Asking the right questions of a prospective client is crucial. These questions help you filter out non-ideal clients right away. They also save time by clarifying the client’s expectations for you and their project. This clarity allows you to be very specific and effective when writing your project proposal. Remember, you are the CEO of your firm. Mastering the art of sales is essential for building a successful design practice. Your time is valuable. Don’t waste your time—or the client’s—if a partnership is clearly not a good fit. A discovery call can help vet clients quickly and efficiently!
What is a Discovery Call?
A discovery call is a key part of the interview process and should help determine whether you proceed. The client will evaluate whether your fees fit their budget, as well as check availability and timelines. They will also be judging if your creative vision matches their own. On your end, the discovery call can be an opportunity to decide whether the client and their project are the right fit for your firm. Evaluate their personality fit as well as their budget, style, timelines, scope, and other possible considerations.
What often separates successful designers from unsuccessful ones is that the successful ones have a filtering process that asks the right questions. This process ensures they are accepting only their ideal clients–not just anyone who contacts them.
Prequalify Your Clients
To help save time and more effectively attract ideal clients, consider ways to prequalify prospective clients before the discovery call.
- Make sure your website is informational and educational. Put as much information as possible in your FAQs on your website to operate as an initial filter. Explain how you work, such as whether you require all purchases to be made through your firm. If you have a minimum size project you will accept, share that on your website. If you specialize in certain types of design or locations, include that as well.
- Mandatory Pre-Call Form: Require prospective clients to fill out a short but specific questionnaire covering location, project type, and a minimum project range. Be sure they fill this form out before you set up the call.
- The Non-Negotiable Email: Send a confirmation email reminding them of the firm’s minimum engagement requirements and clarifying the purpose of the call. In other words, it is not a free consultation but rather a mutual qualification. You want to get their permission for either of you to walk away after your interview if either of you feels it is not a good fit.
So what are some of the questions that can help you avoid negative outcomes and instead produce a successful project?
Question #1
What is the primary feeling you want to achieve with this investment, beyond the style?
You want to discover a client’s emotional drive behind pursuing this project. Yes, you will craft a beautiful space for them, but why do they want it? Has it been a long-time dream, and the finances finally made sense? Are they recent empty-nesters trying to design a post-children space? Or does the design connect them to their family or community in some way? It’s important to align their values with your process. Ideally, they will mention quality of life, lifestyle, family connection, or legacy. You want responses and reactions that are personal—not just trends, magazine photos, or Pinterest boards. If they are focused on comparing costs or listing stylistic demands without mentioning the impact, then consider these warning signs.
Question #2
What is your experience working with professional design or architectural firms, contractors, or consultants?
During your discovery call, look for specific responses. You want clients who respect clear contracts and a defined division of labor. Their answers should also indicate an appreciation for a streamlined workflow—not a “design as you go” approach.
Pay close attention to any complaints they have about previous professionals; these can be major red flags. Do their answers suggest they have control issues or struggle to make decisions? Do they reveal a tendency toward “design by committee,” constantly getting input from the entire family for simple choices?
Question #3
If we start on your project today, what is the latest date it can be completed? What is driving that timeline?
You want to assess whether a client’s timeline is realistic and rate their understanding of the construction/procurement pipeline. Do they expect miracles? Their response will help you evaluate their understanding of industry lead times or potential delays. This isn’t the end of the world, though; they may just be unaware of the industry. But if the client does not accept your explanations of a realistic timeline, that is a major red flag. You are looking for warning signs around realistic timelines. Do their answers tend to indicate there will be potential friction and inevitable scope creep?
Question #4
What is the full investment range you have reserved for this project?
This question is an extremely important part of the discovery call. It’s critical to push a concrete budget discussion early on and qualify financial commitment. It is also important that you ask this question neutrally and from a position of confidence. Use a pre-determined range from the information on the initial form they filled out. Ideally, you are looking for an answer with a clear, defined number or a range at or above your minimum. If they are vague or defensive, consider those red flags. If they are not forthcoming with a number or don’t agree to any of your proposed ranges, then they either don’t respect your pricing or they’re not confidently ready to move forward. You shouldn’t be expected to start a project without a clear budget.
Question #5
Based on our firm’s process, what is your primary concern or hesitation about moving forward?
The goal here is to identify potential objections or possible misunderstandings about trust, budget, or timeline as soon as possible. This approach allows you to address and clarify potential issues. Or, if the concerns are insurmountable, this step can indicate that it’s not worth engaging with this project. The kind of responses you are looking for would be questions about the process, delegation, or the next steps. If, instead, they are focused on fees or trying to negotiate the terms of the contract on the first call, then recognize these as red flags.
Next Steps
If at the end of the discovery call, the responses to all five questions are positive, then it is time to clearly outline the next step. Usually that would be setting up the Paid Strategy Session or the Formal Proposal Creation.
If the responses seem to indicate the alignment with the potential client is not ideal—particularly related to budget or trust—use a polite, firm phrase to exit. You might say, “Based on the timelines you stated, I don’t think we are the right fit for your needs, but I can suggest a different route.” It is always best to end on a positive note, and look for ways that you can leave the client satisfied, even if the project didn’t pan out.
By interviewing prospective clients, you are seen not as a service provider but as an expert who is sought after. This process saves time and money in the long run and leads to building relationships with ideal clients who will hopefully refer additional ideal clients. Remember, you wouldn’t hire a team member without a thorough interview, so why take on a project, no matter how large, without making sure it’s a good fit?