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Tell your story. Get more work.

Posted on September 14, 2015 at 2:45 PM

  Take a moment and think about conversations you remember well. Or people who immediately made you feel like they were very competent and capable from the moment you first spoke with them. Chances are these people told you a story about something that made sense to you. They gave you an example of something that they recently encountered and made it easy for you to visualize the problem and how they solved it. They were convincing.

If you keep this in mind when talking to prospects and clients you will probably be more successful.

Use visuals and analogies

Everyone says they are responsive, client-focused, efficient, cost-effective and reliable. Take the time to help the prospect or client understand what this means. What sounds better if you are a client?

Our lawyers are very responsive and reliable. We always keep the client in mind.

OR

One of the things that is very helpful for us as we begin to work with you is to attend your new hire orientation, at no charge to you of course. This helps us fully understand your company and makes us part of your team. And if you can start to send us the dates and times of your earnings calls, we’d like to start participating. By doing this we feel we are better prepared to give you our best possible advice because we will understand you better.

Set expectations

Being responsive means different things to different people. Which is better?

We are very responsive and will get back to you as soon as we have something to report.

OR

Our service guidelines are that you will hear from us within the same business day regarding any email or voice mail. Once we start to work with you, we will give you a list of individuals you can call so if you have an urgent situation and cannot reach me for whatever reason, there will be someone else available to help you.

Show it

You can say you have a team approach and that you always deliver on time or ahead of schedule, but showing it is always better. What will instill confidence in you?

Here is a spreadsheet with all the things we are going to do and who will be doing them. We have also put an estimate of the time it will take us to do these things.

OR

We’ve mapped out a flow diagram of the process involved with the work you would like us to do. All of the boxes that are green are things that we will be doing for you and the date it will be accomplished. The orange boxes are decision points where you will need to be involved. Once you make the decision we can move forward with the rest of the process. We have also indicated who on our end will be working on each step so you will know exactly who is involved at each point along the way.

By doing this, you also are setting the expectations for the client. That way everyone is clear on how much time steps will take and what, if anything, can be streamlined or eliminated if the end date needs to change.

You don’t want to be viewed as just another law firm with the assumption that law firms are all alike. So, set yourself apart by telling and showing how you are different.

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