My cheat code for closing Clients

I used to dread sales calls with potential clients. (I still do a little now 👀)

In my first couple of years of running my design business, I avoided them like the plague and just sent my project proposals via email.

This worked quite well actually, probably because I was only charging between $200–$500 at the time.

But eventually, as I gained experience and skill, I raised my prices. When I hit the four-figure mark, I noticed that project proposals via email were no longer cutting it. My close rate was falling.

So, I thought I’d start having sales/discovery calls with prospects so I could win them over before sharing my project quote.

Thing is, I’m a designer, not a salesperson (and back then, my sales skills were about as good as a broken clock).

I had no idea how to sell my services the right way or convince someone to choose me.

My first bunch of calls felt so formal and awkward.

I was nervous.

I had no clue what to say.

And when I did speak, I fumbled over my words from a lack of conviction.

But looking back now, I know it was just part of the process.

It was all new to me and I was bound to be rough around the edges.

During this time when I was new to sales calls, it was tough to keep going when every call felt like a failure. But I knew being a freelance designer wasn’t just about being good at design, I had to learn the sales and business skills too.

So, just like any overnight success, I kept doing them, they kept sucking, but each call sucked a little less then the last.

Eventually I reached a point where I wasn’t bright red and sweaty by the end of calls (anyone who’s had a sales call before knows that’s a success in itself).

This consistent practice helped me the most.

Then I spent time learning how to better approach and structure sales calls, which further developed my skills.

And lastly, a quote from some youtube video I watched:

“If you believe what you’re selling will truly benefit and help the client, then there’s no need to feel awkward about selling your services, because you’re doing them a service by helping their business succeed.”

Once I heard this, I had a big mindset shift.

Selling is only problematic when you try to force people to buy something they either don’t need or won’t benefit from.

And my services would massively help my clients... I had testimonials to back that claim up!

TLDR: I used to hate sales calls. Now, while I still don’t particularly look forward to them, they help me land high-paying projects that I wouldn’t be able to secure by just sending a proposal via email.

And in today’s newsletter, I wanted to share my discovery/sales call process so you can take what works and apply it to your own approach!

Prep makes perfect

I often felt lost during calls because I hadn’t planned ahead.

The first thing I do in the lead up to a call is review the client’s enquiry form and jot down any important details. I also use this time to do some research on the prospects brand (if possible).

I’ll then put together a structure for conversation, thinking about what things I need to cover:

How will it start?

What key points do I need to cover?

What does the prospect need? (project specs)

What’s the baseline cost for the project?

Asking myself these questions (and a few more) creates a list that guides my calls.

This skill comes from experience. Over time, you’ll learn which questions get you the best information.

However, if you need more guidance, I provide a detailed question list and sales call script in my Project Proposal Kit. This will help you navigate calls with confidence, gather the information you need, and leave a lasting impression on potential clients.

It’s helped Zandalee…

and it can help you too! (Check it out here)

Reframe the ‘sales’ call.

While the goal of these calls is to secure the client, I found that focusing too much on selling can push them away.

Instead, I treat each conversation as an opportunity to understand their challenges and show how my services can help solve them.

For example, during a recent call, a client expressed frustration about their brand’s constant changes (they were on their fourth rebrand, and their customers were getting confused).

This insight helped me craft a proposal that directly addressed their situation.

I explained how my brand strategy process builds a foundation for a lasting visual identity.

The client realised their rebranding issues came from lacking a solid strategy and making changes based on shifting personal preferences.

This clear solution showed that my services were the perfect fit for their needs.

Listen (carefully).

When we’re nervous, we tend to ramble, which comes across as unprofessional and doesn’t give the client space to share their thoughts.

This call needs to be about them, not you.

The goal is to have them speaking 80% of the time (which you achieve by asking the right questions).

Listening actively and you’ll gather the essential information you need to put together a client-landing proposal.

Abundance Mindset.

When you adopt an abundance mindset, you feel less pressure to land every job, which naturally makes you more relaxed and confident.

This outlook helped me land more projects (at higher rates) because I stopped seeing each opportunity as make-or-break. Instead of obsessing over selling, I focused on how I could best serve the potential client. I realised that not getting a job wasn’t the end of the world, it was just a chance to learn and grow.

I took this from the book ‘The 7 Habits of Highly Effective People’. The author explains how believing there are plenty of opportunities for everyone changes your perspective.

Before your next sales call, give it a go.

Say to yourself: “It’s okay if you don’t land the job, it’s all just part of the process of becoming great.”

Life is a game, and games are meant to be fun.

The ‘trust’ strategy.

I know not everyone reading this wants to use social media to attract clients, but for me, it’s my secret weapon, (and not for the reason you might think).

See, the client has already made their mind up about me before the call.

Let me share a quick story to illustrate this.

I had a call with a business owner who had been following me for over a year. They watched all my YouTube videos, read my content, and enjoyed my design style.

When we finally talked, I didn’t need to explain what I do, they were already familiar. They even said they couldn’t imagine hiring anyone else.

At that point, it wasn’t really a sales call, it felt more like a conversation about their vision and how we could work together.

This happens a lot now, and it’s all thanks to my social media strategy.

Over the years, I’ve shared so much content which has given clients a peek into what it would look like working with me.

This helps them get to know me and builds trust. (Even if we’ve never spoken before, they feel like they know me, making it much easier to convert them to clients on the call).

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That’s all I have for you today!

I hope you’ve found value in this and it helps you navigate those tricky sales calls a little more smoothly.

Chat next week,

Abi 😊

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