How To Attract Clients Without Hard Selling

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

Using Specialization To Grow Your Business

How many specialists are there in the world? Millions – scattered all around us and many will be trying to get us to acknowledge their talents. Do you do that? By that, I want to know whether you start off telling people what qualifications you have and how many years you have been in business.

Put yourself in the minds of your prospects and ask yourself whether they care?

If you do research and are stuck in academia, then yes you may have a point. But, for example, if you are a financial advisor telling a prospect that you have passed more exams than your competitors, and are, therefore, better than them, I can guarantee you that your prospects will still want to know how you can solve their individual problems better than the others.

So what do you do – you compete on a level where all you are doing is qualifying yourself with the prospect instead of closing the deal. This may work for you, but it really is such a waste of your time. Wouldn’t it be better to develop a relationship with the prospect so that they simply value your advice rather than have to hear about your qualifications?

Remember the basics – what is the problem the client is facing, and how can you help them solve that problem? More importantly, what information can you give them to educate them about how to deal with their pain so that when they ask you for your services (not you asking them for their business), you can use your specialist knowledge to sort them out.

Your prospects and clients want help, but they don’t want to be hoodwinked. Make them partners in your relationship, share your specialist knowledge with them (in simple and easy to understand language) and see how better they respond to you. Not only are they more likely to stay with you, but they will also be excellent references for new business.

And if you really want to rock the world:

  1. Find the major problems your prospects or client are facing.
  2. Select a niche to target, and move away from trying to boil the ocean.
  3. Use your specialist skills to help clients in that specific niche solve their most pressing problems

Over the next few weeks, I will continue this theme and provide some tactical stuff you can think about, and start implementing immediately, in your business.

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