30 MinsTo

For them, the preferred method of gaining clients is through referrals. That’s because business that is referred to them comes, in effect, pre-sold. They have third-party credibility.The same attorneys hate “tire-kickers” and people who shop and compare prices. They would rather have every prospective client walk into their office waving their checkbook, suitably grateful for the opportunity to sit down in front of such an august personage.But in the real world, how do you sell that prospect in your office, however they arrived there? How do you “close” them?My advice is to proceed as if each and every prospect is already your client.I advise my clients that the goal of a consultation is not to come away with a contract, retainer, or check. The goal is to bond emotionally with the potential client. The goal is to form a relationship. The goal is to be helpful.  The goal is to assure the person sitting across the table that they were “heard” that you listened and understood.  I am not suggesting being empathetic nor should you display false sympathy.  You should be a caring human being that understands. 

If your potential client comes out of that meeting saying, “Wow, that Jim Jones is the nicest guy I ever met,” then I promise you, Mr. Jones, you will have more clients than you can handle.  There is an old adage that goes like this: “When you see Jim Jones through Jim Jones eyes you sell Jim Jones what Jim Jones buys.”  Prospects become clients when they feel they have been “HEARD”, when they believe that you understand and when they agree that this can be a team effort. 

The true test is how you behave if the prospect leaves your office without committing, or even turns you down flat.When I was about 12 years old, I sent in some sort of response card that provoked a visit from a salesman for World Book Encyclopedia.  The man met with me and my bemused parents and made a wonderful presentation. But the fact is my parents weren’t ready to shell out several hundred dollars for something that was accessible for free in the public library.  “I’m sorry for wasting your time,” I said to the man.  He smiled. “I’m never wasting my time when I’m talking about the World Book,” he said.  I was enormously impressed, and about a year later we wound up buying the full set of encyclopedias from the salesman. Some 40 years later, my brother still has them.Likewise, I would advise you to be “process oriented” in your sales presentations and less “outcome oriented.” If you have presented your service well, and have bonded emotionally (made friends with) your potential client, then you had a great consultation. You have been successful. Some will become your clients, and some will not.  However, all can be your friends and advocates.Remember that you are never wasting your time when you are telling a prospective client about yourself and your services.  One caution – balance your telling with your listening.  I like to remind my clients that God gave us two ears and one mouth and we should take His lead and use them in like proportion.  There is much to be learned — about their needs, their concerns, and their objections — in every meeting.  It is your privilege to meet with them.

Remember, too, the Tao (the universal way of things). I strongly believe that what you sow, you will reap — perhaps not from the client sitting in front of you, and perhaps not this week, but as surely as the sun will rise and set, what goes around comes around.

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