asmp real-world-pricing

PRICING & NEGOTIATING For Commercial & Editorial Photographers

ASMP Baltimore Tuesday, February 12, 2013

Bill Cramer/CEO

Before we get started:

Article, links: http://blog.wonderfulmachine.com/2013/02/real-world-pricing-negotiating/

Questions.

Don’t be overwhelmed.

Questions.

Disclaimer.

Questions.

Disclaimer.

Who are you?

Language = Power

Language x Pictures = $

Take charge

Concepts

Terminology

Contracts

Negotiating

Case Studies

Here’s what we’ll

CONCEPTS: Copyright

CONCEPTS: Charging for Usage ▹  Assignment fees are a function of time, usage and expertise

CONCEPTS: Charging for Usage ▹  Assignment fees are a function of time, usage and expertise ▹  TIME determines the minimum price (value to you)

CONCEPTS: Charging for Usage ▹  Assignment fees are a function of time, usage and expertise ▹  TIME determines the minimum price (value to you) ▹  USAGE determines the maximum price (value to the client)

CONCEPTS: Charging for Usage ▹  Assignment fees are a function of time, usage and expertise ▹  TIME determines the minimum price (value to you) ▹  USAGE determines the maximum price (value to the client) ▹  EXPERTISE gives you competitive advantage and negotiating leverage

CONCEPTS: Charging for Usage ▹  Assignment fees are a function of time, usage and expertise ▹  TIME determines the minimum price (value to you) ▹  USAGE determines the maximum price (value to the client) ▹  EXPERTISE gives you competitive advantage and negotiating leverage ▹  If you’re not charging for all three, you’re probably leaving money on the

TERMS: Types of Clients

TERMS: Types of Clients ▹  Fine Art

TERMS: Types of Clients ▹  Fine Art ▹  Retail

TERMS: Types of Clients ▹  Fine Art ▹  Retail ▹  Commercial/Editorial

TERMS: Types of Use ▹  EDITORIAL ▹  COMMERCIAL

▹  Publicity

▹  Collateral

▹  Advertising

▹  Publicity – client gives photos to publications for editorial use

▹  Collateral

▹  Advertising

▹  Collateral – client produces and distributes a publication

▹  Advertising

▹  Collateral – client produces and distributes a publication

▹  Advertising – client pays to place photos in media

TERMS: Proposal

TERMS: Proposal ▹  Estimate

▹  Terms & Conditions ▹  Delivery Memo

TERMS: Proposal ▹  Estimate ▹  Licensing Agreement

▹  Production Expenses ▹  Terms & Conditions ▹  Delivery Memo

TERMS: Proposal ▹  Estimate ▹  Licensing Agreement ▹  Creative Fee, Licensing Fee

TERMS: Proposal ▹  Estimate or Bid (Fee plus Expenses vs. Flat Fee) ▹  Licensing Agreement ▹  Creative Fee, Licensing Fee

TERMS: Treatment

TERMS: Treatment ▹  Estimate, Terms & Conditions, Delivery Memo

TERMS: Treatment ▹  Estimate, Terms & Conditions, Delivery Memo ▹  Mini PDF Portfolio

TERMS: Treatment ▹  Estimate, Terms & Conditions, Delivery Memo ▹  Mini PDF Portfolio ▹  Execution

TERMS: Treatment ▹  Estimate, Terms & Conditions, Delivery Memo ▹  Mini PDF Portfolio ▹  Execution ▹  Experience

TERMS: Treatment ▹  Estimate, Terms & Conditions, Delivery Memo ▹  Mini PDF Portfolio ▹  Execution ▹  Experience ▹  Capabilities

TERMS: Treatment ▹  Estimate, Terms & Conditions, Delivery Memo ▹  Mini PDF Portfolio ▹  Execution ▹  Experience ▹  Capabilities ▹  Facilities

TERMS: Treatment ▹  Estimate, Terms & Conditions, Delivery Memo ▹  Mini PDF Portfolio ▹  Execution ▹  Experience ▹  Capabilities ▹  Facilities ▹  Crew

TERMS: Treatment ▹  Estimate, Terms & Conditions, Delivery Memo ▹  Mini PDF Portfolio ▹  Execution ▹  Experience ▹  Capabilities ▹  Facilities ▹  Crew ▹  Clients

TERMS ▹  Creative Brief

TERMS ▹  Creative Brief ▹  Spec Sheet

TERMS ▹  Creative Brief ▹  Spec Sheet ▹  Creative Call

TERMS ▹  Licensing vs. Usage

TERMS ▹  Licensing vs. Usage ▹  Media Buy

TERMS ▹  Licensing vs. Usage ▹  Media Buy ▹  Subcontractor vs. Agent

TERMS ▹  Licensing vs. Usage ▹  Media Buy ▹  Subcontractor vs. Agent ▹  Estimates vs. Contract

TERMS ▹  Licensing vs. Usage ▹  Media Buy ▹  Subcontractor vs. Agent ▹  Estimates vs. Contract ▹  Cost of Doing Business

CONTRACTS: Get it in Writing ▹  Memory

CONTRACTS: Get it in Writing ▹  Memory ▹  Posterity

CONTRACTS: Get it in Writing ▹  Memory ▹  Posterity ▹  Clarity

CONTRACTS: Get it in Writing ▹  Memory ▹  Posterity ▹  Clarity ▹  Guide

CONTRACTS: Get it in Writing ▹  Memory ▹  Posterity ▹  Clarity ▹  Guide ▹  Signature

CONTRACTS: Get it in Writing ▹  Memory ▹  Posterity ▹  Clarity ▹  Guide ▹  Signature ▹  Before

CONTRACTS: Get it in Writing ▹  Memory ▹  Posterity ▹  Clarity ▹  Guide ▹  Signature ▹  Before ▹  Enforcement

CONTRACTS: Templates ▹  Editorial

▹  Commercial

CONTRACTS: Templates ▹  Editorial ▹  Day Rate vs. Space

▹  Commercial

CONTRACTS: Templates ▹  Editorial ▹  Day Rate vs. Space ▹  Flat Fee plus Expenses

▹  Commercial

CONTRACTS: Templates ▹  Editorial ▹  Day Rate vs. Space ▹  Flat Fee plus Expenses ▹  Flat Fee including Expenses

▹  Commercial

CONTRACTS: Templates ▹  Editorial ▹  Day Rate vs. Space ▹  Flat Fee plus Expenses ▹  Flat Fee including Expenses

▹  Commercial ▹  Licensing Agreement, Terms & Conditions

CONTRACTS: Computing Fees ▹  Time

▹  Usage

▹  Expertise

▹  Pre-production, shoot, post-production

▹  Usage

▹  Expertise

▹  Usage

▹  Types of use - editorial, commercial (publicity, collateral, advertising)

▹  Expertise

▹  Usage

▹  Prominence - number of pictures, size of pictures, placement, size of client

▹  Expertise

▹  Usage

▹  Duration - how long they will be used (one time, one year, forever)

▹  Expertise

▹  Usage

▹  Geography – where they will be distributed (local, regional, national, international)

▹  Expertise

▹  Usage

▹  Volume - number of copies of publication, ad insertions

▹  Expertise

▹  Usage

▹  Exclusivity - how long before photographer can license the pictures to another client

▹  Expertise

▹  Usage

▹  Credit

▹  Expertise

▹  Usage

▹  Credit

▹  Expertise

▹  Technical, creative

▹  Usage

▹  Credit

▹  Expertise

▹  Connections, experience

▹  Usage

▹  Credit

▹  Expertise

▹  Connections, experience

▹  Uniqueness – how many other photographers could do this assignment?

COMPUTING FEES: Rules of Thumb ▹  Editorial: $500/day vs. $500/page plus expenses (one-time print use, concurrent web use)

▹  Internal Corporate and event photography: $150-200/hour plus expenses (publicity and internal collateral use forever)

▹  External Corporate: $2500-3500/day plus expenses (for one year’s use)

▹  Catalog: $2500-3500/day plus expenses (use limited to that catalog)

▹  Advertising: $10,000/image plus expenses (1 year national advertising)

▹  Just a starting point – extrapolate from there

COMPUTING FEES: Scaling Ad shoot National

1 year $10,000

2 years

1 year $10,000

2 years $15,000

6 months $7000

1 year $10,000

2 years $15,000

COMPUTING FEES: Scaling Ad shoot National International

6 months $7000

1 year $10,000

2 years $15,000

COMPUTING FEES: Scaling Ad shoot National International

6 months $7000 $14,000

1 year $10,000 $20,000

2 years $15,000 $30,000

COMPUTING FEES: Scaling Ad shoot Regional National International

6 months $3500 $7000 $14,000

1 year $5000 $10,000 $20,000

2 years $7500 $15,000 $30,000

COMPUTING FEES: Scaling Ad shoot Regional National International

6 months $3500 $7000 $14,000

1 year $5000 $10,000 $20,000

2 years $7500 $15,000 $30,000

Can also scale type of use, number of pictures, etc.

COMPUTING FEES: FotoQuote

COMPUTING FEES: Blinkbid

COMPUTING FEES: Getty & Corbis

COMPUTING FEES: Print vs. Digital

CONTRACTS: Computing Expenses Assistant (150.00 – 500.00/day) Food Stylist (900.00 - 1200.00/day) + food

Digital Fee (about 300.00 for a web gallery) Studio Rental (500.00 - 1500.00/day)*

Reproduction File Prep (25.00 – 50.00) Location Scout (700.00 - 800.00/day)

Digital Tech (about 500.00/day + workstation) Cameras, lighting, grip*

Retouching (150.00 - 250.00/hour)* Wardrobe, Props, Backgrounds

Producer (500.00 - 750.00/day)* Location Fees, Models*, Casting

Hair/Make-Up (600.00 - 900.00/day) Certificate of Insurance, Permits

Wardrobe Stylist (600.00 - 900.00/day) Meals, Catering, Mileage, Parking, Tolls

Prop Stylist (600.00 - 900.00/day) Vehicle Rental, Hotels, Airfare, Cabs, Tips

NEGOTIATING: Ask the Right Questions ▹  CREATIVE ▹  PRODUCTION ▹  USAGE

NEGOTIATING: Ask the Right Questions ▹  CREATIVE - What pictures do we need to make? ▹  PRODUCTION ▹  USAGE

NEGOTIATING: Ask the Right Questions ▹  CREATIVE - What pictures do we need to make? ▹  PRODUCTION - What do we have to do to make them? ▹  USAGE

NEGOTIATING: Ask the Right Questions ▹  CREATIVE - What pictures do we need to make? ▹  PRODUCTION - What do we have to do to make them? ▹  USAGE - How will the pictures be used?

▹  Some questions you’ll ask the client, others you’ll ask yourself.

NEGOTIATING: Ask the Right Questions ▹  What’s the shoot concept?

NEGOTIATING: Ask the Right Questions ▹  What’s the shoot concept? ▹  What are we trying to say?

NEGOTIATING: Ask the Right Questions ▹  What’s the shoot concept? ▹  What are we trying to say? ▹  Who is the audience?

NEGOTIATING: Ask the Right Questions ▹  What’s the shoot concept? ▹  What are we trying to say? ▹  Who is the audience? ▹  Do you have a shot list, comps?

NEGOTIATING: Ask the Right Questions ▹  What’s the shoot concept? ▹  What are we trying to say? ▹  Who is the audience? ▹  Do you have a shot list, comps? ▹  Who is the client?

NEGOTIATING: Ask the Right Questions ▹  What’s the shoot concept? ▹  What are we trying to say? ▹  Who is the audience? ▹  Do you have a shot list, comps? ▹  Who is the client? ▹  What type of use (publicity, collateral, advertising)?

NEGOTIATING: Ask the Right Questions ▹  What’s the shoot concept? ▹  What are we trying to say? ▹  Who is the audience? ▹  Do you have a shot list, comps? ▹  Who is the client? ▹  What type of use (publicity, collateral, advertising)? ▹  How many photos do you expect to use and at what size?

NEGOTIATING: Ask the Right Questions ▹  What’s the shoot concept? ▹  What are we trying to say? ▹  Who is the audience? ▹  Do you have a shot list, comps? ▹  Who is the client? ▹  What type of use (publicity, collateral, advertising)? ▹  How many photos do you expect to use and at what size? ▹  Cover, inside (corporate, editorial)?

NEGOTIATING: Ask the Right Questions ▹  What’s the shoot concept? ▹  What are we trying to say? ▹  Who is the audience? ▹  Do you have a shot list, comps? ▹  Who is the client? ▹  What type of use (publicity, collateral, advertising)? ▹  How many photos do you expect to use and at what size? ▹  Cover, inside (corporate, editorial)? ▹  Media buy – (advertising)?

NEGOTIATING: Ask the Right Questions ▹  What’s the shoot concept? ▹  What are we trying to say? ▹  Who is the audience? ▹  Do you have a shot list, comps? ▹  Who is the client? ▹  What type of use (publicity, collateral, advertising)? ▹  How many photos do you expect to use and at what size? ▹  Cover, inside (corporate, editorial)? ▹  Media buy – (advertising)? ▹  Bundle the creative fee and licensing fee or keep separate?

NEGOTIATING: Ask the Right Questions ▹  How long (one time, one year, forever)?

NEGOTIATING: Ask the Right Questions ▹  How long (one time, one year, forever)? ▹  Geographic area (local, regional, national, international)?

NEGOTIATING: Ask the Right Questions ▹  How long (one time, one year, forever)? ▹  Geographic area (local, regional, national, international)? ▹  What's the circulation (or print run) of the publication (editorial, corporate)?

NEGOTIATING: Ask the Right Questions ▹  How long (one time, one year, forever)? ▹  Geographic area (local, regional, national, international)? ▹  What's the circulation (or print run) of the publication (editorial, corporate)? ▹  How many insertions and in what publications (advertising)?

NEGOTIATING: Ask the Right Questions ▹  How long (one time, one year, forever)? ▹  Geographic area (local, regional, national, international)? ▹  What's the circulation (or print run) of the publication (editorial, corporate)? ▹  How many insertions and in what publications (advertising)? ▹  How long will you want the photos to be exclusive?

NEGOTIATING: Ask the Right Questions ▹  How long (one time, one year, forever)? ▹  Geographic area (local, regional, national, international)? ▹  What's the circulation (or print run) of the publication (editorial, corporate)? ▹  How many insertions and in what publications (advertising)? ▹  How long will you want the photos to be exclusive? ▹  What level of production is appropriate (hair/make-up, wardrobe, props)?

NEGOTIATING: Ask the Right Questions ▹  How long (one time, one year, forever)? ▹  Geographic area (local, regional, national, international)? ▹  What's the circulation (or print run) of the publication (editorial, corporate)? ▹  How many insertions and in what publications (advertising)? ▹  How long will you want the photos to be exclusive? ▹  What level of production is appropriate (hair/make-up, wardrobe, props)? ▹  Can you tell me who else is quoting on the job?

NEGOTIATING: Ask the Right Questions ▹  How long (one time, one year, forever)? ▹  Geographic area (local, regional, national, international)? ▹  What's the circulation (or print run) of the publication (editorial, corporate)? ▹  How many insertions and in what publications (advertising)? ▹  How long will you want the photos to be exclusive? ▹  What level of production is appropriate (hair/make-up, wardrobe, props)? ▹  Can you tell me who else is quoting on the job? ▹  Have you established a budget?

NEGOTIATING: Ask the Right Questions ▹  How long (one time, one year, forever)? ▹  Geographic area (local, regional, national, international)? ▹  What's the circulation (or print run) of the publication (editorial, corporate)? ▹  How many insertions and in what publications (advertising)? ▹  How long will you want the photos to be exclusive? ▹  What level of production is appropriate (hair/make-up, wardrobe, props)? ▹  Can you tell me who else is quoting on the job? ▹  Have you established a budget? ▹  How many shoot days does the job require?

NEGOTIATING: Ask the Right Questions ▹  How long (one time, one year, forever)? ▹  Geographic area (local, regional, national, international)? ▹  What's the circulation (or print run) of the publication (editorial, corporate)? ▹  How many insertions and in what publications (advertising)? ▹  How long will you want the photos to be exclusive? ▹  What level of production is appropriate (hair/make-up, wardrobe, props)? ▹  Can you tell me who else is quoting on the job? ▹  Have you established a budget? ▹  How many shoot days does the job require? ▹  Price by the hour? Day? Image? Project?

NEGOTIATING: Ask the Right Questions ▹  Your contract or theirs?

NEGOTIATING: Ask the Right Questions ▹  Your contract or theirs? ▹  Is the intended use different from the licensing they're asking for?

NEGOTIATING: Ask the Right Questions ▹  Your contract or theirs? ▹  Is the intended use different from the licensing they're asking for? ▹  Are there special technical or creative skills required for the job?

NEGOTIATING: Ask the Right Questions ▹  Your contract or theirs? ▹  Is the intended use different from the licensing they're asking for? ▹  Are there special technical or creative skills required for the job? ▹  How complex or difficult is the job?

NEGOTIATING: Ask the Right Questions ▹  Your contract or theirs? ▹  Is the intended use different from the licensing they're asking for? ▹  Are there special technical or creative skills required for the job? ▹  How complex or difficult is the job? ▹  How many of your competitors could do the job?

NEGOTIATING: Ask the Right Questions ▹  Your contract or theirs? ▹  Is the intended use different from the licensing they're asking for? ▹  Are there special technical or creative skills required for the job? ▹  How complex or difficult is the job? ▹  How many of your competitors could do the job? ▹  What’s in it for you? (money, relationships, pictures, experience)

NEGOTIATING: Ask the Right Questions ▹  Your contract or theirs? ▹  Is the intended use different from the licensing they're asking for? ▹  Are there special technical or creative skills required for the job? ▹  How complex or difficult is the job? ▹  How many of your competitors could do the job? ▹  What’s in it for you? (portfolio, experience, relationship, money) ▹  Will this job yield valuable stock photos?

NEGOTIATING: Ask the Right Questions ▹  Your contract or theirs? ▹  Is the intended use different from the licensing they're asking for? ▹  Are there special technical or creative skills required for the job? ▹  How complex or difficult is the job? ▹  How many of your competitors could do the job? ▹  What’s in it for you? (portfolio, experience, relationship, money) ▹  Will this job yield valuable stock photos? ▹  Can you do it on your schedule or do you have to do it on theirs?

NEGOTIATING: Ask the Right Questions ▹  Your contract or theirs? ▹  Is the intended use different from the licensing they're asking for? ▹  Are there special technical or creative skills required for the job? ▹  How complex or difficult is the job? ▹  How many of your competitors could do the job? ▹  What’s in it for you? (portfolio, experience, relationship, money) ▹  Will this job yield valuable stock photos? ▹  Can you do it on your schedule or do you have to do it on theirs? ▹  How busy are you?

NEGOTIATING: Ask the Right Questions ▹  Your contract or theirs? ▹  Is the intended use different from the licensing they're asking for? ▹  Are there special technical or creative skills required for the job? ▹  How complex or difficult is the job? ▹  How many of your competitors could do the job? ▹  What’s in it for you? (portfolio, experience, relationship, money) ▹  Will this job yield valuable stock photos? ▹  Can you do it on your schedule or do you have to do it on theirs? ▹  How busy are you? ▹  Do I need a signature or will an email confirmation suffice?

“Why can’t we use the pictures

any way we want?”

NEGOTIATING: “Any Way We Want” ▹  Broader usage is more expensive, narrower usage is less expensive

NEGOTIATING: “Any Way We Want” ▹  Broader usage is more expensive, narrower usage is less expensive ▹  Provide a licensing agreement that fits their budget

NEGOTIATING: “Any Way We Want” ▹  Broader usage is more expensive, narrower usage is less expensive ▹  Provide a licensing agreement that fits their budget ▹  Sometimes a client wants to hide how they plan to use the pictures

NEGOTIATING: “Any Way We Want” ▹  Broader usage is more expensive, narrower usage is less expensive ▹  Provide a licensing agreement that fits their budget ▹  Sometimes a client wants to hide how they plan to use the pictures ▹  Other times, they just don’t know

NEGOTIATING: “Any Way We Want” ▹  Broader usage is more expensive, narrower usage is less expensive ▹  Provide a licensing agreement that fits their budget ▹  Sometimes a client wants to hide how they plan to use the pictures ▹  Other times, they just don’t know ▹  Mostly, they’re looking for convenience

NEGOTIATING: “Any Way We Want” ▹  Broader usage is more expensive, narrower usage is less expensive ▹  Provide a licensing agreement that fits their budget ▹  Sometimes a client wants to hide how they plan to use the pictures ▹  Other times, they just don’t know ▹  Mostly, they’re looking for convenience ▹  Send two pricing options

NEGOTIATING: “Any Way We Want” ▹  Broader usage is more expensive, narrower usage is less expensive ▹  Provide a licensing agreement that fits their budget ▹  Sometimes a client wants to hide how they plan to use the pictures ▹  Other times, they just don’t know ▹  Mostly, they’re looking for convenience ▹  Send two pricing options ▹  Don’t let a client tell you you can’t charge for usage (don’t be intimidated)

NEGOTIATING: “Any Way We Want” ▹  Broader usage is more expensive, narrower usage is less expensive ▹  Provide a licensing agreement that fits their budget ▹  Sometimes a client wants to hide how they plan to use the pictures ▹  Other times, they just don’t know ▹  Mostly, they’re looking for convenience ▹  Send two pricing options ▹  Don’t let a client tell you you can’t charge for usage (don’t be intimidated) ▹  What does your client really need? Structure “unlimited” in a limited way

NEGOTIATING: Other Tips ▹  Never give a price quote over the phone.

NEGOTIATING: Other Tips ▹  Never give a price quote over the phone. ▹  Put contracts in your own words.

NEGOTIATING: Other Tips ▹  Never give a price quote over the phone. ▹  Put contracts in your own words. ▹  Avoid vague terms like “buyout” and “unlimited.”

NEGOTIATING: Other Tips ▹  Never give a price quote over the phone. ▹  Put contracts in your own words. ▹  Avoid vague terms like “buyout” and “unlimited.” ▹  Be clear when you use the terms “digital” and “unlimited.”

NEGOTIATING: Other Tips ▹  Never give a price quote over the phone. ▹  Put contracts in your own words. ▹  Avoid vague terms like “buyout” and “unlimited.” ▹  Be clear when you use the terms “digital” and “unlimited.” ▹  Itemize everything – at least for your own information.

NEGOTIATING: Other Tips ▹  Never give a price quote over the phone. ▹  Put contracts in your own words. ▹  Avoid vague terms like “buyout” and “unlimited.” ▹  Be clear when you use the terms “digital” and “unlimited.” ▹  Itemize everything – at least for your own information. ▹  Are there production responsibilities the client can help with?

NEGOTIATING: Other Tips ▹  Never give a price quote over the phone. ▹  Put contracts in your own words. ▹  Avoid vague terms like “buyout” and “unlimited.” ▹  Be clear when you use the terms “digital” and “unlimited.” ▹  Itemize everything – at least for your own information. ▹  Are there production responsibilities the client can help with? ▹  Web isn’t a usage, it’s a medium.

NEGOTIATING: Other Tips ▹  Never give a price quote over the phone. ▹  Put contracts in your own words. ▹  Avoid vague terms like “buyout” and “unlimited.” ▹  Be clear when you use the terms “digital” and “unlimited.” ▹  Itemize everything – at least for your own information. ▹  Are there production responsibilities the client can help with? ▹  Web isn’t a usage, it’s a medium. ▹  Specify items the client is providing.

NEGOTIATING: Other Tips ▹  Never give a price quote over the phone. ▹  Put contracts in your own words. ▹  Avoid vague terms like “buyout” and “unlimited.” ▹  Be clear when you use the terms “digital” and “unlimited.” ▹  Itemize everything – at least for your own information. ▹  Are there production responsibilities the client can help with? ▹  Web isn’t a usage, it’s a medium. ▹  Specify items the client is providing. ▹  Say, “plus applicable sales tax.”

NEGOTIATING: Other Tips ▹  Negotiating doesn’t need to be contentious or adversarial.

NEGOTIATING: Other Tips ▹  Negotiating doesn’t need to be contentious or adversarial. ▹  Find a win/win.

NEGOTIATING: Other Tips ▹  Negotiating doesn’t need to be contentious or adversarial. ▹  Find a win/win. ▹  Bid vs. Estimate (heads I win, tails you lose).

NEGOTIATING: Other Tips ▹  Negotiating doesn’t need to be contentious or adversarial. ▹  Find a win/win. ▹  Bid vs. Estimate (heads I win, tails you lose). ▹  Share pricing information with other photographers.

NEGOTIATING: Other Tips ▹  Negotiating doesn’t need to be contentious or adversarial. ▹  Find a win/win. ▹  Bid vs. Estimate (heads I win, tails you lose). ▹  Share pricing information with other photographers. ▹  Don’t give up something for nothing.

NEGOTIATING: Other Tips ▹  Negotiating doesn’t need to be contentious or adversarial. ▹  Find a win/win. ▹  Bid vs. Estimate (heads I win, tails you lose). ▹  Share pricing information with other photographers. ▹  Don’t give up something for nothing. ▹  Sizing up your client. Give and take.

NEGOTIATING: Other Tips ▹  Negotiating doesn’t need to be contentious or adversarial. ▹  Find a win/win. ▹  Bid vs. Estimate (heads I win, tails you lose). ▹  Share pricing information with other photographers. ▹  Don’t give up something for nothing. ▹  Sizing up your client. Give and take. ▹  Low bid doesn’t always get the job.

NEGOTIATING: Other Tips ▹  Negotiating doesn’t need to be contentious or adversarial. ▹  Find a win/win. ▹  Bid vs. Estimate (heads I win, tails you lose). ▹  Share pricing information with other photographers. ▹  Don’t give up something for nothing. ▹  Sizing up your client. Give and take. ▹  Low bid doesn’t always get the job. ▹  Opportunity cost.

NEGOTIATING: Other Tips ▹  Negotiating doesn’t need to be contentious or adversarial. ▹  Find a win/win. ▹  Bid vs. Estimate (heads I win, tails you lose). ▹  Share pricing information with other photographers. ▹  Don’t give up something for nothing. ▹  Sizing up your client. Give and take. ▹  Low bid doesn’t always get the job. ▹  Opportunity cost. ▹  If you’re not willing to turn down a bad deal, you have no negotiating leverage.

Case Study

The Penn Stater Magazine

Cover Shoot

- Brothers. Star basketball players.

- Cover, opener, table of contents.

- Posed, in action, with their family.

- What would you charge?

Case Study

Inc. Magazine Portrait

- Brothers who run online wine company

- One inside picture. Full page.

- White background.

- Sitting on wine crates.

- With and without wine glasses

Case Study

Corporate Event Shoot

-  2-day corporate event in Florida

-  Medium-sized Connecticut corporation

-  Medium-sized UK graphic design firm

-  Veteran Florida-based photographer

-  What would you charge?

Case Study

Lactaid Ad Campaign

-  Large New York ad agency

-  Medium-sized brand (part of big company)

-  3 ads (3 different models, each with prop)

-  1 day in studio

- 1 year consumer pubs, POS, direct mail, collateral, internet

-  What would you charge for the fee?

Case Study

USAA Magazine Cover Shoot

- “Mug shot” concept with kids

- To illustrate story on identity theft

- Individual mug shot, line-up, seamless

- (USAA offers financial services for veterans and their families)

- What would you charge?

Questions?

Thank you!

(The End)

asmp real-world-pricing

terms licensing

terms conditions delivery

usage media

usage assignment fees

treatment estimate

client expertise

expertise time

function of time

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