Free Discovery Call Template for Creative Agencies [Docs / DOCX]

This template helps you qualify better clients, win more projects, and save time on e​​very sales call.

Discovery calls can feel overwhelming for creative agencies. You need to understand the client's business, find their real problems, check if they're a good fit, and set clear expectations. All while building trust and showing your skills.

Most discovery call templates are for product salespeople, but creative work differs. You're not just selling services, you're partnering with clients to solve complex brand and design problems that require deep understanding and creative thinking.

This guide gives you everything to run professional discovery calls that creative agencies use. You'll get a clear framework, real questions to ask, and a discovery call template you can customize.

What is a Discovery Call?

A discovery call is a conversation between a creative agency and a potential client to learn about each other and see if they're a good fit. Instead of trying to sell right away, the agency asks questions to understand the client's business, problems, and goals. This helps both sides decide whether to work together before starting any projects. 

Why Creative Agencies Need Special Discovery Calls

Creative agencies solve complex problems with custom solutions, not standard products. Discovery calls are essential because:

• Trust enables creativity, and creative work requires client trust. Asking thoughtful questions instead of pitching builds the foundation for successful partnerships.
• Real problems hide beneath requests. Clients ask for what they think they need, but discovery calls reveal deeper issues that lead to better solutions.
• Collaboration determines success. Creative work needs teamwork. Discovery calls test if you can work well together and match their style.
• Wrong clients waste time. Discovery calls identify serious clients with realistic budgets who value creative expertise.
• Custom problems need custom solutions. Every client's challenges are unique. Discovery insights create tailored proposals instead of generic services.

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Common Creative Discovery Call Challenges

• When clients minimize their needs, dig deeper. Ask about their target audience, brand goals, and marketing plans. They often need a complete brand identity but don't know it yet.
• Watch for scope creep signals like "and maybe we could also..." or "it would be nice if..." Ask about priorities and timeline, then clearly define what's included.
• When clients only care about cost, shift to value and results. Ask about past cheap design experiences and how professional creative work fits their business goals.
• Identify all decision-makers early. Ask, "Who else reviews and approves creative work?" and "How do design decisions get made here?" This prevents unexpected approval surprises later.
• Get specific direction from vague clients. Those who say, "We'll know it when we see it," usually mean endless changes. Ask, "Can you show me designs you love and hate?"
• Understand their feedback style. Ask "How do you usually give feedback on creative work?" Some want detailed notes, others prefer calls. Understanding this prevents project miscommunication and aligns with client communication best practices.

The Complete Discovery Call Template

Pre-Call Preparation

• Research the client beforehand. Study their business, industry, competitors, and recent news to ask thoughtful questions and show genuine interest.
• Plan and share the call structure. Outline the agenda, including understanding goals, sharing thoughts, and discussing next steps.
• Build trust and rapport. Start with warm introductions and show genuine curiosity through active listening.

Discovery Call Questions

This sales discovery call template focuses on asking open questions. Avoid yes/no questions that stop conversations.

Business & Brand Understanding

These b2b discovery questions help understand their brand:

• "What's your brand story, and how do customers see you now?"
• "If your brand were a person, how would you describe their personality?"
• "What creative work or brands inspire you? Can you show me examples?"
• "How do customers talk about your brand online or in reviews?"

Creative Project Needs

• "What's the biggest creative challenge you're facing right now?"
• "Tell me about creative work that didn't turn out how you expected. What went wrong?"
• "How do you usually work with creative teams? What works well and what doesn't?"
• "What creative assets do you have now, and what's missing?"

Design Direction & Preferences

• "How would you describe your ideal design style in three words?"
• "What colors, fonts, or visual styles do you love or hate?"
• "Do you have brand guidelines, and how well does your team follow them?"
• "What creative materials do you need regularly?"

Goals & Success Measurement

• "What would successful creative work look like for your business?"
• "How do you measure if a design project worked?"
• "What's your timeline for this project, and what are the key milestones?"

Process & Decision Making

• "Who needs to approve creative work, and how do they make decisions?"
• "How many people give feedback on creative work?"
• "What's your budget range and timeline for this project?"
• "How do you see us working together over time?"

Sales Call Process

This client onboarding call script emphasizes listening and asking questions:

• Pay close attention to what the client says, repeat what you heard to confirm understanding, and ask follow-up questions based on their responses to uncover their real problems.
• Before selling, focus on understanding their actual needs. Demonstrate how your services address their specific issues rather than listing general benefits.
• Summarize your conversation's key points and agreements, propose clear next steps such as sending a proposal or scheduling a follow-up meeting, and ensure the client feels you're partnering as a team. Organizing these insights in a client portal ensures nothing gets lost. Learn more about how to keep track of client information.

45-Minute Discovery Call Agenda

Use this discovery call template structure for consistent results:

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Pre-Call (5 minutes)

Use this discovery call checklist:

• Research the client's website and recent company news.
• Review their current branding and social media.
• Prepare three business-specific questions.

Opening (5 minutes)

• Introductions and agenda overview.
• Set expectations: "I'll ask questions to understand your needs, then discuss if we're a good fit."

Business Background (10 minutes)

• Ask about their business and what they do.
• Understand their current brand story and customer perception.
• Learn about their target audience and how customers discover them.

Creative Situation Assessment (15 minutes)

• Explore their brand personality and visual preferences.
• Review existing creative assets and brand guidelines.
• Discuss past creative experiences - what worked and what didn't.
• Ask about their feedback process and working style preferences.
• Identify their biggest creative challenges and project needs.

Goals & Next Steps (10 minutes)

• Define what successful creative work looks like for their business.
• Understand how they measure design project success.
• Discuss budget range, timeline, and decision-making process.
• Explore ongoing creative needs and partnership potential.
• Summarize key points and agree on next steps.

Post-Call Follow-Up

• Send a personal follow-up email that covers what you talked about, shows you understand what they need, and lists what happens next. 
• Follow proven client onboarding best practices to ensure a smooth transition from prospect to active client.
• Use this chance to share extra helpful information or tips that could be useful to them.

Managing Client Information

A sound, creative agency client intake system organizes all discovery insights, client files, and project timelines in one central system rather than scattered across emails and notes. Having a central client portal where all brand assets, guidelines, and project files live makes it easier for agencies and clients to maintain consistency throughout the creative process.

55 KNOTS, Australia's leading creative agency run by ex-Ebay creative director Benjamin Williams, transformed its operations using ManyRequests to manage everything from discovery notes to final deliveries. After four years with this approach, it has grown from a startup to 40+ employees while maintaining high client retention. 

Frequently Asked Questions

How do I structure a discovery call? 

Plan your discovery call with these steps: prepare beforehand, build a friendly connection, ask open questions to learn about them, check if they're a good fit, and end with clear next steps. Make it a real conversation where you listen more than you talk.

What questions should I ask on a discovery call? 

Ask questions to learn about their business situation, what problems they face, what they want to achieve, how they make decisions, and how much money they can spend. This helps you know if you can help them and how to approach them.

Conclusion

Discovery calls build the foundation for successful creative partnerships by clarifying clients' needs and expectations. Use this guide's framework and questions to structure your conversations, but keep them natural and genuine. Practice with your team so the questions feel comfortable during real calls.

Most importantly, organize all your discovery insights in one central system instead of scattered emails and notes. 

ManyRequests lets you focus on delivering outstanding creative work instead of hunting through files. Try it free for 14 days (no credit card required) and discover how it can streamline your client management process.

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