4 – SET YOUR PRICES

Set your prices and stick to them. Don’t try to charge a client more simply because they come from an affluent suburb or are calling from a big company (these are usually the people looking for the cheapest acts).

Just as magicians talk to each other about clients, clients talk to each other about magicians. If one client mentions they paid $500 for a magician, while the other says they paid $800 for the same show, it’s the magician who looks bad.

Be consistent. You can always offer add-ons – optional extras that can enhance your show – but make it clear the show is X dollars and the rest of the fee is for the extras. You can also reserve the right to offer a discount in the case of charity shows or just because you feel like it. Again, make it clear that the price of the show is X dollars and the discount is clearly spelled out.

The same with agents. The agent works for YOU! Tell THEM how much to charge the client for your show, and let them take their commission out of your fee instead of adding it on top. This means if the client calls the agent and is quoted X dollars, then they call you directly they are quoted the same price. There is no need for them to try to exclude the agent from the transaction.

Ethical agents LOVE this practice because it stops clients using them for advice then Googling the artists they recommend to try to get a cheaper price.

Unethical agents HATE this practice because they like to be able to add their commission on top of your fee without telling you how much they are charging the client. You have no idea whether they are adding 10% or 100% on top of your fee – and the client’s expectations may be higher for a $4000 show than a $2000 show.