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Selling Without Really Selling: Easy Sales Tips for Lawyers

By William Vogeler, Esq. | Last updated on

A new client arrived at my office on a motorcycle and parked next to mine.

We talked about our rides, then went inside to talk business. In that first meeting, I told him he would need to deposit a $25,000 retainer. He gave me $50,000.

There was no sales pitch -- obviously no haggling. We were more like friends, and he wanted me to do a good job.

If you don't really like to sell, then try just being friendly. Here are some more tips:

Be Likeable

There's a reason car salesmen and lawyers rank at the bottom of the likeable scale. They are often pushy and will do anything to get your money. So don't be like that, and try a different mindset.

"Selling is moving somebody else to action," says Scott Edinger of the Edinger Consulting Group. "If you look at things you do over the course of your day, from internal meetings with colleagues to clients calls, almost all of your interactions involve some form of selling."

Focus on the Client

There's an old saying that may need to be updated. So instead of "selling yourself," focus on the client.

In an initial client interview, for example, first try to understand the client's needs and then talk about how you can fulfill them. Don't sell snow in the winter time; sell gloves.

Think Long Term

Veteran salespeople know they may fail more than they succeed. It's about thinking long term.

One time, I took on a client for a discounted fee because she was a struggling single mom. Little did I know that one of her wealthy friends would later need my services.

It was a $45 million case.

Want more information on effective advertising? Let the experts at FindLaw's Lawyer Marketing give you a hand.

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