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