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Lawyers: Here's How to Sell More by Selling Less

Too many lawyers are desperate. And act desperate.

The second they get a whiff that there’s a prospective client, they jump. They do everything they can to convince that prospect to hire or retain them. (Remember that word, "convince" - we'll get back to it in a moment)

Most lawyers don’t like selling, but they feel like they have to. They’re always chasing.

Just remember, it’s much more difficult to get clients to value you when you don’t value yourself.

The fact is, it’s best to be chased. It’s best to be pursued, not pursuing.

Think about it this way. In the world of dating, who’s most attractive? The needy and overly “available” person or the one who won’t give you the time of day?

"Do you want to go out with me tonight? No? How about tomorrow night? No? How about the night after that? No? How about sometime, I'm always free. Really. When? Pleeeeeeease?"

Or maybe, trying to convince them. "Look at my fancy degree!"

Doesn't work, really.

Get to the point in which you are choosing them.

Doctors are different from lawyers ... patients never ask doctors how much something costs. Doctors prescribe a treatment plan or medication and you follow it.

When you’re pitching a client, remember that you’re the expert. You’re the one giving the prescription. You're the expert.

It should be you choosing the client, not the other way around. You being the one who holds the key to solving their problem, to their better tomorrow. You.

A client who is unwilling to follow your advice should feel like they’re not worthy of having you as a lawyer.

Stop being so available. Stop being so needy. Stop thinking of a client pitch as you begging for someone to cut you a check.

Start thinking of your pitches as clients auditioning to be served by you.

It may seem like a subtle difference, but it makes all the difference in the world.

You’re no longer selling. You’re finding out if someone is worthy of being your client.

When you do this, and you position yourself as an authority, you’ll have a higher closing rate and a practice that runs much more easily because clients will be so happy that you’ve accepted them.

Remember "convince"? Convincing them to be your client doesn't work.

Think "compel." What will compel them to want to be your client.

At the end of the day, you don’t want to be the lawyer who gets business because of low prices. You want to be the lawyer who gets quality referrals because they're compelled to want you.

A world of difference, from a small change in perspective.

Raj Jha