Sharing with the customer that most projects actually are two projects. The first is the design zoning, setup. The second is doing the work. Tell your client very matter of factly that you collect a retainer to cover the cost of design, zoning, planing etc. This means you are not working for free. If the client balks,
he is either wanting REAL work for free or he's just a tire-kicker. If I get push back I tell the client that when the design is finished, he owns it and can take it
to any sign company for a quote. After this phase, I quote the job and get a deposit to begin production. Believe it or not, most clients who are serious about moving forward on their sign project have no problems with this scenario.