Would you follow the advice of a medical doctor who smokes cigarettes? Years ago, maybe. Today, you’d hesitate to listen to someone who should know better. I know I would.
I thought about that yesterday when I went to a gym to get information about signing up for strength training, something I’ve been thinking about doing recently. I met with a trainer who evaluated me and told me my options. In addition to her experience as a trainer and coach, she said she was a certified dietition and could advise me accordingly.
I didn’t sign up with her.
Unfortunately, she was not in good physical shape. She was more than moderately obese and, to my eye, clearly enflamed, ostensibly from a poor diet.
I don’t want to hire someone who is a walking incongruity, any more than I would hire a physician with a raspy cough.
What does that have to do with attorneys?
Everything.
No matter how much knowledge and experience you have, no matter how good you are at your work, if you don’t look the part, you can’t be surprised if clients don’t hire you.
You’re advising them about buying a business, getting a good settlement, or protecting their assets. You have to look like you know what you’re doing or you’ll scare them off.
It reminds me of when I first started practicing and didn’t have a lot of money. I made sure clients didn’t see the beat up old car that got me through law school. I had one or two decent suits and made sure clients saw those, not the old stuff in my closet.
When I met with a client, I didn’t let them see the tiny office I could barely afford, I always met them in the conference room.
I looked successful and eventually I was.
Which leads me to ask, are you doing anything that might cause clients and prospects to hesitate to hire you because you don’t fit the image they expect and want?
If you do, you probably need to do something about that.
Clients want a lawyer who knows what they’re doing and is successful doing it. Make sure you give them what they expect.
You have to look the part. When you speak to them, or write to them, you have to sound like the expert they need to solve their problem or achieve their obective.
And have lots of clients to prove it.
If you don’t, am I telling you to fake it until you make it?
Damn right I am.
