If you subscribe, you know I have been giving clues on how to ask for business/close the sale. Here are the clues so far:

  1. Ask and answer why you are uncomfortable asking for business. You are likely uncomfortable because you do not want to take advantage or come across as a salesman.
  2. Position yourself so you never have to ask for business by identifying problems, opportunities and changes and giving away solutions. This is challenging to accomplish, but it gets rid of the need to ask.
  3. Build relationships with your contacts so you find ways to add value before being asked. This is a great approach because you are focused on helping your potential client.
  4. Work on your charisma. Clients want to do business with lawyers they know like and trust.

Now, we are ready to discuss the fifth and last clue on how to ask for business/close the sale. Here is the clue. Never ask for business and never try to close the sale.


Asking for business and closing the sale is all about what is in the relationship for you, not about what is in the relationship for your potential client. If you need more support for this conclusion read Closing the Book on Closing by Charles H. Green.

Here is the secret. Ask or tell your potential client you want to help them and do it as if you will not get paid for helping. The best lawyers are not practicing law for the money. They are doing it because they genuinely love helping their clients.

Seth Godin said it well in Linchpin:

Virtually all of us make our living engaging directly with other people. When the interactions are genuine and transparent, they usually work. When they are artificial and manipulative, they usually fail.

So, the words you choose to ask for business are not as important as your sincere desire to help your client. The words I believe clients want to hear more often than not are:

“I can help you with that.”

Here is a link so you can print the five clues: How to Ask for Business