Selling legal services is different than selling almost everything else. You don’t really “sell.” Instead you position yourself to be the lawyer selected when a potential client needs legal services.

Client Pitch

How can you be at the top of the list when a potential business client needs a lawyer or law firm?

Here are some questions you can ask yourself that may help you figure that out.

  1. Do you think it is easier to get clients to hire you who have a legal matter right now or clients who do not have a legal problem right now? Why do you think it is easier to get business from the group you selected? What do you think is the most important thing you can do to get business with each group? 
  2. I believe we have gone through four eras of client development in my career. The first was just do good work. The second was brochures and newsletters. The third was websites and branding slogans. The most recent is creating ideas your clients find to remarkable. What are examples of remarkable ideas that will bring clients to you or your firm?
  3. What problems, opportunities or changes do your potential clients face and what unique solution does your firm offer clients? What unique solution do you offer? Why should a new client hire your firm? Why should they hire you? 
  4. I have often said that selling legal services is counter intuitive. The harder we try to sell the less successful we will be. Yet, I have used one selling technique that has produced millions of dollars in fees from new clients. What do you suppose I have done and how can you implement the same technique? Here are a couple of hints. First, think counter intuitively. Second, consider some of the questions above. 
  5. Suppose you goal in making a presentation to an industry conference is to convince them to hire you at some future point. What should you do before, during, and after the presentation?
  6. Finally, based on your thinking of the above questions, what is the one thing you can do in 2016 you are not doing now that will generate the most business in the long term? 

Add a comment or drop me a note with your answers and thoughts.