Builder's Challenge: How to Close Clients with Better Calls (and Simple Proposals That Build Trust)

Before we dive in, a quick note for new readers: The Builder’s Challenge is my journey to build a ₱100K side hustle. For years, I bought courses and gained knowledge but rarely put it into action. This challenge is my way of breaking that cycle—by learning in public, applying lessons in real time, and sharing the process so you can build alongside me.

In last week’s issue, I wrote about how you should know your market’s problem and how that would affect your income. You can read it here: Builder's Challenge: Stop Selling Skills Start Solving Problems

Now, move on with today’s topic

Most freelancers think the hardest part of freelancing is finding leads.

But even if you get traffic, book calls, and grab attention… it won’t matter if you can’t keep it. It’s like pouring water into a bucket full of holes — everything leaks out.

That’s what happens when you can’t run a solid discovery call. You get interest, but not trust. You send proposals, but they don’t stick.

In my Builder’s Challenge, I promised myself: to change outcomes, I must change inputs. That meant learning the fundamentals of closing.

Guiding the conversations, asking the right questions, and showing clients the path from problem to solution.

The stakes are simple:

• If I don’t learn this, I’ll lose the leads I worked so hard to get.

• I will waste time sending random work

• I’ll get stuck competing on price.

• Worst of all, I’ll fail to build the trust that gets clients to say yes.

But when you get it right, discovery calls stop being stressful. They become the easiest way to show your value.

Here is how to run a discovery call that finds real problems, shows you as the solution, and makes your proposal an easy yes.

The 5 Keys to a Discovery Call That Converts

One of the biggest confidence boosts I’ve had in this journey is learning a proven framework for running discovery calls. Instead of winging it or hoping for the best, I now have a clear path to follow.

Here are the 5 realizations a client needs to reach during a call:

1️⃣ They realize they have a problem. If they don’t feel the pain, they won’t look for a solution.

2️⃣ They realize what they want. Paint the vision of where they’d like to be.

3️⃣ They realize they can’t solve it alone. Otherwise, they’ll keep trying DIY methods.

4️⃣ They realize they need help. This opens the door for collaboration.

5️⃣ They realize they need your help. This is where trust and clarity align — and where closing becomes natural.

I’ve seen this play out in my own calls. Sometimes, an owner will say, “Things are fine right now.” But when I probe deeper, small cracks show up. Those cracks are the real problems.

Once those pain points are clear, the conversation shifts from “we’re fine” to “actually, here’s where we’re struggling.” That shift is everything.

From Call to Proposal — The Simple Strategy Doc That Wins Clients

When people hear the word “proposal,” they imagine a 20-page PDF stuffed with logos, design, and fluff.

But that’s not what wins clients.

What works is a 1–2 page strategy doc that feels like a continuation of your conversation. It proves you listened, understood, and mapped out a clear path forward.

Here’s the flow I use:

• Context → Remind them of their goals in their own words.

• Problems → Outline what’s holding them back and why it matters.

• Focus → Show how you’ll solve those problems (plain English, no jargon).

• Strategy (3–5 Steps) → Walk them through the journey.

• Timeline + Investment → When it happens + what it costs.

• Close → A simple call to action: “Pick your package and let’s go.”

This approach does two things:

1. It makes the value of working with you undeniable.

2. It positions you as a partner guiding them from problem → solution, not just a freelancer doing tasks.

When you combine a discovery call that uncovers problems with a proposal that shows the shortest path to results, closing becomes less about “selling” and more about serving.

Why This Works (And Changes the Game)

Clients don’t want tasks. They want trust and clarity.

When you guide the call with the right questions and then show a simple roadmap, you prove you’re not just another freelancer. You’re a partner who can take them from where they are now → to where they want to be.

The result? You stop being judged on your price or portfolio. Instead, you’re chosen for your ability to solve problems. That’s what closes deals.

Reflective Close — From Vendor to Partner

Here’s the truth I’m reminding myself in this Builder’s Challenge:

Mastering discovery calls + writing simple proposals = mastering how clients see your value.

And for me, that’s huge. I feel more confident now because I finally have a framework to lean on, instead of winging every call and hoping for the best. If I want to change my outcomes, I need to change my inputs.

So here’s my challenge to you this week:

👉 If you’re freelancing, don’t just show your work — show you understand their world.

What’s one discovery question you can ask this week to uncover a client’s real problem?

Reply and tell me your offer — I’ll help you craft a discovery question that ties it closer to revenue.