Like it or not, we are living in the era of craigslist. Someone will mow your lawn for $20. A photographer will shoot your wedding for $100 and so-called voice talents will record a 10-page narration for $50! This is the world we are living in. Every profession deals with low-ball inquiries from clients. You don’t have to like it but there are some things you can do about it. I used to get upset when clients would call me up for a quote and then come back to me, telling me they found someone else that can do it for less. Now, I just ask them a few questions.
1. How important is your business to you?
2. What is your marketing objective with this script?
3. How important is it that you have professional audio quality?
4. Is this person who can do it for less a professional voice talent?
5. Can I provide a sample for you first and then you can decide?
6. What is holding you back from wanting to pay my requested rate?
7. If I throw in a free voicemail message for your business, will you hire me for this rate?
8. Would you like to hear some samples of work that I've done that are similar to your content?
9. Did you know that 50% of the rate I am asking for is allocated toward my studio expenses?
10. Do you have Toto's first album? (I always throw that in for fun!)
While cost is a factor in any business decision, it should not be the number one objective when hiring voice over talent. Take car shopping for example. Do you look for the lowest price tag or the car that will best fit your needs? The same holds true with a well-versed and seasoned voice talent.
No matter how hard you try, many will still take the less expensive route only to be dissatisfied with the quality of the talent and eventually hire a more experienced talent to record the voice over. In my career, I have had several of these clients come back to me after originally going elsewhere for a cheaper rate.
Thankfully, there are a lot of wonderful clients out there who understand that in order to move product, they will need to hire a professional and pay them what they deserve. When clients hire so-called VO talents for $20, it shows you what they think of their own business. The cost should not be a factor as the end product will result in exactly what you are looking for.