Complete Sales Scripts

The Design Agency Growth System | Clozo Academy Proprietary Curriculum

A comprehensive collection of scripts for every critical conversation in your design agency's sales and client management process. Adapt these to your voice, your market, and your personality.

Duration: 30-45 minutes | Goal: Diagnose their situation and qualify the opportunity

Opening (2 minutes)

"Thanks for taking the time to speak with me today. Before we dive in, I want to set the expectation for this call. I'm not going to pitch you on anything. My goal is to understand your situation deeply enough that, by the end, I'll know exactly whether and how we can help. Fair enough?"

"Great. To make the most of our time, I'd love to hear about [their company] in your own words. What do you do, and who do you serve?"

Context Gathering (8-10 minutes)

"Tell me about your current brand. How long have you had it, and how was it developed?"

"What's working well with your current brand and visual identity?"

"What's not working? What frustrations or limitations are you running into?"

"What prompted you to explore working with a design agency now, as opposed to six months ago or six months from now?"

Problem Diagnosis (10-12 minutes)

"If you had to put a number on it, what is this branding challenge costing you? Lost revenue? Missed opportunities? Internal confusion?"

"When a potential customer encounters your brand for the first time, what do you want them to feel and think? Is that happening today?"

"Who else is involved in this decision? What's important to them?"

"Have you worked with a design agency or designer before? How did that go?"

"If we were to have this conversation a year from now and you were thrilled with the results, what would have changed for your business?"

Quantification (5 minutes)

"Let me make sure I understand the math. If we were able to [specific outcome], and that increased your [conversion rate / customer trust / deal close rate] by even a small percentage, what would that mean in actual revenue?"

"So we're talking about a potential impact of $X annually. That helps me understand what level of investment makes sense here."

Transition to Next Steps (3-5 minutes)

"Based on everything you've shared, I have a clear picture of where you are and where you want to go. What I recommend as a next step is this: I'll put together a proposal that outlines exactly how we'd approach this, what the investment would be, and what outcomes you can expect. I'll have that to you within 48 hours."

"Does that feel like the right next step? Any questions before we wrap up?"

"Perfect. Just so you know, I only take on 2-3 new projects per month, and I'm currently looking at [month] for new engagements. If the proposal feels right, we can get you on the calendar."

Channel: Email | Response Time: Under 2 hours | Goal: Qualify and book a call

Template

Subject: Re: Your Design Project — A Few Quick Questions

Hi [Name],

Thanks so much for reaching out about [their project]. [Specific detail from their inquiry — shows you read it carefully.]

Before I send over any information about how we work or what we charge, I'd love to understand your situation a bit better. This helps me determine whether we're the right fit and, if so, how to approach your project for maximum impact.

Quick questions:

If it feels like a potential fit after your responses, I'd love to schedule a brief 20-minute call to dig deeper. I have availability [day] at [time] or [day] at [time] if either works for you.

In the meantime, here's a case study from a similar project that might give you a sense of how we approach this type of work: [link]

Talk soon,

[Your name]

Trigger: Prospect asks about price early | Goal: Redirect to value and outcomes

Response to "How much do you charge for a logo?"

"Great question, and I'd be happy to get to that. To give you a meaningful answer, I need to understand something first: what does this logo need to accomplish for your business?"

"Here's why I ask. We've done logo projects that range from $3,500 to $25,000. The difference isn't the number of hours we spend. It's the strategic complexity of what the logo needs to do. A logo for a local coffee shop and a logo for a company preparing for Series B funding are completely different investments because the stakes are completely different."

"So help me understand: where is your business going in the next 2-3 years, and what role does this brand play in getting you there?"

Response to "That's more than we budgeted."

"Totally understand. Budget conversations are important, and I respect that you have constraints."

"Can I ask: when you set that budget, what was the expected return? In other words, what business outcome were you expecting this investment to produce?"

"The reason I ask is that our fee is based on the value this project creates, not the hours it takes. If this brand identity increases your conversion rate by just 1%, what's that worth to your business annually?"

"If the math doesn't work, it doesn't work, and that's okay. But I want to make sure you're comparing the investment to the return, not just the investment to your budget."

Response to "Can you do it for less?"

"I appreciate you asking. What I don't do is discount the same scope, because that just means I'm rushing work that deserves full attention. What I CAN do is adjust the scope to fit a different investment level."

"For example, instead of the full Brand Foundation System, we could start with a Brand Audit and Strategy Session. That gives you the strategic clarity you need now, and we can implement the visual identity in a second phase when the budget opens up."

"Would it be helpful if I put together a scoped-down option alongside the full proposal so you can see the difference?"

Channel: Video call or in-person | Duration: 20-30 minutes | Goal: Win the project

Opening

"Thanks for making time for this. I put together a proposal that I think you'll be excited about. Before I walk you through it, I want to recap what I heard from our last conversation to make sure I got it right."

[Recap their situation in your own words — this proves you listened.]

"Does that sound accurate? Anything I missed or misunderstood?"

The Approach

"Based on everything you shared, here's how I'd approach this project..."

[Walk through your phased process, connecting each phase to a specific outcome they mentioned.]

"The goal isn't just to deliver beautiful design. It's to deliver a brand that [specific outcome: increases trust, justifies premium pricing, attracts your target customer, etc.]."

The Investment

"I've put together three options. Let me walk you through each one and why you might choose it."

"Option 3 — The Premium Package — includes everything in Option 2 plus [premium elements]. This makes sense if you're [specific scenario]. Investment is $X."

"Option 2 — what I'm calling the [Signature Package] — is where most of our clients land. It includes [key elements]. This gives you [specific outcomes]. Investment is $Y."

"Option 1 — the [Essentials Package] — covers [core elements]. This is a great starting point if [specific scenario]. Investment is $Z."

"My recommendation for your situation would be Option 2. Here's why..."

The Guarantee

"I want to address the risk question head-on. Here's our commitment: [state your guarantee]. We're able to offer this because our process is designed to get to the right answer, not to hope we stumble on it."

Next Steps

"This proposal is valid for 14 days. If it feels right, the next step is a signed agreement and a 50% deposit to secure your spot on our calendar. Our next available start date is [date]."

"What questions do you have?"

Trigger: Project completion or 6-month post-project check-in | Goal: Convert to recurring revenue

At Project Completion

"I'm thrilled with how this came together. Before we wrap up, I want to ask you something."

"Over the past [X weeks/months], we've built a brand that you're really proud of. But brands aren't static. They need consistent management to stay sharp. I've seen too many clients invest $20K-$50K in a brand and then watch it slowly drift back to inconsistency because there was no one stewarding it."

"What I'd like to propose is a Brand Stewardship retainer. For $[amount] per month, you get: [specific deliverables]. It's essentially having a creative director on call without the $150K salary."

"The way I think about it: you just built a beautiful house. This is the maintenance plan that keeps it beautiful. Does that feel like something that would be valuable?"

At 6-Month Check-In

"It's been six months since we launched your new brand. I wanted to check in and see how things are going."

[Listen to their updates. Ask about challenges, new initiatives, consistency issues.]

"What you're describing is really common. The brand launch is exciting, but six months in, the day-to-day reality sets in. New materials get created without brand oversight. Small inconsistencies creep in."

"A lot of our clients in your situation have found that a light-touch monthly retainer solves this. We do a brand consistency review, handle any design needs that come up, and make sure the investment you made in your brand keeps paying off."

"Would it be worth exploring what that might look like for [their company]?"

At Project Completion (Most Effective)

"[Name], working with you on this project has been incredible. I'm genuinely proud of what we created together."

"I don't know if you know this, but most of our new clients come from referrals. We don't do much advertising. We rely on clients like you who are happy with our work to introduce us to others who might benefit."

"Is there anyone in your network — maybe a fellow founder, a colleague in your industry, someone from your mastermind group — who might be going through a rebrand or struggling with their brand identity?"

[If they mention someone: "That sounds like a great fit. Would you be comfortable making an introduction, or would it be easier if I sent you a short email you could forward?"]

[If they don't: "No pressure at all. If someone comes to mind in the next few weeks, I'd be grateful for an introduction. And of course, if anyone asks you who did your branding, feel free to send them my way."]

Via Email (3 Months Post-Project)

Subject: A quick favor?

Hi [Name],

Hope you're doing well! I was thinking about your [specific project detail] the other day and realized it's been [timeframe] since we wrapped up.

Quick question: do you know anyone in your network who's currently struggling with their brand or going through a rebrand? I'm looking to take on 2-3 new projects in [upcoming months], and I'd love an introduction to someone who values great design as much as you do.

If anyone comes to mind, I'd be happy to send you a short email you can forward. No pressure either way — just thought I'd ask!

Best,

[Your name]

"Your competitor charges half that."

"I completely understand the temptation to go with a lower price. And if [competitor] is the right fit for you, I genuinely think you should work with them."

"What I'd ask you to consider is this: what does their process include? Do they do the strategic work upfront, or do they start designing on day one? Do they guarantee their work? What's their revision policy? How many of their clients come back for additional work?"

"We've chosen to price at a level that allows us to do deep strategic work, provide unlimited revisions within scope, and guarantee the outcome. That costs more than a designer who skips those steps. The question is: which approach gives you the outcome you're looking for?"

"We can get this done on Fiverr for $500."

"You absolutely can. And for some projects, that's the right call."

"Here's the difference: the $500 Fiverr designer will give you a logo file. What we deliver is a brand identity system that's been strategically designed to attract your specific customer, differentiate you from competitors, and support your business goals for the next 3-5 years."

"If you need a placeholder logo to get started, Fiverr is perfect. If you need a brand that becomes a business asset, that's a different level of investment. Which one matches where you are right now?"

"We don't have the budget right now."

"Totally understand. Budget cycles are real. Can I ask: is it a budget issue or a timing issue?"

"If it's timing, I'd be happy to put together a proposal with a start date that aligns with your next fiscal quarter. We can get the discovery and strategy work done now so we're ready to execute when the budget opens up."

"If it's genuinely a budget constraint, I have two options. One, we can scope the project down to your essential needs and phase the rest. Two, we can start with a Brand Strategy Session — a one-day intensive that gives you strategic clarity and a roadmap. It's $[amount] versus $[full amount], and many clients find it gives them what they need to move forward internally."

Early Stage: Friendly Reminder

"Great idea! That [new request] would definitely add value. It's outside the scope of our current agreement, so let me put together a quick quote for the additional work."

"Just to refresh your memory, our current scope covers [original scope]. [New request] is something we can absolutely do — I'd just need to scope it properly and quote it separately so I can give it the attention it deserves."

Mid-Project: Direct Conversation

"I want to flag something. We've had [X] additional requests come in that weren't part of our original scope. I'm happy to accommodate them because I want this project to be amazing, but I need to be transparent: each of these requests adds hours to the project."

"At this point, we're [X hours] over the original scope. I have two options for us:"

"Option 1: We stick to the original scope and deliver exactly what we agreed on. It's going to be excellent."

"Option 2: I put together a change order for the additional work. Based on what you've requested, it would be an additional $[amount]."

"Which direction feels right to you?"

Trigger: 60 days before retainer renewal | Goal: Secure renewal at current or increased rate

The Setup Email

Subject: [Company Name] Brand Review — 6 Months In

Hi [Name],

As we approach the 6-month mark of our Brand Stewardship partnership, I wanted to schedule a brief review call. I'd love to walk you through everything we've accomplished, look at the metrics, and discuss goals for the next 6 months.

Do you have 30 minutes this week or next? I'm free [options].

On the Call

"Thanks for making time. I put together a quick review of what we've accomplished over the past 6 months."

[Walk through: projects completed, brand consistency improvements, any metrics you can share.]

"Looking ahead to the next 6 months, what are your priorities? Any new initiatives, product launches, or shifts in direction I should know about?"

"Based on what you've shared, here's what I'd recommend for the next phase of our work together..."

"Our current agreement is set to renew on [date]. The investment stays at $[amount]/month. I'll send over the renewal agreement today. Any questions about continuing?"

The Rate Increase Conversation (if applicable)

"Before I send the renewal, I want to give you a heads up on something. When we started 6 months ago, we priced this at an introductory rate because we were building the relationship. Based on the scope of work we've been delivering and the value it's creating, the retainer for the next term will be $[new amount]/month. That's still significantly less than hiring an in-house designer, and it reflects the strategic value we've been providing."

"Does that feel reasonable given the results you've seen?"

When a Client Is Unhappy with Direction

"I hear you. Let me make sure I understand exactly what you're feeling. When you look at [the design], what's not sitting right with you?"

[Listen carefully. Don't defend. Take notes.]

"Thank you for that feedback. Here's what I'm hearing: [paraphrase their concerns]. Did I get that right?"

"Here's my commitment: we're not done until you're thrilled. Let me take what you've shared and explore some different directions. I'll come back with [specific next step] by [date]."

"In the meantime, can I ask one clarifying question? [Ask about their vision, inspiration, or specific example that helps you understand their aesthetic.]"

When a Client Is Consistently Late with Feedback

"I want to check in about timelines. Our agreement specifies feedback within [timeframe], and we've had [X] delays in the past [Y weeks]."

"I want to be transparent about what this means: each delay of [timeframe] pushes the final delivery by [timeframe]. I'm committed to delivering excellent work, and I also want to make sure we hit the dates we agreed on."

"Is there something about the feedback process that's making it difficult to turn things around quickly? If there's a way to make it easier on your end, I'm open to adjusting our process."

When a Client Disappears

Subject: Checking In — [Project Name]

Hi [Name],

I haven't heard back from you in [timeframe], and I want to make sure everything is okay on your end.

Just a quick reminder: our agreement specifies that projects pause if feedback isn't received within [timeframe]. We're currently at [X days] past that window.

If you're swamped and need more time, totally understand — just let me know and we can adjust the timeline. If priorities have shifted and you need to pause the project, I'm happy to discuss options.

Either way, a quick response would help me plan my schedule. Thanks!

[Your name]

Initial Outreach (Value-First)

Subject: Idea for [Their Company] + [Your Agency]

Hi [Name],

I've been following [Their Company] for a while and have been impressed with [specific observation — a project, an article, a client win].

I'm [Your Name], founder of [Your Agency]. We specialize in [specific niche] for [target client type]. I noticed that several of our clients have worked with you for [their service], and the results have been impressive.

I had an idea that might be mutually beneficial. A lot of our clients need [partner's service] after we complete their brand work, and I'm guessing some of your clients need brand strategy and design before or during their engagement with you."

"Would you be open to a brief 15-minute call to explore whether a referral partnership makes sense? No pressure — just a conversation."

"I have time [day] at [time] or [day] at [time] if either works."

Best,

[Your name]

On the Partner Call

"Thanks for making time. Let me tell you why I reached out and what I'm thinking."

"We work with [target client type] on [specific design services]. Our clients typically need [partner's service] within 3-6 months of completing brand work with us. I've referred a few to [partner's company type] in the past, but I haven't had a formal partnership."

"I'm guessing you work with [target client type] who occasionally need brand strategy or design work. Is that true?"

"What I'm proposing is simple: when we see a fit, we make a warm introduction. No commissions, no formal agreements, just two people who trust each other's work looking out for their clients."

"If it evolves into something more structured over time, great. If not, we've still helped some clients get better service. What do you think?"

Initial Pitch

"A lot of the companies we work with have the same challenge: they need ongoing design support, but they don't need a full-time designer. Hiring someone at $80K-$100K plus benefits doesn't make sense when you only have 20-30 hours of design work per month."

"But going project-by-project with freelancers is chaotic. Different quality levels, inconsistent turnaround, no one who knows your brand deeply."

"We built our Design Subscription to solve exactly that problem. For a flat monthly fee, you get unlimited design requests with a dedicated designer who knows your brand inside and out."

"Here's how it works: you submit requests through our portal. We work on them one at a time with a [timeframe] turnaround. You can pause or cancel anytime with 30 days' notice."

"We have three tiers depending on how much support you need. The Growth tier at $[amount]/month is what most of our clients in your situation choose. It gives you [specific deliverables and turnaround]."

"Does that sound like it would solve the design challenge you're facing?"

Objection: "What if I don't have enough requests to justify the cost?"

"That's a fair concern. Here's what we've found: most clients think they don't have enough work until they realize how many design tasks they've been putting off or doing poorly in-house."

"Social media graphics, presentation decks, sales materials, email templates, web updates, event banners — when you have a designer on call, you start using design as a competitive advantage instead of an afterthought."

"That said, if you're truly not sure, start with our Starter tier at $[amount]. You can always upgrade if you find you're hitting the request limit. And you can pause or cancel with 30 days' notice, so there's no long-term risk."

Objection: "How is this different from hiring a freelancer?"

"Three key differences."

"First, consistency. Your dedicated designer learns your brand, your preferences, your voice. Every piece of work feels cohesive."

"Second, speed. Our turnaround is guaranteed at [timeframe]. No more waiting a week for a freelancer to respond."

"Third, breadth. One freelancer might be great at social media but weak at packaging. Our team has specialists across every design discipline. Your subscription gives you access to the whole team."

"And when you factor in the time you save not managing freelancers, reviewing portfolios, and fixing inconsistent work, the subscription usually pays for itself in saved time alone."

Clozo Academy Proprietary Curriculum — The Design Agency Growth System

Remember: Scripts are starting points, not cages. Adapt the language to your voice, your market, and your personality. The principles are universal. The delivery is uniquely yours.