There's a common saying that's pain inducing to Marketing Coordinators industry-wide: "They're just going to flip to the fee page anyway." Does it all come down to money in the end? Unfortunately love doesn't pay the bills, so of course it all comes down to the fee. Truthfully, it all depends on the project and how important design is to its success and how much money the owners are willing to invest in design. AS RA I don't show clients the fee until after they've made a choice. We're trying to make sure we're getting the best value, we're not trying to find the cheapest firm. I'm sure there are others who would just say here's the lowest price but we're much more focused on the right decision for the client. LM (Laughs) Here is how I read proposals... cover letter first. I ALWAYS read the cover letter. I like to see it be specific to my project, and I also look for spelling or grammar mistakes. This is your first impression to me and how you are trying to win an interview and/or a project. The first page of your proposal better be 100% accurate- it's very offensive when it's not. The second thing I go to is yes, the fee page. I like to look to see if my budget is already out of line and there will be a problem. I don't spend a lot of time on this first go around, just like to know what it is as I am reading the rest. The fee plays a role in the decision, especially if there is a large spread, but it is not all about the fees. It's first and foremost about the team you are getting. I am willing to pay a premium sometimes. 42