I have changed the focus of my practice because I was finding it hard to “sell” my litigation skills because I was so frustrated with the system. I didn’t have passion for what I was offering, and I’m sure that this did not come across well to prospective clients.

Now I am pursuing an area that I am much more passionate about and finding that I am not selling, I am educating people and clarifying their need and then offering a solution. It is much more fun.

http://searchitchannel.techtarget.com/definition/lead

A lead is nothing more than a potential client and every lawyer, BigLaw or solo, seeks them out every day. The fact that someone puts what lawyers do everyday when meeting potential clients into stark language is nothing but refreshing.

To those who think lawyers don’t make calculated assessments when meeting with potential clients as to the case’s financial viability…that’s just plain ridiculous. To claim it is demeaning to the profession to make such calculations along with assessing one’s professional responsibilities to a potential client (like conflict-checking) is equally silly and bad for one’s practice.

None of these ‘calculations’ undermines professionalism or compromises ethical obligations. It’s the business side of running a practice. If the word ‘lead’ offends you, call them what you will. But a rose by any other name….

Thanks so much for sharing! I appreciate your comments about the clients who are willing to pay but aren’t ready to the “pull the trigger” on their case. I can understand how they can be a time suck as well.

Your article is educating (without being patronizing at all, a minor miracle these days!!) and a good summary of basic issues that even experienced attorneys need to be reminded of.

I just want to bring to your attention that there is, among many others, a common situation that impedes making a “true” closing and therefore belongs among the “perpetual maybes”.

Very often I came across potential clients who made a bona fide consultation to my office, have a legitimate cause and not only posses the resources to hire my services, sometimes they will even advance a retainer or cover the initial expenses and partial fees of the case, yet are simply incapable of making the final real commitment to the case.

Not unlike the perennial suitor of a desirable young lady who will never “pop the question”. His intentions might be legitimate and his interest is true but he has not in him to commit.

The reasons for this behavior are a myriad. They shall not matter to you. Just learn to identify the pattern these “clients” follow and to avoid them, least you dare be dragged in their circulus inextricabilis.

I have encountered too many very promising prospects of new business ventures or litigation worthy cases (with an enticing chance at a huge monetary award) that were left at the launch pad, their countdown clock looping eternally.

These prospects can AND WILL take away so much of your time because everytime they contact you, your mind goes back to your initial appraisal of the potential of their case/business: like a siren song you are lured by the spell casted by yourself. Wake up from the dream and move on.

Following the thinking of Ethan, your knowledge and your time are not to be squandered on non-paying clients.

Your time IS one of your most valuable assets and a limited irreplaceable resource. Make your clients respect it accordingly.

Again, many thanks for sharing this Rachel.

Miguel Araúz-Adames

Yes, I got the same thing.

I understand what you mean about sharing too much information but I find that most clients do not doubt the capabilities and competencies of young lawyers. Sadly, its usual other lawyers that doubt us. That being said. I don’t think you have to prove that you know what you’re doing. You graduated law school, passed the bar and set up your own practice. That plus a few testimonials should be enough to show you are capable. I think the initial consult is just about answering 2 questions for the client: 1. do they like you? and 2. can they afford you?

Thanks for commenting!

Thanks for your comments! I so agree! Its all about mindset! If you feel like your services aren’t valuable or lack confidence, that can be a barrier to effectively closing leads. Its hard to educate someone on the value you bring when you are unsure about that value. Getting clear on your worth and what you can bring to the table is step 1 to being able to sell.

I am fascinated by the topic of selling and the psychology behind it so I would welcome your reading list.

Rachel

All jokes aside, this is great advice for attorneys – or any other professional service provider. Because I’m a younger attorney, I often share too much information with the client before moving into the “selling” phase. I do this to prove that I really do know what I’m talking about.

Never forget that in a knowledge-based industry like the law, your knowledge has value in and of itself. Why should your non-paying leads get identical treatment to your paying clients? Convert leads into clients and then share your knowledge. That way, clients feel like they get more from you than non-clients do.

Working with accountants is in many ways just like working with attorneys. They both share the same mindset about selling and especially how it makes them feel, “icky”. The reality is that not enough time is spent working with professionals to help shape the mindset regarding developing business. But that’s a topic for another day.

My goal when working with staff and young partners in the firm is to first help them understand what selling is, and what selling is not. I help them see the differences between telemarketers, car salespeople, retail sales folks and professional rainmakers, which is what I want them to become.

The second thing I do is help them understand our firm’s sales process. This helps to keep them focused on the main goal in conversations with potential clients. That goal is to determine whether or not the prospect has real pains/issues and if so, whether or not we can help them. We definitely want to keep them from sharing too much “milk” and ruin an opportunity to gain a new client or increase wallet share with an existing one. Our process allows our staff and partners to know when to stop sharing information and move the prospect through the remainder of the process toward becoming a paying client.

Bottom line, having the correct mindset about developing business is the first step. The second step is to develop or borrow a sales process that allows professionals to save time, identify real prospects for the firm and close more business with confidence and remove any feelings of dread around developing business.

I would be happy to share with you or anyone else a few books from different authors that I think would be beneficial to help professionals.

Disclaimer: I am not the author of any of the books I recommend. I just don’t want to list a bunch of resources without knowing a little more about the situation.

Mike