Hi Stuart.
I’d guess that it depends a lot on the client, and the kind of project. From your post, I’m guessing you may have been asked to submit a competitive tender in the UK, for a video / not for broadcast project. And you have reason to believe that you are one of many bidders.
Your response could depend a lot on how much you want the work, and what you know / believe about the client. UK broadcasters and ad agencies may be more inclined to pick you, or not, based on what they know of you, your reel and background, as well as your on ideas / proposals submitted, and then negotiate hard on costs. So they’ll want to see your costings, and will have their own ideas about what resources are needed and what they are willing to pay for them.
Corporate buyers asking for quotes from several companies: how to approach?
If you think cost detail will help you sell, then go for it. For the buyer, though, the bottom line may incorporate good-enough quality at the best total price.
Have they offered you a script to budget, or are you developing a treatment + costings pitch? Your post suggests the latter: in which case, you’ll need to decide whether / how much effort to put into a pitch.
If they’re inviting multiple bids, then your chances are correspondingly small.
Have they asked to see showreel, or do you have other reason to think they know about the quality of your work?
If they seen your reel / met you and are inviting you as one of a small group, then it could be well worth the time to develop a really strong creative idea, and cost it.
If they haven’t asked for showreel and you don’t know them, then it may be fair to guess cost is a big criterion for them. In this situation, I’d guess that often it’s the all-in cost that counts. To protect yourself, you might want to specify exactly what you think is needed, and provide an all-in cost for that as a total, with a proviso that varying the spec and requirement varies the cost.
I guess your aim here could be to get into a negotiation: once they’re discussing a total cost with you, and what they get for it, you may be close to contract.
As an aside, a buyer once volunteered me the gem that he could have had his project done better and cheaper, but why should he pass on the trip to the Caribbean that was on offer, when he had the budget? I guess buyers are varied …!
All best !