It all depends on the client and what they want. If they want to start now, then start now.
You need to be providing value at each step of the way. They are evaluating you on what you will be like to work with, and how effective you will be for them. So, offer them feedback based on their stated needs and goals. Do all of this for free during your meeting with them. Make them feel listened to, valued, understood, and that you can help them meet their goals in a way they couldn't without you.
At the end of the conversation, say, 'here's what I propose.' and then come up with an idea for a short term engagement. Define some goals that are achievable for you in that time frame and that would truly help the client out. The more you can tie it to increased profit, the more of a no-brainer it is for the owner.
Ideally, you'd have a form where you could fill in the blanks and then have them sign it at the end. Even if you don't feel comfortable with that, and email follow up summarizing what you're going to be doing along with price would also work. For me, I collect a deposit up front on a credit card. I use a credit card because everyone knows that a credit card charge can be contested if I don't perform. But, contesting a charge is a pain to do, and won't be done unless I perform remarkably poorly. Asking for a deposit puts skin in the game for them. You're investing a good amount of time up front and deserve at least a similar investment from the client. DON'T APOLOGIZE FOR CHARGING FOR YOUR SERVICES. you're a professional, and deserve to be paid as such. If you don't charge, the client will wonder why...they will think you're not worth much, and they won't put in as much time helping you succeed.
You're developing a long-term relationship with these people. Personally, I hate sales gimmicks that lock people into things, or force them to 'buy now' or whatever. I'm not an expert salesperson, so I won't say whether or not you should use them. I'm sure that opinions vary widely.
Another note about sales collateral like white papers, case studies and the like. This stuff is nice to have, but not necessary. Not a single one of my clients has even asked for a reference, much less asked for some sales collateral. Why? I sound like I know what I'm talking about, and I listen.
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