In luxury and creative consulting, the sales dynamic is inverted compared to standard B2B:
This is how Maria Brito built a 7-figure art advisory business — letting the work speak through Instagram, converting followers into high-net-worth clients. Heather Bullard did the same: 20 years of editorial credibility → sold-out international workshops.
This is the 30-minute free call. The goal is to qualify the prospect and set up the paid engagement — not to solve their problem.
[0–5 min: Warm-up & listen]
Marie: "Tell me about what you're working on. What made you reach out?"
→ Let them talk. Take notes. Identify: what type of client are they? What's their budget range? How serious are they?
[5–15 min: Understand their situation]
Marie: Ask targeted questions:
[15–22 min: Show credibility (not strategy)]
Marie: "I've done this twice — in Beirut and London. The Beirut space, for example, we set up two studios and a community program in [details]. In London, we have a 400 sq ft project space that hosts rotating exhibitions. Every project is different, but the core challenges — artist selection, programming, community building — are consistent."
→ Share 1–2 concrete stories. Show photos if on video. This builds trust without giving away strategy.
[22–28 min: Present options]
Marie: "Based on what you've described, I think there are a few ways I could help:"
Marie: "I'll send you a short overview of the options with pricing. Take a look and let me know what feels right."
[28–30 min: Close]
Marie: "It was great learning about [their project]. I'll follow up with the details by [day]. If you have questions in the meantime, just email me."
→ Follow up within 24 hours with a clean 1-page overview of the relevant tier(s). Not a formal proposal — a simple, branded PDF.
When a prospect moves past the discovery call, send a formal proposal. The three-option structure shifts the conversation from "should we hire you?" to "which level of engagement is right?"
Clean, branded. "Artist Residency Program — [Client Name]"
Paraphrase what they told Marie on the discovery call. Show she listened. "You want to launch a seasonal artist-in-residence program at your hotel in [location], targeting [audience], with a goal of [differentiation/content/cultural credibility]."
Option A (Advisory): 6-week remote advisory → Residency Blueprint. €3,000–€4,500.
Option B (Project): Marie designs + oversees the first edition. €10,000–€20,000.
Option C (Partnership): Ongoing creative direction. €4,000–€6,000/month.
Present C first (anchoring), then B (the sweet spot), then A (the entry point).
1–2 paragraphs + photos from the Maison Pan project most relevant to this client. Concrete results, not abstractions.
"If we start by [date], you'd have [deliverable] by [date]. To proceed, we'd sign a simple engagement letter and begin with a 50% deposit."
| Objection | Response |
|---|---|
| "Can you just give us a few tips on the call?" | "I'm happy to share what I've learned generally — and I do that in my content and talks. But designing something specific to your space, your brand, and your audience — that's what the advisory program is for. It's the difference between reading a recipe and having a chef design your menu." |
| "That's more than we expected to pay." | "I understand. The advisory package (€3K–€4.5K) gives you a complete blueprint you can execute independently — it's designed to be the most cost-effective option. What budget range were you thinking?" Then adjust scope, not rate. |
| "We need to think about it." | "Of course. I'll send the overview by email. My calendar tends to fill 4–6 weeks out, so if the timing works, let me know by [date] so we can secure a start date." Scarcity without pressure. |
| "Can we do fewer sessions for less?" | "Absolutely. I can do a focused 3-session diagnostic for €1,800–€2,500. You'd get a written assessment and recommendations, though not the full Blueprint. Want me to adjust the proposal?" |
| "We just want you to find us artists." | "I can do artist sourcing as a standalone service — €500–€1,500 per round depending on scope. But in my experience, the artist selection only works well when the program concept is solid first. Would it make sense to start with a quick concept session?" |
Write up 2–3 case studies from Maison Pan (Beirut launch, London space, a specific exhibition or artist collaboration). Include photos, outcomes, what made it work. These become the sales collateral.
A clean, branded PDF: "Maison Pan Consultancy — Artist Residency Design & Advisory." Three tiers. Two case studies. One testimonial. Contact info. This is what gets sent after the discovery call.
Email the people who've already asked Marie for help. "I've formally launched a consultancy arm. Here's what I offer." These are warm leads — they raised their hand unprompted. Convert them first.
Publish 2–3 pieces about the artist residency industry trends — what makes a good program, common mistakes, hotel programs as the fastest-growing segment. LinkedIn + Instagram. Establish Marie as the voice on this topic.
Close the first advisory package or pop-up project. Document everything. This becomes the fourth case study and validates the pricing.