In my hometown there are two bike shops located across the street from each other. I recently went shopping in search of a new mountain bike, and had two drastically different experiences.
I walked into the first shop, and was immediately greeted by a salesperson who asked me what I was looking for. “I’m thinking about getting a new mountain bike,” I said. He ushered me over to the display area, and started detailing all of the great features of a $5,000 model—more than I spent on my first car, and way more bike than I need as a relative novice to the sport.
After spending 15 minutes listening to a sales monologue, I made my way to the shop across the street. Another salesperson approached me, but the experience was far different. Instead of directing me to a product, he first asked me a bunch of questions. “How long have you been riding?” “What type of terrain do you ride, and in what seasons?” “What bike are you riding now?” “What do you like about it?” “What don’t you like?” “Do you have a budget in mind?”
As you might expect, this interaction ended with a sale—and I went home with a new bike that fit my needs and my budget.
The first salesperson put on the classic “hard sell,” which turned me off. The second one took an approach that I like to call “client-centric selling”—focused on my needs and wants rather than his own.
And, of course, this approach isn’t only effective when selling consumer goods—it’s just as powerful when selling sophisticated legal services.
The Power of Client-Centric Selling
Just like the bike shop experience, the legal industry too has its fair share of professionals who dive right into their offerings without first understanding the client's unique needs. While they may occasionally secure clients, their approach often misses the mark, leading to unmet expectations and disappointed clients. In contrast, client-centric selling leads to more consistent wins in an industry that thrives on trust, relationships, and effective solutions.
The Benefits of Client-Centric Selling
Building Trust: At the heart of client-centric selling is a genuine interest in the client. By prioritizing their needs over a swift transaction, lawyers build a rapport that fosters trust—a critical element in any attorney-client relationship.
Long-term Relationships: Client-centric selling transforms transactions into relationships. When clients believe that their lawyer truly understands and cares about their problems, they are more likely to return for future legal services and recommend the attorney to others.
Greater Client Satisfaction: Meeting clients' needs effectively leads to higher satisfaction rates. This not only strengthens your reputation but also boosts referrals.
The Art of Asking Open-Ended Questions and Sharing Insights
At the heart of client-centric selling is the dance between asking open-ended questions and sharing valuable insights. The beauty of open-ended questions is that they unlock doors to deeper understanding. Unlike close-ended questions that often elicit mere facts, open-ended inquiries invite clients to share their challenges, aspirations, and concerns. By posing questions such as "What challenges are you currently facing?" or "What is your primary objective in this case?", you can unearth different layers of a client's situation, enabling a meaningful dialogue.
As this dialogue unfolds, it's essential not to remain a passive listener. Weaving in insights that reflect your expertise demonstrates genuine interest and creates a space where clients feel both heard and enlightened. Saying something along the lines of “That makes sense. I’ve dealt with clients in similar situations and here’s how we approached that problem…” can go a long way toward building confidence that you’re the right lawyer for the job. This synergy of asking and enlightening fosters an environment of trust and rapport.
Tailoring Your Solutions to Address Client Challenges
Once you’ve gathered enough information, you're in a better position to tailor your services to fit the client's unique needs. This means devising a legal strategy that addresses their challenges head-on. Whether it’s helping a business navigate complex regulations or assisting in a transaction, a personalized approach always wins over a one-size-fits-all tactic.
Recognizing When You're Not the Right Fit—and Helping Nonetheless
There will inevitably be instances where, despite your best intentions, you might not be the best fit for a client—or the client will not be the right fit for you. In such cases, a client-centric approach would involve guiding them towards a more suitable solution—even if it means referring them to another attorney or firm. This client-centric approach not only demonstrates your commitment to the client's well-being but also cements your reputation as a trusted advisor.
Conclusion
By prioritizing the client’s needs, asking the right questions, and tailoring solutions, “selling” legal services doesn’t feel like it—to you or to the client. The next time you have a chance to discuss your services, put the client at the center of the selling experience.
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.