How to sell a $15,000 website to your clients [SALES CALL SCRIPT]

Summary

The 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

00:00

🚀 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.

05:01

🤝 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.

10:02

🛠️ 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.

15:04

📝 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.

Keywords

💡Pricing

Pricing in the context of the video refers to the process of determining the cost of a service, specifically a web design project. It is a crucial aspect for freelancers or businesses when offering high-ticket services. The video emphasizes the importance of pricing based on the value provided to the client, rather than just the deliverables included.

💡Sales Call

A sales call is a scheduled meeting or conversation with a potential client aimed at discussing and selling a service or product. In the video, the speaker highlights the significance of being prepared for the sales call with a script and relevant client information to effectively communicate the value of the service being offered.

💡Web Design

Web design is the process of creating and planning the layout, appearance, and structure of a website. In the video, web design serves as the example service being priced and sold. The speaker uses their experience in web design to illustrate the principles of pricing and selling high-value services.

💡Client Onboarding

Client onboarding refers to the process of integrating new clients into the service provider's workflow, ensuring they understand the services, and setting clear expectations. The video emphasizes the importance of gathering detailed information during onboarding to better prepare for sales calls and project execution.

💡Value-Based Pricing

Value-based pricing is a strategy where the price of a service or product is determined by the value it provides to the customer, rather than the cost of production or market rates. In the video, the speaker advocates for this approach, arguing that understanding the potential revenue a project can generate for the client allows for higher, more justified pricing.

💡Digital Product Strategy

A digital product strategy involves planning and executing methods to effectively market and sell digital products, such as ebooks or online courses. The video highlights the importance of aligning the digital product strategy with the client's content and audience to maximize sales and revenue.

💡Conversion Rate

Conversion rate is a metric that measures the effectiveness of a website or landing page in converting visitors into customers or leads. It is calculated by dividing the number of conversions by the total number of visitors. In the video, the speaker uses the concept of conversion rate to estimate the potential revenue from the client's audience.

💡Niche Expertise

Niche expertise refers to having specialized knowledge or skills in a specific area that sets one apart from competitors. The video emphasizes the importance of identifying and developing niche expertise to become a go-to expert and command higher rates for services.

💡Proposal

A proposal is a formal document that outlines the details of a project, including the scope of work, deliverables, and pricing. In the video, the speaker discusses the importance of creating a tailored proposal that aligns with the client's goals and demonstrates the value of the service being offered.

💡Client Goals

Client goals are the specific objectives or targets that a client wants to achieve through a project or service. Understanding and addressing these goals is essential for building trust and demonstrating the value of the service provider's offering. The video underscores the importance of actively listening to the client during the sales call to understand their 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