As you think about the end of this year and the start of a new one, there’s something you should spend some time contemplating: Why should a prospective client choose you instead of any other attorney?
After all, they could choose from a long list of other attorneys. In some cases, if their needs are simple enough (or they think they are) they can also choose a paralegal or other non-attorney. In any case, not you.
So why choose you?
It’s an important question, don’t you think? Spend some time thinking about this and crafting your answer so that if someone asks, you can confidently answer in a way that inspires them to take the next step in your direction.
A good place to start is by using your imagination. Pretend a prospect is sitting in your office, across the desk from you, pen and paper in hand. You’ve discussed their issue with them, answered their questions, and shown them their options. Then, they pop the question: Why should I hire you instead of any other lawyer?
What would you say?
Write down everything you can think of. No doubt you’ll mention your track record, results you’ve obtained for other clients, and your accolades and awards. You’ll talk about your firm’s resources and capabilities. You’ll say things like “dedication” and “hard word” and “caring”. And all of this is good. But it’s not enough.
For one thing, nobody really cares that you are the biggest, oldest, or most successful. It’s not meaningless, but it’s not that important because it’s all about you. Your prospects want to know what’s in it for them.
In addition, those other lawyers are saying something very similar.
So dig deeper. What makes you different? Why are you the better choice? What co your clients get they don’t get from any other lawyer?
These aren’t easy questions to answer. You may not have a good answer, or any answer, and that’s okay right now. At least you’re thinking about this and if you continue to think about it, eventually you will start doing things that will provide you with a great answer.
Your prospects may never ask you this question. They may never even think it. And, in truth, most will make their decision based on how you make them feel when they speak to you, not on any quantifiable measure of your superiority. But don’t get complacent.
In the end, the attorney who delivers the highest standards of service and benefits to his or her clients is the attorney who will attract more of them. Even if nobody asks.
David,
It is almost midnight here in Pittsburgh, PA, and I am torn between going to bed and commenting on another great post by you on your blog. I need to learn to read your blog in the morning, I guess.
I believe that making your readers think from the prospective client’s perspective is the essence of marketing legal services. This causes us to focus on why we are different than “that guy on TV” or “those lawyers on the double page ad in the Yellow Pages”. You have hit the nail on the head with this one.
The problem is finding a way to cut through all the trappings of “Super Lawyer” designations and “Million Dollar Advocate” memberships that some advertising lawyers promote. That instant credibility when coupled with mass marketing can provide far quicker results.
The problem is amplified by the fact that our results are achieved more slowly than big advertisers. Yes, we can service the client and satisfy the client’s legal needs, but we have to actually get the client before the other lawyer does. It is a slow process, but I am hopeful that it can be done in little steps until momentum kicks into gear.
Again, thanks for another thought provoking post.