I want to share a few ideas on “selling” your services in some posts between now and the end of the year.
Would you be surprised if I told you that one secret of client development is to “stop selling.” In many ways client development is counter intuitive and this is one of them.
Think about buying a car. Are you more likely to do business with the dealer who is trying to sell you a car or the dealer who is trying to help you find a car. I hate doing business with someone who is selling me something, but I frequently do business with someone who is helping me.
My life improved immensely when I changed my mindset from marketing and selling myself to finding ways to help my clients and potential clients. Yours will also. Selling and marketing yourself is about what is in it for you. Finding ways to help is about what is in it for them.
Most lawyers I know are uncomfortable asking for business. It’s understandable because they fear how they will be perceived and do not like the feeling of being rejected.
So how do you ask for business? Try this: Next time you are at the point where you are thinking about asking for business, say:
I would love the opportunity to work with you and help you on this.
Before you are at that point consider saying:
What can I do to help you be more successful in your job?