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If you're going to be selling your local area, where you're located is going to play big into your final pricing structure. A good starting point might be to contact some local media and ask for ad rates (as if you might be interested in buying advertising).
This is true because media outlets have already tested and studied the area to find out what local businesses can afford to spend based on sales. This will hold true in web services as well. Standard businesses allow 5% of projected quarterly sales for advertising, and I've found that that most businesses will pull from thier alotted print budget for web (they relate the two because they're both visual I guess).
John has his rates set up at $3,000 to $5,000. While he obviously sells areas outside of Vegas, that's his base of operation and it's a big income city. We're in a smaller, poorer area where businesses sell less and earn less. For full design we charge $700 to $1500. Huge difference, but if I tried selling those bigger rates down here in a minor market I'd starve.
One quick only partially related item. Pay attention to what potential clients are selling and plan your quarterly sales calls around thier business. Bridal shops make most of thier money doing second quarter weddings and prom in the fall. They have small sales potential first quarter so you'll be hard pressed to sell them in fourth quarter.
This won't be true for every case but that's my two cents worth.
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