Let's Talk About When to Raise Your Voice Over Rates
When you started in voice over, your rates were likely more “cost-effective” to attract clients. You may have justified lower prices because you were new, less experienced, and eager to work. I get it. I did the same thing when I first started out. But I’ve learned an important lesson—your rates should grow with your skills. Let’s talk about when and how to raise them in a way that benefits both you and your clients.
When Is the Right Time to Raise Your Rates?
Before making a change, assess whether now is the right moment to adjust your pricing. The end of the year can be a sensitive time, so while it’s a great opportunity to plan, it may not be the best time to notify clients of an increase. Many assume the start of a new year is the ideal time to raise rates, but I’ve found mid-year adjustments to be more effective. It allows for a more subtle transition, especially if you already provide strong value to your clients.
A key question to ask yourself is: How busy am I? If your schedule is full and demand is high, it’s a clear indicator that your rates should increase. Also, compare your prices to industry standards. If you’re charging below the average, raising your rates is not only justified—it’s necessary. Don’t forget to factor in rising business costs. At a minimum, your pricing should keep pace with your expenses.
Clients Value Your Work—Use That to Your Advantage
If you’ve been working with a client for a while, chances are they value what you bring to the table. Repeat business signals trust, reliability, and appreciation for your unique voice and professionalism. Clients aren’t just paying for your voice—they’re paying for a seamless working relationship.
Respect that relationship by giving clients advance notice before implementing a rate increase. Springing new pricing on them overnight can create sticker shock and lead to unnecessary friction. Instead, introduce the idea gradually. Most clients understand and accept rate increases when they’re communicated with confidence and fairness. If you face resistance, remind them that your pricing reflects industry standards—referencing resources like GVAA and SAG-AFTRA can help.
Make Rate Increases Predictable
Businesses like predictability, and you should make your rate increases part of their annual planning. Many companies schedule performance reviews, budget adjustments, and new initiatives at specific times of the year. By setting a standard timeline for your own rate increases—whether annually or biannually—you create an expectation rather than a surprise. Some voice actors even include this policy in their client contracts.
If you’re already charging at the top of your market range, maintaining your current rate can also be a strategic advantage, positioning your service as both premium and stable. For new clients, simply start them at your new rate—especially if you don’t publicly post a rate sheet.
How Much Should You Increase?
While we’d all love a massive rate bump, it’s best to keep increases reasonable. A 5-10% adjustment is typically well received. Anything higher can feel like a financial burden to clients. Here’s a strategic way to soften the impact: let clients know your new rates will be increasing by 15%, but because of their loyalty, they’ll receive a 5% discount for the year. This creates an “anchor price” at 15%, making a 10% increase feel like a special deal rather than a price hike. The result? You raise your rates while maintaining client satisfaction.
Frame Your Communication Wisely
It’s tempting to justify rate increases by explaining your personal expenses—new equipment, coaching, demo production, or even needing to cover living costs. But while your clients may empathize with you as a person, their business decisions are driven by their bottom line. Instead of focusing on why you need to charge more, frame it as how your business improvements benefit them.
For example, highlight studio upgrades, new connectivity options like Source Connect, or any enhanced service offerings that improve their experience. By shifting the focus to added value, you reinforce why your services are worth the investment.
Evaluate Each Client Individually
Not every client will react the same way to a rate increase. Instead of applying a universal hike, consider each relationship separately. If you’ve only been working with a client for a few months, an early rate increase could seem abrupt. However, longer-term clients may already be underpriced compared to your current market value.
A smart approach is to gradually increase rates for established clients while ensuring that new clients come in at the updated pricing. This allows for a smoother transition and minimizes resistance.
You Are Worth It!
No matter how much notice you give or how carefully you structure your increase, some clients may push back. That’s normal, and it’s actually a good sign—it means they value your work enough to discuss it rather than just walking away.
Before immediately caving to a client’s objections, step back and assess the situation. Is their business thriving or struggling? Is there room for negotiation? And most importantly, is this client truly aligned with your long-term goals? Sometimes, clients simply won’t budge on price. In these cases, remind yourself: You are valuable. Your work is valuable. And there are clients who will pay what you’re worth.
A Stronger Business, a More Confident You
The goal of raising your rates isn’t just to make more money—it’s to build a stronger, more sustainable business. Whether you gain new clients or not, profitability should be a priority. Charging what you’re worth not only improves efficiency, but it also enhances your brand perception.
Clients often associate higher rates with higher value. If you believe in your worth and price yourself accordingly, they will too. Sometimes, the biggest obstacle to raising rates is our own self-doubt. But when you step into confidence, your business—and your income—will grow accordingly.
Thanks for reading - Anne
Work with Anne
Anne Ganguzza is a Voice Actor, Coach, Influencer, and award-winning Podcaster & Demo Producer. based in Southern California.
