1d • General discussion
Lesson 5: Stop Writing Free Proposals (The "Paid Roadmap" Strategy)
In Lesson 4, we built guardrails to protect your sanity during the project. But frankly, most freelancers and agencies lose the battle before the war even begins.
How many times have you spent 6 hours crafting a beautiful, detailed, 15-page proposal—outlining exactly how you’ll solve their problem—only to have the client ghost you? Or worse, take your plan and hire a cheaper junior to execute it?
When you give away the strategy for free, you are telling the client that your thinking has no value, only your typing does.
It is time to kill the free proposal. Instead, we are going to sell The Roadmap.
Here is how you reframe the engagement, filter out the "tyre kickers", and get paid for your brain, not just your hands.
Phase 1: The 1-Hour Discovery (The Vibe Check)
The "Discovery Call" is usually a trap where clients try to pick your brain for free consultancy. You need to flip the script.
This call has one purpose: Qualification.
- Do you like them?
- Do they actually have a budget?
- Can you actually help them?
This is on you. Give them 45–60 minutes of your time. Listen to their pain points. Validate their struggles. But do not solve the problem on the call.
The Pivot: At the end of the call, when they ask for a proposal, you don't say, "Sure, I'll send over a quote." You say: "I can see exactly what needs to be done here. The next step is for me to build a Strategy Roadmap. This allows me to do the deep research required to diagnose the root cause and prescribe the right solution."
Phase 2: The Immediate Charge (The Gate)
This is the most crucial moment. You are treating the "Proposal" as a product, not a favour.
You need a standard, ready-to-fire agreement and a payment link (Stripe, PayPal, etc.).
- The Cost: Charge a flat fee (e.g., £500, £1,000, or whatever equals roughly 3–5 hours of your rate).
- The Rule: You do not type a single word of strategy until that invoice is paid.
Why this works:
- It kills tyre kickers instantly. If they won't pay £500 for a roadmap, they were never going to pay £10k for the project. You just saved yourself hours of wasted writing.
- It establishes authority. Doctors charge for diagnostics. Solicitors charge for consultations. Experts get paid to think.
Phase 3: The Roadmap (Small, Medium, Large)
Once they pay, you do the work. You diagnose their issue and build a plan. But you don't just give them one price; you give them options to achieve the goal.
Structure your Roadmap with three tiers of engagement:
- Option 1: The "Do It Yourself" / Audit (Small)
- Option 2: The "Done With You" (Medium)
- Option 3: The "Done For You" (Large)
Phase 4: The Presentation & The Incentive
Never email the Roadmap. Schedule a call to present it. Walk them through your findings. Show them you understand their business better than they do.
Then, drop the ace up your sleeve.
The Incentive: "If you decide to move forward with Option Medium or Large within the next 7 days, I will apply the full cost of this Roadmap as a credit towards your first invoice."
The Result:
- Worst Case: They take the plan and leave. You got paid for your time. No resentment.
- Second Best Case: They realise they need expert help but have a budget constraint. They pick the Medium option.
- Best Case: They are blown away by your paid professionalism, the "credit" feels like a discount, and they sign the Large retainer immediately.
The Bottom Line
Stop hoping for work and start selling solutions. By charging for the roadmap, you signal that you are a serious business. You move from being a "risky expense" to a "trusted adviser."
Next Step: Do you have a generic "Proposal" template? Archive it. Create a "Strategy Roadmap" agreement template (1 page) with a checkout link attached. Reply "Done" when you have it ready to fire for your next lead.
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Lesson 5: Stop Writing Free Proposals (The "Paid Roadmap" Strategy)
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