The Best “Salesman” in Your Law Firm Intuitively has a Process
How do you replicate it to multiply your results?
Do you have a client engagement process, or does it flow however the meeting transpires? You might be excellent at engaging a client, but are your law partners and associates as successful?
Is there a script your colleagues can follow that will enhance the likelihood a prospective client recognizes and appreciates the value about to be delivered by your firm?
I know what you’re thinking, “It’s not an orchestrated script. That won’t feel natural.”
Obviously, the conversation will ebb and flow with questions and the exchange of information. Yet essential elements can be built into the front stage of every estate planning initial client conference, which is necessary to establish, from the client’s perspective, the unique value your firm delivers.
I call these essential elements because, for the most part, the goal of that meeting is to sell your premium services.
If you cringed at the word “selling,” then perhaps we have other topics to discuss.
Yes, you are advising – no doubt. But first, you must get engaged. That’s a sale, no matter what you call it. Too often attorneys “spill all the candy in the lobby” to close that sale, giving away too much advice for free, then expecting the client to pay big money for a commodity.
So what exactly are you selling? Documents? Strategies? Your personality?
We need to script the value your firm delivers – your front-stage process. A process that can be broad enough to showcase value to our multi-millionaire clients as well as simple will clients. It showcases the value your firm is about to deliver.
I can and have turned over multi-millionaire clients to a first-year associate attorney, and so long as my associate hits the essential deliverables, the client will not only engage but will feel relief she’s entrusting us to take care of her estate planning – which really means ensuring the future of her loved ones.
I know this because my firm’s attorneys have done it again and again.
I carry on this conversation in the accompanying podcast to this email.
To your bigger future,
Craig R. Hersch
Florida Bar Board Certified Wills, Trusts & Estates Attorney
Senior Partner, The Sheppard Law Firm
Founder, The Freedom Practice®
PS – Take a look at my law firm’s trademarked estate planning and trust administration processes found on our website. It’s just the Front Stage you’re seeing, not the Back Stage. At Practice Xcelerator you’ll discover the thinking behind our processes and how creating something similar for your firm can organize, systemize, and optimize your practice.