I’ve got a prospective client sitting across from me in the conference room. She’s in need of the services I provide. She has access to the funds required to pay my fee.
How do I get her to hire me? What do I say? What do I do?
This is a common question. I get it all the time. The marketing worked. You brought someone in the door. How do you move the relationship forward?
I get asked lots of questions.
- What should I say, and how should I say it?
- Should there be handouts or a PowerPoint presentation on the monitor?
- Should I prepare an informational booklet, and should the booklet be in a binder?
- Should I push to get a client agreement signed now or later?
- When should I ask for payment or send a bill?
The questions are all about technique, saying, and doing. Unfortunately, my answers won’t solve the problem. The questions I get are always focused on the doing. They’re focused on the actions to be taken. I never get questions about being, only doing.
How to Seal the Deal
Here’s the reality of closing the deal.
The client came through the door with the goal of getting help with a legal problem. She has a problem and needs help.
More often than not, you’re able to help her navigate her way to a solution. You have a service she needs.
If I walk into a 7-Eleven and I’m thirsty, the odds are good that I’m going to walk out with a drink. I have a need, and the store has a solution. I’m buying. If I walk out of that store without a drink, it was likely because the store screwed up the sale. The cashier couldn’t handle the register and made me wait. The credit card machine was broken. The store felt dirty and grossed me out. I’m a buyer, and I came to buy.
The prospect sitting across from you came to buy. Of course, she couched it in terms of wanting information and options. But fundamentally, she came to buy.
You disagree? You think she came to find out how much it cost and is leaving because she can’t afford you? I disagree with you. If she leaves without hiring you, I think she’s worried that you don’t offer the value she wants in exchange for the fee you charge. She can’t feel that cool drink sliding down her throat.
By the way, I just paid $4.00 for a Diet Coke that would have cost me $1.79 (max) in my neighborhood store. Things are expensive in Australia. I wasn’t going to leave thirsty. I wanted a drink. I was thirsty. Yes, the price was high, but I could feel the value.
Just Do Be It
Back to your meeting with your client. How do you convince her to hire you?
I’m going to annoy you with this—I’m sorry—but it’s not about what you say. It’s not about what you do. It’s not about the booklet, the binder, or the PowerPoint.
It’s about being. It’s about being present with her in the room. It’s about focusing on her, understanding her, and listening to her. Being with her and her problem creates value. Being with her communicates that you understand. Being with her helps her feel that you can help.
You say she’s not that type? She’s all business. She has legal questions and wants legal answers. Again, I disagree. She wants your attention. Your presence. Your understanding.
When you’re completely present with her, she feels the value. She won’t leave without paying. She’ll know you are the solution to her problem.
Start by listening harder. Stop talking. Stop thinking. Stop worrying about what’s next. Just be with her and listen as hard as you can. Don’t take notes. Don’t be logical. Don’t spot issues. Don’t give advice. Just be.
Yes, you’ll push back against my advice. You’ll tell me she requires your advice, information, and analysis before she makes her decision. If that’s true, and if that’s working for you, then keep it up. Just do what’s working.
If, however, you’re struggling with getting her to hire you, then it’s time to change your approach. Show up. Pay attention. Focus. Don’t do. Just be.
