How to sell a $15,000 website to your clients [SALES CALL SCRIPT]
Summary
TLDRThe video outlines a step-by-step guide on how to price and sell a high-value project, using web design as an example. It emphasizes the importance of understanding the client's needs and goals, and adjusting the service offering and pricing based on the potential value it can bring to the client. The speaker shares their personal evolution from a novice to an expert, and how their pricing strategy has changed accordingly, highlighting the power of positioning oneself as a go-to expert in a niche.
Takeaways
- 📌 Understand the client's needs and expectations by analyzing their inquiry form and conducting a sales call.
- 🎯 Tailor your service offering based on the client's goals and the potential value you can bring to their business.
- 🚀 Use your unique skills and experience to position yourself as an expert in solving specific problems for your clients.
- 💰 Apply value-based pricing by estimating the potential revenue increase for the client and charging a percentage of that value.
- 📈 Showcase your expertise and past successes to build trust and confidence in your ability to deliver results.
- 📊 Prepare a detailed proposal outlining the project's goals, deliverables, investment breakdown, and timeline.
- 🖋️ Follow up with a written proposal and a personalized video to reinforce the discussion and excitement from the sales call.
- 🔗 Set up a client portal with all necessary documents and information to streamline the onboarding process.
- 🛠️ Focus on delivering high-converting sales pages and a clear strategy for driving traffic to these pages from the client's content.
- 📈 Emphasize the importance of a simple, effective website design that aligns with the client's social media presence and audience engagement.
- 💬 During the sales call, listen actively to the client and use their input to tailor your pitch and show how your service will help achieve their specific goals.
Q & A
What is the main focus of the video?
-The main focus of the video is to guide viewers on how to price and sell a high-ticket service, using web design as an example.
What is the significance of understanding the client's social media presence?
-Understanding the client's social media presence is crucial as it provides insights into the potential and scope of the project, helping to tailor the service offering accordingly.
How does the speaker initially approach the sales call with the client?
-The speaker approaches the sales call by preparing with a script and templates, researching the client, and coming prepared with suggestions and a rough price range for the project.
What was the speaker's pricing strategy for the project three years ago?
-Three years ago, the speaker priced the project based on their design experience, the market rate for a brand and web design project, and the demand they had built up at the time.
How would the speaker price the project differently today?
-Today, the speaker would include a digital product strategy focused on marketing and customer journey, a starter brand, a four-page Framer website, and assistance with a lead magnet and sales emails, pricing based on the potential value they could create for the client.
What is the speaker's approach to selling the service during the sales call?
-The speaker's approach is to listen to the client's goals and needs, show how their service can help achieve those goals, and pitch a solution that is tailored to the client's business.
How does the speaker handle skepticism from the client?
-The speaker addresses skepticism by empathizing with the client's past experiences, showcasing their own successful track record, and providing a clear strategy that is different from previous approaches.
What is the speaker's strategy for converting the client's audience into customers?
-The speaker's strategy involves creating high-converting sales pages, integrating digital products seamlessly into the client's content, and using storytelling to make the products appealing to the audience.
How does the speaker propose to help the client monetize their audience?
-The speaker proposes to help the client monetize their audience by setting up a strategy that includes a simple website with sales pages, email marketing with a lead magnet and sales emails, and leveraging the client's existing social media presence.
What is the speaker's advice for new web designers starting out?
-The speaker advises new web designers to focus on improving their skills and knowledge, finding their niche, and positioning themselves as the go-to expert by consistently delivering results.
How does the speaker ensure a smooth client onboarding process?
-The speaker ensures a smooth onboarding process by sending a personalized Loom video, using a client portal with all necessary project information, and providing clear instructions on what the client needs to do next.
Outlines
🚀 Introduction to High-Ticket Service Pricing and Selling
The speaker introduces a video series focused on pricing and selling high-value services, using a $155,000 web design project as a case study. The aim is to equip viewers with the confidence to price and sell their services effectively. The video will cover the onboarding process, sales call, project pricing, proposal creation, and the subsequent strategy design and website launch. The project is a real one from the speaker's early career, which will be revisited and analyzed for its pricing and execution strategies. The speaker intends to demonstrate how their approach has evolved over time and how they would handle the project differently today.
🤝 Understanding Client Needs and Estimating Project Value
The speaker discusses the importance of gathering detailed information from clients to understand their project's scope and potential. They share a past mistake of not asking for social media details in an inquiry form, which could provide insights into the client's audience and content strategy. The speaker emphasizes the need to prepare for sales calls by researching the client and considering their timeline and requirements. They also explain how they would price the project based on their experience, market rate, and the client's expectations. The speaker then provides a detailed breakdown of how they would calculate the project's value and potential profitability for the client, suggesting a value-based pricing strategy that could significantly increase the client's revenue.
🛠️ Pitching the Project and Its Value to the Client
The speaker outlines their approach to pitching a project to a client, focusing on demonstrating how their service can help the client achieve their goals rather than simply selling the service itself. They discuss the importance of listening to the client's needs and using that information to tailor the pitch. The speaker shares insights from a past sales call with a fitness creator client, highlighting the client's dissatisfaction with a previous website and their desire to sell digital products. The speaker then explains how they would pitch a streamlined website solution, emphasizing the effectiveness of high-converting sales pages and a content strategy that integrates with the client's existing social media presence. They also discuss the importance of building trust and credibility by showcasing past successes and offering a no-brainer solution to the client.
📝 Crafting a Compelling Written Proposal and Next Steps
The speaker describes the process of following up a sales call with a written proposal, emphasizing the importance of sending it promptly to capitalize on the client's interest. They explain how they would customize the proposal to reflect the client's goals and break down the investment into manageable installments. The speaker also discusses the inclusion of a timeline, client results, and clear instructions for the next steps. They highlight the value of a personalized video message to reinforce the pitch and introduce the client to a professional onboarding process, aiming to boost the client's confidence in the speaker's ability to deliver results. The speaker concludes by mentioning that they will cover the strategy execution in the next video, encouraging viewers to follow for updates.
Mindmap
Keywords
💡Pricing
💡Sales Call
💡Web Design
💡Client Onboarding
💡Value-Based Pricing
💡Digital Product Strategy
💡Conversion Rate
💡Niche Expertise
💡Proposal
💡Client Goals
Highlights
The video provides a detailed guide on how to price and sell a high-value project, specifically using web design as an example.
The speaker shares their personal experience of handling a $155,000 project, offering insights into the process from start to finish.
The importance of gathering detailed information during the client inquiry process is emphasized for better project preparation.
The speaker discusses the evolution of their pricing strategy, from being a newcomer to becoming an expert in their field.
A real client project is used as a case study to illustrate the speaker's approach to handling and pricing a web design project.
The speaker highlights the significance of understanding the client's goals and tailoring the service to meet those objectives.
The concept of value-based pricing is introduced, where the price is determined by the potential profit the client can make using the service.
The speaker explains how their increased expertise allows them to offer a more focused and effective digital product strategy.
A detailed breakdown of the deliverables and pricing for the project is provided, showcasing a shift from just web design to a comprehensive monetization strategy.
The speaker emphasizes the importance of a well-prepared sales call script and the need to personalize it based on client information.
The process of pitching the service is discussed, focusing on demonstrating how the service can help the client achieve their goals rather than just selling the service.
The speaker shares their approach to handling client skepticism and questions, by providing evidence of past successes and a clear vision of potential outcomes.
The concept of creating a 'no-brainer' offer is introduced, which combines a compelling outcome with evidence of the service provider's capability to deliver results.
The speaker outlines the steps for securing the project after the sales call, including sending a personalized proposal and setting up a client portal.
The video promises to cover the strategy design and launch of the website in subsequent parts of the series, offering a comprehensive view of the project lifecycle.
Transcripts
in this video I'm going to walk you
through exactly how I would price and
sell a $155,000 project to my clients
I'm going to be using web design as an
example but if you're anyone looking to
sell a service to clients then the
approach is going to be pretty much the
same and by the end of this video you're
going to be able to confidently price
and sell your high ticket services this
is part one of a four-part series where
I'm going to be taking you through an
entire client project from start to
finish and so in this video we're going
to go through the onboarding holding a
sales call pricing the project and
putting together a proposal and then in
the following videos you you will be
able to see me actually carry out the
strategy design and launch of the
website so the project that I'm going to
be using was a real project this is one
of my first ever clients after launching
my design business and in these videos
I'm going to be redoing this project and
taking you through the entire process
and I think this is going to be
especially helpful if you're just
starting out because you're going to be
able to see how I handled it then all
the communication and how much I charge
for this project but there's also a lot
that I would do differently now if this
same client came with me today so you'll
be able to see how much I would charge
and what I would do differently now so
hopefully by the end end of this video
you will have a clear understanding of
how you can approach your projects and
pricing based on where you are currently
and what you can do to be able to raise
your rates and secure those higher
budget clients and so let's take a look
at this client I'm going to be changing
a few details like the name but
otherwise this was the exact inquiry I
got into my inbox 3 years ago so this
client is a fitness Creator who needs a
website to sell their workout guides to
Their audience now the first thing I did
wrong here was not asking for social
media platforms on this inquiry form
because immediately I want to go check
out these platforms the type of cont
content they're posting and the audience
that they've built cuz this is going to
tell me a lot about the potential and
scope of this project so you want to
make sure you're asking for as much
detail as possible in this inquiry form
because this is going to help you prep
for getting on the sales call but even
still from this I immediately like the
look of this project clients will always
put a lower budget here than they're
actually willing to pay but it's not
stupidly low like $500 so I can see that
they have reasonable expectations for
the price I definitely want to hop on a
sales call to know more and so I'm going
to send over this sales call invite as
soon soon as possible to get them booked
in for this I already have a sales call
script ready to go in here you can see a
walk through of all the templates that
I'm using in this video here so make
sure to check that out and so I'm going
to create this and add some notes in
here to make sure that I'm coming
prepared and so what I want to do is
check their timeline against my next
available project date then do a little
research into them so I can come
prepared with suggestions for what
they'll need included in this project
and give a rough price range so I'm
going to show you how I would come up
with this price range when you're
approaching your projects and putting
together a proposal you want to think
less about the list of deliverables that
you're going to include and more about
the problem that you're solving for your
client so if I had asked for more
details in this intake form then I would
have known that when this client came to
me they had already built an Engaged
audience of over 20,000 subscribers on
YouTube and 200,000 followers with over
1 million monthly views on Pinterest but
the problem was this audience was only
bringing them in around $11,000 per
month and I'm willing to bet that this
was just YouTube AdSense money they were
not successfully monetizing this
audience in any other way but now they
wanted to start start selling their own
workout programs and guides and so this
is why I wanted to use this client as an
example because when they came to me 3
years ago I had no experience monetizing
an audience like this what I could do
was create an attractive brand identity
to appeal to their target audience and
build a website for them to sell these
guides from but now 3 years later this
is a problem that I am uniquely
qualified to solve I have successfully
monetized a fairly small following on
Tik Tok and now YouTube to five figures
per month in digital product sales and
so now I'm not just selling my ability
to to build a pretty website which
realistically anyone can do I am able to
stack this with the knowledge and
experience that is going to help this
client successfully launch and sell to
Their audience and so 3 years ago this
is how I priced this project the total
investment was
$5,900 the deliverables included a full
brand identity a Shopify website and
some additional extras and so I was
pricing this based on my design
experience I was newer to web design but
I had been at a designer for about 3 to
4 years and so I was experienced in
creating brand identities I was also
using the market rate this was a very
standard package for a brand and web
design project and also demand I had
buil up a small audience at this time
and so I had some Authority and this is
what clients were willing to pay to work
with me but with the experience and
knowledge that I have now here's how I
would quote for this project today so I
would include a digital product strategy
which is going to be more focused on
their marketing and customer Journey
from their content instead of a full
brand identity I would give them a
starter brand with a wordmark logo fonts
and colors just to keep it clean and
consistent I wouldn't quote them for a
full brand identity in the same way that
you would with a physical product
because with a personal brand your brand
is your face and your content then I
would give them a four-page framer
website and then integrate this with
gumroad for their digital products in
addition to this I would want to help
them put together one lead magnet and
three sales emails and this is all you
need to launch a digital product to an
email list I have a track record of
putting together five figure product
launches with this method So based on
what I know works for selling digital
products these are the deliverables that
I would create for them to start
monetizing their audience straight away
but the value in this project is not in
this list of deliverables here with
value based pricing the more profit you
can create for your client the more you
can charge some designers would suggest
charging between 5 to 10% of a client's
annual revenue so I would estimate that
with a combined audience of 220,000 and
my check record with monetizing an
audience let's say they were able to get
just 1% of this audience to a landing
page each month that's 22,00 ,000 people
then from there let's say that this
landing page has a conversion rate of 1%
even with a very low ticket offer like a
$24 ebook that is
$52,000 per month now that might sound
wild to you but honestly 1% is a very
very conservative conversion rate
especially when you're a trusted creator
with an Engaged audience selling a low
ticket offer like this one we can look
at my conversion rates here so I know
that I can build a landing page with a
higher conversion rate than 1% and and I
know that this is going to be a
different audience a different Niche and
a different product so let's be even
more conservative and half this figure
again I am confident that with my
knowledge and experience I can set this
client up with a strategy and a high
converting landing page that gets this
Creator from 1K per month to 25k per
month that is a potential revenue of
$300,000 a year so charging 5 to 10% of
this annual revenue would put the value
of this project between $1 15 to $30,000
but again being very conservative we'll
keep this on the lower end at15 ,000 so
3 years ago there's no way I could have
Justified charging this amount for this
project but this is how you go from
being just another web designer charging
the market rate to becoming the go-to
expert using your unique skills and
experience to find a niche problem that
you can solve and become the go-to
expert for and it takes time it's taken
me 3 years to develop the skills to the
point where I can confidently say I can
get you these results so I don't want to
sit here and tell you that figuring out
your Niche or the thing that you do
better than anyone else is quick or easy
it honestly just comes from putting your
head down relentlessly improving your
skills and your knowledge each and every
day and then doubling down on the things
that work positioning yourself as the
go-to expert and creating your
no-brainer offer is something that I
went through in a lot more detail in
this video here so make sure to check
that out too if this is something that
you're struggling with but don't forget
that even back then this is one of my
first web design clients and I secured
this project at $5,000 and had a very
happy client at the end of it which is
really not a bad place to start if
you're just at the beginning stages of
your web design Journey so now that I
have my price range based on the
estimated value of this project and an
idea of what this package is going to
include how do I actually sell this to
my client on a sales call so I have my
sales call script right here I'm just
going to add in some of my notes from
the inquiry form and so it's important
that you make your way through and ask
these questions and then really listen
to what the client is telling you the
mistake that a lot of people make going
into these calls is feeling like you
need to do all the Talking pitching and
selling them on your service but the way
that you sell your service is by showing
them how your service is going to help
them them achieve their goals so it's
important that you really understand
what these goals are first and then I'm
going to use everything that they tell
me to pitch them at the end of the call
so going through this script here is
what my clients told me and these are my
notes from the actual sales call I had
with this client so they started their
fitness journey two years ago they built
up Their audience posting workout videos
to YouTube and Pinterest in this time a
large company approached them saying
they can help them launch an ebook to
Their audience so this company then
built them a website but they're not at
all happy with it it's ugly it's not
functional the ebook is not bringing in
any money so far and it's also currently
tied to this company so they keep a lot
of the profit and so the only income
that they have right now is YouTube
AdSense and a few onetoone coaching
sessions bringing in about 1,000 a month
so then in terms of the goals for their
website the main goal is to launch and
sell two new digital products and they
also had a lot of ideas around all this
free content and resources they wanted
to share on their website too which I
have a lot of thoughts about but I'm
going to wait towards the end of the
call to share this and lastly one of the
most important questions that you want
to ask before you pitch your services
what does success look like for this
project and this is so important because
when you're pitching to them you want to
repeat these goals back to them and so
asking this question I learned that the
expectations for this project were
actually very low they were hoping for a
sale a day at the 20 to $30 Mark so
maybe an extra $600 per month so after
listening to all of this and asking a
lot of questions to get a really good
understanding of what they wanted their
business to look like I'm now ready to
pitch them on the best solution for
their business business because the
purpose of this call is to help the
client make the best decision for their
business I'm not trying to sell them on
an expensive service that they don't
need and so I'm going to be as
transparent as possible about what I
think the best solution is going to be
and this is also your chance to kind of
show off your expertise and show how you
can help them too so here's my pitch so
from what you've told me you have a huge
opportunity here you've built this
community you said that a lot of them
are emailing you and asking you for help
so you clearly have a very engaged
audience that trust you and are ready to
buy from you and so so I think your goal
of reaching $ 20 to $30 a day is more
than realistic I actually think that
with the right strategy you have a much
bigger opportunity here to give you an
example I want to show you what I've
been able to do with an Engaged audience
of a similar size to yours so we're
averaging on five figure months now with
just two digital products and this is
all coming directly from organic content
on YouTube and Tik Tok and I'm not doing
anything else extra just some occasional
promotional emails and so here I started
to show the client what I think is
possible but they probably have some
doubts considering the fact that they've
been down this road with another company
before so what I'm going to do now is
empathize with that situation and show
why this time is going to be different
and so I think this company that you
partnered with has clearly recognized
the opportunity that you have with your
audience that they haven't been able to
help you properly implement the right
strategies to make this work because
it's more than just having a product
page you need an actual strategy that
Implement seamlessly with your content
so it's about the product that you're
selling and making that a good fit with
the content that you're cre creating but
also how you implement storytelling
within your content so that when people
land on this page they're already ready
to buy from you so that's what I want to
help you do here rather than just
building you another website that's not
going to make you any money I want to
help you with the strategy to actually
get people onto this website so that it
starts to make you money so at this
point I'm going to pause and give the
client a chance to ask any questions
they'll probably have a couple of things
they want to ask and then most likely
they're going to want to know what this
looks like and so this is when I would
then go through the deliverables of the
project so then I would say in ter terms
of your website I want to keep this
really simple all you actually need
right now to start monetizing your
audience are four pages so your homepage
that will double as your about page two
sales Pages for each of your digital
products one social media Links Page
which will have your quick links to your
digital products and your onet to1
coaching sessions and the reason we want
to keep this very simple is because this
is what is most effective realistically
your brand and your Hub where your
community gather is on your social media
platforms your website is not the right
place for people to hang out and get
free resources your content is already
doing this and so what your website is
for is converting this audience to sales
so what you need on your website are
very effective High converting sales
pages to send this audience to and then
once you have these sales Pages you need
a strategy to get people onto these
pages so what I want to help you do is
create products that seamlessly
integrate into your content so what this
looks like for you is that you just keep
putting out your regular content within
this you can make a quick mention of the
digital product in your caption and then
it's a no-brainer for your audience they
just go and buy this straight away and
so in my opinion I really don't think
that you need a blog or all these free
resources on your website because this
is just going to make more work for you
you're already doing more than enough to
build trust and get people ready to buy
with your content you don't need to
duplicate any of this on your website
and so then in terms of building your
email list all you're going to need is
one freebie that'll help you put
together and three sales emails and this
is all you need to launch a digit
digital product to an email list and I
have a track record of having five
figure product launches with this method
so I'm very confident that we can get
you to five figures per month very
quickly because you already have the
audience there ready to buy and so at
this point I might go through the
calculations of this client's potential
monthly Revenue to really show my client
what is possible and the desirable
outcome that they want and so at this
point they may be a little skeptical
they may have some questions but
hopefully they're liking the sound of
this and their next question is going to
be okay how much so this is when I'm
going to say the investment for this is
going to be $115,000 and we can break
this into installments for you and this
is going to give you everything set up
and ready to launch with two new
products so that in January all you need
to do is start mentioning these in your
regular content you're already putting
out and everything else is already set
up and ready to start making you money
and with this I'm confident that we can
get you to $110,000 plus per month and
quickly double your initial investment
so at this point I'm going to pause and
ask them about how this fits into their
budget and they may have some questions
or concerns and that's okay but
hopefully coming into this call your
client had realistic expectations for
the price of this project because
ideally you would have at least a
starting price for your packages on your
website and you know what this specific
client may not decide to go for this
they simply may just not have this money
and that's okay because in situations
like this you hold a lot of power if
you're willing to say this is my price
take it or leave it because I know that
there are people willing to pay this to
get results like this because what we
done here is present a no-brainer offer
we've given the client a dream outcome
we've increased the perceived likelihood
of them achieving that outcome with
evidence that we've done this before and
then we've reduced the time delay of
them achieving this outcome because I
have the systems and experience to
deliver this quickly and have them set
up within the next month and help them
skip the years of trial and error that I
went through and utilize my experience
to give them a ready too sales machine
so they pay $115,000 to start making
five figures a month in as little as 4
weeks and I'm not just saying this to
sell this client you can only say things
like this if you're confident that you
can actually make this happen and so if
it was me you wouldn't have to ask me
twice I'm in and so let's say this
client has the same response they've
seen what's possible they're excited and
they're ready to go I'm then going to
get off this call and send them over a
written proposal as quickly as possible
to get this locked in so I already have
these templates ready to go when I
generate a new project and in The
Proposal I'm going to customize this
with the exact goals that the client
shared with me in our c so that they
know this proposal is tailored to help
them achieve these goals I'm then going
to break down the investment into
installments to help it seem more
manageable and also list all of the
deliverables then I'm going to display
the timeline and some client results and
then you want to always make sure that
you're giving your client instructions
on what to do next so this is where I'll
link the contract and the invoice so
that if they're happy with the proposal
they can sign and pay this right away
and then the final thing that I'm going
to do before I send this over is record
a personalized loom video this is just
going to reiterate what we talked about
in our sales sales cool and how excited
I am to work with them and also
introduce them to this client portal
here so having this client portal set up
here with everything they need for the
project is like the icing on the cake to
secure this project when clients see
that you have a really professional
onboarding process it really boosts
their confidence that you have
everything under control this is going
to be a smooth process and they can just
sit back and trust you to take care of
everything and so it's important that
you have this sent over to them as
quickly as possible after you get off
the call because it's fresh in their
mind they're excited and hopefully this
kind signs pays their deposit and we're
ready to jump right into the strategy
part of this project and so I'm going to
be showing you exactly how I'd carry out
the next part of this process in the
next video so hit the follow and I'll
see you there
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