It’s something we, as professional artists, are often called upon to do: Name a price for our work. And, for many of us, it’s one of the most daunting challenges we face.

When I was teaching my weekly class at Hussian School of Art in Philadelphia, I asked my class, “What’s the worst thing you can hear from a prospective client after you’ve quoted them a price?”

“‘That’s too high,'” offered one student.

Incorrect, I countered. That’s actually a very good response. So what’s the worst thing you can hear?

“Yes.”

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