FROM INITIAL CONTACT TO

CLOSED DEAL - AN EMAIL

COMMUNICATION CASE
STUDY
F ARAZ A HMED AKA FARAZ THE WEB GUY

Copyright © 2024 by Faraz Ahmed.

Follow me on Facebook:

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My website:

https://farazthewebguy.com/
TABLE OF CONTENTS

What is this case study about?

Email Communication
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About the Author
WHAT IS THIS CASE STUDY ABOUT?
"Business is about cherishing those you work with and
delivering more value than they could possibly expect."

I recently received an international inquiry about

developing a new website through my website's contact
form. We exchanged messages regularly, and I never once
brought up my service charges, packages, or any costs. It
was like talking to a friend: one sharing his business
dreams, the other offering insights into the pros and cons of
those dreams, discussing the revenue model, and planning
for the business's future.

Eventually, the person asked about my rates. That’s when I

introduced my pricing package, which he not only accepted
but also hired me on a retainer basis. He told me to take as
much time as needed for the website, and he was just glad
that I was handling the project for him. I particularly loved
that part.

I'll share our conversations with you, with certain details

removed to protect privacy. I believe this will be incredibly
useful for anyone looking to learn how to communicate
with potential clients and add value without rushing to
quote your fees. Being genuinely helpful builds trust.
EMAIL COMMUNICATION
Note: The project description was changed and is not
real.

From: [REDACTED]

Hi Faraz,

I own www.[REDACTED].com. I really want it to come to

life. As it's become increasingly difficult to find home
appliances in retail stores across [REDACTED], I thought
of a service where retailers could advertise only the
appliances they have in stock that can be purchased
immediately. This tool would save customers time by
showing only what is actually available, rather than what
the corporate websites list. It’s essentially a classified ad
site for appliance retailers and a shopping tool for
consumers. What do you think? Can you build it?

Thank you.

[REDACTED]

From: Faraz

Hi [REDACTED],

Thank you for reaching out with your idea for

[REDACTED].com. It’s a great concept to provide
consumers with real-time information on home appliances
available directly from retail stores.
To build your site, I recommend utilizing a WordPress
plugin or system that supports a multivendor setup. This
allows each retailer to manage their own listings — their
"inventory" of appliances that are physically present in
their store and ready for sale. Retailers can update their
inventory in real-time, ensuring that the information
provided to consumers is always accurate and current. This
setup enhances the shopping experience and helps in
maintaining a dynamic and up-to-date website.

If you’d like to discuss this in more detail or have specific

functionalities you want included, please let me know. I'm
ready to help you build a website that perfectly fits your
vision and offers a valuable tool for both retailers and
consumers.

Looking forward to your response.

Best regards,

Faraz

From: [REDACTED]

Hi Faraz,

You have nailed the concept of this project. How do we get

started? I am a private individual, so I don't have a lot of
time to dedicate to this project. What would your
requirements be to get this project started? A ballpark
estimate of the time frame and cost would be reasonable. I
would like this project to be low maintenance and self-
sufficient once developed, hosted, and live.
Thanks for your timely reply.

Looking forward to hearing from you.

[REDACTED]

From: Faraz

Hi [REDACTED],

Before we move forward, it would be helpful to understand

the financial model you envision for this platform. Are you
planning to generate revenue by taking a percentage of
sales made through the site, or are you considering a
subscription or signup fee model for the retailers or users?
Knowing this will help me tailor the site's design and
functionalities to best suit the business model and ensure it
aligns with your goals for revenue generation.

I look forward to your insights on this, and I'm here to help

with any other questions you might have as I define the
project scope and requirements.

Best regards,

Faraz

From: [REDACTED]

Hi Faraz,
A great question. I never really thought about revenue lol.
If the site becomes popular, I think joining an ad network
could generate revenue. I am also open to your suggestions.
My goal is simple: Keep it simple without a complex
payment system and make it easy for users to add
information, edit information, and provide accurate
information. If we achieve that, the rest I think will fall into
place.

[REDACTED]

From: Faraz

Hi [REDACTED],

Regarding the simplicity and integrity of the website, it’s

important we consider a trustworthy environment for users.
Allowing open and free registrations without checks can
attract spammers who might create fake entries, possibly
redirecting users to fraudulent sites. This could
significantly harm the credibility of the website and turn
away genuine users.

To prevent this, I recommend implementing a manual

verification process for each retailer who wishes to sign up.
Given your personal time constraints, would you have time
to dedicate to this manual verification process?

Let me know your thoughts on this, and how you feel about
incorporating a verification step.

Looking forward to your feedback.

Best regards,
Faraz

From: [REDACTED]

Hi Faraz,

The more we correspond, the more confident I become that

you can bring this project to life. I totally didn't think about
spam and spammers. It is very important that the
information provided is legitimate and accurate.

As for the design of the website itself, I would like the

landing page to be clean, much like Google. Search would
probably use criteria like Name, City, or zip/postal code.
Brand, Make, Models. I’ve seen similar functionalities on
various online marketplaces which streamline the user
experience significantly; perhaps you have some great
suggestions in this area as well.

P.S. as to manual verification, I would try to verify retailers

within 24 hours, maybe via call, text, or email. I do not
think the thousands of [REDACTED] appliance retailers
are going to sign up the first day, lol, but we can hope.

:) [REDACTED]

From: Faraz

Thank you for your continued enthusiasm and trust in me

bringing this project to life, [REDACTED]. As I begin
drafting the project plan and outline the specifics, I’d like
to ask if you already have a logo for [REDACTED].com, or
would you need one designed? A logo is crucial as it helps
establish the brand’s identity from the start.

Best regards,

From: [REDACTED]

Please see attached but feel free and make it anything you
like. It's only a concept.

Have a nice weekend.

From: [REDACTED]

I will be unavailable for the next couple of days. I will

check in when I can.

My little overview:

Header:

 Company logo (a stylized "[REDACTED]" or an

appliance icon with a smile)
 Navigation menu with options like "Search
Appliances," "Retailers Near Me," and "Resources"

Hero Section:

 Large background image or video of a happy family

in a kitchen or a scene inside a modern home
 Headline: "Find Your Perfect Appliance with
[REDACTED]"
  Subheading: "Connect with trusted retailers and
explore a vast inventory of home appliances"
 Call-to-Action (CTA) button: "Start Your Search"
or "Find Your Appliance"

Features Section:

 Section title: "Why Choose [REDACTED]?"

 Three or four cards with icons, headings, and short
descriptions highlighting the website's benefits,
such as:
o "Huge Inventory" - "Browse thousands of
appliances from trusted retailers"
o "Retailers You Can Trust" - "Verified
retailers with excellent customer reviews"
o "Easy Search" - "Filter by type, brand, price,
and more to find your perfect appliance"
o "Resources" - "Get appliance-buying tips,
news, and advice from our experts"

Testimonial Section:

 Section title: "What Our Customers Say"

 Quotes or videos from satisfied customers sharing
their positive experiences with [REDACTED]
 Call-out to encourage visitors to share their own
stories

Call-to-Action (CTA) Section:

 Headline: "Ready to Find Your Next Appliance?"

 CTA button: "Start Your Search" or "Explore Our
Inventory"
 Optional: a brief form to collect visitor information
for newsletter sign-ups or promotional offers
Footer:

 Copyright information
 Legal links (Terms of Use, Privacy Policy, etc.)
 Social media links
 Contact information (phone number, email, physical
address)

This design aims to create a friendly, easy-to-navigate site.

From: Faraz

I've been researching potential themes that could accelerate

the development of [REDACTED], and I've found one that
aligns perfectly with your vision and your detailed
specifications. The theme is called [REDACTED], a
specialized appliance dealership WordPress theme
available on ThemeForest. Here's why I think
[REDACTED] would be an excellent choice for your
project:

 Advanced Search Features: The theme includes a

robust search tool that allows users to filter
appliances by type, brand, price, and other criteria,
helping them find exactly what they're looking for
quickly and efficiently.
 Monetization Systems: The theme includes options
for setting up payment gateways, allowing you to
potentially earn revenue if you decide to charge
retailers for listing their appliances or feature
premium listings.
 Time Efficiency: Using [REDACTED] will save us
considerable time and effort as it comes with pre-
 built functionalities that are battle-tested and
proven.
 Customizability: This theme allows for easy
integration of your logo and adjustment of the main
colors and contact details, ensuring the website
quickly feels like your own and reflects the
[REDACTED] brand.
 Reliability: Since [REDACTED] is widely used
and well-reviewed by other users, we can be
confident in its stability and ongoing support.

The next steps would involve setting up the theme,

customizing it to match your requirements, and filling it
with content. This theme provides a solid foundation for
[REDACTED], combining ease of use with powerful
functionality. Let me know your thoughts, and if this aligns
with what you're looking for, we can proceed further.

Best regards,

Faraz

From: [REDACTED]

Hey Faraz!

Checking out [REDACTED] was a total game-changer!

This WordPress theme is like a match made in heaven. I
can already feel my excitement building from our
unexpected encounter online. Your guidance and support
have been absolutely invaluable, Faraz. Seriously, thank
you!
Now, it's time to think about how we can make this
collaboration even more amazing for you. I've got the
vision and the domain locked down, but your technical
prowess is what's going to bring it all to life. So, let's talk
compensation. Whether you prefer a straightforward
payment for your expertise or are open to the idea of
becoming a partner in this venture with
www.[REDACTED].com, I'm all ears. Let's make this
journey together something truly special.

As for cost, what are you thinking, with the theme

development and hosting? I am located in [REDACTED],
but we can be hosted anywhere, as for payment platforms,
and the back end maintenance, there will certainly be cost
involved there as well.

Looking forward to your response.

[REDACTED]

From: Faraz

Hi [REDACTED],

You're welcome! I'm glad that you loved the theme! Let's
discuss the costs associated with bringing [REDACTED] to
life:

1. Theme Purchase - $[REDACTED]: This is a one-

time cost, and any future updates will be free. I
suggest you purchase the theme and grant me access
to your account for downloading and setting it up.
This way, you will own the theme and the license.
 2. Logo – Cost Undetermined: Do you want to go
with the logo you sent earlier or would you like me
to get a new one designed? If using the earlier logo,
do you have the source files available?
3. Hosting – Cost Undetermined: Initially, we can
host the website on my server for free during the
development phase. Once the site is live, we can
move it to your own hosting account or continue
hosting it on my server at a nominal cost.
4. Theme Setup, Development, and Testing – Flat
Rate [REDACTED]: This includes installing the
theme, customizing it to meet your vision, and
thoroughly testing it to ensure everything works
perfectly.
5. Technical SEO After Site Development –
[REDACTED]: After development, I'll optimize
the site for search engines and performance,
including speed optimization, image compression
and lazy loading, code minification, XML sitemap
creation, structured data implementation, and
website security improvements.
6. Site Maintenance:
o Initial Support: Free website theme, plugin,
and security updates for [REDACTED].
o Ongoing Maintenance: [REDACTED] per
month afterward, which includes up to
[REDACTED] hours of work per month for
any updates or additions.

Let me know your thoughts, and we can get started!

Best regards,

Faraz
From: [REDACTED]

Hi Faraz,

Go to ThemeForest; I have purchased the theme.

[REDACTED]

As for payment, let's get started. I would like to send

[REDACTED] or [REDACTED] to you in good faith, so
you can get the project moving and once we are rolling, I
will transfer another [REDACTED] to keep it moving, and
another [REDACTED] on completion and live. That will
cover 1st month's maintenance/hosting. Please provide the
information needed to send the 1st payment.

We will go month to month after that, agreed.

Faraz, we both know the web isn't going anywhere, so this

isn't a race to get [REDACTED] online and running. Take
all the time you need, let's make it the best it can be.
Nothing any good was done in a hurry, and I am so happy
you have decided to take on this project for me.

As for a logo, I am only suggesting. Let's keep it simple.

[REDACTED]

Colors I would like to see throughout this site:

[REDACTED]

Faraz, have a nice day.

[REDACTED].
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ABOUT THE AUTHOR

Faraz Ahmed is a Zend Certified (official PHP

certification) PHP Web Developer, Writer, and CBT Life
Coach from Karachi, Pakistan. He has been developing
websites for the last 15 years. He is also a Top Rated+
Freelancer on Upwork and has been featured by Upwork
many times on its website and social media (see below).
WordPress is his expertise, as he has worked on more than
1000+ websites developed in WordPress and can do
anything in it, from creating simple content-based websites
to developing complex eCommerce websites or
applications.
ONE LAST THING...
I am not currently accepting consultations via call, but
please feel free to send me a message or a voice note with
your queries, and I will attempt to respond at my earliest
convenience. And if your issue warrants a call, we can have
that call too.

https://www.facebook.com/faraz.ahmed84/

Thank you for reading!