In the world of design, effective communication with clients is just as important as the creativity and technical skills you bring to the table.

Being able to understand your client's needs, setting clear expectations, and overcoming objections can impact the success of your design business.

This guide will help you navigate the initial sales call, ensuring you and your clients are on the same page from the start.

The following steps, based on my sales flowchart, outline a structured approach to conducting a client call.

Step 1: Initial Inquiry

Start Here: Begin the conversation by getting a general sense of the client's budget.

Ask: "Before we go too deep, in general orders of magnitude, how much can you invest in this project?"

This helps in setting realistic expectations and understanding the project's scope from the outset.

Starting with a question about the budget allows you to frame the entire conversation within the realm of what's financially feasible.

It’s a crucial first step to avoid wasting time on ideas that the client can't afford.

Step 2: Budget Discussion

Hypothetical Budget: If the client is unsure about their budget, suggest a hypothetical amount to gauge their comfort level.

Ask: "So if I submit a proposal for, say $10k, is that something you'd be comfortable moving forward with?"

This step is essential to identify if it's a good fit between their budget and your services.

It also helps to filter out clients who might not be ready for the investment required.

For instance, a client hesitating at a $10k proposal may need more affordable options, while a positive response can lead to deeper discussions about their needs and goals.‍

Let's examine three common client responses:

Hesitant YES (< $5k):

Responding to a hesitant yes by exploring their comfort level shows empathy and flexibility.

"It sounds like you aren't entirely comfortable with spending this amount. I'd only want to proceed if you see more value than what you pay. What works for you?"

It's important to assure clients that their budget concerns are valid and that you can provide value at various price points.

If the client is still hesitant and budget is below your minimum level of engagement (MLE), then suggest alternative—more budget-friendly options such as Fiverr or 99 Designs.

Empathetic YES (≥ $5k):

If a client is empathetically agreeing but still showing some hesitation, dig deeper into their motivations and needs.

"I think I can help, but can you tell me more about why you need to do this? What's driving this request?"

Understanding their driving forces helps tailor your proposal to address their specific issues effectively.

Definitive YES (≥ $5k):

A definitive yes indicates readiness to invest.

"Great, I can work with that. Tell me more about what you need. What problem are we trying to solve?"

This is your green light to delve into the project details and start building a proposal that aligns with their business goals.

Step 3: Understand the Problem

Once you have a clear idea of the budget, the next step is to thoroughly understand the client's problem.

This involves asking detailed questions about their goals, challenges, and the desired outcomes.

By focusing on metrics, solutions, gap analysis, and business goals, you gather all the necessary information to craft a solution that not only meets their needs but also exceeds their expectations.

Understanding these elements ensures that your design work will be both relevant and impactful.

Metrics

Discussing metrics gives you a tangible understanding of what success looks like for the client.

Ask: What does success look like? How can we measure success of this project?

Metrics such as funding goals, conversion rates or site engagement, can provide clear targets to aim for, ensuring your work has measurable impact.

Example metrics:

1. Get funded $10M
2. Increase conversion from 1% to 3%
3. Increase time on site to 3 minutes
4. Decrease bounce rate by 5%
5. Adhere to brand guidelines

The more precise metrics you can establish the better.

Solution

Identifying what needs to happen to solve the client's problem allows you to outline the key deliverables and actions required.

Ask: What needs to happen? What are the things that need to get done?

This includes tasks like finding a new name, designing a new identity, developing style guides, etc.

Example outcomes:

• Find a new name
• Design a new identity
• Write new messaging
• Develop style guides
• UX/UI design
• User journey
• User profiles

Clearly defining these steps ensures both you and the client are aligned on the project's scope.

Gap Analysis

Conducting a gap analysis helps pinpoint the specific problems that need addressing.

What's wrong? What are the problems with your current branding / website?

This might include unclear value propositions, off-point messaging, confusing navigation, or unprofessional design elements.

Example problems:

Identifying these gaps allows you to create targeted solutions that address the root causes of the client’s challenges.

Goals

Understanding the client's business goals provides context for your design work.

Business goals:

• Build awareness
• Generate revenue
• Get more customers
• Align culture
• Define the mission
• Improve efficiency

Goals such as building awareness, generating revenue, getting more customers, etc. although can inform your approach and ensure your proposal is aligned with broader business objectives.

Step 4: Proposal and Follow-Up

After gathering all the necessary information, prepare a bid that reflects the discussed scope and budget.

Ask: "I will follow up with a bid in X days that reflects the scope and budget we discussed. Does that sound right?"

Clearly communicate the next steps to the client, including the timeline for the proposal.

This step is crucial for setting expectations and ensuring the client feels confident in moving forward.

By proposing a detailed plan and follow-up schedule, you demonstrate professionalism and reliability, laying the groundwork for a successful project.

Conclusion

Effective communication with clients is crucial for the success of any design project.

By following this structured approach, you can ensure that you understand your client's needs.

You'll be able to set clear expectations, and propose solutions that align with their budget and goals.

Also check out my flow chart that I use to stay focused on the client call:

This diagram comes in handy especially at the beginning of mastering your client calls.

By mastering client conversations, you'll position yourself as a professional who not only delivers exceptional services but also provides clients with great experience.

PS. Also check out my other article about preparing a project proposal.