Once I get introduced to a customer, I make it a point to break through some of their frustrations and hesitations that they've accumulated from dealing with impersonal designers in the past.
After things are lightened up, I ask them a series of clarifying questions, to try and get a better idea of what it would take to make their dream become a reality.
Once I have a perfectly clear idea of where they want to go and how I plan on getting them there, I write up a detailed, no obligation proposal that includes a description of what I plan on doing, a timeline, and how much it will cost.