If you’d like to receive more content like this, join 4,700+ other lawyers and legal marketers who subscribe to my Legal Growth email newsletter here.
Let's talk about how you can set yourself apart when selling your legal services.
Standing out from the crowd can be a daunting task. You're often competing against a sea of similarly qualified lawyers all vying for the same clients. It's easy for clients to feel like they're choosing between identical options. So, how can you differentiate yourself and win over clients in this competitive landscape? The answer lies in adding more value during the sales process and positioning yourself as a trusted advisor.
One good place to start is to think about what your client wants to hear from you during a pitch. Most clients, if they were being honest, would say something along the lines of: Tell me something I don’t know.
The Way Things Used to Be Done
In the not-too-distant past, the typical approach to pitching legal services revolved around showcasing your qualifications and expertise. You'd sit down with a potential client, discuss your credentials, and try to build trust by highlighting your capabilities. The goal was to convince the client that you were the right person for the job based on your experience and knowledge.
The Buyer's Experience
However, times have changed. Today's clients are more informed than ever before—it’s no longer a world of information disparity. By the time they meet with you, they've likely already done their homework. They've visited your firm's website, read through your bio, and undoubtedly did a similar deep dive on the lawyers you’re competing against. So, when you come into the pitch meeting and simply regurgitate the same information they've already seen online, it falls flat.
Imagine a client who has spent hours researching your firm and your competitors. They've read through countless attorney bios, case studies, and testimonials. When they finally meet with you, they're excited to learn something new and gain fresh insights. However, instead of providing unique value, you spend the majority of the meeting rehashing your qualifications and experience—no wonder they start looking at their phone as you advance to slide 11 in your “capabilities” slide deck. The client leaves feeling disappointed and no closer to making a decision.
Clients aren't looking for a rehash of your qualifications—that much is clear. So what do they want?: To learn something new; something that will update how they see the world, their business, their challenges and opportunities. They want you to tell them something they don't know.
Your Opportunity to Differentiate
So, how can you seize the opportunity to differentiate yourself during a pitch? Remember, the goal is to build trust and add real value in these types of interactions. This will differentiate you because it’s likely that your competitors are still stuck in a mindset of highlighting credentials and capabilities. Here are a few ways to go about it.
Develop a Niche Focus. Work with similar types of clients who face similar challenges. When you specialize in a particular area, you can draw upon your experience and offer targeted and contextualized—as opposed to generic—advice. Saying something like, "We've encountered this situation before, and here's how other companies have successfully navigated it," demonstrates your expertise and adds real value to the conversation. You can help broaden the client’s perspective.
Do Your Homework. Take the time to thoroughly research the company, its industry, and the key players involved in the decision-making process. The more you understand about their unique situation, the better equipped you'll be to offer relevant insights and recommendations.
Bring Fresh Perspectives. Don't be afraid to challenge the client's assumptions and help them see their situation from a different angle. Bring up trends, risks, and alternative approaches they may not have considered. You’re not just selling a solution to a problem. You’re also helping the client think differently about their perceived problems, and unearthing new opportunities.
Focus on the Conversation. The sales process is no longer about delivering a perfect pitch. It's about having a meaningful conversation that adds value. The goal is not to dominate the conversation but to create a collaborative dialogue, a two-way exchange. Encourage the client to share their thoughts and ideas, and actively listen to their concerns. By fostering a true exchange of ideas—a joint exploration—you'll build trust and demonstrate your value as a trusted advisor. Try to learn as much from the client as they learn from you.
In a world of information parity, it's no longer enough to rely on credentials alone when pitching your services. When you prioritize the client's needs and consistently demonstrate your value during the sales process, you'll build lasting relationships and win more new business.
Tell them something they don’t know.
Jay Harrington is president of our agency, a published author, and nationally-recognized expert in thought-leadership marketing.
From strategic planning to writing, podcasting, video marketing, and design, Jay and his team help lawyers and law firms turn expertise into thought leadership, and thought leadership into new business. Get in touch to learn more about the consulting and coaching services we provide. You can reach Jay at jay@hcommunications.biz.