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Earlier this month, I posted a piece about Business Development for Lawyers: What Are You Doing Right? Today we examine the flip side of the coin – several common law firm marketing mistakes you may be making and what you can do to fix them:
You have failed to convince them of the value your service gives to them specifically. Solution: Go back and do more research on your target market's "points of pain." Use more of these in all of your conversations with prospects.
They don't trust you. Solution: Develop a list of specific things you can do to build your credibility. Examine your personal image: your clothes, your mannerisms, your listening skills. Analyze your business image: your office location, your office furniture, the quality of your stationery, your business cards, etc.
They perceive your cost outweighs your value. Solution: Either temporarily reduce your price or immediately find ways to significantly increase your perceived value.
They don't believe your benefits or values because you haven't demonstrated them. Solution: Find a way to give them a FREE sample of your services.
Their risk seems too great. Solution: Find creative ways to reduce or eliminate the risk of working with you.
They don't feel like you listen to them. Solution: Stop talking so much during your presentation. Ask more questions. Develop a list of questions to ask prospects. Work on reading their body language. Use active listening skills and reflective feedback. Use the 25/75 Rule -- good attorney talks less than 25% of the time during the initial interview. They ask good questions and then listen 75% of the time. The interesting thing is that prospects will feel you are more competent the less you talk, the more you listen and the better your questions are.
Prospects will not hire you when they don't want you, don't believe they need you or can't afford you. Solution: Cut your losses and move on. They are NOT in your target market.
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