How freelancers can negotiate to double their rates without losing clients
Learn why most freelancers leave hundreds of pounds on the table, and how Stanford and Harvard-backed negotiating tactics can transform your earning power
You’ve just finished a brilliant pitch to a potential client. They love your ideas. Your portfolio speaks for itself and you’re already starting to relax after weeks of being ghosted by other prospective clients. Then comes the dreaded moment. The prospective client asks about your rates. Suddenly, you’re stumbling over numbers, second-guessing yourself, and likely quoting far less than you’re worth.
Sound familiar? Among freelancers surveyed by The Open Notebook, 84% reported that they ask for higher pay rates occasionally (64%) or often (20%), which means many freelancers still accept initial offers without negotiation.
Other research backs this up. A 2013 Salary.com survey discovered that only 31% of respondents said they always negotiate salary after receiving a job offer, and a LinkedIn survey shows that 35% of people feel scared or nervous at the thought of negotiating higher rates.
Freelancers must get rid of the notion that negotiation is about being difficult or pushy. It’s not. It’s about recognising your value and communicating it effectively. If you’re a pushover at this stage, the client will sense it. Some may even lose a bit of respect for you. They will use it in their favour and take and take. Not just now but throughout the assignment.
Negotiation is a science every freelancer must master
Stanford Business School’s negotiation experts have spent decades studying what separates successful negotiators from the rest. Their research emphasises changing your approach “from adversarial to collaborative, from winning to problem-solving”. This mindset shift is powerful for freelancers.
Most people do shockingly little preparation for negotiations, which is “a serious mistake”. Yet with the right strategies, even brief negotiations can secure improvements ranging from 5% to 100% or more.
Negotiation is all about influence. In our daily lives, we rarely have the opportunity to exercise successful command and control.
When negotiating, you cannot command a solution. Negotiating is an interdependent process; you cannot force the other side to agree. Rather, you need to create proposals that engage the other party as a willing partner in your solution.
– Margaret Ann Neale, Stanford Graduate School of Business
Let the client “anchor” first
Negotiations should never be considered battles. That said, one of the most powerful weapons in your negotiation arsenal isn’t aggression, it’s patience.
Harvard’s Program on Negotiation research confirms that anchoring is “the tendency to give too much weight to the first number put on the table”. This psychological phenomenon works in your favour when you resist the urge to quote first.
Scenario: Don’t drop your anchor just yet. A freelance journalist receives a call from a magazine editor about a feature piece. Instead of immediately suggesting £500 (her usual rate), she asks: “That sounds fascinating—what’s your budget for this piece?” The editor responds with £800. By anchoring second, Sarah just earned 60% more than she would have asked for.
When clients press you for a figure, try these responses:
- “I’ll need to consider the full brief, but what’s your budget for this?”
- “I’d love to understand the scope. What were you thinking budget-wise?”
- “These projects can vary quite a bit: what range did you have in mind?”
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How to negotiate with confidence
Feeling confident when negotiating is a hallmark of professionalism, not pushiness. Stanford experts recommend doing “a basic strategic diagnosis” before any negotiation, asking yourself: “What is our aspiration? What outcome would we feel very happy with?”
Scenario: The Scope Creeper. A freelance graphic designer is halfway through a logo project when the client asks for “just a few extra concepts” and some business card designs.
Instead of absorbing the extra work, Tom responds: “I’m happy to explore additional concepts. But that would be outside our original scope, so I’ll send over a quick quote for the additional work. Should take about two days to turn around.”
Top tip: Clients who take offence at professional negotiation aren’t ideal long-term partners. You want to work with people who respect your expertise and business acumen.
How freelancers can maximise their revenue streams
Smart freelancers go beyond the initial fee; they suggest what they can offer a client’s entire ecosystem. This includes:
Rights and usage
Most freelancers own the copyright to their work unless otherwise agreed. This is your leverage for additional income streams.
Scenario: A video creator produces a promotional video for a small startup that goes viral. Six months later, the client wants to use it for a national advertising campaign. Because the freelance video creator retained rights and negotiated usage terms upfront, she earns an additional £2,000 licensing fee for the expanded use.
Expenses and add-ons
Always discuss expenses separately from your creative fee. Covering travel, research time, or specialised software costs within an all-in fee substantially reduces its net value.
What you can say as part of your negotiation script: “My creative fee for this project is £X. Additionally, I’ll need to factor in research time, travel to the location, and any specialist software licensing. Shall we discuss how you’d like to handle expenses?”
The Stanford Strategy: Collaborative problem-solving
Modern negotiation theory moves away from win-lose thinking. Stanford’s approach emphasises “reciprocal influence for mutual gain” and collaborative problem-solving. This is particularly effective for freelancers building long-term client relationships.
Scenario: The Budget-Conscious Startup. Instead of dropping rates when a startup claims budget constraints, a freelance copywriter gets creative: “I understand you’re budget-conscious right now. What if we structured this as a smaller initial project with a success-based bonus? If the campaign performs well, we can discuss additional compensation and a retainer for ongoing work.”
This approach could turn a potential rejection into a strategic partnership opportunity.
Pre-negotiation checklist
Stanford researchers emphasise that preparation is crucial. Before any negotiation, establish:
Your Numbers:
- Minimum acceptable rate (walk-away point)
- Aspirational rate (your ideal outcome)
- Market research on comparable projects
- The Project Scope:
- Deliverables included in base fee
- Timeline and milestones
- Revision rounds included
- Additional services that warrant extra fees
Value Proposition:
- Unique expertise you bring
- Previous results or case studies
- Why this project excites you
Handling common objections when negotiating
“That’s outside our budget.” Response: “I understand budget constraints. Let me suggest a few ways we could adjust the scope to meet your budget while still delivering results.”
“We usually pay much less for this type of work.” Response: “I’d be curious to understand what deliverables that typically includes. My fee reflects [specific value you provide: experience, specialisation, results].”
“Can you do it for exposure/portfolio building?” Response: “I appreciate the opportunity, but my business model requires paid projects to maintain the quality and availability you’re looking for. I’d be happy to discuss a fair fee that works for both of us.”
“We don’t have a budget” or “Just tell us your rate”
This is perhaps the most frustrating response freelancers can hear. When clients claim they don’t have a budget or refuse to share it, they’re often testing your negotiation skills or trying to maintain maximum leverage.
Former FBI hostage negotiator Chris Voss, author of “Never Split the Difference”, emphasises the importance of “letting the other side go first” in negotiations. The more you know about what is concerning the client, the more you can understand how you can meet their needs and end goals. In the words of Voss this process can take a sizeable amount of “weapons-grade empathy.”
Here are proven tactics for handling budget-shy clients:
The calibrated question approach
Instead of accepting “we don’t have a budget,” use open-ended questions that gather information:
Scenario: The Evasive Startup Client: “We don’t really have a set budget. Just tell us what you’d charge.” Freelancer: “I understand every project is different. To give you an accurate quote, could you help me understand what you were hoping to invest in getting this done properly?”
The range strategy
When pressed for numbers, offer a range rather than a single figure: “Projects like this typically range from £2,000 to £5,000, depending on the specific requirements. Where does that sit with your expectations?”
This approach tests their true budget capacity, It also gives them permission to choose within your range. Offering a range can also avoid anchoring too low.
The consultant’s deflection
Position yourself as a strategic partner, not just a service provider:
“Before we discuss investment, I’d like to understand the success metrics for this project. What would make this a win for your business?”
This shifts the conversation from cost to value, making budget discussions more collaborative.
The honest redirect
Sometimes, direct honesty works best:
“I find that clients usually have some sense of what they’re comfortable investing, even if it’s a rough range. It helps me recommend the right approach for your goals. What feels reasonable to you?”
When clients won’t budge
If a client absolutely refuses to discuss a budget, then consider these responses:
“I understand you’d prefer not to share budget parameters. In that case, I’ll need to quote based on the full scope we’ve discussed. My rate for this project would be £X.”
“Without understanding your budget constraints, I’ll quote for my recommended approach. However, I’m happy to discuss alternative scopes if that doesn’t align with your investment level.”
Red flags
Be cautious of clients who:
- Refuse to discuss budget but demand detailed proposals
- Ask for spec work or “quick samples”
- Seem to be collecting quotes with no intention to hire
- Push for immediate decisions without budget transparency
Legitimate clients understand that creative work requires investment. If someone won’t engage in honest budget discussions, they may not be ready to properly value your services.
When to walk away
Not every negotiation leads to a deal, and that’s perfectly fine. Red flags include:
- Clients who become hostile when you negotiate professionally
- Consistent attempts to undervalue your work
- Requests to work “on spec” without a firm commitment
- Pressure to accept terms that don’t meet your minimum requirements
Top tip: Saying no to the wrong opportunities creates space for the right ones.
Building negotiation confidence
Negotiation skills improve with practice. Start with lower-stakes conversations and gradually work up to major projects. Each successful negotiation builds confidence for the next one.
Note which tactics work best with different client types. Even small improvements in your rates compound significantly over time.
- Research your market rates thoroughly: knowledge is power in negotiations
- Practice your scripts until asking about the budget feels natural
- Prepare your value proposition so you’re ready to articulate why you’re worth your rates
- Start small: use your next minor project to practice these techniques
- Track your success by monitoring how these strategies impact your earnings
Negotiation isn’t about being difficult; it’s about professional communication that respects both your expertise and your client’s needs. Master these Stanford and Harvard Business and Law School-backed strategies, and you’ll not only potentially earn more but also attract clients who value your work.
The question isn’t whether you can afford to negotiate, it’s whether you can afford not to.
DISCLAIMER: This article is for information purposes only and does not constitute advice. The opinions of those quoted and in videos are those of the sources.