. Clients don’t deal with you face-to-face, so direct interaction may compel some to show respect and present logical ideas. But in the virtual realm, some clients feel free to shed their respectful demeanor and reveal their inner thoughts, haggling with you or challenging your work or prices in a provocative manner.
In Conclusion
We all understand the need to search for the best and most affordable prices when purchasing any product or working with any service provider. This is a reasonable pursuit, far removed from the examples and ideas I wanted to convey in this post from the freelancer’s perspective. Searching for the best price and considering it differs entirely from undervaluing people’s work and demoralizing them in the process.