In the rush to the bottom, it’s tempting to feel that you should hitch on to the retail bandwagon and offer a SALE on the fees/prices you charge to clients/customers.
But, if you’ve been in business any length of time, it’s experience you’re selling not the amount of time you spend on a job. It may take you half the time to complete an assignment that it would take someone with ten years’ less experience. Should you charge significantly less because you’re good at your job and understand the brief so well you can deliver it right and with greater time efficiency?
When you’re estimating fees for a client, make sure you include a biography of your experience and the skills you’re bringing to the current task/job/assignment. As well as pointing out to the client that he’s lucky to have you on board, it will help you appreciate your own value-add, so you charge meaningful fees.