The Worst Question a Freelancer Can Ask a Client

I don’t have any actual statistics, but I strongly suspect that at least 75% of freelancers reading this post have asked what I consider to be the worst question you can ask a client.

Many of you ask it every time you talk with a new prospect.

Many of you love this question. Many of you have been advised by trusted mentors to ask this question early. Many of you are suspicious of clients who can’t or won’t answer this question.

Here goes. I’m ready for the pushback (really…that’s what the comments are for. If you disagree, tell me why!)

The worst thing you can ask a prospective client is “What’s your budget?”

Of course, I’m not particular about the language. For example, it’s at least as bad to ask “What were you looking to spend?”

I know. I know. You need that question.

Hear me out. You can always

reject it later, if you still disagree at the end of the post, or after you’ve given it some thought or talked it over with your gaggle.

Why I Never Ask “What’s Your Budget?”

There are two key reasons I never ask this question, and I think you should avoid it, too. I’ll get into each in more detail, but here they are in a nutshell:

1. It sends the wrong message to the client.
2. It diminishes your value to the client.

Sending the Wrong Message to the Client

A lot of freelancers want to find out the client’s budget early, so they don’t waste time engaging with a client who can’t or won’t pay their rates. Fair. But, there’s a much easier way to accomplish that. Tell them what you charge.

When you ask a client what he or she wants to pay, you’re sending the message that it’s up to the client how much you charge. You’ve abdicated control over your earnings, which is bad enough. But, you’ve also inadvertently telegraphed to the client that you’re unsure of the value of your services, and that you don’t have enough business at your preferred rate to stand by it.

You may think you’re being accommodating, and that the client will appreciate that. In some limited circumstances, that may even be true. Mostly, though, you just send the message that you’re weak and a little desperate. “I can work with you” clearly signals that your roster is nowhere near full and you’ll take what you can get.

The irony is that it may not even be true. Many seasoned freelancers say “I can work with you” and mean that if the client can’t afford the 20 hours of their time it would take to do the job described, they may be able to offer something more limited that would still fulfill the goal. That’s good customer service, shows good problem solving skills and inclination, and sends an all around great message to the client…if you phrase it properly.

For example:

You: I’d estimate that what you described will cost $1,200 and I’d need five days to turn it around.

Client: Five days is great, but that’s almost double my budget. How much could you cut that down?

You: I definitely understand budget constraints. Why don’t you tell me a little more about what your most important goals for this project are, and we’ll see if we can come up with an alternative that fits your budget.

Note that what didn’t happen here is just as important as what did. You didn’t lead by announcing that anything at all was flexible. Why invite the client to negotiate before you know how he or she reacts to your pricing?

Understand that many people are negotiators by nature, and many have been taught never to take the first offer. If a client was thinking $2,000 and you quote $1,400, a significant percentage will nonetheless accept your (direct or implied) invitation to negotiate and try to talk you down.

You also didn’t acknowledge or respond to “How much could you cut that down?” In asking that question, the client has either made a faulty assumption or chosen to employ a manipulative negotiation technique–by asking how much you can cut the price rather than whether you can, he’s trying to shift the conversation.

But, look at you go! You didn’t buy into that. You didn’t even validate it with a response. You just calmly continued the conversation on your own terms. That was very professional of you.

Diminishing Your Value to the Client

Most of the time, I speak to you as a fellow freelancer who just may happen to have a few years (or decades) on you. Right now, I’m going to take off my freelancer hat for a moment, because I’ve also hired several dozen freelancers in my time, across a variety of fields.

I’m going to talk about my experience hiring artists, because I don’t know anything about art. I know what I want. I can describe what I want in great detail. I can tell you which pieces must be exact and where you can take creative control.

I don’t know what tools you use. I don’t know how long it will take to do what I want. I don’t know if your draft is editable, or you have to start all over if I ask for a change. I don’t know what resolution I’m going to need to print in the size I’ve specified.

That’s your job. I’m not just hiring you because you can draw (or whatever that digital thing you’re doing is called) and I can’t. I’m hiring you because you’re the expert. I’m relying on you to know the things I don’t and to explain what I need to know. One of those things is how much it costs to create what I want.

I’m not being coy, evasive, or looking to gain the upper hand when I tell you I have no idea what this project should cost and I’m looking to you to tell me. I just have no idea what this project should cost and I’m looking to you to tell me. If you’re too passive and accommodating and flexible and (let’s get real) afraid of losing the job to do anything but sit around waiting for me to take the lead, I can’t hire you. I’m not qualified to take the lead.

The action steps are simple.

Figure out what you’re worth.

Set a rate that reflects your worth and makes it worthwhile for you to do the job.

When a client asks your rate, answer with your rate.

You may be very surprised by the results.