I am coaching lawyers in Florida today and heading back to Dallas this afternoon. One thing we are discussing is persuasion. If this subject interests you, I have a book recommendation below.

A few years ago, I received an email at 10:00 PM from a Reno law firm associate I had started coaching a month before. She wrote:

Cordell, I’ve tried everything we talked about in our first group meeting and my coaching session with you and I haven’t landed a new client. Am I doing something wrong?

Clearly, this associate, who is now a partner was a little impatient and unrealistic, but she might have asked the same question a year later.

I have coached lawyers who have made efforts to raise their visibility and credibility with their target potential clients and haven’t received that first phone call. I tell them do not give up, when the first client calls, the second client will not be far behind.

I know because I experienced it myself.

I started focusing on construction law generally and highway construction more specifically in 1978. It took two years before the first highway contractor called me. After that company hired me, others contacted me rather quickly.

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Why is attracting the second client so much easier. I believe there are two main reasons:

  1. You have figured out what is not working for you. (In my case, I made presentations to the wrong groups. But, even so practicing presenting was worth the effort.)
  2. The first client who hires you gives you the credibility you need to attract the second. (Robert Cialdini called this “social proof.” To get the idea check out: Dr. Robert Cialdini’s 6 Principles of Persuasion (Over 50+ Examples Inside!)

So, if you are reading this blog, trying the ideas suggested here and not getting results, keep on keeping on.