fotoquote pro manual

fotoQuote™

The Industry Standard Price Guide for Stock and Assignment Photography

User's GuideFor Macintosh and Windows

LICENSE AGREEMENT GRANT OF LICENSE. This License Agree ment per mits you to use the en closed soft ware product (the ”Software”) on any single computer, provided that the Software is in use on only one com put er at a time. You may not elec tron i cal ly transmit the Soft ware from one com put er to another or over a network.

COPYRIGHT. The Software and associated documentation con tain pro pri etary, copyrighted matter owned by CRADOC COR PO RA TION (“PUB LISH ER”) or its li cen sors and is pro tect ed by Unit ed States copy right laws and international treaty provisions. There fore, you must treat the Soft ware like any other copy right ed ma te ri al (e.g., a book or musical re cord ing) except that you may trans fer the Software to a sin gle hard disk or other mass storage device of a com put er pro vid ed you keep the original sole ly for backup or archival pur pos es. You may not copy the doc u men ta tion in clud ed with the Soft ware. You may not trans fer, rent, lease or sublicense the Software. You may not re verse engineer, decompile, dis as sem ble, or oth er wise re duce the soft ware to a human-perceivable form.

LIMITED WARRANTY. The Software, instruction manual, and ref er ence ma te ri als are sold “As Is”, without warranty as to their per for -mance, mer chant abil i ty, or fi tness for any particular purpose. The en tire risk as to the re sults and per for mance of the Soft ware is as sumed by you.

However, to the original purchaser only, the publisher warrants the CD-ROM on which the Soft ware is recorded to be free from de fects in materials and faulty workmanship under normal use for a period of nine ty days from the date of purchase. If during this ninety-day period the CD-ROM should become defective, it may be returned to the pub lish er for a replacement without charge, provided you send proof of pur chase of the program.

Your sole and exclusive remedy in the event of a defect is ex press ly lim it ed to replacement of the CD-ROM as provided above. If failure of a CD-ROM has re sult ed from accident or abuse, the publisher shall have no responsibility to re place the CD-ROM under the terms of this limited war ran ty.

EXCEPT FOR THE EXPRESS WARRANTIES STATED IN THIS AGREE MENT, PUBLISHER MAKES NO AD DI TION AL WAR- RAN TIES, WHETH ER EX PRESS, IMPLIED OR STAT U TO RY, AS TO ANY MAT TER WHAT SO EV ER. IN PAR TIC U LAR, ANY AND ALL WAR RAN TIES OF MER CHANT ABIL I TY AND/OR FIT NESS FOR A PAR TIC U LAR PUR POSE ARE EX PRESS LY EX- CLUD ED AND DIS CLAIMED, AND PUB LISH ER DOES NOT WARRANT THAT THE OP ER A TION OF THE SOFT WARE WILL BE UN IN TER RUPT ED OR ER ROR-FREE, OR THAT ANY DE FECTS IN THE SOFT WARE WILL BE COR RECT ED. This warranty gives you specifi c legal rights, and you may also have other rights which may vary from state to state.

PUBLISHER WILL NOT UNDER ANY CIRCUMSTANCES BE LI A BLE FOR ANY LOST PROFITS OR ANY SPE CIAL, IN DI RECT, CON SE QUEN TIAL OR EX EM PLA RY DAMAGES RE SULT ING FROM THE USE OR LOSS OF USE OF THE SOFT WARE, DUE TO ANY CAUSE, EVEN IF IT HAS BEEN AD VISED OF THE POSSIBILITY OF SUCH DAM AG ES. IN ANY EVENT, PUBLISHERʼS TOTAL LI A BIL I TY TO YOU FOR ALL DAM AG ES (WHETH ER BASED ON CON TRACT, TORT, OR OTH ER THE O RIES) WILL BE LIM IT ED TO THE AMOUNT YOU AC TU AL LY PAID FOR THE SOFTWARE PROD UCT. SOME STATES DO NOT ALLOW THE LIMITATION OR EX CLU SION OF LI A BIL I TY FOR IN CI DEN TAL OR CON SE QUEN TIAL DAM AG ES, SO THE ABOVE LIM I TA TIONS MAY NOT APPLY TO YOU.

U.S. GOVERNMENT RESTRICTED RIGHTS LEGEND The Soft ware and doc u men ta tion are provided to the Government with RE STRICT ED RIGHTS as de fi ned at 48 CFR 27.401 or at DFARS 252.227-7013(a), as ap pro pri ate to the procuring agency. Not with -stand ing any other lease or license agreement that may pertain to, or accompany the de liv ery of, this com put er soft ware, use, du pli ca tion, re pro duc tion or dis clo sure of this com put er software is subject to re stric tions as set forth (A) in sub para graph (c)(1)(ii) of the Rights in Technical Data and Com put er Soft ware clause at DFARS 252.227701 3, when pro cured or used by agen cies of the U.S. De part ment of Defense, and (B) in sub para graphs (c)(l) and (c) (2) of the Commercial Computer Software--Re strict ed Rights clause at FAR 52.227-19, when procured or used by civilian agencies of the U.S. Government.

This Agreement is governed by the laws of the State of Wash ing ton, as ap plied to contracts entered into and performed within Wash ing ton.© 1993-2003 Cradoc Corporation All Rights Reserved Worldwide

CRADOC CorporationPO Box 1310Point Roberts, WA 98281

Telephone & Fax: 206-842-4030Email: [email protected]://www.fotoquote.com

IMPORTANT NOTE: The Cradoc Corporation, Cradoc Bagshaw and anyone associated with fotoBiz and fotoQuote are not in any way giving you legal advice.

All examples in this program are for informational purposes only. Even the terms and conditions that are from various national photographic organizations may have legal aspects that might vary from State to State. In all cases, to best protect yourself legally you need to show the terms and letters you plan to use to a lawyer and make any changes to match your specifi c situation.

III

Introducing fotoQuote .............................................................

Installing fotoQuote......................................................1

fotoQuote Pro Overview.........................................2

Pricing Stock With fotoQuote .............................................

A Very Quick, Quick Start Tutorial.......................6

The fotoQuote Main Stock Screen.....................7

The fotoQuote Stock Coach..................................8

Pricing Assignments With fotoQuote ..............................

FotoQuote Assignment Pricing Screen..........10

FotoQuote Assignment Coach...........................11

Creating and Printing Quotes ..............................................

Creating and Filling In the Quote......................13

Printing the Quote.....................................................14

How do I Create a Usage License? ..................16

More....................................................................................................

The fotoQuote Setup Screen .............................17

Tips on Pricing With fotoQuote........................18

© 2003 Cradoc Cor po ra tion and Cradoc BagshawAll Rights Re servedfotoBiz® and fotoQuote™ are Trademarks of the Cradoc Corporation.

Table of Contents

Welcome to fotoQuote™ for Macintosh and

Windows com put ers. You’ve pur chased the fastest and

most accurate guide for the pricing of stock and

assignment photography available today.

You now have a pricing expert looking over your

shoulder who will help you determine a fair value for

your work.

FotoQuote guides you through the steps of

stock and assignment pho tog ra phy pricing and ne go ti at ing. By making

simple selections in fotoQuote you'll get up-to-the-minute industry prices

and expert ne go ti at ing advice. If you sell one

picture a year or 1,000, you will benefi t immediately by

using fotoQuote.

FotoQuote Assignment Pricing gives you access

to advice from some of the top assignment

photographers in the US.

1

Installation for Mac OSX

1. Insert the fotoQuote CD-ROM into your CD-ROM drive or download the demo from the Internet to your desktop and unstuff.

2. Drag the entire OSX fotoQuote folder to your Ap-plications folder.

3. Open the fotoQuote folder and drag the Camera Icon to your Dock. To run fotoQuote click the camera icon in the Dock.

Installation for Mac Classic

For best results, turn off any virus software1. Insert the fotoQuote CD-ROM into your CD-ROM drive or download the demo from the Internet to your desktop and unstuff.

2. Double-click the Install fotoQuote installer icon. The fotoQuote installer screen ap-pears.

3. Click Easy Install and fol-low the instructions on the screen.

4. To run fotoQuote click the camera icon in the fotoQuote window.

Installation for Windows

For best results, turn off any virus software1. Insert the fotoQuote CD-ROM into your CD-ROM drive or download the demo from the Internet to your desktop and unzip.2. Double-click “My Com-puter”.3. Double-click the Install fotoQuote drive icon then the Install fotoQuote folder icon.4. Double-click the Setup icon with the image of the com-puter screen and box.5. To run fotoQuote , select Programs in the Start menu, then click fotoQuote .

Personalization

The fi rst time you run fotoQuote, a dialog box ap-pears for you to per son al ize your copy of the program. Type your fi rst and last name and your personal fotoQuote reg is tra tion number. Your reg is tra tion number is lo-cated on the invoice that you received with your program, or via email if you download-ed from the Web. The reg is -tra tion number works only with your name so be sure to keep it private. Please write your registration number on your CD with a Sharpie Marker for future ref er ence, or print a copy of your email!

Installing fotoQuote

FotoQuote Pro runs on Macintosh OSX, Mac OS

8.6 or later and all Windows Platforms from Windows 98

through XP.

2

Assignment Pricing

FotoQuote now has Assignment pricing in addition to it's industry standard Stock pricing. We give you information on assignment rates in large and small markets throughout the US. There is also a reference to assignment rates in the UK.

The Assignment Coach is so full of information that it's like having a separate program. It also gives you negotiating suggestions on how to deal with clients who are requesting all rights to the images you take on your assignments.

New Categories

There are over 80 NEW categories NEW categories NEWin this version of fotoQuote!

When I started researching prices for this upgrade I thought it would be a simple matter of contacting the different sources of pricing information that I rely on and making the changes in the categories in the program. This was a process that I thought would take me about a month.

My research indicated that there are major changes happening in the way photographs are being used. Though this isn't necessarily lowering prices, it is changing the pricing model. These changes are not refl ected in any specifi c source of pricing that I have been able to fi nd.

I decided to approach the upgrade

to fotoQuote using the same methods that I used to fi nd our original prices for fotoQuote in 1992.

For this version Therese and I spent six full months looking at every source of pricing that we could fi nd, contacting photographers, going through the pile of notes and feedback from our customers, and scouring web sites and bulletin boards to see what kind of problems photographers were having with pricing, and what kind of solutions were being suggested to solve them.

There are dozens of new categories that cover new technologies, like Video and Film, Web, and CD/DVD, and updates to many of the new uses in some of the older categories like Television and Point of Purchase.

We've gone from two categories for Television uses of still photos to twelve, including a category that describes the unique way the photographs are priced that are used on network and cable TV news shows.

There are now fourteen different categories for pricing photographs used in Video and Film. Two of the categories actually cover fi lm or video footage, broadcast and non-broadcast. Other categories cover stills in documentaries, title sequences, props, training videos and more. We now even have prices for the stills used in ads shown in theatres before a feature fi lm.

fotoQuote Pro Overview

There are over 80 NEW categories in fotoQuote Pro!

There are some big changes in the way that photographs

are being used. In many cases this is changing the

pricing model for stock photography.

3

Because there are now so many categories in fotoQuote, I added a new Find screen that makes fi nding usages easy. Just type in a word or phrase, click the Find button, and you will get a list of all usages from throughout the program that match.

Poster gives you posters from the Advertising, Corporate and Editorial Categories, six different types of poster to choose from. Video will give you seventeen choices, fi fteen from electronic, including Streaming Web Video, one usage from Corporate and Video packaging from Advertising.

Magazine Database

The Magazine Database has hundreds of mag a zines with their cir cu la tions and what they charge their clients for a full page color ad. You can use this as a reference when you are quoting a job. Sometimes it's helpful to point out, when they are offering you $250 to use one of your photographs on a full page, that they are being paid $80,000 by their clients for a single page of advertising.

New Interface

The mother of all fotoQuote interfaces was version 2. This was the last interface where fotoQuote only looked up prices, before things got more complicated with Quote Printing, Assignment Pricing, the Magazine Database and other features. Version 2 was elegant in its simplicity, and long time users, myself included, have longed for the return of this simple interface.

Once I fi nished the fi rst version of fotoBiz®, our photo business management program, I was determined to spend whatever time it took to get the fotoQuote interface back to the simplicity of version 2, while keeping all of the new and helpful features that we had added since that version. I feel that I have more than succeeded.

The new interface of fotoQuote Pro is clean, simple and fast.

FotoQuote once again runs in a single window that, on the Mac, fl oats on the desktop, making it easy to use fotoQuote with other programs. The selection of categories is even simpler than with version 2. Simply click a category tab: Advertising, Corporate, Editorial, Electronic or Other, and click on the usage you want to price.


This is the most complete, the fastest, and easiest to use version of fotoQuote

that there is. Nothing else even comes close. Not even other versions of

fotoQuote.

4

Up dat ed Prices

All of the prices have been carefully reviewed, and raised or lowered to match what I feel is the current market.

Print Quotes

When someone hands us a catalog or fl yer that shows their products and prices, the thought of negotiation usually doesn't come into our minds. Yet, publishing prices is a negotiating technique, and one of the most successful.

The printed prices seem "offi cial" and in our culture are often not questioned.

We have found that a printed quote with our "offi cial" prices on it is much more likely to be accepted than a verbal quote. FotoQuote makes the preparation of these quotes a simple matter of clicking a few buttons while you are looking up your prices.

QUOTE FOR STOCK PHOTOGRAPHY

Native Dances, New Mexico

No. 1062May 9, 2002Sue Warner

Art DirectorOutWest Magazine5520 Guadelupe StSanta Fe, NM 87501 USA

Cradoc BagshawPO Box 1310Point Roberts, WA [email protected]

One-Time Non-Exclusive usage by OutWest Magazine to use the photographs described on this document, with aprint run listed below, in one version only, for usages listed below. For use in the United States of America only.Languages: English Only. NO ELECTRONIC RIGHTS are granted in any form without an express license in writing.These photographs may not be used on the Internet for any purpose including revisions or electronic editions ofprinted work without said written license. NO PRINTED OR ELECTRONIC REVISIONS are granted with this license.Any additional usage, including said revisions must be negotiated with the copyright owner.

This License may not be transferred to a third party without the written consent of the copyright holder.

Requested Usage:

Maximum Image Size & Circulation:Description of Image:

Comment:

1/4 Page - Under 40k

Book-Hardcover/Retail $250.001 image(s) at $250.00


Comment:

1/2 Page - Under 40k



Comment:

Full Page - Under 40k



Comment:

Front Cover - Under 40k

Book-Hardcover/Retail $1,000.001 image(s) at $1,000.00

Page 1This quote was prepared using the fotoQuote™ stock photography pricing software.

This quote to license stock photography is effective for 30 days from the date of this bid. This estimate is based ontypical image placement within the described media. The quote does not convey reproduction rights. Rights to use theabove photographs are tendered by invoice and are granted only upon payment of that invoice. Usage is limited to thatspecified in the Requested Usage section of this quote. No electronic or promotional rights are included unlessspecifically described above.

Build License Agree ments

The RightsWriter™ feature helps you build your li cens ing agree ment by selecting terms from drop down menus. The license de scrip tion is added au to mat i cal ly to your quote before you print it.

Display Prices in International Currencies

FotoQuote quotes prices based on our re search in the US, but now these prices can be dis played in in ter na tion al cur ren cies; US, Canadian, Aus tra lian and New Zealand dol lars, British Pounds, and the Euro.

Feedback & Suggestions

FotoQuote exists because of the sharing of pricing information from many sources. Also the program continues to improve because of suggestions and requests from our users.

We don’t have the staff to accept phone calls to discuss your suggestions, but if you email the idea to us it will be con sid ered for the next version of fotoQuote.

Please email us suggestions, ideas or new cat e go ries that you would like to see in future versions of fotoQuote at [email protected].


If you print your quotes rather than deliver them verbally,

you will probably see an increase in your earnings.

5

Pricing Stock With fotoQuote

6

A Very Quick - Quick Start Tutorial - Stock Pricing

Click Stock to go to the Stock Pricing Page.

1

Click Advertising, then click Brochure in the list that you see. You will automatically return to this screen with Brochure selected.2

3

Click the Size the image will be used and the Press Run.

4

View the Average Price in this window. See the likely Price Range on the line below this window.

Click the Coach to read tips that will help you select a price from the price range.

5

Pricing stock photography is just a matter of clicking a few buttons to come up with a price range, then doing a bit of research that will help you prepare for the negotiation that will help you decide on a price within that price range. Start with the number 1 below, then just follow the simple steps to fi nding a price.

Click here to add personal notes about sales and negotiations for each category.

6

Tip: If there is no Exit or OK button on the screen you are on, and you want to go to another screen, just click on the new screen that you want here.

7

The fotoQuote Main Stock Screen

This Window shows the average price for the current usage.

Click one of these category tabs to select usage that you want to price.

Add the current usage to a quote that you are building.

Click the Size and Circulation that describes your usage.

Click one of these buttons to view the: • Coach - Stock or Assignment• Stock pricing screen• Assignment pricing screen• A database of major Magazines with• circulations and their charge to their• customers for a full page color ad.• The Value Added screen to add fees• for special situations.• The Setup screen to select what• currency to use to display prices or• to change the fotoQuote prices,• either individually or globally.•Help

The current quote you are building is shown here.

Click All to see an alphabetized list of all fotoQuote categories. Click the Find tab to list

usages that match a word or phrase that you enter.

Create a New Quote, Select a Past Quote or Print the Current Quote.

Click to add personal Notes about negotiations and sales for each category.

8

The fotoQuote Stock Coach

FotoQuote displays average prices for all cat e go ries. The concept of an average price is misleading, there are no set prices for photography. Every stock sale is a negotiation and the price will fall with in a range. As we have said, we calculate a likely range for you and display it on the Main Screen.

The fo to Quote Coach is where you will fi nd the in for ma tion that will help you decide what price to ask for your image. Click the Coach button for the help you will need when li cens ing your images.

You will be taken automatically to the usage tips for your current category. After you have read this, select Finding a Price from the drop down menu, and read it. Next read Steps to a Sale. Phone Scripts has ex am ples of what to say during your ne go ti a tion and Doc u men ta tion reminds you of the paperwork to include with your submission. (The RightsWriter™ is a feature of fotoQuote that will help you build your license agree ment.) Sections of the Coach also include in for ma tion on ex clu siv i ty, how to price if you have one of several images on a cov er or in an ad, tips on roy al ties for mul ti me dia projects and how to estimate prices that you don’t fi nd in fo to Quote.

The Coach with the Print Coach TopicPrint Coach Topic Button in the lower right corner

Click here to view the fotoQuote Coach. When

you are on the Stock pricing screen, this button

will show you the Stock Coach. If you are on

the Assignment pricing screen the button will

show you the Assignment pricing Coach.

fotoQuote Stock Coach

Click this drop down menu to select

different Coach topics

9

Pricing Assignments With fotoQuote

10

FotoQuote Assignment Pricing Screen

The newest feature in fotoQuote is the Assignment Pricing guide. You will fi nd help and tips here for pricing all types of assignments, from simple editorial jobs through complex jobs with half million dollar budgets.

Copy the current price to the clipboard.

You can set the assignment pricing to a percentage of fotoQuote’s stock prices. Changing the amount here does not change the amount you will see when you price stock in fotoQuote.

Click here to view the Assignment Coach. The Coach is where you will fi nd information about pricing specifi c types of assignments as well as negotiating help that will assist you in getting paid fairly for the work that you do.

Calculate the Usage fees for your assignments here in the same way you calculate stock usages. See the Assignment Coach for tips and info on usage fees.

Click to add personal Notes about negotiations and sales for each category.

11

The fotoQuote Assignment Coach

The main Assignment pricing screen looks and acts like the Stock pricing screen in fotoQuote. You use the main screen to calculate usages for your assignments.

Specifi c Assignment Pricing information is in the Coach.FotoQuote's real help with pricing assignments is in the Assignment Coach. The Coach is rich with information about assignment pricing that you won't fi nd from any other source. Reading it gives you much more than just the prices for assignments. It is full of tips from nationally successful advertising photographers.

Small jobs to large jobs and markets are covered. In researching the Assignment section of fotoQuote, I spoke with photographers in all parts of the US, doing all types of assignments. I was surprised how consistent the pricing was, based more on the skill level and experience of the photographer than on the geographical locations. Obviously very small rural markets or very large and expensive markets will adjust the prices somewhat, and you will fi nd these fi ndings in the Coach.

It's always been a creative fee and usage.Photography has always been based on a creative fee plus usages. When the usages were simple, the two were usually lumped together as a Day Rate. Now that the usages are more complex, you need to rethink your method of pricing. The Assignment Coach is full of negotiating tips, background information, phone scripts and more to help you convince your client (and yourself) of the fairness of fee plus usage pricing.

The Coach with the Print Coach TopicPrint Coach Topic Button in the lower right corner

Click here to view the fotoQuote Coach. When you are on the

Assignment pricing screen, this button will

show you the Assignment Coach. If you are on the Stock pricing screen the button will show you the

Stock pricing Coach.

fotoQuote Assignment Coach

Click this drop down menu to select

different Coach topics

12

Creating and Printing Quotes

13

Creating and Filling in the Quote

This window shows the Current Quote. As you look up usages you can add them to this quote.

1

Finally, click here to print the quote.

Select from this drop down menu

for special help with non-typical rights requests

like exclusivity and unlimited licenses.

5

FotoQuote lets you add usages to a quote as you look up your prices. Once all of the usages have been added to the quote, you can print the quote to send or fax to your client. If you're using Mac OSX you can save the quote as a Pdf fi le that can be emailed to your client.

2

Click New Quote and fi ll out the client and job information, or click Past Quote and select a quote from the list. The quote will become the Current Quote in the quote window. 1

4

3

Make adjustments to your usage here, then click the green Add To Quote button.

Repeat these steps until all usages are added to your Current Quote then click Print Quote. 5

14

Describe the License

Click the RightsWriter to create your image license.

You won't be granting a license to use your images in fotoQuote, that is done on your invoice once you and your client have agreed on a price, you need to let the client know what they are getting for the amount that you are quoting them. Our other software program, fotoBiz, creates all of the paperwork you will need to run your business.

The RightsWriter™

FotoQuote helps you build a license agreement using the RightsWriter.

The RightsWriter is a window that helps you build your agreement from drop down menu choices. After you build the license agreement, you can edit the license text to fi ne tune it if you choose to. See How Do I Create a Usage License on page 16 for a full description on using the RightsWriter.

Printing a Quote

The Quote Header

To get to the Quote Worksheet, click the Print Quote button on the fotoQuote Main screen. You

will be taken to the Worksheet for your current Quote.

Type in a Job Title if you didn’t do that when creating this Quote. If you want to change it, you can do that here. This is important as it is used to identify the job in the list view, and it is also printed on your forms. Make the title short and descriptive.

Choosing a category, Advertising, Editorial and so on is useful as well. From the List View screen you can print a summary report based on these categories to see where your work is coming from.

Fill in your client’s client information if you need to.

15

After you have fi lled out the top of the form, you can

quickly get to the bottom of the Quote Worksheet by clicking the white border on

either side of the page.

If you click the border on the top of the form, you jump to the bottom, and if you click

the button on the bottom of the form, you jump to the

top. Click the border to jump to the bottom.

Editing Quote Items

Make any fi nal changes that you need to on the quote usages before you print.

Printing the Stock Quote

Click the buttons on the bottom left of the Worksheet to print the paperwork necessary for the Quote.

Print Quote: Prints the Quote.

Print Fax: Prints the Quote in a format that can be Faxed to your client.

Printing a Quote

NOTE: You can click this Setup button to enter your company

information, select your type of printer or paste in a logo to

be printed on your Quotes.

16

The RightsWriter™

Deciding what rights to grant with your license is an important part of pricing your image. Stating your terms of doing business clearly and consistently is your best defense against the client trying to dictate your terms for you.

Also, all of the legal protection granted you by law, depend on your stating, and getting the client to agree to your terms-in writing- for all of your transactions.

The RightsWriter™ helps you RightsWriter™ helps you RightsWriter™build your li cens ing agree ment by selecting terms from drop down menus.

The license de scrip tion is added au to mat i cal ly to your Quote before you print it.

How Do I Create a Usage License?

Select an item from each line’s pull down menu to describe the rights you are granting.

If the description that you are looking for isn’t included in the list, choose Edit from the drop Edit from the drop Editdown menu to permanently add your new item. Selecting Otherfrom the menu adds a new item one time.

Once you have described your usage, click the blue Build button and your license text will appear in the lower window. Edit the text in this window to fi ne tune it.

When you are done, click Return.

You will return to your Worksheet, and the new license will now be part of your current document.

NOTE: There are additional examples of

license agreements in the fotoQuote Stock Coach.

17

The fotoQuote Setup Screen

FotoQuote displays an average price for each usage, and below the Price Window on the Main Screen a price range is calculated for the usage. Normally the price range is from 75% to 150% of the average price. You can change the percentages that will be used here. These percentages are used for ALL categories, not just the current category.

Any keyword entered in this box will be searched along with the usage name whenever a search is performed from the Find screen in fotoQuote. In this case any of the following words will locate the TV.News.Program category in a search: TV, News, Program, Television, Cable, Network. You can add additional words based on how you search for categories.

When this box says 100% you are seeing the suggested fotoQuote prices. You can raise or lower ALL of the prices in the program by changing this number. Type in 1.1(for 110%) to display all prices 10% higher than the fotoQuote suggested prices. Type .9 (for 90%) to view all prices 10% lower than suggested. This does not change the actual prices in fotoQuote, it just adjusts the display of the suggested price.

If you want to permanentlypermanently change permanently change permanentlythe price that you will see in fotoQuote, enter the new price here and click the Change button. There is no undo.

When you click on one of the currencies displayed on the world map, fotoQuote’s US prices will be displayed in that currency. These prices are not necessarily what the going rate is in the country involved. The actual price may be higher or lower. This feature should help you get a sense of the relative value you are being offered when you sell overseas. Also if you live and market in one of the countries involved, since you can customize fotoQuote’s prices, you can turn fotoQuote into a local program. Clicking on the price window gives you a dialog where you can change the exchange rates for the different currencies.

You can change the exchange rates that will be used in these boxes. To fi nd the current international currency exchange rates, check the fi nancial pages of your newspaper, search for "currency conversion rates" in your Web search engine or try the web site: http://www.xe.net/ucc/full.shtml.

To Exit the Setup screen, Click either the Stock or Assignment button.

Click here to print a form that you can use to take stock requests.

18

Tips on Pricing with fotoQuoteNegotiating is the Key

There are no fi xed prices for stock pho to graphs because each photo usage is made up of a subtle and unique set of cir cum stanc es that varies from sale to sale. You must ask questions to discover the unique cir cum stanc es for your current usage, and then fi nd its price by negotiating.

FotoQuote is the most pow er ful pric ing and ne go ti at ing pro gram you can buy to in crease your earn ing pow er. By study ing the ne go ti at ing tech niques out lined in fo to Quote, and applying the prin ci ples when you negotiate, you will dis cov er you can earn much more than you thought pos si ble for your stock pic tures.

With fotoQuote you don't simply look up a price on a chart. The fi rst step is to determine the val ue your images will have to the client, and the unique ness your images have in the market place. Then base your negotiations on those decisions. This makes every sale unique. By fol low ing the negotiating tech niques in fo to Quote you will price your im age ac cord ing to each unique set of cir cum stanc es.

Negotiating skills are the most im por tant skills you can learn in ad di tion to your pho tog ra phy skills. Good ne go ti a tors can dra mat i cal ly increase their earn ing pow er, while people with poor ne go ti at ing skills lose mon ey every day. FotoQuote takes you step by step through the pro cess of de ter min ing your price, then gives you tips on how convince your client that the photo is worth the price you are asking.

It's important to think of each and ev ery negotiation as a con test, where both participants can come out win ners. It takes a skillful ne go ti a tor to achieve this result. In other businesses most ne go ti a tions take place face to face. In this type of ne go ti a tion you can read your op po nents ex pres sion and body lan guage, and gauge their reaction to what you are saying. Most, if not all, ne go ti at ing for stock images takes place over the phone. Phone ne go ti a tions require spe cial skills in or der to be successful.

Many pho tog ra phers feel they can't get the same prices for a us age as other "big" name pho tog ra phers be cause they don't have the rep u ta tion. That may be true in as sign ment pho tog ra phy. But the beau ty of stock pho tog ra phy is ev ery one is equal, and the strength of the image and the skill of the ne go ti a tor are the sole de ter min ing factors for the price. It doesn't matter if you are just be gin ning, or have been in the busi ness for twenty fi ve years.

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Others feel that once you have a pic ture in your fi les, you should sell it for what ev er you can get. A cli ent calls and offers you $100 and even though you know the us age should cost $400 you sell it for less. After all $100 is better than nothing. I don't agree. First you have to be able to recover your expenses on that shoot. If you continue to sell shots for less than the market val ue, you'll fi nd you won't be able to re cov er your expenses. And re mem ber there are many shoots that nev er sell a picture, and you have to re coup those expenses also.

Secondly, by lowering your pric es you are perpetuating a downward price spi ral. The next time the art di rec tor calls, he'll only offer $75, then $50. Where would it stop?

What’s The Right Price?There is no "right price". Prices vary depending on who is quot ing them, the pic ture that is being priced, the skill of the ne go ti a tor, and the value of the pic ture to the client. The best price for you is the price that en ables you to continue in your busi ness and show a profi t. Nine different stock agencies we talked with gave us prices for a brochure cover with a print run of 40,000 that var ied from a high $1240 down to a low of $800.

Tips for Getting StartedFirst, you never want to give a price off the top of your head. If a cli ent calls to ask for a price, get as much in for ma tion as pos si ble and tell them you'll re search it and call back.

Second, when you do call back, pre pare for the ne go ti a tion. Know what your price is and be able to de fend it. Also know the price you won't go below in case you are forced to go lower. But re mem ber, never low er your price with out a good rea son. If you do, the next time your client will expect you to low er your price again just because they asked.

Third, remember that the most pow er ful word you have in any ne go ti a tion is "NO". Know what your lim its are, and don't go be low them. If the picture is unique and powerful, you will get your price. I'm not say ing you will make a sale every time you ne go ti ate. If you do you're do ing some thing wrong and selling your work too cheap. I've had many ne go ti a tions where the client said they wouldn't pay my asking price, then call back later to buy the us age. Just hang in there and be po lite. Believe me, it works.

Tips on Pricing with fotoQuote

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