When I first launched my logo design business, Logo Geek, I was juggling it with a full-time job that included long commutes. My available work hours were limited to late evenings and weekends, which meant that phone calls during the day were out of the question. Given these constraints, I developed a system for managing client inquiries that allowed me to keep my business running efficiently while still working full-time.
At first, when I received an email inquiry, I would reply with a detailed template message. This included an overview of my design process, pricing information, and an estimated delivery timeline. This approach wasn’t the most personal, but it was a time-saver. I could easily copy and paste the template and tweak the opening lines to make it feel slightly more personalized. Although it lacked the personal touch of a phone call, this method worked surprisingly well. I was only able to take on a couple of projects at a time, so this was sufficient to keep me busy without overwhelming my schedule.
However, as my logo design business grew and I transitioned into it full-time, my approach to sales evolved significantly. When I was working a day job, money wasn’t as much of a concern—my main priority was simply gaining experience and managing the business in my limited spare time. But when I switched to full-time design work, I needed to generate consistent income, meaning that every client inquiry became an opportunity I couldn’t afford to waste.
At this point, I realized that potential clients were likely reaching out to several designers. Some were looking for the cheapest option, while others sought the best value for their budget. This shift in perspective meant that each interaction had to be treated as a chance to demonstrate my expertise and build trust. I knew that in order to stand out, I needed to go beyond just providing a price and timeline. I now respond to email inquiries with a short, personalized message, expressing my excitement about the project and inviting the client to schedule a call to discuss it in more detail.
The Importance of Direct Communication
Once a client agrees to a call, I make sure to approach the conversation with enthusiasm and professionalism. When they answer the phone, I greet them warmly by saying something like, “Hello [client’s name], this is [your name] following up on our email exchange. Is this still a good time to talk?” If they’re available, I start by asking a simple but open-ended question: “Although you provided an introduction in your email, would you like to go over how I can assist you with your project?”
This allows the client to explain their needs and challenges in greater detail, which not only helps me better understand their vision but also makes them feel heard and valued. I take notes as they share their story, and once they’ve finished, I take the opportunity to explain my process and how I can help solve their design challenges. I also ask if they have any questions or if there’s anything they would like me to clarify.
At this point, most clients will ask, “How much does it cost?” This is where I confidently share my pricing, explaining how I structure my fees. I require 50% of the total fee upfront to schedule the project and the remaining 50% upon approval of the design. After presenting this information, I pause and let the client process it. It’s important to remain confident and not feel pressured to lower your price. Let the client consider their options before moving forward.
Navigating Client Responses and Expectations
The next phase of the conversation can take different directions. Ideally, the client will express interest in moving forward and ask what the next steps are. Sometimes, they may need to ask further questions before making a decision, and on occasion, they’ll want to take more time to think things over or consult with a team or business partner.
In these situations, I send a detailed proposal document outlining the project’s scope, timeline, and costs. This allows the client to review the terms at their own pace. Occasionally, clients may find that the price exceeds their budget. In such cases, I always ask what budget they had in mind and, if their figure is reasonable, I may consider negotiating the price. However, if the project is still a good fit for me, I aim to be helpful and direct them to other resources, wishing them the best with their project.
Being friendly, approachable, and willing to help, even when a project falls outside your price range, can pay off in unexpected ways. I’ve had several clients who, after initially backing off due to budget constraints, returned with the necessary funds after gaining trust through our positive interaction.
The Value of Listening Before Quoting a Price
One common piece of advice in the design industry is to discuss the client’s budget as early as possible to avoid wasting time. While I understand the reasoning behind this, I prefer to first dedicate about 15 minutes to listening to the client’s needs and discussing my design process. By doing so, clients have a better understanding of what makes my services distinct from cheaper alternatives. This approach often makes them more comfortable with my pricing when it’s revealed later in the conversation.
How to Set Your Prices
When you’re just starting out in logo design, you likely won’t command high rates. This is perfectly normal and part of the learning curve. Think of each project as an investment in your future. Early opportunities are more about gaining experience than making a profit, and as you build your portfolio and confidence, you can gradually increase your prices. Only when you’ve established a strong reputation and a solid portfolio should you start charging higher rates. Building a career in logo design is a long-term game, and each project, no matter how small, contributes to your growth.
Ultimately, selling logo design successfully is about understanding your clients’ needs, demonstrating your expertise, and building trust. With practice and a genuine approach, you can create lasting relationships with clients who return to you for future projects and refer you to others.
