This happens all the time: A client compares two quotes with roughly the same total price. But while one party includes a significant number of hours, the other proposes far fewer.
The logical question that follows: Why am I paying the same if you're spending less time?
Seems like a fair point, but it touches on a persistent misconception: The assumption that more hours automatically mean more value.
For experienced freelancers and agencies who work efficiently, this is a frustratingly familiar scenario. You deliver better work in less time and somehow, your speed is seen as a reason to lower your rate.
Value isn’t in the number of hours
Think of a skilled professional who solves a problem in one hour, while someone else takes three days. Does that make the first one less valuable? Of course not. It’s precisely their experience that makes them worth it.
This applies across the board, from strategy and design to development and copywriting. Fewer but more experienced hours often means:
- Fewer mistakes
- Faster turnaround
- Higher quality
- Less rework down the line
How to avoid this discussion up front
Efficiency should never be mistaken for cutting corners. Clear communication prevents mismatched expectations. Three practical tips:
1. Focus on value, not time
Use project-based pricing whenever possible. Make it clear the price reflects the outcome, not the hours.
2. Explain your efficiency in the proposal
Avoid confusion. For example:
“Because of experience with similar projects, we can deliver this in 18 hours, where the average is around 30. That’s an advantage, not a compromise on quality.”
3. Ask the right questions early on
Find out how the client views time and pricing. That way, you can tailor your explanation and set expectations clearly.
The key take-away...
Clients aren’t buying time. They’re buying trust, expertise, and results. Keep that in mind the next time you get into this discussion.
Have a great day,
Ralph Wolbrink
Founder @ Guram
P.S. Know someone who might find this helpful? Feel free to forward it. 💡
