Landing Clients and Closing the Sale

Alright, you’ve been using one (or more) of the client-getting methods from the last section, and now — ding ding — you’ve got a bite.

An interested potential client has appeared.

What’s your next move?

This is where most beginner freelancers screw themselves out of a great opportunity. They get too excited. And end up either undercharging, overpromising, or scaring the poor client off with too much enthusiasm and not enough control.

So here’s how NOT to screw the pooch at this stage:

Step One: Prequalify or Die

Okay… maybe “die” is a bit drastic. But this is a very important step in order to protect your time and your sanity.

So, before you so much as hop on a call or start writing proposals, you need to prequalify the lead.

Ask some simple, direct questions to find out:

What’s their revenue like? (Are they making enough to pay you properly?)
What’s their goal? (Are they looking for help with sales? Engagement? Conversions?)
What’s their timeline? (Is this a fire drill or a long play?)
What’s their budget? (Are we talking “can’t afford groceries” or “already spending $10K/month on ads”?)

By asking these questions early on, you’re ensuring you don’t waste your precious time writing 6-page project scopes for someone who thinks £200 is a decent budget for a full funnel.

Step Two: Do NOT Go for the Jugular

Here’s a trick I used a ton (with great success) when getting started as a freelancer.

Instead of trying to land a massive retainer or big chunky project right out of the gate, use the foot-in-the-door method.

Offer something small first.

Maybe it’s a welcome email sequence.

Or maybe it’s one or two broadcast emails that they can test right away, and instantly see what kind of results you can get for them.

Something quick, valuable, and low-risk. This is as much for your sake as it is for them.

How so?

Because it gives you both a chance to see how it feels to work together. No long-term pressure. No big upfront commitment.

You’re just both getting a feel for what it’d be like to work together and whether you’ll be a good fit.

And more often than not…

If you do a good job on that small project… the big one follows naturally.

Step Three: Book the Call

Now, if they’re still interested — and they’ve passed your vibe check — it’s time to hop on a call.

Use something like Calendly to make booking smooth and effortless. Offer them a 30-minute discovery slot.

This isn’t a sales pitch. It’s a conversation.

You're figuring out what they need, whether you’re the right person to help them, and whether they’re the kind of client who pays on time and doesn’t ask you to rewrite the same email twelve times.

I recommend doing these calls on Zoom because they let you easily record the call so you can review it later.

Now listen, some clients are introverts who hate calls.

They’ll insist on doing everything over email. That’s fine. It happens.

But me. Well I’m a bit of an introvert who doesn’t like long drawn out calls, too. So I get it…

But I still prefer to look a client in the eye before I work with them.

And it’s good for you, too.

Because when someone sees your face, hears your voice, and realises you’re a real human who can hold a conversation, you become ten times more memorable than the other faceless freelancers in their inbox.

Face-to-face calls help you build trust, fast.

Now:

How the hell do you handle that prospect call so you don’t choke?

Like I mentioned a moment ago, I’m an introvert. I’m not the world’s smoothest talker. I don’t have a silver tongue. And I’ve never once described myself as “great on sales calls.”

But when I get a potential client on a call? It’s basically a done deal. My close rate is 95%+. And it’s not because I’m charming or persuasive or secretly hypnotising people through Zoom.

It’s because I follow a repeatable process that just plain works. And I’m going to hand you that exact process in just a sec.

But first, let’s talk prep.

Don’t wing it. Ever.

The worst thing you can do before a prospect call is just show up and hope your personality carries you through. Spoiler alert: it won’t.

So here’s what you do instead:

Step 1: Do Your Homework

Take 5–10 minutes to dig into their business. Look at their website. Check out their latest email or ads if they’re running any. Skim their socials. And for the love of all things holy, know what they actually sell.

Back in my old office job, I used to sit in on interviews with junior hires. And I was constantly amazed at how many of them came in completely clueless about what the company even did.

Don’t be like them.

Do a little digging, and you’ll immediately stand out from 90% of the freelancers out there who treat prospect calls like a blind date.

Step 2: Clean up your act

This one’s simple, but important.

If you’re getting on camera, don’t have a background that makes you look like you live in a student squat.

No messy bed. No piles of laundry. And definitely no pants hanging off your doorknob.

Just a blank wall is fine. Or a bookshelf, a plant, a lamp… great.

Keep it clean, keep it neutral, and above all, don’t give the client a reason to doubt your professionalism before you even open your mouth.

Same goes for what you wear.

You don’t need to suit up like you’re going to court… But maybe skip the graphic tee.

A clean shirt or plain t-shirt does the job nicely. You want to look like someone who knows how to show up for a business conversation.

Appearances matter, even in this digital age.

Step 3: Get your mind right

Right before the call, remind yourself of a few critical rules:

Don’t ever agree to work on spec. If someone wants you to “do a quick test project” for free to prove yourself? That’s not a client. That’s a time-waster.
Don’t say yes to rush jobs unless you’re charging rush-job prices. If they want it done tomorrow, it’d better cost more.
Don’t tell them this is your side hustle... even if it is. Clients want to hire pros. Not dabblers. Telling them you’re just “doing this on the side for now” is like saying, “You’re not my priority, but I’ll try my best.” Instant deal killer.

You may think some of this is obvious. But I’ve seen good freelancers talk themselves out of gigs by saying exactly these things. So don’t shoot yourself in the foot.

Go in sharp. Prepared. Professional.

And be ready to lead the conversation like the expert you are.

Next up, I’ll walk you through exactly what to say on the call — from start to finish — to close the deal like a pro (without ever feeling like a pushy salesperson).

The Call Itself: Ask Smart Questions, Don’t Ramble, Get the Gig

Congrats, you’ve got your potential client on a call. The gig is nearly yours.

Yet, a lot of freelancers still somehow manage to screw this up by talking too much! They jump into pitch mode, rattling off their credentials, and try to prove their worth to the client.

Or worse yet, they jump into value mode and start giving away all their best ideas for free.

Big mistake.

Because here’s the first rule of salesmanship (especially one-on-one, face-to-face salesmanship):

Don’t pitch. Probe.

The call is as much about finding out whether this client is even someone worth working with as it is selling them on you.

Now, if you’re brand new to freelancing… you don’t need to be super picky. It doesn’t matter if your first couple of clients suck. You're doing those gigs for the experience.

But once you’ve got 2 or 3 projects under your belt, it’s time to raise your standards. Fast.

And the prospect call is where you’ll weed out the dream clients from the duds.

Here’s how you do it:

Lead with Questions, Not Credentials

You want the prospect doing 80% of the talking. Let them reveal what they need, what they’re struggling with, what they’ve tried, and why they’re even on this call with you in the first place.

Why?

Because when they’re talking, they’re building their own case for hiring you.

As an introvert, this is perfect.

You don’t need to charm or pitch or “sell yourself.”

You just ask sharp questions and listen.

Over time, I’ve boiled this whole process down to just 7 key questions.

Here’s exactly what to ask:

The 7 Questions That Close Clients

Question #1:

“I’ve checked out your site and done a bit of research… but to kick things off, can you tell me a bit more about your business and what you’re looking for help with?”

This warms them up, gives you context, and gets them talking from the get-go.

Question #2:

“Do you mind sharing what your business is doing in revenue per month?”

Now don’t be shy here, this is crucial.

You want clients doing at least $10K/month in revenue. Anything less and they’ll likely penny-pinch you to death or vanish before payday.

Question #3:

“We’ve chatted a little via email, but just to confirm, what kind of copy are you looking to have created?”

This gets the deliverables crystal clear. You’re confirming the scope before things get muddy.

Question #4:

“What’s your timeline for the completion of this project? Do you have any deadlines we need to hit?”

Because if they say, “I need a 5-email sequence by tomorrow morning”… You know it’s time to smile, nod, and run.

Question #5:

“Have you ever worked with a copywriter before? And if so, why are you looking to hire someone new?”

This one separates the seasoned clients from the rookies. If they say “yes,” move to Question 6. If they say “no,” skip to 7.

Question #6:

“What’s been your biggest frustration with copywriters in the past?”

Their answer tells you exactly what they value, and what not to screw up.

Fast turnaround, clear communication, conversions, whatever. Now you know how to position yourself to hit their sweet spot.

Question #7:

“And out of interest, what made you interested in working with me?”

Now they’re selling themselves on you… reaffirming what made them get on this call with you in the first place.

By the time you finish those 7 questions, you’ll know:

Exactly what they want… If they can afford you… If they’re worth working with… And whether this is going to be a good fit (or not.)

Now it’s time to close the deal.

Let’s talk about how to quote your fee like a pro and seal the deal.

Closing the Sale: Here’s How This Will Work If You Decide to Move Forward…

Alright, you’ve asked your questions. You’ve listened. And now the prospect’s sitting there, thinking: “So what’s next?”

This is your cue.

Say this exact line:

“Okay, here’s how this will work if you want to move forward…”

Now, don’t rush this next part. You’re going to calmly talk them through your work process:

What you need from them. What they can expect from you. When the copy will be ready. How you’ll deliver it. And any other logistics you’ve got dialed in.

Don’t worry if you’re not 100% sure what your exact workflow looks like yet, I’ll get to that soon.

For now, just understand: This moment is all about leadership. You’re taking the reins and showing them they’re in capable hands.

Once all the steps are clear, and they’ve nodded along, it’s time to talk money.

Quoting Your Fee Like a Pro

Now, if you’ve done your prep, you should already have a number in mind… based on what they originally told you they needed via email.

But hey, if they moved the goalposts on the call and added more deliverables or changed what they said they wanted, you’ve got two choices:

Do some quick mental maths and quote a new price on the spot.
Or — if the scope’s changed too much — say:

“Let me take a closer look at everything we’ve covered, and I’ll send over a quote by email later today.”

That second option is totally fine, but whenever possible, it’s best to close the deal on the call.If they’re hot and ready to move forward, I want to get a verbal yes right now.

So… how much should you charge?

Let me give you a little pricing trick from the Dan Kennedy vault:

How to Set Your Price Without Looking Like a Clueless Rookie

First, figure out your target hourly rate. This is info for your eyes only. Your client should never know this number.

If you’re just getting started, somewhere between $25 and $50/hour is fair.

And once you’ve got a few wins under your belt… Start cranking that number up fast. $100+ an hour is more than doable once you’re good (and from there, they sky’s the limit.)

Now, once you’ve got your target hourly rate in mid:

Estimate how many hours it’ll take to research, plan, write, edit, and polish the copy.
Multiply that by your target hourly rate.
Add a little padding — say 10% - 20% — (because you’ll always underestimate).

And that’s how you work out your quote.

So when the moment on the call comes, you just say:

“For [A, B, and C deliverables], that’s going to be [$X].”

Then — and this is seriously important — shut up. Don’t say another word until your prospect speaks.

Many clients will just say “yes” right there and then, but…

If They Have Objections… Don’t Panic

So here’s the scene:

You’ve had the call. You’ve walked them through your process. You’ve quoted your price.

And then…They flinch. Maybe they say, “That’s a bit more than I expected…”

Now listen, don’t panic.

You’ve already established they’re making decent money each month. They’re not scraping together couch change. They’ve got cash. So when they throw out a price objection, it’s almost never really about the money.

What they’re really saying is:

“I’m not 100% sure this will work… and I’m not 100% sure you’re the person to make it work.”

So here’s a little tip I learned from Cole Gordon of Closers.io on how to handle these price objections like a pro.(He’s one of the top over-the-phone sales experts in the world and he shared this doozy of a tip on his public Instagram, so I’m sure he won’t mind me mentioning it here.)

You simply say:

“Hey, I hear you. We can talk about that. But first I want to know… do you 100% believe that doing this [PROJECT] is what you need to get [DESIRED RESULT]?”

If they say yes, follow up with:

“So, finances aside… You’re 100% in?”

If they say yes again, beautiful. Now you can shift the conversation to logistics, not doubt.

Ask:

“What’s your net cash flow over the next 30 days?”
“What’s your current cash on hand?”
“What kind of credit or financing options do you have access to?”

Now I know that might feel a wee bit uncomfortable. But you’re on their side. You’re trying to help them solve a problem in their biz. And if they’ve confirmed they want to move forward, they’ll usually tell you what you need to know.

Once you’ve got the full picture, you say:

“Alright, knowing your financial situation, I don’t think it’s best for you to take on the full investment right now and put yourself in a tight spot.

But I also don’t think doing nothing is the answer. So if we split this project into three parts — and three payments — would you be willing to move forward today?”

Key point here: Never slash your price to “close the deal.” Instead, help them make the same payment, in a way that feels doable.

Or if that’s still too much… you can finally try the foot-in-door method which we’ll cover more on shortly.

But before we get to that, let’s cover what to do if you ask:

“Hey, I hear you. We can talk about that. But first I want to know… do you 100% believe that doing this [PROJECT] is what you need to get [DESIRED RESULT]?”

And they either hesitate or flat-out say no.

In this case, price is not the real problem at all. What they’re feeling is uncertainty.

Uncertainty about what? Well that’s for you to work out? Dig. Ask questions. Find the real objection that’s bothering them.

And when you uncover it, that’s your cue to restate your value:

“Look, you’re not just buying some words on a Google Doc. You’re buying ROI. You’re buying more sales. You’re buying time and confidence and revenue.”

Remind them that good copy is an asset… one that pays for itself and then some.

But here’s the fine line: Don’t push or chase the sale too hard.

Remember they’re not doing you a favor by hiring you. If anything, you’re the one doing them a favor.

So always be willing to walk away if it’s just not a good fit.

Because the minute you start dropping your price just to win the deal… you’ve set fire to your positioning and you’ll attract the kind of clients who’ll haggle every damn time, until you’re working for peanuts and pulling your hair out.

Got it?

Good!

Onward we go:

If Needed: Use the “Foot in the Door” Method

Time for a few words on the foot-in-door method I hinted at earlier.

In this case, your potential client 100% believes in your services, but they can’t afford your free right now.

But if you can tell they’re gonna be good client, but just not ready to drop two grand (or more) on a stranger they hardly know, don’t force the big project.

Instead, scale it down and offer a smaller test gig.

Something quick, yet valuable, that’s in the $250 to $500 price range.

That gives you a chance to prove yourself, and once the client sees with their own eyes that you can deliver, you can get them results, and you’re not a flake who misses deadlines… or worse still… ghosts them and runs off with their money, never to be seen again…

They’ll be much more open to paying you the big bucks for a bigger project next time.

And that, my friend, is how you close.

Oh! Before I forget…

Let me share with you one more bit of advice on the art-and-science of landing clients!

It’s about one thing that trips up more rookie freelancers than a misplaced banana peel.

Samples!

You’ve done everything right, so far. You’ve pitched them. They’re interested. But before they decide to work with you they ask:

“Can you send me some samples of your work?”

Now, if this is your first gig, your palms are probably already sweating.

Because what the hell are you supposed to show them? Your high school book report on Of Mice and Men?

I don’t reckon that’ll fly!

So, here’s the deal:

You’ve got two choices… and only one of them actually works.

Option 1: Tell the truth:

“I’ve never written for a client before, so I’ve got no samples.”

Honest? Yes. Useful? Hell no.

Chances are, the prospect is going to thank you politely… and never reply again.

Option 2: You go with the flow.

And I don’t mean lying.

I’m talking about rolling up your sleeves and creating a sample. In fact, if you’ve not got clients yet, it’s good practice to be spending some of your time writing samples, anyway.

But let’s say you haven’t done that yet either.

Well there’s this story I heard from Kevin Rogers (a very successful copywriter who now runs a community called Copy Chief).

Way, way back when Kevin was getting started in copywriting, he got asked for samples by a potential client who wanted a 6-email autoresponder sequence written.

Kevin didn’t have a single sample to his name. So guess what he did?

Have you guessed yet? Doesn’t matter ‘cause I’m about to tell you what he did anyway.

He sat down that same afternoon, whipped up a fictional 6-email sequence for a golf product he made up on the spot, and sent it to the client.

And the client was so impressed by his sample, he hired him on the spot.

Moral of the story?

Don’t wait around for someone to give you your first opportunity. Create it.

If you’re asked for samples — and don’t have any — make some up.

Pick a product. Any product. Maybe in an industry that’s somewhat adjacent to the client you’ll be writing for.

Write a couple of cold emails, or ads, or landing page headlines.

It doesn’t matter that they’re not for a real client.

What matters is that they showcase your thinking, your tone, your skill.

And you don’t need to lie and say that they’re real. But you don’t need to tell the client they’re spec samples either unless they ask (which they probably won’t.)

So next time someone asks you for samples?

Say:

“Sure thing, I’ll send a couple over shortly.”

Then get to work. Fast.

Because action-takers get hired and by now, you should be one of them.

Alright, that’s a wrap on landing clients.

Now it’s time to talk about some more fun stuff like:

How to get paid… onboarding clients like a pro… and how to turn one gig into five (or more) — or even a cushy little monthly retainer that keeps your calendar full and your bank account happy.

Landing Clients and Closing the Sale

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