I know they can't all go like this, but it was amazingly simple.
I didn't sell anything. We just talked about his business and his needs then I detailed all of the different pieces of IM and how they can help expand his reach.
The end result? "Can you do it all?"
If you have a broad knowledge of IM, you can do this, too. Draw out an outline of all the different marketing methods you can use to promote a site/business then put together a price sheet - priced individually and in packages (remember to think through outsourcing costs, if any). Between what's in your head and what's on these two pieces of paper, you have everything you need to close deals.