A student in my online course asks, “What do I respond when a client comments that my rates are really high?” Good question, student! Because if you’re running your business the right way, someone, someday, and maybe even lots of people almost every day, will think that you’re too expensive. Which leads us to rule number one of pricing: If no one ever thinks that your rates are too high, that means that they’re too low. Or at least that you could be charging more. Also remember that numerous wise people who have gone before you (in my case, my accountant) have commented something like “Your rates should make people sit up and take notice, but not jump across the desk at you.” Point being, as long as you have enough work, you want a decent percentage of potential clients to find your rates expensive.
But back to the question: what do you say to the sticker-shocked client? Well first, what is the client actually saying? Note that in this example, the client did not say, “You are an imposter and you’re not worth what you’re charging.” You may have heard that, but that’s not what the client said. So, let’s say that you’re on the phone and the client remarks that your rates are high/expensive/more than they planned on spending. What do you respond? Nothing. Zippo. The client did not ask a question; they simply made an observation, so you don’t need to say anything. All the client did was make an observation: that is more than we planned on paying, for example. But no one likes a big, awkward silence in a conversation, so you can either make a non-committal utterance (“Mmm?” “Mmm hmmm”), or you can quietly and slowly take an extremely deep inhale/exhale breath, to give yourself something to do while the client mulls it over.
Let’s say this happens over e-mail, and then you have to actually respond. Or it’s on the phone, and in addition to the “that’s really expensive” observation, the client actually asks if you can do the job for less. A few options:
- In my opinion, the best defense is a factual one, like “Your project sounds really interesting and I’d love to work with you. But to be honest, I’m busy all the time at my regular rates, so I cannot offer a discount at this time.” You’re simply telling the truth in a respectful way.
- Ask, “What budget did you have in mind?” If the client is honest about their budget, this gives you an idea of whether you’re 10% different or 90% different.
- Educate: tell the client something like, “I agree, high-quality work is never inexpensive. Also, translation might be more time-consuming than you realize if you haven’t worked with many translators before. For example, your 10,000 word document would represent at least a week of work for me, and I would be working entirely on your project during that time.”
- Be a little snarky. Not that I’m advocating this, but it’s an option, like “Then you might need to find someone whose experience is more in line with your budget.” I do sometimes tell potential clients, “To be honest, I don’t know any professional translators who work for that rate.” A potential client once asked me if I charged “for the little words,” and I responded “Only if you want them translated.” I don’t want to get sarcastic or condescending on clients, but I think that with certain people, a little humor can work.
- Negotiate on factors other than price: if you do honestly want to work with this client but the issue is their budget and they’re not budging, find non-financial factors that might make a difference. How about a really long deadline so you’re not tied up for days/weeks with their project? Do they produce a product or service that they could offer you for free, as a trade for part of the translation fee?
Wise readers, any other thoughts here?
Giovanna Lester (@cariobana) says
I have been there so many times! Once I simply told the potential client that the price he was proposing (2012) was what i made in the 80’s. That did it. He realized he was out of step with the times. Then we discussed his budget, adjusted the text to what he could afford (got rid of material that did not require translation(like yes/no questions for which he did have the English version). In the end the volume of work was reduced by about 20% and that made the difference we both needed.
Talking to your client- when they are open to the exercise – is always a good option.
Esteban says
I had someone ask me how I could charge more than once for translating the word “the” … She was a friend, but it just shows how little people know about translating.
Patricia Verdaguer (@pverdaguer) says
Why do I have to be so polite? I donĀ“t have to be rude, but direct certainly. Like if a client wants 30,000 words in 36 hours, you need to split the document into 4 translators at least, to work overnight, then an editor and proofreader. He has told you, it is urgent, but when you give him the budget, his answer is: “No way, it is too expensive”. Instead I consider his answer rude. I do not agree with your post.
mcltheblog says
Reblogged this on mcl | the blog and commented:
Been there, done almost all of that. Wonderful post, thank you.
Milica Acimovic | English Spanish Serbian translator says
I asked one of those clients what their budget was and the answer was “well, we actually don’t have one.” That was epic. x) They also added that lot of people would fight to do that project for free, and I asked “why did you come to me then?”
Paula Arturo says
Great post, Corinne!
In my experience, asking questions like āWhat budget did you have in mind?ā is the most productive way to go. It shows your client that you are open to negotiation. If you’re interested enough in the job and they’re interested enough in working with you, it increases your chances of working out a rate that works for you both.
Plus, it allows you to use “factors other than price” and “educating your client” as tools in that negotiation. If you’re a good negotiator and you know how to sell your work, your client will appreciate the fact that you were willing to negotiate in the first place.
Audra de Falco (@audratranslates) says
Great post! At the risk of self-promotion, I covered this subject about a week ago on my own blog at http://www.audratranslates.com. I think this advice is completely timely, and I especially like the idea of negotiating on other factors instead of price. I’ve done it before to my (and my client’s benefit). After all, what benefits me means I’ll be able to do a better job for the client!
Jen Metcalf says
I’m going to print this out and use it to wallpaper my office.
Melanie Di-Costanzo says
Hallo Everybody,
Thank you Corinne for this post.
If a customer tells me “you are too expensive”. I ask back “Can you tell me what makes you think this way?”. Most of the times his opinion is subjective as he has never worked with a professional translator before.
I can deconstruct his way of thinking and show him that I am bringing value to this texts.
Always ask questions back to understand his way of thinking and “crack” the objections š
Natalia Aleynikova says
Thank you for your great ideas. Especially I like your rule: “If no one ever thinks that your rates are too high, that means that theyāre too low. Or at least that you could be charging more.” I will definitely show this article to my husband who is always afraid of having higher rates.
Claire Harmer says
Great post, Corinne! It can be really hard to formulate a reply to comments such as ‘that’s really expensive’ without getting defensive or feeling like you’re justifying yourself! These are some great tips on how to respond:).
Victoria Frazier says
Great post. I had an experience with a manufacturing plant. They needed Operating Manuals translated, with lots of graphics that needed text boxes, etc. When I was told by the plant manager that my quote was too high, I said: “You are an engineer, right? What would you say if I told you you are getting paid too much considering all engineers do is place and tighten nuts and bolts? You do more than that, don’t you? Translating implies a lot more than just changing words from one language to another”. He didn’t know what to say, so he grabbed his pen and approved the quote. I learned about this “Turning the Table Strategy” translating training sales manuals.
Annabelle Vergne says
Being firm with our rates but flexible for negotiation within reason, yes. Sometimes it doesn’t work and it’s ok. I just refused 2 jobs for that reason. I had asked the client who said my rate was above their budget, what budget they had in mind for that project, and after they told me, I proposed to take it if they could make an early payment. That didn’t go anywhere this time, but leaving the prospect with a kind final note including ”please do not hesitate in the future if you come across a project that would fit my rates”, and you never know, those people may come back to you later with a better project.
EP says
I think you said it all with your first point. The best defense is simply telling the truth.
Ramo says
Read on a contractor’s poster: “If you think hiring a professional is expensive, wait until you hire an amateur.” It certainly applies to translation.
redpoz says
This has happened quite some times in my office (a law-firm) as well.
Then, the response of the boss is usually giving the client a quite significative discount and, personally, I really dislike this kind of reaction.
Because it largely undervalues the work we (other member of the team and me) have done and sometimes the boss is not even aware of that.
Also, I believe it increases the misunderstanding with clients, who do not know how complex the task they trust us with might be and under-estimate our job: by keeping lowering our fee, I think we somehow reinforce their idea that at first, we just over-charge.
To me, whenever possible, a clear preliminary discussion with the client about the complexity, quality and costs of the work is necessary in order to have them understand what their request involve.
Steffen says
“Your project sounds really interesting” to me is like “I desperately need this job… So, I am ready to sell my workforce for under par value”…
christinedurban says
Hmm, not sure I agree. Surely it would depend on the tone.
For example, I’m regularly taken aback by how few translators make a habit of starting client interactions with a positive statement of some sort. Not mindless and certainly not craven, but positive. Sets the tone for whatever follows.
Having been on the receiving end of pitches from other purveyors of intellectual services (i.e., not language services), I’ve observed *my own reactions* in similar situations and am absolutely positive (no pun intended) that this is the way to go.
christinedurban says
Interesting post, Corinne, thanks.
Reading through the responses it strikes me that translators should have various templates available *in their clients’ language* to move on with style if a quote is not accepted.
No darts, no scolding, no sarcasm, no sour grapes.
Something like your references to “Best of luck with your project, and I’d be happy to quote on future jobs where your budget is under less pressure.”
(I’ll be commenting on this and related issues in a presentation on working with direct clients at the upcoming ATA conference in Chicago).
Olga Apollonova says
We have to be flexible with our rates to a certain extent, especially working with languages of the countries with far lower living standards/salaries and with considerable online presence of translators willing to work at far lower rates. With Canadian clients honesty helps a lot. When I quote the rates of some official local “charities” and “non-profits” and offer their contact info to my clients it helps make them more realistic in their expectations. And the deadlines really matter.
Jonathan Tavill says
You set rates in accordance with your costs and of course you can give discounts but the client has to understand why they are getting a discount. Cutting your prices because somebody has said you are expensive is so wrong. You undermine your own pricing structure and for a repeat client it becomes virtually impossible to later charge your normal rates.
Discounts should be given in such a way that the customer understands why they are getting a price reduction. Creating conditions in which a client can earn discount is by far one of the better policies. They inderstand that when they don’t meet the requirements they pay normal prices.
Alternatively quote per job, only providing a breakdown if they ask for it. Component parts can include an editor, text revision, etc. Quoting per word, I feel should be reserved when quoting for fellow translators-revisers-translation agencies.
This way if the client still feels that the price is too high then you can offer them an unedited or unrevised translation. We all understand – cheaper usually comes with consequences.
Last but not least make a policy of always giving discounts but set your prices 5-10% higher and when you drop your rates you don’t lose out and the client feels they have negotiated a deal. When they don’t negotiate then that is a positive for you.
Adrian Godfrey says
Irrespective of price, many (particularly agencies) seem to have no idea how long the work actually takes. It often helps there in asking how long it took to write the original source language.
Sheryl says
Sometimes I find myself in this exact situation. Hereās what I advise prospective clients: Donāt hire the lowest cost vendor and expect excellence in customer service or product leadership. Similarly, donāt call on a company with excellence in service and expect them to offer the lowest rates.
http://globalvis.com/2009/11/innovation-service-and-price/
Joshua V-M says
If someone expects the translator to charge less or nothing for the short words, that implies the translator also charging more for the long words, which would bring us back to roughly the cost of charging the same rate for every word anyway.