There’s a disturbing tradition among lawyers to speak to prospects and clients. What’s disturbing is that there’s seldom a level of communication that goes on, that back and forth between two people who have a common goal.
Take, for example, a cocktail party. When you enter the room and are introduced to a new person – or even when you meet an old friend – do you spend the whole time speaking? Of course not. And when you meet someone who spends the whole time speaking, you’re probably doing everything in your power to get away and do something else. Anything else.
So, too, is the rule of working with clients or prospects. If you spend the entire time speaking, you’re going to miss out on a ton of good stuff.
Like why they really need you. What’s important to them. How their life has taken turns in the road leading them to a lawyer’s office.
We spend our days looking at the clock, concentrating on our profitability. Can I get out of this consultation in 20 minutes and move on to the next one? Would this person just SHUT UP and sign the darn retainer already?
It’s common, and we’re all guilty of it from time to time. You’re tired, worn down, harried even. Patience wears thin and we do whatever we can to move the train along the track.
You have neither the time nor the patience for the long and winding road.
But here’s the thing:
When you let the client meander a little bit – just a little – you get the answers to your questions more clearly. You establish the bond of trust between you and your client. You find out more about the person sitting across the desk – and in turn, you share a little about yourself.
When you do that, you find out what really matters to the client. It isn’t about the overdue mortgage, it’s about where the kids are going to sleep at night. About whether they can finish up the school year without being uprooted. About whether the client is going to be able to keep his or her job because of a longer commute.
You can then address those worries, reassure the client, and form the relationship that allows for referrals in the future.
And best of all, you may find that you actually like your clients again.
So today – right now – take a step back. Start your next consultation with the following question:
“Tell me a little about yourself.”
The road may be longer than you might originally expect, but it will take you and your business to a far better place.
Photo courtesy of lawnborghini.
Good post, Jay! My old Italian grandmother used to say that God gave you two ears and one mouth so that you would listen twice as much as you talk.
Good post, Jay! My old Italian grandmother used to say that God gave you two ears and one mouth so that you would listen twice as much as you talk.