Why I Get Naked on Every Sales Call (And Close 80% of Them)

A few weeks back, I got this text from a client's assistant about an hour after our discovery call:

👉 No negotiation.

👉 No "let me think about it."

👉 No tweaks to my proposal.

Only that “they’re appreciative of my consulting expertise” 🤷

They wired me the first month's retainer that same day, I was fired up!

So what happened on that call? I broke every "sales" rule in the book. Instead of telling them why I’m qualified for the gig and showing off my case studies, I spent most of the call giving away all my best ideas.

I walked them through an entire strategy. I showed them exactly what I'd do in their first 90 days. I even sketched out the campaign structure and targeting approach I'd use.

Most freelancers would think I'm crazy. "Why give away your best strategies for free? What if they just steal your ideas and hire someone cheaper to do it?"

But here's what actually happened: By the end of the call, they weren't thinking about my fee anymore. They were thinking about results.

That's the power of "consult, don't sell" - and it's the reason I close 80% of my discovery calls.

‍

The "Getting Naked" Strategy

No, I don't literally strip down on Zoom calls (that would be a different kind of problem).

"Getting naked" is a concept I learned from Patrick Lencioni's book "Getting Naked" back in 2021. It completely changed how I approach "sales" calls.

The idea: Instead of protecting your expertise like some precious secret, you get vulnerable. You share your best thinking upfront. You focus on solving their problem, not on closing the deal. You “consult, not sell.”

Lencioni argues that the best consultants "get naked" by overcoming the fear of losing the business.

When you overcome this fear and lead with genuine value, something magical happens: clients stop seeing you as a vendor and start seeing you as a trusted advisor.

‍

Why Most Freelancers Hold Back

The traditional fear goes like this: "If I share my best strategies on the discovery call, they'll just take my ideas and do it themselves or hire someone cheaper."

This scarcity mindset kills more deals than it protects.

Here's what actually happens when you hold back:

• Your expertise remains invisible
• Clients can't differentiate you from other freelancers
• The conversation stays focused on price instead of value
• You sound like every other freelancer who's "saving the good stuff for later"

Remember my advice about avoiding client red flags? Well, clients who would steal your ideas and hire someone cheaper are exactly the red flag clients you don't want anyway.

‍

The Psychology Behind Getting Naked

When you give away your best thinking upfront, three things happen:

1. You demonstrate expertise better than any portfolio
Talking about results is one thing. Showing your strategic thinking in real-time is another.

2. You show you're focused on their success, not just getting paid
This builds trust faster than any testimonial or case study.

3. Clients think: "If this is free advice, imagine what I get when I pay"
Instead of worrying about your fee, they start worrying about losing access to your expertise.

‍

The "Consult, Don't Sell" Framework

Here's my Discovery Call Framework That Lands $5K/Mo Clients:

Before the call: Research their business, competitors, and current marketing. Come prepared with genuine insights, not generic questions.

During the call:

• Ask about their biggest challenges
• Share what you've noticed about their current approach
• Walk through exactly what you'd do to solve their problems
• Give them actionable advice they can implement immediately

The key: Focus on solving their problem in real-time, not on selling your services.

When you lead with value, people remember you and refer you. This is also exactly how you build a network that consistently sends deals your way.

‍

What Getting Naked Actually Looks Like

On that call I mentioned in the intro, here's what I shared for free:

• A complete audit of their current Facebook ad account
• Three specific creative angles they hadn't tested
• A clever idea for a landing page
• The exact audience targeting strategy I'd use
• A 90-day roadmap with specific milestones

Most freelancers would save this for "after they sign the contract." I don’t.

‍

Your Action Step

This week, prepare for your next discovery call differently:

1. Research the prospect thoroughly - Look at their current marketing, competitors, recent news
2. Come with ideas, not just questions - What do you notice that they might not see?
3. Prepare to give away your best thinking - What would you actually do if you were running their marketing?
4. Focus on their success, not your sale - How can you help them win, regardless of whether they hire you?

If you're still stuck in a corporate job dreaming of this kind of client relationship, check out why freelancing is actually safer than a 9-5 - this consultative approach is only possible when you're building your own business.

‍

The Bottom Line

Getting naked (metaphorically) wins more clients than playing hard to get with your expertise.

The freelancers who hoard their knowledge are the ones constantly competing on price. The ones who lead with value are the ones clients can't afford to lose.

Your expertise isn't something to protect - it's something to showcase.

Stop worrying about giving away too much. Start worrying about not giving away enough.

--

Want more freelance marketing tips that actually work?

Subscribe to my newsletter and get actionable freelance marketing strategies delivered to your inbox weekly.