How To Attract Clients Without Hard Selling

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

How To Win More Clients By Realigning Your Business To Focus On Client Emotions, Not Facts

Over the past few months, I have only met one person who did not want more clients. Every other professional services business wants more clients – high quality ones that are willing to pay more for great services and stay for many years.

One of the problems many professional services businesses and consultants have is the fact that they do not think about every single experience a prospect or customer has with them, and how this affects emotions. I’ll state something that has been said so many times, but which seems to be ignored:

People buy services and products based on emotion, not facts!

The best professional services businesses have great conversations with prospects and clients, and this enables them to gauge what the key fears and frustrations are within their client base. They can then make sure they address these and, more importantly, change the culture within the business to react accordingly.

This is a core principle underpinning The Magneto Effect. You can only be magnetic, and attract clients, if you stop focusing on your products and services and simply make every effort to really understand the aspirations, feelings and struggles your clients have. Everything you develop – reports, communications, meeting schedules, actual products and updates to services – should provide solutions to their individual problems .

Now if you have selected a niche, and direct any specialism you have towards that niche, life gets easier as you can channel almost all your efforts on a specific audience with similar problems and needs. It also means you have a better chance of building a position of authority because of your in-depth understanding what people actually need and how you can help them.

While all this seems obvious, there are many professional services businesses and consultants not doing the best they can. Think of social media – how many firms have a social media channel communication strategy (on top of the traditional forms of engagement) that allows them to keep clients and prospects up to date on various issues? If there is a free report on what clients need to do to solve a problem, is this on LinkedIn, shared via Twitter, or posted on a blog that clients can subscribe to. And is there an option for feedback so that people feel you are responsive enough to their needs?

More importantly, is there an effective contact management system in place to log customer / prospect feedback, how you responded and if the customers / prospects were happy with the result.

Is all this scary? Yes, if you simply refuse to place your feet in the modern world. Winning new customers is tough, and people need to trust you before spending their hard-earned cash on you. Trust takes time to develop (as I mentioned in a previous post), so financial advisors essentially have to re-align themselves on a continuous basis. You have to provide a lot of information before you start selling to prospects to give them the chance see you as someone that understands their needs and can help them.

On a final note, I have a question for you: Do you understand your clients’ emotions, and have you structured your business to develop a trusting relationship with prospects and clients so that they start to think of you as an authoritative figure in their niche?

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