My Exact Consultation Call Flow That Books 50% of Brand Leads
If you’re a brand designer with high-ticket packages (or you’re working your way up to that level), you already know this truth deep down:
You can’t just throw a price at someone and hope they say yes.
I mean… you can. But it’s a gamble. And if your packages are $3,500, $5,000, $7,500 or more, it’s not the kind of gamble you want to keep taking.
That’s exactly why consultation calls are such a huge part of my process.
A consultation call isn’t just a “sales call.” It’s the trust-building moment. It’s where the client finally feels like, “Okay… this person gets it.” It’s the moment where you stop being a random designer on the internet and become the expert who can actually guide them.
So today I’m walking you through exactly how I approach consultation calls, why I never send pricing before talking to someone first, and how I’ve used this process to book high-ticket brand projects more confidently.
And yes — I’m giving you the full cadence of my call too. Copy it, tweak it, make it yours. Let’s go.
Why I Always Do a Consultation Call Before Sending Pricing
Let’s start here because this is the foundation of everything.
When I first started my business, I would literally send a quote and hope for the best.
Like… “Here’s the price! Let me know if you want to move forward 😊”
And guess what happened?
Crickets. Ghosting. Confusion. Or the client saying, “That’s out of my budget,” when I hadn’t even understood what they needed in the first place.
Doing the consultation call first changed the entire game.
Here’s why:
1) I need to understand their business first
Every business is different. And this is where a lot of designers mess up.
Some clients have a brick-and-mortar location with a consistent flow of customers. Others are 100% online and need to build trust with strangers through their website, Instagram, and branding.
A coffee shop opening next month needs something totally different than an established service business that already has a full client roster.
So before I can confidently quote someone, I need to know:
What kind of business they have
How they’re currently getting customers
What their goals actually are
What they really need design-wise (because sometimes they don’t even know)
2) I listen for pain points
This is huge.
Because clients don’t just come to you because they “want branding.”
They come to you because something isn’t working.
They feel stuck, unclear, embarrassed by their visuals, frustrated that they aren’t attracting the right customers, or overwhelmed by trying to DIY everything.
So I’m listening for pain points like:
“I feel like my brand doesn’t match my pricing.”
“I’ve been trying to do this myself but it’s not working.”
“My website doesn’t feel professional.”
“I want to attract a higher-end audience.”
And when you can reflect those pain points back to them in a clear way? That’s where the trust builds.
3) It builds trust faster than anything else
Getting on a call changes everything.
They see your face.
They hear your voice.
They feel your energy.
They realize you’re a real person who genuinely cares.
I always say: booking a designer is kind of like going on a first date.
Would you send someone thousands of dollars before even speaking to them once?
Probably not.
And most clients feel the same way.
4) I get to explain my process (and my process is not “simple”)
Brand design is a full journey.
It’s brand strategy, creative direction, typography, color palette, logo system, supporting assets, applications, and final files.
But a lot of clients don’t understand that.
They think they’re “just getting a logo.”
So the call is where I get to explain why my process is structured, what they’re paying for, and how it all works together.
(If you want to see the type of work I’m talking about when I say “full brand identity,” you can always view my portfolio and see what a complete transformation actually looks like.)
5) I often customize packages
This is the other big reason I can’t just send pricing blindly.
Sometimes someone doesn’t need a website yet.
Sometimes they do need a website, plus social templates, plus packaging, plus a pitch deck.
So I’ll recommend something like:
“Essentials brand package is perfect for you”
“But we should add a social template add-on”
“And you might need a pitch deck too”
The call helps me build the right quote based on their actual needs, not just what’s listed on a package page.
What’s a “Good” Closing Rate? (And Why This Matters)
Now let’s talk about something that most creatives don’t discuss enough:
Closing rates.
Because in your head, you might feel like:
“If they don’t book, it means I did something wrong.”
But the truth is… not everyone is going to book. And that’s normal.
In my opinion, if you’re closing around 40–60% of your consultation calls, you’re doing great.
And closing rates can vary depending on:
Your industry
Your lead source
Whether the lead is cold, warm, or hot
Here’s the breakdown:
Cold leads
They’ve never heard of you before.
You reached out to them or they found you randomly.
Warm leads
They follow you, found you through content, or were casually referred.
Hot leads
They were directly referred and already trust you before the call.
Or they’re a repeat client who already knows what you deliver.
Hot leads usually close the easiest because trust is already there.
If your closing rate drops, it doesn’t automatically mean your pricing is wrong. Sometimes it means:
The quality of leads changed
Your positioning got unclear
Your consultation call flow needs work
Your offers aren’t being communicated well
Which leads me into…
How to Position Your Offers So They Feel Like a “No-Brainer”
This is where you shift from “selling deliverables” to selling transformation.
Yes, clients care about deliverables.
But what they really want is the outcome.
Here are a few ways I position my offers:
Focus on outcomes, not just deliverables
Instead of:
“you get a logo, colors, fonts…”
Try:
“You walk away with a brand identity that attracts dream clients and builds trust instantly.”
Highlight the transformation
This isn’t “just branding.”
This is:
clarity
confidence
cohesion
an elevated presence
Address common pain points
A very real pain point I hear constantly:
“I’ve been trying to DIY it, but it’s not turning out how I want.”
That’s your opening to say:
“Perfect. That’s exactly why a professional brand identity changes everything.”
Use time-based positioning (when relevant)
This is why my One-Week Brand Intensive exists.
Some clients need momentum fast.
They want to launch next week.
They have a deadline.
They’re tired of waiting.
So if someone needs speed, that’s when a fast-paced offer makes sense.
If you want to see the type of branding work I typically do in my larger transformations (especially within the beauty space), you can also check out my GLO Science portfolio page.
Pre-frame the value before you share the price
This is a big one.
Before I ever say the number, I make sure they understand:
They’re not buying “visuals.”
They’re buying vision + strategy + execution.
Because the price makes sense when the value is already established.
My Best Tips for Better Consultation Calls
Okay, here’s what I’ve learned from doing these calls over and over again.
1) Have pre-call education in place
This can look like:
a form on your website
a pricing guide
an inquiry page that filters people out
I personally use my inquiry form so I know what they’re working with before we even talk.
If you want to see what my inquiry process looks like (and how I “price condition” people before the call), you can check out my Partner With Us page.
2) Ask better questions
Your entire consultation call is based on asking smart questions.
Not just:
“What do you need?”
But questions that make you sound like the expert.
I’ll share my exact questions in a second.
3) Lead with confidence on pricing
Confidence is everything.
Even if you’re in a slow season.
Even if you’re feeling unsure.
Because if you sound hesitant, clients feel that energy and start questioning the price too.
One thing I recommend doing is literally practicing saying your pricing out loud.
Yes, out loud.
Like:
“My Essentials package is $____ and it includes ____.”
The more you say it, the more normal it feels.
4) Show examples while you’re talking
This is a major difference-maker.
Instead of listing deliverables, show them:
a real brand guide (even just 2–3 pages)
a sample logo presentation
a social media template preview
a packaging mockup if they’re in CPG
how the logo expands into a full brand system
Because here’s the truth:
A client who has never worked with a designer before has no idea what “brand strategy” or “creative direction” means.
But the second you show them something visual, their brain goes:
“Ohhhhh THAT’S what I’m paying for.”
And it instantly becomes easier for them to justify the investment.
If you want a quick place to pull examples from during calls, keep a folder of your strongest client work ready to go — and make sure your portfolio is easy for them to browse too. You can always direct people to view my portfolio if they want to see real transformations.
5) Follow up like a pro (because most people don’t book immediately)
This one is so overlooked.
Sometimes designers assume:
“If they didn’t book right after the call, they aren’t interested.”
Not true.
People get busy. They overthink. They need time. They talk to a business partner. They get distracted. They get scared.
I’ve read (and experienced) that many people don’t actually book until the 6th or 7th follow-up, which is wild… but it makes sense.
So if you had a good call and they don’t respond right away, don’t disappear. Follow up a few times.
Here’s what that can look like:
Follow up #1: “Just checking in — happy to answer questions!”
Follow up #2: “Wanted to send this again in case it got buried.”
Follow up #3: “Would you like me to adjust scope or timeline?”
Follow up #4: “I’ll close your file for now, but happy to reopen anytime.”
Most people won’t get annoyed — they’ll actually appreciate that you’re organized and professional.
My Personal Reflections: What Helped Me Book More Clients (And What I Had to Re-Learn)
Okay, this part is the real tea 😂
Because I’ve had seasons where I was BOOKED out, closing calls easily, and everything felt smooth.
And then I’ve had seasons where I’m like…
“Wait… why does it feel harder right now?”
One of my best years ever was when I was pregnant (which is still so crazy to say). I worked part-time — literally like 20 hours a week max — and I made around $90K that year.
So I started reflecting on:
What was I doing differently back then that I’m not doing now?
Here are the biggest things I noticed.
1) I showed genuine excitement (and it matters more than you think)
This is the #1 thing.
Sometimes when you get on calls often, you start going into “robot mode.
Like:
“Okay… let’s get through the script… ask the questions… send the proposal… done.”
But clients can feel that.
And I realized there were times I wasn’t expressing excitement enough. I was being professional, yes… but not emotionally connected.
One time a client literally asked me:
“Is this a project you’d actually be excited about?”
That was such a wake-up call for me because I was excited… I just wasn’t showing it.
So now I make sure I say things like:
“Oh my gosh this is such a cool idea.”
“I can already picture this brand in the market.”
“This concept has SO much potential.”
“Wait, I love that name.”
“That product idea is genius.”
Because people want to work with someone who’s invested. They want you to feel like a creative partner… not a salesperson.
2) I confidently said the price (even if my brain was spiraling)
Even if it’s a slow season.
Even if you’re questioning everything.
Even if you’re thinking “what if they say no.”
You still have to say it like you mean it.
Because the moment you sound unsure, the client starts questioning the price too.
So yes — confidence is a skill.
And yes — you can practice it.
3) I told my story (and I forgot how powerful that was)
This is another huge thing I used to do consistently… and then I stopped doing it without realizing.
I used to explain the evolution of my business like this:
I started out doing smaller projects (logos, one-offs) and then I realized a logo alone is just one small piece of the puzzle. Most clients needed an entire brand identity system to actually show up confidently, attract the right audience, and market their business properly.
So I shifted into comprehensive brand packages.
That story matters because it positions you as:
thoughtful
experienced
strategic
someone who actually cares about the client succeeding
And it helps clients understand why you’re not “just a logo designer.”
Which leads perfectly into the next part…
My Exact Consultation Call Cadence (Copy + Paste This)
Okay, here’s the part you can literally steal.
This is the flow I use to keep my calls organized and natural — while still leading the conversation like the expert.
1) Start with small talk + connection
I always begin with something easy and human.
Examples:
“How’s your day going?”
“Where are you located?”
“How’s the weather over there?”
“Wait I love that area — I used to live in California for years!”
“That’s so funny because my husband and I were just talking about that…”
This immediately makes the call feel like a conversation, not an interrogation.
2) Set the tone + explain the purpose of the call
I’ll say something like:
“Thank you for hopping on today! I find it way easier to learn about my clients on a quick call rather than going back and forth over email. I’d love to hear about your business first, and then I’ll share my process and we’ll see if we’re a good fit for each other.”
Then I’ll add:
“Does that sound good?”
Boom. Easy. Professional. Not awkward.
3) Let them talk first (and take notes like crazy)
Then I say:
“Tell me more about your business — and don’t mind me, I’ll just be taking notes!”
And I LET THEM GO.
This is where you gather gold.
I usually spend 5–15 minutes here, depending on how much they share.
4) Compliment + reflect back what you heard
After they finish, I’ll say something like:
“Honestly that is such a cool concept.”
or
“I love that you’re doing it that way — that’s really smart.”
or
“I can totally picture this brand in the market.”
Then I’ll quickly summarize what I heard so they feel understood.
5) Ask your strategic questions (the ones that make you sound so legit)
These are my go-to questions:
What inspired you to start your business?
How has it evolved since you began?
Who is your target audience?
How do you envision your ideal customer?
What are your main business goals right now?
Why are you investing in brand design now?
Take me through your customer journey. What does someone interact with when working with you?
That customer journey question is my secret weapon.
Because most clients haven’t thought about it deeply — and when you ask it, it positions you as strategic and ahead of the game.
6) Transition into your story + expertise
This is where I say:
“Thank you for sharing all of that — that gives me such a clear sense of where you’re at. Let me tell you a little bit more about me and how I work.”
Then I explain:
my background
how my process evolved
why my packages are comprehensive
Not robotic. Not salesy. Just real.
7) Explain the process (what happens AFTER they book)
Clients love structure. It helps them feel safe.
So I explain the flow:
Pick a package
Proposal + contract
Deposit paid = officially booked
Pre-project questionnaire
Project management system set up (timelines, phases, feedback expectations)
Then we start design
8) Walk through packages while screen sharing
This is where I pull up my investment guide or package deck and go through it live.
This does two things:
Makes you look insanely professional
Price-conditions them while you explain everything
And then I recommend what’s best based on what they told me.
(If you want to explore working together, you can always work with me — this is exactly the kind of process clients get when they book.)
9) Wrap up with questions + “the special sauce”
My favorite questions to ask at the end:
“Do you have any questions about timeline, deliverables, or how I work?”
“Have you ever worked with a designer before? What was that experience like?”
And then I add my “bonus value” line:
“My pricing includes both a product and a service — meaning once you’ve paid in full, you get full ownership and working files. I don’t hold anything back. You get everything you need.”
That line adds SO much value because many business owners don’t even know that some designers keep files locked down.
10) End with confidence + excitement
Then I close with:
“Thank you so much for meeting with me today! As soon as we hop off, I’ll put together your custom proposal and send over a couple options. I’m excited — I think this could be such a fun project. We’ll chat soon!”
Warm. Clear. Confident.
Final Thoughts: Consultation Calls Are The Shortcut to Trust
If you’re selling high-ticket brand design (or even package design services, creative strategy work, or anything premium), consultation calls are not optional.
They are the bridge between:
“I like your work” and “I trust you enough to pay you.”
And trust is what closes deals.
So if you’ve been avoiding consultation calls because they feel awkward or salesy… I promise you, once you have a cadence like this, they become fun.
It stops feeling like selling.
And starts feeling like:
connecting, guiding, and leading your client to the right solution.
If you’re ready to build a stronger brand (or want help turning your brand identity into something way more cohesive and strategic), you can always reach out here and tell me what you’re working on.
Your Turn 💬
Have you been doing consultation calls already — or do you still feel nervous about them?
Drop a comment and tell me:
what part of the call feels hardest for you
what you want to improve
or what your biggest struggle is with closing clients
And if you have a question, ask it! I’m happy to help 💛
