Negotiation in Italy almost always starts with the same line: "how much does it cost?". Answering with a number before knowing what it covers is the mistake that decides everything after it.

Answer with two questions

Before the price, ask: how many videos and in what format, and will the video be used organically only or also in paid advertising. Those two answers change the quote by a factor of two or three.

The structure that works

It depends on the format and the rights.
A 30 second testimonial with 1 revision: 180 euros.
If the video runs in Meta or TikTok ads, I add 80 euros
for a 12 month licence.
A three video package is 480 instead of 540.

Base price, rights option, package alternative. The conversation moves from "that is too expensive" to "which option do I pick".

When they ask for a discount

If the ask is close, accept but reduce the scope: one revision instead of two, or without ad rights. You are not lowering the price, you are lowering the deliverable. Lowering it at equal deliverable fixes your level with that client permanently.

If the ask is very low, decline calmly and without long justification, leaving the door open. Half the time the budget appears later.

If they offer product instead of money, accept only if the value exceeds your rate and you actively want it.

The four answers that protect your price

  • "It depends on the format and the rights" instead of a bare number.
  • "I can do it at X by reducing Y" instead of a pure discount.
  • "Ad rights are a separate line" every single time.
  • "If the volume grows, I can propose a monthly arrangement" instead of conceding on one order.

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Frequently asked questions

Should you give the price immediately?

After two scope questions, not before.

Can you lower it?

By reducing the deliverable, not at equal deliverable.

And if they insist?

Decline calmly. The budget often appears later.

Are rights negotiable?

Yes, but they stay a line separate from the base price.