Get More Calligraphy Clients: How To Nail Your First Phone Call
Getting on an initial sales call with a potential client is one of the fastest ways to turn an inquiry into a booking. But for many calligraphers, it’s also the most nerve-wracking part of the process!
That’s because most calligraphers don’t have a background in sales. You started this business to create, not to lead discovery calls like a corporate sales director, am I right?! But you also wear all the hats in your business, so perfecting the art of that initial first call is an important part of booking clients. And if you want to get more high-paying clients, that initial consultation call after they inquire is often the moment they decide if you’re the right fit. (The bigger the price tag, the more personalized your booking process needs to feel.) So, while you don’t have to love sales calls, you need to get good at them.
The good news? I do have formal training in sales and client success. I spent my entire corporate career advising clients at Fortune 500 companies and later, small businesses. And I can honestly say - you don’t need a fancy script or a sales degree to book more calligraphy clients. You just need a structure that guides the conversation, builds trust, and helps you confidently lead the call (without making it feel like a pitch).
That’s exactly what I’m here to help you do! And if you want to steal the exact call structure that has helped me book wedding calligraphy clients year after year, you can snag my free Client Call Cheat Sheet here.
Where Most Calligraphy Client Calls Go Sideways
Imagine calling your cell phone provider because you’re ready to upgrade. You’re excited, you have a budget, and you know what features you want. But instead of guiding you to the best option, the rep just...chats. No recommendations, no direction - just small talk.
That’d be weird, right?
And yet, that’s exactly how a lot of sales calls go. Because we don’t want to be seen as salesy, we treat it like a chat, not a chance to serve, listen, and develop a relationship. When there’s no plan for where the conversation should go, clients end up driving the call - and that usually means you spend 20 minutes being polite and helpful, but never actually move them closer to booking.
Here’s the thing - most clients are excited and ready to make a decision. After all, they reached out to you for a reason. They just need you to help them get to the right products or services. Having a specific 30-minute structure for how you conduct calls helps you stay on track. It becomes easier to speak to your value, build trust, and position yourself as the expert they’re looking for. And when that happens, “yes” becomes a whole lot more likely.
The One Question You Should Be Asking
One of the easiest ways to take control of the call from the beginning and guide them is by asking better questions. Not just “What are you looking for?” but the kind of question that tells you why they’re reaching out in the first place and hints at their style.
Here’s the one I recommend:
“What’s most important to you about your wedding day?”
This question gets them talking about what they really care about - and gives you exactly what you need to make thoughtful recommendations as you move through your 30-minute call. If they say they want the reception to feel magical and intimate, you can start to dig deeper to understand how that translates to the services you provide. Maybe they want to make sure every guest feels appreciated with a hand-written calligraphy place card, or maybe they would love to have a live engraving station to create that personalized, unforgettable experience. If they describe their wedding as romantic and timeless, I’ll see if they gravitate more towards flowy fabric signs or vintage mirrors - or if they want to mix and match!
Once you know what matters most to them, it’s a lot easier to suggest services and designs that feel aligned with their priorities and budget.
First photo by Paige Vaughn
What I Changed In My Initial Client Call This Year, And Why It’s Worked
Recently, I made a small change to how I approach client calls, and it’s made a huge difference!
Now, before I hop on a call, I create an initial design board based on what the client has already told me. It’s nothing fancy, just a few curated photos that reflect the materials, styles, or signage ideas they mentioned in their inquiry or questionnaire. But clients love it! I can share my screen and walk them through the styles and materials of signs that I’m envisioning for their event. I use the call as a collaborative brainstorming session, so I may add more images to their design board or make notes in the document based on what they tell me.
Sample page from an initial design board
This has done two things:
It helps the client feel seen, like I already “get” their style before they’ve had to explain it again.
It makes the decision process so much faster! Instead of trying to describe every option or have them imagine what a mirror sign might look like, then having to dig around in your photos for one on the call, they can just react to what they’re seeing in the moment.
Because our work is so visual, it helps them quickly see what’s possible for their own wedding, narrows down their preferences, and makes the conversation flow so much more naturally and efficiently. It also sets the tone that you’re prepared, thoughtful, and already investing in them. You don’t need to bring a full proposal or make it super elaborate. Even having a few photos from past clients ready goes a long way.
Help Them Make a Decision (Without the Sales Pressure)
Getting better at sales calls doesn’t happen overnight, but it does get easier with structure and practice. You already have the talent. You already have the clients inquiring. Now it’s just about learning how to guide the conversation with clarity and confidence.
If you want to practice using a proven framework to structure your calls, grab the Client Call Cheat Sheet. It’s the exact call outline I use to keep calls on track, build trust, and help potential clients feel confident booking. Try it on your next call and let me know how it goes!
