How To Attract Clients Without Hard Selling

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

Why You Have To Position Yourself Effectively To Attract New IP Legal Services Clients

Too many excellent Intellectual Property legal services professionals waste time prospecting for new business instead of providing a great service to clients.

The key issue for them is the lack of enough high-quality leads to sustain their businesses, and hence they feel the need to cold call, send out sales letter, continuously re-do adverts, network…whatever it is they think will get more leads coming through.

This strategy is inefficient and, to be blunt, soul destroying for many IP lawyers that probably have the ability to deliver a great service or product.

If you are in a similar position, what  can you change?

First of all, you need to understand one key point…

If a prospect finds you, he is more likely to buy from you than if you chased him for his business in the first place.

This means that you have to spend less time running around asking people for their business, and more time thinking about how to build up a position of authority that draws prospects towards you. To do this, you have to:

  1. Be seen as the best IP lawyer around who can solve particular problems faced by prospects.
  2. Have a marketing system in place that demonstrates your knowledge, and which allows you to share that knowledge with those that need it so they can learn how to take away any fears and frustrations they have.
  3. Focus on the conversations going on in your prospects’ minds, and act like a laser guided missile in making sure you solve the specific problems they want you to solve.

Now, I am not criticizing anybody that has spent time improving their sales techniques, learning how to project themselves positively in negotiations or got advice on how to motivate themselves. All this is good! But, you would do a whole lot better if you stuck a well-designed marketing system at the start of your sales organization.

All the self-learning you may have done can then be put to good use with prospects that have ‘discovered’ you. The key thing to realize in this situation is that your conversations with prospects are different. They will see you as someone to respect and trust, and not an annoying salesperson that keeps on hassling them.

Remember, the worst position you can ever be in with a prospect is to be seen simply as one of many people or consultants that may be able to solve their problems. You want to be THE ONE person that they believe, and know, will solve their problems.

The Magneto Effect gets IP legal services professionals thinking more about the effective positioning within target niches, and gets automated marketing systems in place to attract prospects…not repel them.

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