How To Attract Clients Without Hard Selling

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

Build A Profitable IP Legal Services Business By Getting Prospects To Think It Was Their Idea To Call You First

If you think I am talking about mind games in this post – then you are right!

I’ve said this before, and will say it again – People are more likely to buy from you if they searched you out than if you contacted them up in the first place.


Well, there are two reasons, and this is where a lot of IP legal professionals stumble:

  1. If people seek you out, it is because they have a problem and think you can help them address whatever it is that is troubling them.
  2. If people contact you for your IP legal services, it means they recognize you as someone that can help them achieve their desired outcome. This is a big difference to you contacting them and being seen as a pest.

You therefore have to change your business model and build yourself up as someone people trust and admire, and be seen as the service provider of choice within a crowded market. This means moving beyond the traditional hard selling strategies many IP lawyers and firms still do.

You simply have to find ways to educate your prospects, and give them the confidence to make an informed decision on who to buy from. If you do this right by gaining their trust over time, and showing you can actually deliver their desired outcomes, they will choose you when they are ready to do so.

So, make prospects feel they have made the crucial choice to contact you for your services. Move away from trying to sell your services too hard. All you’ll do is get doors slammed in your face.

Remember though – find out the conversations going on in your prospects’ minds first, and then provide information that shows them how to solve their problems.

This will get more prospects through your sales funnel quickly and you will end up with more clients.

Simple really!!

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