The initial consult is over. The prospective client is paying at the front desk and tells the receptionist that you were great. She says you answered all her questions and she loved you.
The receptionist asks if she’ll be back to get started. The woman answers in a hushed voice “No, she was great, but she’s too expensive.” The prospective client leaves, never to be heard from again.
Were you really too expensive? Probably not. In fact most family law attorneys charge hourly rates and fixed fees that are less than they deserve. They frequently choose not to bill for some of their time and they usually don’t aggressively pursue outstanding receivables.
So why did she think you were too expensive? Ultimately she didn’t feel that the service you were going to deliver was worth the fee. It’s likely that you presented the fee without explaining the benefit she’d receive and the work involved.
During your meeting it’s important to explain the steps you’ll take with some specificity. Explain the parts that will be complicated, time consuming and aggravating. Help her understand the work you’ll be doing on her behalf.
Your job is as involved as organizing and executing a climb to the summit of Everest. You can make it sound easy (we’re climbing to the top) or challenging (minimal oxygen, freezing temperatures, sophisticated equipment). Go for the latter.
More importantly, communicate the benefits of your work. Explain the comfort of knowing that nothing will come up later that might cost her down the road. Explain that she’ll be certain that every “i” is dotted and every “t” is crossed with respect to her valuable retirement plan and other assets. Let her know that she’ll be protected through the process by knowing what’s coming and that she won’t have to worry because you’ll be doing the worrying for her.
You’ve got your own special way of communicating the value of your service. You’ve got stories you can tell to make your point. Do it at every consult and she won’t ever think you’re too expensive.
