How clients pick a Solicitor

How clients pick a Solicitor

The secret to gaining ‘Instant Trust & Rapport’

Your potential client sets an appointment for their initial consultation. Nervous, they arrive at your office, sit down, and begin to explain their problem.

Now, this potential client can describe this problem to 100 different Solicitors. The problem remains the same. So why does this person choose you? Or rather, how do they make the decision to not choose one of the other 99 firms?

* Your academic credentials?

* The size of your office?

* If the free coffee was tasty?

* If the chairs were soft?

* The testimonials on your website?

* The pictures on your wall?

* If your suit appeared expensive?

* Your commanding voice?

* The courtesy of reception?

* The graphics of your ad?

* Your all-knowing nodding when they talk?

* Your description of your fees?

* The payment plan?

Unless we understand how prospects make their final decision, we will continue to miss potential business and fees.

Let’s just take a look at the first criteria potential clients use to choose who should represent them.

#1. Rapport.

Before the client begins to describe their problem, they sense if there is immediate rapport - or distance - between you and them. They want to know that you understand and see the world, and their problem, from the same viewpoint. If they feel you see their issues differently from them, they will be skeptical of all of your conversation.

A good example is when a leader of a political party speaks. If you are a member of that party, you naturally accept what the leader says as true. The leader has the same viewpoint as you. If you are a member of a different political party, then you will be skeptical and reject what the speaker says, because you have a different viewpoint.

So how do we let our potential client know that we have similar viewpoints?

We tell them one or two facts that we both believe to be true. For example:

“Everybody knows that life insurance can be expensive.”

“It is hard to save money for the future and still have enough to live on today.”

“Nobody wants risky investments for their hard earned savings.”

“It is hard to become an expert on tax strategies for retirement.”

“We all want to know more options before we set a strategy.”

“Most people find Solicitors intimidating.”

“Some people think they can’t afford legal advice.”

“Most people have no relationship with their Solicitor.”

“Smart people worry about their retirement.”

“Most people think they aren’t rich enough to have a Solicitor.”

Quickly our potential client realizes that we think the same, and have the same viewpoints. Now your client can set aside their fears, skepticism, and stress, and feel great that they have found someone who will understand their problem and help them resolve it.

Yes, even before the issue is described, our potential client has used rapport to make the first step in his selection process. With instant rapport, our potential client will be less likely to hold back and will give us a truer picture of their legal position.

And what happens when our potential client doesn’t feel rapport in their initial interview?

The potential client is afraid to say, “I don’t feel you and we cannot work together, we just don’t connect.” 

Instead, the potential client says, “I need to get back to you.” “I need to think it over.” “I have to talk it over with my partner.” “I will be making a decision soon …” and then finds a competing Solicitor that they can “connect” with and feel secure.





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