The Great Mystery Revealed: What Should I Charge My Clients? Part 1

Posted: April 21st, 2009

Image by Steven Depolo (Flickr)

Image by Steven Depolo (Flickr)

One ongoing question freelancers have, that never seems to really be answered fully, is what on earth should I charge for this project? Sure, there are many rate calculators available and, if we do a little research, can get a rough ballpark figure. Regardless, it still seems an inexact science and, truth is, it is to a degree. It is not just figuring out (or guessing) an hourly rate and using that. In fact, it goes way beyond that.

I’ll try to break this mystery once and for all but a general breakdown of the process should be understood first, which I’ll do for this post.

The Billable Hours

Your billable hours for the year can be simply broken down with the following:

Working a 40 hour week, 52 X 40 = 2080 total hours.

Minus two weeks of vacation, 2080 – 80 = 2000 remaining hours.

Minus 10% of time spent on administrative tasks (emailing, billing, estimates, etc), 2000 – 200 = 1800 remaining hours.

Your billable hours may vary but we’ll use the 1800 hour total as a rough estimate.

The Myth

It is a common misunderstanding that you need to figure out an hourly rate and multiply it by those 1800 hours to come up with a yearly income you desire. For instance, if you decide to charge $25/hour:

$25 X 1800 = $45,000 yearly income

There are two issues with this, though. The first is that you are not likely to work and bill those entire 1800 hours. A good chunk of that time will be spent searching for clients and promoting your freelance business, especially if you are new to freelancing.

The second issue is that due to that time spent searching for clients, you’ll never reach your yearly income goal unless you charge more per hour. By charging more per hour, you then run the risk of appearing too expensive and find it harder to obtain projects. So what is a freelancer to do?

Well, there is a way to counter these issues and earn the income you desire… something usually you have to learn the hard way as a freelancer. Understanding the proper method can go a long way in helping make your freelance career profitable.

The Technique

The secret of earning your desired income does not lie in your hourly rate. It is throwing your hourly rate out the door when coming up with an estimate for any client. The idea is to provide a competitive price on a project which is profitable for you, but something you can eventually improve upon and do in less time. Let me explain:

Let’s say you give an estimate on Project X at $500 and you win it. Also, we’ll say you estimated 20 hours to complete it. Isn’t it reasonable to say that the next time you win a similar project for $500, it will take maybe 15 or less hours to complete it since your gain experience and can possibly reuse parts of the first project?

How about the next similar project after that? Maybe it takes 10 hours. You see, the profitability lies in concentrating your services around those skills you are good at or are continually improving upon. As in the example, the fee you charge for the project may not rise, however, the time required for you to complete it decreases and your per hour income increases. This applies to you whether you are a writer, designer or programmer. The better you get at something, the faster you do it.

In a nutshell, this amounts to doing work you really know how to do well (or learn to do well) as much as you can.

This doesn’t mean that determining your hourly rate is not important. This is used in a way you probably haven’t thought of though. It is also true you may be required to provide an hourly rate in some job boards so I’ll touch upon that in the next post. In the next part of this series, I’ll explain the importance of the hourly rate and how it should be used.

The Little Things That Matter The Most – Part III

Posted: April 2nd, 2009

Part III – Document Everything

It’s tax time already. Do you have those little receipts compiled for your deductions or do you have to hunt them down (or “make” them up)?

Well we won’t go there, but if this is you, you may want to listen up. Here’s a little tip when dealing with clients,  something that tends to be taken for granted among freelancers. That is, to document all the work you do for any client when your client sends you tasks to do. Usually these tasks are small enough to where it takes too much time drafting a long project agreement and having the client agree to it. No task is too small, though, to have a record for billing purposes.

What happens is that a client may appear to give you the green light to keep the meter running. This may be true in some cases, but it usually is a sign that the client wants things done now and then pays attention to cost later. Freelancers often assume they are free to work away and tack on the hours, eyeing those dollar signs on the next invoice.

When it comes time to pay the bill, however, you might be surprised to get an objection if you cannot provide the detail of everything you did and the time/cost involved. Believe me, they will fight you every step of the way if you can’t. That’s why it is important to assume this will always happen and prepare yourself accordingly.

Therefore, get in the habit of documenting these minor tasks by doing the following:

1. Prior to doing anything, write an email noting each task and the total cost involved. Have the client approve it by responding with a “go ahead” and your email copied in the email body. Save these emails in a folder so you can easily find them later.

2. Create an Excel or Word document and note the date, each task and the total cost. Add to this list if there are more minor tasks done and send this document with an invoice upon billing the client.

3. If billing is done on a monthly basis, you may want to send the client a copy of the above document on a weekly basis just so they are aware of the work you have done up to that point.

These small documenting tasks even take relatively little time to do. It can save you the time, however, of retracing your steps in the event the client decides that he wants to know exactly what he is being charged for.

This is much the same way you can save time on taxes by having all your receipts in one place.

See also:

Part I: The Search For Stability
Part II: The Phone Call

The Little Things That Matter The Most – Part II

Posted: March 22nd, 2009

Part II: The Phone Call

This is the second post in a three part series of some of the most simple, overlooked things that are important to freelancers. This week, I’ll explain an important building block in the freelancer-client business relationship: the simple phone call.

For starters, it is probably safe to say that the majority of freelancers out there work over the internet. In fact, it is pretty common to never even see the face  nor talk to your clients… ever! Communication is done almost exclusively through email and instant messaging. Sticking to this level of rather impersonal communication right from the start is not a healthy way of building client relationships, though.

Before writing this, I thought about all of my clients that I still have today and all of those “one-hit-wonders” who I did a project for and never heard from again. What I did notice was that for all of those that I still retained, I had talked to them at least one time by phone. I had never talked to the one-hit-wonders at any point. While not talking to a client is probably not the single smoking-gun reason why I was not retained, I did notice that bridging that communication gap with a call was a big part of why I am still retained by some of my other clients today.

All that has to be done is to have a single conversation, by phone or Skype, with any new client before starting any project. Don’t get me wrong, you don’t have to BS about the weather, sports or look for common ground, but lay down the framework for your business relationship. For instance, explain yourself, methods, deadlines and reassure the client that you can do the job they ask of you. Then ask of their expectations of you (if theydont’ tell you first).

It is also possible that clients have had bad experiences with other freelancers in the past which they will definitely let you know about. This knowledge paves the way for you to fill in where others couldn’t. When the client finally has a trustworthy freelancer in you, that is where a business relationship begins and steady work starts to flow.

One common fear of talking with clients over the phone is that they might continue to call knowing you are always available by phone. The truth is that most clients are busy individuals like freelancers and would rather email or IM in future communications.

What I’ve noticed, too, is that future calls are usually for important matters and the client respects your time and keeps these conversations to a minimum anyway. For the client that does get chatty, however, all that has to be done is politely explain that you are busy and have to keep the calls short, which they normally oblige to.

Taking the one extra step of getting to know your client before you start working with them can prove useful in establishing a long-term relationship. It is not necessary and not a deal breaker, but it is a little step that can go a long way.

See also:

Part I: The Search For Stability
Part III: The Search For Stability

The Little Things That Matter The Most – Part I

Posted: March 11th, 2009

Part I: The Search For Stability

Freelancers often take a lot of things for granted. This is fairly normal and is primarily due to there being an endless number of things to learn while you actually are freelancing. We do learn the basics pretty fast: find work, do it fast, collect and repeat. There are essential lessons we need to learn, however, so our freelance business doesn’t go under which can happen faster than you think.

This will be the first post in a three part series on the simple, typically overlooked things that a freelancer should pay attention to. Today’s post covers an essential business lesson that a majority of freelancers, not just newer ones, often overlook: the source of your income. Wendy Piersall somewhat outlines this in her article in Sparkplug CEO:

You may be thinking to yourself – I don’t run a blog network, and I don’t sell text links or paid reviews, so this story has nothing to do with me or my business. And you’d be dead wrong.

The story of KMM [Know More Media, who went out of business] isn’t about networks or selling page rank. It’s about having all of your eggs in one basket.

Even if you are a one-man or one-woman show, this is an absolutely critical lesson you must learn. My freelance business ended because of two reasons – lack of work-life balance and lack of diversification of my income. I started my business at the end of the dot-com heyday. 4 years later the market was so saturated with laid-off freelancers that I couldn’t find work at half of my old rate.

I was kind of surprised at the number of conversations I had at BlogHer with people who were struggling with this same issue – that the economy was starting to take a bite out of their income, and that it was getting harder and harder to find clients. These people were still thinking of how to grow their business by finding more clients. They are making the Know More Media mistake.

Now, this post refers to entrepreneurs who have businesses in blogging, yet the same principles apply to us as freelancers. The typical freelancer has a varying client client base but depends only on a few clients for steady work and income. One problem with this is if the main clients are the wrong type,  you may fall victim to a sudden loss of work in the event of, say, an economy collapsing into despair.

To counter this, freelancers need to be on the lookout for clients with stability. That is, clients who are in established and successful businesses. These clients are typically ones that you will have a long and profitable relationship with, even in troubled times. If you haven’t paid attention to this, you may be surprised to find that most of your clients don’t fit the stable type. The following are signs of a stable client:

  • Client has continual growth in their business
  • The business is well managed down to the fine details (i.e. communication)
  • There is a contingency plan in the event of unexpected emergencies (or recession!)
  • Professionalism in everything they do

Now we have the following signs of the client who exhibits instability:

  • Start up businesses
  • Businesses or individuals constantly “trying new things” instead of sticking to one idea and riding it
  • Has you starting, stopping and scrapping way too many projects
  • Your instinct tells you that you don’t honestly see their business going anywhere

Does this mean you should leave your clients if they fit the above criteria? No. A client that appears to be unstable may, in fact, give you reliable business for a long period. The tendency is, however, that your business relationship will be short-lived with cost (yours) almost always being the determining factor. Cost issues arise due to lack of funding or income, poor business decisions, or sudden economic change which typically afflicts “unstable ” clients.

If these types of business or individuals make up your major clients then its not time to panic yet, but actively search for those clients that have a record of  stability. Do the research and see how long they’ve been around the block, ask them questions on their business and get a feel of their stability before you agree to work with them.

While, personally, I’ve had my share of unstable clients in the past, I am lucky to work for a small company who met all of the criteria for stability. They are currently laughing off the recession, while supplying me with enough work that I can’t remember if I actually signed a treaty with the devil for it or not.

The point is to KEEP LOOKING for clients who fit this type. They are out there and they will be the ones who keep you in business for the long haul.

See also:

Part II: The Phone Call
Part III: Document Everything

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