Why do people hire you? Because you help them solve their problems and alleviate their pain. Or protect them from problems that could cause them pain.
Sometimes, they think they can do this themself. Or they don’t realize how bad things could get and they wait.
You need to splash cold water on them and wake them up.
Tell them why they shouldn’t try to fix things themself and why they shouldn’t wait.
Tell them why they need to call you now.
Tell them they should at least find out their options (and risks), and give them examples of clients who didn’t do that and suffered. The clients who didn’t listen when you told them to have you review that contract before they sign it or ask you about their problem when it was small and relatively easy to fix.
Talk about the pain this cost them. And then talk about the clients who took action, and how everything turned out okay.
You know the drill.
Of course “prevention” is a harder sell then “cure” so when you’re talking about what could happen if they don’t talk to you or follow your advice, be a little dramatic about what can happen—you’re doing them a favor.
Use their fear to motivate them to act.
One way to do that, especially right now, is to talk about the economy. Inflation, foreclosures, losing their job, credit card debt, the rising cost of feeding their family—it’s on everyone’s mind, especially the people who need to talk to you the most.
They’re in pain and afraid things will get worse. Agree with them, and then tell them how they can get relief.
People do things (and hire lawyers) for two reasons: pain and pleasure.
Make sure you talk about both.
