Working with more than 10,000 attorneys over the past dozen years has taught me a lot about what it takes to be a successful rainmaker. Some would argue you’re born with it; however, I believe many of these successful habits can be learned.
To read about the first six top habits of successful rainmakers, go here to access Part 1 and here to access Part 2. These are the final three:
7. Incorporate Sales Into Daily Life
While personality is a key factor in successful selling, developing a sales mindset so that it permeates your daily activities is a key attribute for high-achieving rainmakers. These attorneys consistently:
Differentiate contracts from prospects. Listen for the signals that distinguish a real prospect from someone who is simply price shopping or worse (using you to obtain a lower fee from another lawyer). Create a list of questions to disqualify contacts focusing on the criteria of “need, want, afford.”
Interview qualified prospects directly. Are you consistently talking directly to your prospects (versus their gatekeepers and time-wasters)? Make sure you are speaking to the real decision-maker.
Give prospects a call to action. Make sure each prospect receives one clear call to action. Make it easy for them to follow. Ask for their business!
Follow up. Have a process in place that will follow up with a thank you letter or e-mail within 24 hours of the interview. Be sure to end every interview with action steps (e.g., what each party agrees to do as next steps and when they will do it by). If you agree to do something, be sure to do it before the deadline.
8. Answer the Question, Why Hire Us?
To be able to successfully pitch why you are the best choice, you must understand the problem the prospect sitting across from you is facing. They are coming to you seeking a solution to a specific problem, which for you could be something you see every day, but for them are new and unique.
Don’t emphasize the kinds of services you offer, the quality of your services, the size of your law firm or your years of experience. What you need to tell prospects is the benefits they will get because they are doing business with you, the value you will provide them (value does NOT mean price) and theresults they can expect from the services you provide.
9. Perfect the Close
One of the primary reasons that a company or person hires an attorney is to alleviate some type of “pain”. They may use words like “challenges”, “problems”, or “obstacles”, but all of the words amount to the same thing; they are experiencing discomfort; they are experiencing pain. Their “pain” is whatever they are asking your assistance with. Successfully closing a deal with a prospect relies upon your ability to identify their pain and effectively communicate how you will help them resolve it.
Some attorneys have a very bad habit of making clients feel stupid by using too many legal terms in conversation. Stay on your client’s level and always make sure they understood what you are trying to communicate.
In perfecting the close, great sales people:
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Lead with benefits
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Can articulate and add value to the conversation
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Build credibility and trust
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Are perceived as a trusted advisor
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Identify a prospect’s wants and needs
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Sell to the prospect’s goals
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Focus on prospect’s gaps
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Demonstrate how they will solve the prospect’s problems or needs
