The question, Jeffery, simply was: If they did ask for a reduction on your estimate or they didn't what to pay for one or more of the things you had listed on your quote, do they then get less from you at the end of the day ?
For example, would they now get less images or would they not now be able to use the images as much or would the images now look different - since they weren't prepared to pay for this item you had listed !!
Bob here asked about 'Charging for Travel', so the line items I'm obviously referring to, would be your travel time & travel expenses. Which means the related question to his question would be: What happens if they don't want to pay for either one or other of these two things - but they still would like you to produce & provide them with some images to use ?
Yes, reducing the shot list is a way of bringing the job estimate in line with the budget. Yes, reducing the amount of time on the Usage license is a way of bringing the job estimate to meet the budget.
Yes and no, in regards to if the images will look different, it depends on the comp or layout. For example a photographer can set-up a large soft box near the model to give a window light look or a photographer can place the subject near a window on a sunny day to get the same look. It all depends on what the Artistic direction needed for a particular ad. However this is where the power of your portfolio comes in....if they want your vision and you need XYZ light or XYZ camera they will make room for you to get what you need to execute the shot.
In regards to the quality of work done on the agreed upon shot list, as a professional one would hope you always do your best work on the project at hand.
Many photographers (including myself) sometimes go through an agent to do the negotiate the fees. Which allows the photographer to deal with the creative aspects of the project.
As I said early if you and the client cannot agreed upon the various fees (Travel and travel time) then.... A. Say "no" B. They can call the next photographer on the list. C. Or look for room in the budget to charge more to cover your travel expenses.
In my earlier posts I have supplied links to several professional photography organizations and business software that caters to photographers at various career levels to help them with negotiating and estimating assignments.
Please feel free to check out those very informative links which quite possibly explain what I'm trying to say more succinctly.
My apologizes to Bob if I didn't offer any advice to help him with his travel and travel time expense issue.
Here is a frame grab of my travel expense on a recent Annual report (2012)