How To Attract Clients Without Hard Selling

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

Your IP Legal Services Prospects Are Talking To Themselves Again – Do You Know What They Are Saying?

If you have lost potential customers because someone else appeared to understand their requirements better, then read what I have to say as there is one activity that will change the fortunes of your Intellectual Property (IP) legal services business.

You need to know the conversation going on in your prospect’s mind in order to attract his or her attention.

Imagine if we all thought out loud, held nothing back and did not care if anyone heard what we were saying. We’d be pretty clued up about everyone’s desires, fears and frustrations (and perhaps have a few more clack eyes as a result mind you).

If you are an IP legal services professional, you have a major problem…

No-one will buy any of your services if the result of what you provide does not match or exceed desired outcomes.

On top of that, not many people will tell you why they don’t want to buy from you. They’ll simply respond to someone else they think will take away their fears and frustrations, ask around or go on Google to look for someone else.

What do you need to do then?

First of all, stop talking about yourself and find out what your prospects are specifically looking for. The key questions they will ask and which you need to answer are:

  1. Do you know what my main fears and frustrations are regarding IP law?
  2. Do you know what my desired outcome is for any service I buy?
  3. Why should I select you, above all other options available, to help me achieve my desired outcome?
  4. What additional benefits will I get if I buy your IP legal services?
  5. What evidence do you to have to show you can address my fears and frustrations?
  6. What information can you provide to educate me on how to solve my problems?

As an exercise, get the names of 20 prospects and see if you can answer all those questions for each. If you can do so with total confidence, then well done.

If not, here are a few suggestions to help you:

  1. Ask! Ask your current clients what their major fears and frustrations are, what they like or don’t like about your profession and what their desired outcomes are.
  2. Do surveys to give people a chance to let you know what type of information  they really need.
  3. Speak to former clients and ask why they left you. More importantly, do not argue back! Painful as it may seem, you will be surprised by the the small things you could have changed to keep their custom.
  4. Create a forum for customers and prospects to share experiences and expectations, and to ask questions. This will need moderating but if you can do it, your business will benefit if you take action on issues raised by participants.
  5. Provide free information – blogs, articles, newsletters, and allow your readers to comment or provide feedback.

Remember, work on your prospects’ emotions and don’t just provide facts.

Once you know the conversations going on in their heads, it is easier to build a roadmap to cultivate their trust. You can then stop having to do any hard selling right at the outset of any relationships.

If you do everything outlined above, you will be selling your services…powerfully!

But you will be subtle and very different to many of your competitors who have the traditional hard sale approach. What you will find is that more prospects will ask for you services. The roadmap you put in place should have stages that not only builds your position of authority within a niche, but regularly informs prospects about solutions to their problems and which gets them closer to you over time.

This is just a small portion of what the The Magneto Effect does for IP legal services professionals. Once you know what your prospects are talking to themselves about, client attraction becomes much easier.


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