Agree a stakeholder map and a useful, permission-based way to answer outstanding questions.
The situation
In this fictional brief, visitors struggle to understand the offer and find the enquiry form. The buyer wants a clear service journey that works on mobile and desktop. Your offer is a focused website redesign, but you must first establish whether its scope addresses the actual need.
A relevant delivery constraint is that existing URLs and necessary integrations must remain accounted for. Treat that as a fact in the exercise; do not remove it to make the sale easier.
| Your counterpart | a founder replacing an ageing company website |
|---|---|
| Offer under discussion | a focused website redesign |
| Evidence available | a clickable prototype of one complete enquiry journey |
| Terms to clarify | Define page count, revisions, content ownership, redirects and maintenance. |
How to approach decision-maker alignment
A useful question for this stage: “What would help you explain this proposal internally?” Ask it when the conversation creates a reason for it, rather than reciting every question in order.
- Map roles rather than job titles alone. Ask your contact how they would like others involved and what information those people need.
- Ground the discussion in the buyer’s work. Ask: “What must a first-time visitor understand before contacting you?” Listen for a concrete example before making a claim.
- Use evidence relevant to the decision: a clickable prototype of one complete enquiry journey. Explain what it demonstrates and what remains unverified.
- Agree a stakeholder map and a useful, permission-based way to answer outstanding questions.
Example exchange
An illustrative exchange. Real conversations will take a different path.
SellerWho will use the result, and who needs confidence in the decision?
BuyerOur concern is that visitors struggle to understand the offer and find the enquiry form. Also, existing URLs and necessary integrations must remain accounted for.
SellerWhat must a first-time visitor understand before contacting you?
BuyerA template would cost much less.
SellerA template may be enough. Let us list the journeys and integrations you need, then compare the work each option actually includes.
SellerWhat would help you explain this proposal internally?
An industry-specific concern
Buyer: “A template would cost much less.”
Possible response: “A template may be enough. Let us list the journeys and integrations you need, then compare the work each option actually includes.”
Why this response helps: it acknowledges the concern, brings the discussion back to a verifiable requirement and leaves room for a different decision. Adapt the wording to what the buyer actually said.
Run the practice
- Prepare for two minutes. One person takes the seller role and one plays a founder replacing an ageing company website. Read the offer and constraint separately from your preferred answer.
- Have a five-minute conversation focused on understand who uses, evaluates, funds and approves the work without dismissing the person in front of you. The buyer should answer consistently with the brief and ask for evidence when a claim is vague.
- Add this challenge: Your contact supports the idea but cannot share an approver’s details. Offer a concise decision brief they can use.
- Pause for feedback. Quote one useful question and one missed opportunity. Repeat the difficult exchange using a different response.
- Finish by writing the actual agreement. A sensible option, when it fits, is to prototype one high-value service page and its enquiry flow. A clear decision to pause is also a useful outcome.
What to avoid
| Common mistake | Asking to bypass your contact because they are not the final approver. |
|---|---|
| A stronger direction | You know the internal process best. How can we help you prepare a useful discussion with the other stakeholders? |
| Scope and claim boundary | Do not promise conversion gains without a measured baseline and suitable comparison. |
| What to measure in real work | completion of the intended enquiry journey in a usability review. Establish a baseline and definition before interpreting a change. |
Your working sheet
Write your own version below. Notes are saved on this browser when local storage is available. Use Download to keep a separate copy; avoid adding confidential information on a shared device.
Example: visitors struggle to understand the offer and find the enquiry form; existing URLs and necessary integrations must remain accounted for.
Example: What would help you explain this proposal internally? Industry question: What must a first-time visitor understand before contacting you?
Example: a clickable prototype of one complete enquiry journey. Do not promise conversion gains without a measured baseline and suitable comparison.
Example: Propose a clear next step, such as: prototype one high-value service page and its enquiry flow. Confirm the owner and date.
Review your work
Tick only what you can support with your answer or practice. This is a reflection checklist, not an automated assessment.
Questions about this resource
Who is this web design studios exercise for?
Founders, salespeople and account managers preparing for a conversation about a focused website redesign. Adapt the brief to your real offer and authority before using it at work.
Can I use the example as a script?
Use the questions as prompts. Listen and respond to the buyer’s actual meaning. The target is to understand who uses, evaluates, funds and approves the work without dismissing the person in front of you, not to deliver a memorised speech.
How should I assess the result?
Agree a stakeholder map and a useful, permission-based way to answer outstanding questions. Use the three review questions below. The checklist is for reflection; it is not a validated prediction of sales performance.
Fictional training scenario. The dialogue illustrates response choices; it is not a customer testimonial or a record of a real sale. About these resources.