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So what is the secret to getting to “yes” with lawyers?  I will tell you in the 10 plus years that I have sold services to lawyers the two key responses I am working hard to hear is: “James, I like you” and “James, I trust you.”   Once I hear thsose two phrases it is time to close the deal and have your prospective client sign on the dotted line. Fortunately, I am very interested in ensuring my clients success so that their trust is well placed.

People buy from people they respect and trust as well as from sales representatives they like.  It is that simple. To prospects, all products are the same. There really is not distinction between you and your competitors. 99.9% of the people who buy, make the purchase because they like you and they trust you. Think about the people you have bought from. You probably liked them and trusted the recommendations they offered up to you.

So how do you get your prospects to like you and trust you?  Well, that is the tricky part because everyone has different personalities. It would be important for me to understand a little more about you before I can give you the specifics about what you can do to build trust and admiration between you and your prospective clients. So here is some basic strategies you can use to build likability and trust.

To be like-able:

1. Show geneniune interest in helping your prospective clients be more successful.
2. Use self depricating humor.
3. Use humor when overcoming objections.
4. Be personable.
5. Have a friendly smile and positive attitude.
6. Ask quality and relevent questions about their needs.
7. Talk slowly and pause before you answer questions.

To build trust

1. Do everything you said you would do.
2. Demonstrate your knowledge of their business and your product application.
3. Briefly discuss your credentials.
4. Have a personal Articulated Sales Argument.
5. Have all the answers.
6. Know ahead of time which concessions you can give and which ones you cannot.
7. Be the trusted advisor by making relevant recommendations.

Personality in sales goes a long way.  If you focus your efforts on building like-ability and trust with your prospective clients, they will buy.  People really do buy from those they like and trust. Post a comment if you have any specific questions about this post.

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A very common problem lawyer sales representatives face is the unresponsive inbound lead. You call the attorney lead over and over and send email after email but they just won’t take or return your calls and emails.  This is especially disheartening when thay originally contacted you or your legal service company initially.

Roughly 30% of your inbound leads from interested attorney prospects will fall into this “Undeveloped” category. What would be the impact of your revenues and commissions if you were able to effective reach this huge grouping of missed opportunities?

So how do you effectively handle this issue?

The best way that I have found to warn up or open the dialog with unconverted leads is to send the following email, voicemail, or fax.

“Mr Jones, my name is James Green with ABC Company. You had requested that we contact you about our ___ services. I just wanted to make this final request to meet with you. It appears you have found our firm to be of benefit in the area of ________.  My number is __________ if you would like to set a side 10 minutes of your time to meet with me. Thank you.”

You would be surprised how effective this technique is to moving the ball forward. Attorneys are very busy business people and it is most likely an issue of timing that causes them to delay contacting you. By setting up the “Do or Die” email, voicemail or fax you are pretty much re-qualifying their interest. The good news is, whether they are still interested and call you back or not you will know at least where you stand with a lawyer sales lead.

If you have any questions for me please feel free to add your comments below or click here to email me directly.

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