Hey there, I’m Crystal — a content marketing strategist, travel blogger, and self-published author who lives for helping small biz owners get their content game together so they can be seen, grow their audience, and make more sales.
Today I’m going to show you my sales process from start to finish. AKA How I Attract Dream Clients, Book Discovery Calls & Land Aligned Projects. If you’ve ever wondered what it’s like to work with me or how I land my dreamy clients who actually want help with blogs, SEO, email, and even book publishing — this post is for you! I’m pulling back the curtain and giving you the full run-down of my sales process, from that first online interaction all the way to onboarding and project kickoff.
Step 1: The Search Party
Marketing isn’t just about waiting for people to come to you — sometimes, you have to go out and find them. That’s where the hunt begins. And honestly, it’s exciting not knowing where my next client is going to come from. Is it going to come from a Facebook Group? My email list? A client referral?
Each week, I (along with my assistant) scroll through Facebook groups and online communities looking for folks who are stuck in their content, overwhelmed with launching, or just plain tired of doing it all alone. We’re specifically looking for people who need help with:
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Blogging & content writing
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SEO strategy
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Social media & email marketing
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Self-publishing books (Amazon + IngramSpark FTW)
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Backend biz support like funnel building, websites, and more
Usually these people are posting that they need help or asking questions that align with those topics and we answer them to drive conversations and showcase that we’re the experts in that niche. Once we find someone who’s a great match, we engage with their post, slide into their DMs (nicely, of course), or they reach out to me first. The goal? To guide them to the next step…
Step 2: Booking the Discovery Call
Interested folks head to my Calendly link to book a free 30-minute call. Before the call, they fill out a short and sweet intake form that helps me get a feel for their vibe, goals, and whether they’re ready to invest.
Here’s a peek at the questions:
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What are your biggest business struggles?
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What’s your current monthly revenue?
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Are you willing to invest $650+ in marketing support?
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And my personal favorite: “What inspired you to book this call today?”
This pre-call form sets the tone — it tells me what stage they’re in and shows them that I take their time (and mine) seriously.
Step 3: The Call That Changes Everything
We hop on a phone call (or Zoom if they reside outside of the USA) Zoom and I walk them through my signature discovery script. Only, they don’t know that – we just have a guided conversation with the following questions to help ME stay on track.
This isn’t a high-pressure sales pitch — it’s a genuine convo where I ask questions like:
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“What’s not working in your business right now?”
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“What’s your dream content strategy look like?”
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“Have you tried anything in the past that flopped?”
I also take a minute to introduce myself, explain what I do (marketing strategy + implementation), and sprinkle in some personal touches — like how I’ve self-published multiple books and have helped funeral homes, personal trainers, and even travel bloggers elevate their content.
By the end of the call, I’ll summarize what I think they need, explain which of my offers fits best (hourly retainer or flat rate package), and outline the investment so there are no surprises.
Step 4: The Pricing Chat (A Make-or-Break Moment)
Let’s talk about that part of the call — pricing.
Here’s the thing: not everyone is ready. And that’s okay.
If they say YES? 🙌 Amazing! I move them into onboarding mode (more on that in a sec).
If they hesitate or aren’t ready to commit, I gently ask:
“What feels like it’s not quite the right fit for you right now?”
Sometimes it’s timing. Sometimes it’s budget. And sometimes they just need a smaller option. I offer alternatives like:
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My strategy sessions
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Digital courses
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Or a custom proposal for a one-off project if it makes sense
I never push. I give them space and remind them that I’m here when they’re ready. Because aligned clients come back when the time is right.
Step 5: Onboarding Like a Pro
When they say “Let’s do it!” I move quickly to keep the momentum going. Here’s what happens:
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Contract: Sent via HoneyBook (super simple and secure)
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Invoice: Sent via Wave (lower processing fees = a win for us both)
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Welcome email: I personalize it, like this one I sent recently:
“Hope you’re enjoying the holiday weekend! We just got back from Costa Rica last night so I’m catching up today and wanted to get this over to you so we can get the ball rolling!”
They get everything they need — start date, timeline, how to send me content, and what to expect from me week-to-week.
Step 6: Doing the Damn Thing
This is where the fun begins. Whether we’re:
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Writing blog posts to boost SEO
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Setting up email automations
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Creating a content calendar
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Publishing a book on Amazon
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Or planning a multi-month launch…
I’m in it with them. Every client gets weekly updates, detailed hour breakdowns (for retainer packages), and tons of strategy support to keep things moving. I’m not just a marketing expert — I’m their teammate, cheerleader, and sounding board.
Why It Works
What makes my sales process so effective?
✅ It’s personal, not pushy
✅ It filters out non-ideal clients early
✅ It builds trust before money changes hands
✅ And most importantly — it’s fun and human
Marketing your own biz shouldn’t feel scary or salesy. I’ve built a system that lets me connect with the right people, offer real solutions, and build relationships that last.
So, if you’re a service-based biz owner feeling stuck, overwhelmed, or just too busy to do all the things, I get it. Let’s talk. Book a free call and let’s figure out what your next best move is.
👉 Click here to book your free discovery call with me.
I’d love to hear your story.
P.S. Whether we work together or not, I hope this post gave you a peek at how running a heart-led business can be streamlined, joyful, and actually lead to real results.
