Interesting Opportunities When you appear like a salesperson, it's important to take precautions and not make eye contact. Here are some things to keep in mind
Prospects have sales defences they employ to keep you at arm's length if you come across as pushy or aggressive. Since this makes the prospect doubt your credibility, you are greatly disadvantaged. Additionally, it could ruin whatever chance you had of acquiring that prospect as a customer.
The question of control is central to the distinction between sales-based marketing and marketing that focuses on education. Marketing that is based on selling aims to take power away from the customer. The salesperson then uses leading enquiries to exert dominance and persuade the prospect into making the desired commitment.
Ads that focus on education have the reverse effect. It stops trying to influence the outcome. On the contrary, you should focus on educating the prospect about his problem and then offering services to assist him address it. Make sure the prospect knows he is always in control of the decision to hire you. Marketing that focuses on education treats potential customers with the same level of respect and decency that you and I expect from others.
To avoid coming across as pushy, make sure to adhere to this list of things you should and should not do.
Avoid making unsolicited phone calls to potential customers. You are obviously a salesperson because of this. Is it annoying when strangers call you and try to sell you something? Just because you have a legal degree doesn't mean you can't cold call potential clients.
DO: Organise your marketing campaign in a way that makes it easy to spot real prospects and encourages them to give you a call. Making an instructional video that shows potential customers how you can fix their issues is one way to accomplish this. Advertising, media coverage, seminars, newsletters, websites, cassette tapes, and any other means your prospects find easy and comfortable are all fair game when it comes to delivering your marketing information. You may put information into your prospects' hands in a number of compelling and successful methods.
#2: Withhold your business card from a potential new client until he specifically requests it. You can tell you're a salesperson by the crossed-over approach, in which you shake hands with your right hand and then use your left to present a business card. From that point on, your prospect is aware that everything you say is a sales pitch meant to get him to do something he may not be interested in.
DO: It's always a good idea to ask a prospect if they would like a card if they don't ask for one throughout your talk. (In this way, the prospect retains power over the decision to take your card.) Still, you shouldn't give a prospect your card unless they ask for it. Do not offer to give one until he specifically requests one or gives you the go-ahead.
Thirdly, before you reveal any information, you shouldn't demand to meet in person. Anyone who uses the tired old sales pitch about "let's get together so we can discuss your needs" is setting themselves up for a sales pitch. Prospects may tell you acquired the needs approach in sales school because you apply it so frequently. Your prospect will likely remember a previous encounter with an agent that insisted on meeting in person when you withheld information and demanded a meeting, whether it was with his real estate broker, life insurance company, or someone else. Therefore, your prospect will be suspicious of you when you make this offer. Because of this, he becomes defensive and searches for a reason to postpone the meeting.
DO: Whether it's over the phone or in person, you should always be prepared to answer questions and give information. Being honest and forthright with information considerably boosts your credibility. Offering informative handouts is a great way to let prospects know that you have resources that could be useful to them. When potential clients see that you aren't trying to conceal anything or limit their access to information, they will see you as an exceptional lawyer. The prospect appreciates your genuine desire to assist him, which leads to a positive response.
Fourthly, don't hide your prices. Your answer to the fee question will have significant consequences. You get to decide. One of two things motivates prospects to enquire about fees: You need to know your rates first. And two, to find out if you'll be honest with them or attempt to sidestep the problem.
Customers know that salespeople trying to sell them vacuum cleaners (or any product, really) will skirt the issue of pricing until they get close to the conclusion of their presentation. The more you juggle your hourly rate, your prospect thinks it will be higher. Furthermore, it demonstrates to him that you have not been truthful in responding to his enquiries, at least on this particular instance.
DO: Your potential customer needs a numerical response to his enquiry. Therefore, tell him your usual rate per hour. So long as you fill in the space with a number, your prospect will be satisfied. After that, reassure him that you will provide him with a price, range, or estimate of fees after you have more information about the services he need. Telling him you'll give him a better answer after you understand more and then disclosing your hourly fee both make a good impression.
Enquiries that aim to trap your prospect should not be asked (DON'T #5). The 3-question closing is a technique that Zig Ziglar outlines in one of his books. In Ziglar's delicate words, it goes something like this: By asking a prospect just three questions, you may demonstrate to him the many advantages of purchasing your service or product.
It sounds more like a carnival barker to me, as someone who is sick of salespeople and phone solicitors: "Yes, my buddy, you heard correctly. In just a minute and with only three easy questions, you can transform a casual chat into a jaw-dropping trap that will force your prospect to sign your contract.
If we apply this strategy, what will happen? You ought to start by being at the very top of the prospect's list of persons he doesn't trust since you managed to trap him. Am I required to proceed further? Is it pleasant for you when someone treats you this way? Definitely not.
A convincing marketing presentation should include all the information your prospect needs to make an informed decision about employing you. Then, it stresses that you'll spare no effort in providing your prospect with all the data he needs to make a well-informed choice. By highlighting the dangers your prospect faces if they wait and the severity of those hazards, you may make the message seem more urgent. However, you should constantly emphasise to the prospect that the decision is ultimately his to make, and that you're available to answer his questions, give him information, and assist him in making the best selection, to the extent that he desires your assistance.
Sixthly, avoid offering services at a trade show stand. The legal profession has more than enough issues with its reputation. Be careful not to resemble the man peddling his multi-function vegetable peeler, slicer, cutter, chopstick, corer, and dicer. Remember that your viewpoint is irrelevant, even if you disagree with this comparison or try to justify your trade fair experience. Your prospect's perspective is the only one that counts. Furthermore, a prospect will naturally infer that you are exhibiting some sort of product or service when he spots your presence at a trade show booth. You should definitely strive to prevent that look.
DO: One of the most important aspects of marketing that many lawyers fail to consider is the chance for interaction that trade exhibitions give. Talking to prospects over the phone, in person, at seminars, over lunch, or even while playing golf are all examples of better and more respectful ways to incorporate interaction into your marketing programme.
Most of the time, when you put on a salesman's airs, your prospects will do the same. No one wants to be around you. They see you with suspicion. Not even talking to you will pique their interest. For this reason, I think lawyers should stay away from sales-based marketing.
The key to respectfully recruiting new consumers is education-based marketing, therefore maintain an educational stance to boost your prospects' trust, respect, and confidence.
