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August 07, 2006


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Leo Bottary

I think budget is the key item here. Clients are scared to death that if they quote a figure, they're cheating themselves out of the possibility of getting the job done for less. It's impossible to compare apples to apples unless there's a budget. It's only fair - both to you and to the agency bidding for the work. About 50% of the time, I've been successful convincing clients that they should set a budget and use the dollar ceiling to determine how smart and creative an agency can be about the way it spends their money. It makes perfect sense to about half the clients. I just have to work on the other half.

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