Clients who respond to promotional material that clearly describes your product strengths are naturally qualified contacts - and ready to buy. Focus on a client's problem When a potential client contacts you, forget that they need a Web site. Perhaps they have been delegated to find a designer and they really just need to check that job off their list. Maybe they are looking to open a new market for their product. Talk to them, not about how the navigation will work, but what they need to accomplish.
Any Web site is just a tool to solve a problem.
If you can determine what your client's problem is and prove to them that you can solve that problem, the sale will follow naturally. A good client does not really care how you do what you do, no matter what they say. In fact, technical talk can be a deterrent to closing a sale. Remember that clients are not Web experts - that is why they are talking to you. Concentrate on what the client needs to accomplish, not how it will be done.