Why you need to offer more than one option

February 15, 2018 by
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Your prospective client balks at signing up for your $15,000 “Standard” package. What do you do?

  1. Show him why he needs it and why it is a good value?
  2. Show him your $9,000 “Basic” package?
  3. Show him your $22,000 “Deluxe” package?
  4. Show him the door because you don’t have any other packages?

Some say that you should “drop down” to the lower priced package because it will appear more affordable next to the more expensive option you first showed him. Others say that if you do that, the prospect will be more likely to see the lesser-priced option as inferior and “buy” nothing.

They say that instead of moving down in price, you should move up.

Moving up in price, that is, from your $15,000 package to your $22,000 package will get the prospect thinking in terms of value instead of price, they say. If money is truly a factor for him, your $15,000 package may now seem more attractive.

My thoughts:

  • Clients are always concerned about price but they are more concerned about making a mistake. If they can afford it, they would rather pay more and make the right decision.
  • It’s not just the price that’s important, it is the perceived value. A more expensive option that includes a lot of “nice to have but not essential” elements is different than a package of “critically important” elements, which is different than a package of “important but can wait” elements.
  • What you should do depends on what you’re offering and what other options the client has, i.e., other lawyers, waiting. Try both strategies (higher then lower, and lower then higher) and see which one works best.
  • If the client still can’t decide and is ready to walk, having an undisclosed third option ($9,000/Basic) might allow you to save the sale.
  • In some circumstances, it might be best to offer all three options to the client right from the beginning.

How’s that for a lawyer-like answer?

One thing is certain: not having at least one other option should never be an option. Always have something else to offer a would-be client because showing them the door isn’t a good option for either of you.

You’ll get more clients signing up when they are referrals

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Filed Under: Attorneys fees, Closing the sale, Fees and Billing

I need to think about it

February 14, 2018 by
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There are lots of reasons why a prospective client might hesitate to sign up. Here are some of the thoughts going through their mind:

  • Do I really need this service?
  • Can I wait?
  • Can I fix this myself?
  • Will this solve my problem?
  • Is this the right attorney for the job? How do I know they can handle this?
  • Does she have a lower-priced service?
  • Why do I need to pay upfront/retainer?
  • Are there any additional charges? Hidden expenses?
  • Why do I have to pay by the hour? Why not a flat fee?
  • Can I negotiate the fee?
  • Maybe other lawyers charge less per hour or offer a flat fee
  • Should I talk to [someone] first?
  • Is there a different legal service that would be good enough?
  • Can I trust this lawyer? Will he overcharge me? Cheat me? Let me down?
  • Do I need all of these services at once or can I get started with one or two?
  • Am I making a mistake?
  • What will [someone else] think about my decision?
  • Should I get a second opinion?
  • What if X happens? Will I have to come back and pay more?
  • What if she does a bad job? Do I have any recourse?
  • If I tell her X, how do I know she won’t tell [someone else]?

You should be prepared for all of these, and more.

Your best bet is to anticipate these questions and concerns and address them before they are voiced. Do that in your marketing materials, FAQ’s, website, presentations, and consultations.

Explain your policies and your process. Give examples in “if/then” language. Share stories to illustrate.

Inevitably, you’ll still be asked these kinds of questions and you should practice delivering your responses. Also, practice how you will smoothly transition to the next step—getting your agreement signed and payment tendered.

You should know exactly what you will say the next time a prospective client says, “I need to think about it”.

Prospective clients are nervous and afraid of making a mistake. Being prepared to patiently and calmly answer their questions and address their concerns will go a long way towards getting them to take the next step.

Referred clients are easier to sign up

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Filed Under: Closing the sale, Salesmanship Tagged With:

A confused mind says no

November 7, 2017 by
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Most lawyers give prospective clients two choices: hire me or don’t. There are no other options. Too often, the prospect chooses to go elsewhere, wait, or do nothing.

If you want to increase your intake of new clients and maximize your revenue, give people more options to work with you or move your relationship forward.

Here are a few examples:

  • Service A or Service B
  • Service A and Service B (at a small discount, with extra free services or other benefits)
  • Package A or Package B (with different services, features, benefits and price points)
  • Hire me or schedule a free consultation
  • Schedule a free consultation or call me with questions
  • Hire me today or download/review this (web pages, articles, your report, your planning guide, etc.)
  • Attend my free webinar/seminar this week or next month
  • Hire me or follow me (and watch my videos or read my posts)
  • Hire me today or sign up for my newsletter so I can send you valuable information

Give folks more options and you’ll increase the chances that they will choose something that’s good for you.

On the other hand, don’t make the mistake of giving people too many options. If you do that, you run the risk that the prospect won’t be able to choose and will wander (or run) away. It’s called “decision fatigue” and it’s a well-documented phenomenon.

In one study, researchers at Columbia University posed as employees at a grocery store and offered passerby samples of jams. When the researchers used six varities, 30% who tried a sample purchased a jar. When researchers offered 24 varieties, however, only 3% bought something.

Of course, hiring a lawyer is a far more complex, expensive, and intimidating transaction than buying jelly. The risks of overwhelming prospects is much greater.

Offer a few options, not dozens. But give them more options besides “hire me or don’t”.

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Filed Under: Closing the sale, Law office management, Marketing legal services

Ask prospective clients this question before their first appointment

June 5, 2017 by
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Have you ever had a prospective client tell you they need to talk to their wife (husband, partner, parent, etc.) before they can hire you?

Sure you have.

They go home and do their best to explain why they need to hire a lawyer and why that lawyer should be you. Too often, their best isn’t good enough.

They can’t remember everything you told them. They can’t explain why they need to do this. They can’t answer questions. And when their spouse or partner says, “Let me see if I can find someone cheaper. . .” they don’t know what to say.

Someone wanted to hire you but someone else overruled them.

No soup for you!

You can reduce the odds of this occurring by asking prospective clients a simple question before you confirm the details of their first appointment:

“Is there anyone else who should be here with you?”

Anyone they might have to talk to? Consult with? Get permission from? Anyone who might be paying some or all of your fees? A son or daughter or caregiver? A business partner? In-house counsel?

You want the other decision maker to meet you and see for themselves what the client sees. You want to field their questions, overcome their objections, and help them make the decision to hire you.

Tell the client that things will be much easier for everyone if their spouse or partner comes to the appointment with them.

In fact, you might insist on it.

Tell them you have a policy of meeting both spouses (partners, decision makers, etc.) before you take on a new client. Share a story or two that explains why you have this policy. Help them understand why this is better for them, too.

If you don’t want to “insist,” at least tell them you “strongly recommend”. And if you don’t want to do that, or it looks like they won’t be able to get the other person to come with them, at least send them home with lots of information.

“Don’t try to explain everything, just give them this information. If they have any questions, get me on the phone and I’ll be happy to speak with them.”

No, it’s not as good as having the other decision maker at the first appointment. Not by a long shot. But sometimes, a long shot is the only shot you have.

Marketing is easier when you know The Formula

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Filed Under: Closing the sale, Salesmanship

I love the smell of electrons in the morning

January 18, 2017 by
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I can’t remember the last time I printed anything. My work and personal life are now almost completely digital.

And I like it that way.

If you’re like me and your practice is nearly all-digital, there is a time when I encourage you to go retro: When you’re signing up new clients, give them some papers to read, fill out and sign.

There are two reasons.

First, it gives them something to do, which helps to relieve some of the natural tension they experience by being in a lawyer’s office and contemplating their legal situation, not to mention the money they are about to spend to deal with it.

Busying themselves with reading and writing helps distract them from their concerns. There’s something familiar and relaxing about the process of filling out paperwork.

You can do this even if you’re not paperless.

If you or your staff ordinarily do all of the information gathering and paper filling-out for new clients, consider amending that habit somewhat and having your clients do some of it.

The second reason you want the client to fill out at least some of the paperwork is that in doing so, they take a step towards becoming a client. The physical act of filling out paperwork is a subconscious signal that they’re doing so.

Psychologists tell us this makes it more likely that they will act congruently, that is, do whatever else they are asked to do to actually hire you.

Asking them to fill out and sign some paperwork is a form of a “trial close”. It’s like asking during the consultation, “Where would you like us to send copies of your final documents?” If they tell you the address they want to use, they are one step closer to becoming your client.

If you mail prospective clients forms to fill out before their first appointment (or put them on your website), you’re using the same strategy.

Ask prospective clients to do things that are consistent with them hiring you and you’ll get more people hiring you.

Use your website to pre-sell prospective clients. Here’s how

 

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Filed Under: Closing the sale, Salesmanship

Four keys to selling more legal services

November 15, 2016 by
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Yep, I used the “S” word–selling. Because lawyers sell legal services and if you want to sell more of yours, the first thing you need to do is get comfortable with the idea that you are in sales.

Because you are.

You find or attract prospective clients. You qualify them as to interest and ability to pay. You show them what you can do for them and why they should choose you. You handle their questions and objections. And you close them. And if you didn’t do these things, you wouldn’t have any clients.

So, once you catch your breath about this whole sales thing, do yourself a favor and learn to get good at it. You can start with these four keys to selling more of your services.

(1) Sell yourself before you sell your services

Since you sell professional services, you are your product. Clients buy “you” before they buy your services. That means getting good at building rapport with prospective clients and helping them get to “know, like, and trust you”.

One way to do that is to listen more than you talk. Ask questions to get them talking about themselves and their problems and desires. That information not only helps you to diagnose their problems and prescribe solutions, it helps the client see that you understand them and care about helping them.

(2) Sell solutions

Once you have diagnosed the client’s situation, show them a positive outcome or result. Don’t focus on your technical skills and resources, focus on showing them the “better future” they will have when you use those skills and resources.

In other words, sell the benefits they get when they hire you.

(3) Appeal to emotions

Sometimes, prospective clients are on the fence about taking care of their problem. They don’t realize how bad things are or how bad they can get. You’ll sign up more clients who are emotionally involved in their problem and your solution.

If they are angry or fearful about their problem, if they are hopeful and excited about eliminating the problem or achieving their objective, they will be one step closer to hiring you.

Make sure your marketing materials speak to their fears and desires. In consultation, ask how their issue is affecting their business or their personal life, or how it might do that if the problem continues.

(4) Prove it

Don’t just tell them what you can do for them, prove it. Share success stories of other clients you have helped. Use testimonials from satisfied clients and endorsements from lawyers and other prominent people that speak to your abilities, your accomplishments, and your character.

Prove your bona fides by highlighting your awards, speaking engagements, books you have written, classes you have taught, and other third-party indicia of a lawyer who is good at what they do.

Don’t just show prospective clients why they need a lawyer, show them why that lawyer should be you.

Selling legal services is easier when you know the formula

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Filed Under: Closing the sale, Salesmanship Tagged With: ,

What to do when a client says they can’t afford your fee

November 10, 2016 by
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What do you do when a prospective client tells you they can’t afford you? You have three options:

(1) Help them to see the light

Many clients who say they can’t afford you have the money, they just don’t want to spend it. Others can borrow the money, liquidate a retirement account, sell something, or otherwise find the money to pay you and they will do that, but only if they want to.

Point out the greater expense and/or dire consequences that may arise if they don’t hire you, or the immense benefits they will get if they do. Help them to see that hiring you isn’t an expense, it is an investment in their better future.

You can also show them that while you may be more expensive than other lawyers, you’re worth it. You have more experience, offer something others don’t offer, and provide more value and better “customer service” than other lawyers.

Most of this can be done before you speak to them, that is, via articles and posts on your website and in your marketing documents.

(2) Offer to “work with them”

That is, suggest that they hire you for part of the work today and the rest at a later date. You can make things more attractive for them by allowing them to “lock in” the fee they would have paid had they hired you for everything at once. You can also allow them to use a credit card or other financing options.

(3) Let them go

Tell them, in essence, “I’m sorry, let me know when things change for you”. When they want what you offer enough, they’ll find a way to pay for it. Stay in touch with them and remind them that you can still help them.

You can also offer to refer them to another attorney who charges less, which often helps them to decide that no, they really want you.

What you shouldn’t do is cut your fee.

Quoting fees (and getting them) starts with an unshakeable belief in the value of what you do. You can’t possibly expect clients to see this value if you don’t see it yourself.

Remember, there will always be people who can’t afford you and people who can. Target those who can and you won’t have to worry about the ones who can’t.

How to quote fees, invoice properly, and get paid. Go here

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Filed Under: Closing the sale, Fees and Billing, Salesmanship

Too hot, too cold, or just right?

April 7, 2016 by
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If you give prospective clients too many options for hiring you, you risk confusing them, and a confused mind usually says no.

If you only give them one option, however–hire you or don’t–you may lose them for other reasons.

The objective is to find a balance between too many  options and not enough.

Take a look at each of the services you offer. Are there too many choices? Are you confusing them with variables, add-ons, upgrades, and optional services that make it difficult to choose?

If so, look for ways to simply those options. Aim for clarity. Make it easier for them to decide.

If you don’t offer any options, however, if you give them a choice between “A” or “nothing,” look for ways to provide them with a second option. Something that adds value without adding confusion.

Let them choose “A” or “B” because whichever one they choose allows them to get the benefits they seek, and allows you to get a new client.

Sometimes, a third option is warranted. Should you offer it as option “C” along with the first two options? Should you hold back and offer it later? Or should you include it as a free bonus for choosing your higher priced package?

The answer is: I don’t know. And neither do you.

You could look at what other lawyers offer. You could conduct surveys and see which option prospective clients say is the most attractive. You could “go with your gut”. But the only way you’ll know for sure is to offer different options it to prospective clients and see how many sign up.

If you’re still not sure, start with two options. Price the second option higher than the first, but not a multiple of the first. $3,000 and $4,000, but not $3,000 and $10,000.

If you charge by the hour and you don’t offer any flat fees or packages, look for ways that you could do that because more clients will sign up when they know in advance how much it’s going to cost.

Master the art of successful billing and Get the Check

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Filed Under: Attorneys fees, Closing the sale, Fees and Billing, Law office management

How to get more clients with “The Puppy Dog Close”

November 9, 2015 by
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The Puppy Dog Close is a well-known concept in marketing and sales. Here’s the skinny:

You go into a pet store, just to look. The salesman sees you playing with the puppies in the window. You’re almost there, but the salesman can tell you’re not sure. So he says, “Why don’t you take one of these little fellas home for the weekend. No charge. If it doesn’t work out, bring him back on Monday.”

You bring the puppy home, give him a name and fall in love. There’s no way you’re bringing him back.

The salesman didn’t have to close you, you closed yourself.

You may recognize this approach when you go looking at new cars. The test drive is a form of The Puppy Dog Close.

Okay, so you don’t sell puppies or cars. How can you use this approach in your practice?

The odds are, you already do.

Think about it. Aren’t you giving people a “free sample” of your wisdom when you do a seminar or other presentation? When you write articles or blog posts or give away reports or videos, aren’t you showing people how you think and giving them a sense of what it might be like to work with you?

You also do it when you network. As people get to know you, they begin to like and trust you, and that leads to hiring you or sending you referrals.

If you offer free consultations, prospective clients get a chance to try you out and fall in love with you, or at least the benefits you offer. You help them gain clarity about their problems and the available solutions. You help them see a way out and a way forward and they like you for it. It’s hard for them to walk away from that.

You might want to take this up a notch. In addition to offering free consultations, you might offer a free entry-level service. Prepare a free simple Will, for example, as a gateway to doing a trust or other estate planning services. Give prospective divorce clients the first hour free, so they can see how much value you deliver.

Once a prospective client tries you for an hour, they’re probably not going to take you back to the lawyer store.

Crazy talk? I don’t know. How about giving this idea a try before you say it’s not for you. You might fall in love with this puppy.

To learn more about promoting trial, get The Formula

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Filed Under: Closing the sale, Increase your income, Marketing legal services, Salesmanship

Will you REALLY fight for me?

September 9, 2015 by
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A personal injury lawyer used to (still does?) run TV ads which ended with him pointing at the viewer and saying, “I’ll fight for you!”

But will he?

It depends.

Is it a good case? Are there enough damages? Does the other party have insurance?

If he were being honest, when asked if he would fight for the client, he would say, “We’ll see”.

“We’ll see” is a lawyer-like answer. But it won’t get the client to call.

Clients want more commitment. They do want you to fight for them. They don’t necessarily expect that you will win every time, or bring in a massive settlement, but they expect you to try.

“We’ll see” doesn’t cut it, so although you might be thinking it, don’t say that to a client.

Most lawyers recognize that their clients expect (and their oath demands) that they provide “best efforts” and they will tell the client something along the lines of, “I’ll do my best”.

That’s much better, but what if their best isn’t good enough? What if they don’t have enough experience? What if the case needs resources they don’t have? What if. . .

Your clients don’t want to hear that you’ll do your best, they want to hear that you’ll do “whatever it takes”. And that’s the message you should convey in your marketing.

This is also true for non-litigation matters. Clients want to know that you’ll do whatever it takes to help them achieve a good outcome. If you’re negotiating a contact, or drafting documents for them, they want to hear that you’ll do whatever it takes to protect them, deliver value, and make them happy.

“I’ll do my best” isn’t good enough. Tell them you’ll do “whatever it takes”.

If you want to earn more, make sure you have The Attorney Marketing Formula

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Filed Under: Advertising, Client relations, Closing the sale, Communication, Marketing legal services, Salesmanship, Writing
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