Businesses in metro areas pay 20–40% more than rural markets. A salon in Chicago pays more than one in rural Ohio. Use local market rates as your baseline.
Factor 02
Business Size
A 5-person shop is easier to manage than a 30-person operation with multiple locations. Larger clients = more deliverables = higher price. Price for the scope, not the owner.
Factor 03
Your Experience Level
First client? Start at the lower end of each range. You have 3+ happy clients? Move to the mid or upper range. Confidence and proof justify higher rates. Build a portfolio first, raise prices second.
Factor 04
What's Included vs. Extra
Base retainer covers X. Anything beyond that (extra posts, rush turnaround, content creation) costs more. Define scope clearly so you're not working for free. Scope creep kills margins.
Before Any Meeting
The Client Meeting Worksheet
Fill this out before you walk in. You'll never sit across from a business owner without a number to defend.
01
Identify their pain point
What does the owner complain about? Social media? Getting new customers? Their website looking dated? Write it down — this becomes your hook.
02
Match to your service
Pick which package solves their pain. If they need multiple things, offer a bundle — or start with one service and expand later.
03
Set your floor price
Based on everything above — your location, experience, scope — pick the minimum you'll accept. You never go below this. Write it now.
The number you won't go below. Write it before the meeting starts.
04
Name your offer price
This is your opening offer. Ideally mid-range or slightly above. It gives room to negotiate down while landing above your floor.
This is the number you say first. You can always come down — only after they push.
Revenue Calculator
Your monthly revenue at this rate
$50/hr — $200/wk — $800/mo
$800
/mo revenue
Before You Negotiate
Tips that actually move the conversation
🎯
Never go first on price
If they ask "what do you charge?" — before you answer, ask "what are you hoping to accomplish?" Pivot to value first. Price becomes easier to defend once they've said yes to the outcome.
📋
Never discount, only trade
If they push on price, don't go lower. Instead offer something of equal value: "I can do $300/mo if you give me a Google review and refer one other business." You protect your rate; they feel heard.
📅
Offer the 3-month guarantee
"If you don't see results in 90 days, you can cancel — no questions asked." This removes their risk and makes you confident. It also signals you know what you're doing.