Why the Question of Rates Keeps Coming Up
Have you ever found yourself needing to explain why you charge what you do? It can be frustrating, especially when clients don’t seem to understand the value you bring to the table. Recently, I spoke with someone who said, “I just don’t get why we pay our designer so much.” This statement made me pause and reflect on why this happens so often, especially for creative professionals.
The Difference Between an Executor and a Specialist
It’s possible that this designer is seen as an executor—someone who simply does what the client asks, without offering any deeper insights or solutions. In this role, the designer focuses on delivering what’s requested but doesn’t ask questions or explore the underlying challenges the client faces.
In contrast, a specialist approaches things differently. Specialists don’t just take instructions; they dig deeper. They ask important questions, try to understand the bigger picture, and come up with multiple solutions. This strategic approach transforms them from a task-doer into a valuable partner who actively contributes to the success of the client’s business.
Why Positioning Yourself as an Expert Matters
When you position yourself as an expert, people start to see the bigger impact of your work. You’re no longer just creating designs; you’re helping shape the direction of a project or even a brand. As a result, clients are less likely to question your rates. They understand that they’re not just paying for your time; they’re paying for your expertise and the added value you bring to the table.
This is how you shift from being seen as a person who makes “pretty pictures” to someone who plays a critical role in a company’s growth and success. When you reach this level, your rates start to make sense, and clients are willing to invest in your services.
How to Show Your Value and Avoid Rate Disputes
If you often find yourself having to justify your rates, it might be time to change your approach. Here are a few strategies to help you position yourself as a strategic partner rather than just an executor:
- Ask Deeper Questions
Don’t settle for the first answer a client gives you. Try to understand the root of their challenges. For example, if a client asks for a new logo, ask why they feel they need it. What problem are they trying to solve with it? This approach helps you address their real needs rather than just delivering what they think they want. - Be Proactive with Solutions
Don’t just deliver what’s asked; suggest alternatives and different ways of tackling the problem. This shows that you’re thinking about what’s best for the client, not just about getting the job done quickly. - Be Transparent About Your Process
Clients may not always understand what goes into your work. Take time to explain your process and how each step adds value to their project. When clients understand the work behind the scenes, they’re more likely to appreciate the price tag. - Back Up Your Decisions with Data
If you make a design choice, explain why it’s the best option and how it can positively impact their business. For example, show how a particular design approach could increase user engagement or strengthen their brand identity.
Conclusion: Becoming a Strategic Partner Pays Off
When you shift from being just an executor to becoming a strategic partner, clients recognize your expertise, and your rates become less of a question mark. They see you as a crucial part of their success, rather than just a cost to manage.
And from experience, I can confidently say that when you take this approach, you’ll no longer have to justify your rates. Instead, your clients will see your true value, making every conversation about your price a lot easier.
