Mention the word “selling” in the context of a law firm, and most people will recoil in horror. It’s as if you’ve danced on the graves of the Founding Fathers.
As a bankruptcy lawyer, it’s likely anathema.
Why? Because we, as lawyers, do not deign to sell. We inform, we educate, we offer our services meekly. But we do not, under any circumstances, get down into the mud that is salesmanship.
That’s why lawyers, in particular bankruptcy lawyers, don’t do nearly as well as they should when it comes to helping people who need them most.
Every bankruptcy lawyer needs to know how to do the two-step.
Step One – Inform
People have a natural fear and loathing of bankruptcy. They think it represents the epitome of failure, and that it signals the end of life as they know it.
For that reason, a trip to a bankruptcy lawyer is like a trip to get genital warts treated. Not something a person looks forward to or wants to talk about.
In order to bring a client to your door, it’s incumbent upon you to inform them about their options, the impact of bankruptcy on their life, and enough about the process to dispel the myths and ease the fears.
Without information, people aren’t going to give you the time of day unless their backs are up against the wall big-time. And once the hounds ease up, they’re gone.
Not the ideal client for a bankruptcy lawyer who actually wants to have a viable practice.
To attract a better caliber of client, you’re going to need to educate them. Perhaps that’s done through a blog, a website, direct mail or a prerecorded toll-free message.
Blogs in particular are effective because frequent posting of relevant information creates a sense of authority as well as providing a way for your prospective client to learn a bit about how your mind operates.
That said, not everyone is cut out to be a blogger. Some markets are more amenable to blogs, others not so much. Find what your market will respond to, and do that.
Step Two – Make The Offer
People hate to be “sold,” but they love to buy – when the time is right. That’s why it’s important to make the offer when it’s right, and not a moment sooner.
Your offer needs to be tasteful, and can come only on the heels of enough information to maximize the chances that your prospective client is ready to make a hiring decision. Do it too soon and the prospective client will feel pressured and distrustful.
Still, you’ve got to be comfortable making the offer and asking the prospective client if he or she is interested in moving forward.
Assuming you’ve done the work of informing properly, the only issue that remains is whether bankruptcy is a good solution for the person’s problem.
We’re going to keep talking about how to sell your services ethically and honestly. If that’s something you’d like to learn more about, subscribe for free here.
About Jay Fleischman
