How To Attract Clients Without Hard Selling

Effective Practice Growth Strategies For Intellectual Property Lawyers, By Eria Odhuba

Why Simplifying Access To Your Knowledge Helps You Generate IP Legal Services Leads

Do you wake up every morning wondering how you can generate more high-quality leads for your Intellectual Property legal services business? If you do, then ask yourself one question…

Is it easy for your prospects to understand what they can actually achieve, and the value of the results they get,  if they buy from you?

If your answer is yes, then you have gone a long way in breaking down a key barrier to lead generation.

If it is NO, then what I have to say is really important…

You will find it much easier to attract clients if you use your knowledge to provide FREE information that prospects are looking for, and if you have a SYSTEM in place to get the information out. More importantly though, you have to make it easy for prospects to access the knowledge and information you have.

Without this, your prospects will bring up all sorts of objections when you approach them. Even worse, they will not be willing to pay the prices you want as they don’t see the value of what you do.

Most objections you will come across fall into  3 areas:

  1. Your message simply does not resonate with prospects
    1. Your prospects are actively looking for information that they want you to provide. You need to go a step further, and provide specific steps/guidance mapping out how they can achieve their desired outcomes if they work with you.
  2. Your prospects do not believe what you provide will work for them.
    1. People don’t want ‘grand’ mission statements. All you have to do is give simple, specific steps that will help them get where they want, however complex the problem is. You need to provide a roadmap, with milestones, charting the route from ‘pain’ to ‘pleasure’.
    2. Provide evidence of success to help counter this objection.
  3. You don’t seem different from any other IP legal services provider in the market.
    1. Think back to the number of times people tried to negotiate prices, or went to a competitor who offered a lower price. This is what happens when you don’t differentiate yourself from your competition.

So, what can you do to sort this out if it is a problem for you.

  1. As I have always said, start by finding out what information your prospects are looking for.
    1. Find out what search terms are most popular on major search engines such as Google.
    2. Do surveys with prospects and clients on what their fears and frustrations are, and what they really want.
    3. Get a system in place to capture feedback from customers and prospects. Once you have the information, act on it and respond when necessary to those that have provided it.
  2. You know the knowledge you have in your head that makes you really clever. Yes, you. Think about how you can translate that knowledge into information that prospects are looking for.
    1. This means giving guidance on how prospects and clients can eliminate their pain, improve their knowledge / lives or make them more successful.
    2. It does not mean you talk about your services, specialisms and experience.
  3. You now need a platform or system to share that knowledge.
    1. First of all, make sure you understand how your prospects like to get their information. Do they like emails, newsletters, videos, articles, blogs…whatever? Just make sure you know, and incorporate what you have found out in your outreach.
    2. You also need to think about the use of autoresponders to automate your communications, thus giving you more time to focus on other revenue-generating activities.
  4. You need to go back to Step 1. All because you have done it once does not mean you never do it again. If you are really good, then tracking the information your prospects are looking for should be a continuous process.

What I have outlined above is a very small part of what I do when installing The Magneto Effect in client businesses. When I do so, I always stress the following…

It may seem absolutely stupid providing free reports, articles, blogs, etc that show people how they can address their fears and frustrations. However, you are more likely to get prospects to buy from you at the price you want if they are better educated about the value of the results you provide.

If you are the one IP legal services professional making the effort to build a relationship with a prospect, and provide the information he/she is actively looking for, you are more likely to convert him/her as a client than your competitors who don’t share ANY information at all.

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