Know your worth: Advice for anyone pitching themselves
Hi friend,
If there’s a Venn diagram of my writing here—and maybe me as a person!—it’s business and creativity. Sometimes I write missives about getting back on stage after 20 years away. Sometimes it’s comedic observations about being in your 40s. And sometimes, like today, it’s business-adjacent advice.
Before I drop this knowledge on you(!), I’ll share this update from the center of my Venn: I’m producing and hosting a storytelling stage show in Los Angeles.
If you’re in the LA area, I hope you can make it. I just announced my incredible line-up of 8 storytellers, writers, and comedians.
Westside Story Club
Sunday, March 23rd at 7PM
Westchester (Los Angeles)
I recently caught up with a friend who runs a boutique video production agency here in LA.
Though they’ve done big projects for big brands, I heard the same tone in his voice that I hear from almost all creative people who pitch themselves for projects:
Desperation.
It’s a willingness to do anything to get the gig.
Break yourself? Sure. Lose money? If I have to.
It’s falling into the trap of giving a discount to “get the relationship started.”
(And it IS a trap. This never ends well. Once you lock in a price, it takes a miracle to increase it in subsequent deals.)
These are all signs that you are not the prize.
And in any negotiation, you must act like you’re the prize.
Oren Klaff calls this “prize framing” in his book Pitch Anything — a sales book anyone should flip through (it sounds scary but is a compelling read!).
Either YOU are the prize, or the gig is the prize.
It can’t be both. This is the power dynamic at play in any pitch or negotiation.
This took me a decade to learn. Maybe two.
In the first few years of my career, I’d make websites for people for a few hundred bucks. It was OK money, but ultimately, minimum wage—or lower!
Then I teamed up with Alan Beard as co-freelancers — a partnership that ultimately would become McBeard, one of the first-ever social media agencies.
And I learned from him the power of knowing your worth.
Or as he’d say it, the “eradication of neediness.”
When you’re pitching yourself — whether in a job interview or a pitch or (worse of all) answering a client’s RFP — it is best to NOT NEED the gig.
Or at least, pretend to not need the gig.
Get real: How do you do this?
How do you present this? Especially if you DO need the opportunity?
Two easy mindset shifts:
You’re busy. Present like you WANT their business, but if it’s not a fit, that’s OK. You have lots of other important things to fill your time. You’re in demand. Your time is the prize, not their opportunity.
You’re worth it. Name your price and hold to it. Don’t discount. Nothing says “I’m desperate” like a coupon. Will others undercut you? Sure, but if a client can get YOUR talent for a LOWER price, they SHOULD choose it! You can tell them so. After all, you want what’s best for them, even if it’s not you. But most of the time, they’ll realize that they want your expertise, experience, and the trust that comes with a full-priced professional. And if not, then see #1…
So what happened with my friend?
He pitched an opportunity last week, and was the highest-priced option in the mix of other agencies. (This is the power position you want; otherwise it’s a race to the bottom.)
And instead of showing desperation, he was the prize. He held firm on his price, shared why OTHER CLIENTS are paying this rate (read: he’s busy) and not only did he get the gig, the client asked for more. He got 50% higher than his original bid.
That’s knowing your worth.
How are you at negotiating? Any wins or notable losses to share?
Thanks for following along. Hope you can make the show in LA! If not, that’s cool. I’m busy. (I’m the prize!)
Have a great week—
Alec
Good post. Good reminder.
So so so good! I share how you told me “just add a zero to everything Lindsay” I am on my way! Thanks for the message!