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Whether you're a new artist or one who's been in the business for several years, pricing your work isn't as easy as it seems. We are artists, right? We are neither lawyers nor accountants. As tattoo artists, quoting a job is not simply quoting a design. You must take into account many variables. An easy solution is to copy a co-worker or offer a cheaper quote than the competition to win over the client, but are you really winning?

• Step 1. Material costs

When I started tattooing, I always bothered my husband, Indio Reyes, when quoting a tattoo. Not knowing how long it would take me, what could happen to the area I was tattooing, the cost of materials and not counting how long it was going to take me to draw the idea... I just wanted to tattoo! Indio was very patient at first, but quickly pushed me to start teaching myself how to quote. One thing I learned from him, early on, was that I should invest in high quality materials, quality machines and quality needles, to avoid many of the problems that could arise during the tattoo process and be more efficient. No more problems with my machines failing, needles wobbling or wrong voltages in the power supply. Having quality equipment was one of the first things I invested in and I needed to consider that when pricing the final piece. Other costs that must be taken into consideration include the rent or cost of your space/booth, your tattoo license, waste collection, electricity, water, etc. This will help you determine what you need to earn per month to cover your fixed expenses.

• Step 2. Define what sets you apart

Skill set or specialty is one of the main variables that will separate you from the competition - but undervaluing your partner is not the best option. Not only does it mean you have to give constant discounts, but your customer base will never exceed those who are only looking for the cheapest price, rather than seeking you out for your talent. I imagine we all love those clients who travel from afar (sometimes from other states or countries) because they love the way you tattoo and want something in your style. Those are the clients we want to treat well and keep because they allow our artistic freedom. Seminars, exhibitions, art shows, collaborations... all these experiences are things that define us and individualize our paths as artists. Each client buys more than your time: they are buying your years of experience, the investment you have made to develop your skills and talents and, as a result, your expertise.

• Step 3. Study the market

Compare your price range to similar services in your area to get an idea of ​​what people are paying for similar work, but don't let what others charge dictate your price. Every place is different, from Guadalajara to León, from tourist spots to towns... costs and expectations vary, so do some research on the area you are in and expectations. Identify what your customers really want. Then, do whatever it takes to make your products and services more attractive and earn the right to have your prices higher than those of the competition.

• Step 4. Added value

Gone are the days of old-timers telling a client to go f$#&, and while I'm sure there are definitely some clients who deserve it, customer service in the tattoo industry has changed drastically . Do you stick to the established study schedule? Do you have a receptionist? Do you offer coffee or water in your studio? Do you give stickers or any other souvenirs? Go the extra mile for your customers and let them know that they can always trust you and your business. By building a personal connection with your clients and ensuring that the quality of your products and services justify the price, you can make your studio the standard that everyone talks about. No one can win the race to offer the lowest prices. The best option is not to participate.

In the end, a good piece of advice that Indio gave me was that if you have a 6-month wait, you may not be valuing yourself. It's time to adjust your pricing model, since you've probably moved to the next level and are more experienced - your customers will give you feedback. Also, if you raise your prices too much, your customers will tell you.
As long as you have work tomorrow, there will be someone who appreciates what you are doing.
Respect yourself, respect your work and respect the industry.

Greetings.

-Melissa Reyes
Tattoo artist with 10+ years of experience
Co-founder of Tatuajes de Reyes
y Reyes Tattoo Supply