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Speak Like a Human and Get More Business

Posted by Dave Lorenzo

The conversation began just like the dialogue I’ve had many times with attorneys in just about every area of specialization.  The attorney sitting across the desk from me began:

    “I’m really smart.  Graduated top of my class.  I clerked for Judge Smith.  I interned at Smarty, Smarter and Billem and I was in Super Lawyers for my specialization in my state. In my current role, I help NGOs mitigate risk, terminate unproductive agreements and negotiate adequate consideration in transactions where we relinquish certain protected rights.”

As I scratch my head, he continues:

    “I just don’t understand why I have such a hard time finding clients.”

This conversation takes place a few times each month.  Sometimes it happens on the phone and sometimes it happens in person.  Sometimes the attorney is a “high potential” in a big firm who just can’t originate new business and sometimes he is an attorney in a solo practice who wants to make more money.

The problem is that these smart attorneys don’t know what the real problem is.

Here is the reality:  Our friend in the example is smart.  He is probably a good lawyer. But he forgot how to communicate like a normal person.

People want to work with folks they know, like and trust.  They don’t want to work with an all-knowing computer.  Communicating with a client is an interaction between two human beings.  People have to like you before they will decide to work with you.  It is the way of the world. 

I know that you’ve heard that people want to work with the best.  And you may have heard that they don’t care if the person is likable.  You’ve heard that they want a pit bull for a lawyer.  This may be true for an isolated case or in a specific incident.  But for the long term, if you are going for the big prize of Client Lifetime Value, you need to be likeable and that starts with good communication. 

Here are a couple of things to think about when you are meeting with a potential client for the first time:

Imagine that the client is your mom, dad, sister or brother.  How would you treat them?  What would be the level of respect you would show them?  How intently would you listen before you spoke? What questions would you ask them? How would you ask those questions?

If you begin to THINK like this you will find yourself ACTING differently.  Even your body language will be different.

Remember that although this may by your 1000th Real Estate closing or your 156th divorce, it may be your client’s first.  They are confused, afraid and concerned about moving forward with the rest of their life after this transaction. 

You have to keep those kinds of things in mind as you communicate with your clients.  It is your job, but it is their life.  Don’t ever forget that.  Even in a corporate setting, someone may be betting their career on you. 

Yes, they want to know that you’ve done this before.  Yes, they want to hear about how you have helped other folks in similar situations.  But they want to hear it within the context of their situation.  That’s what is important.

Finally, if you have to use words that your 14 year old nice or nephew would need to look up in a dictionary, you will not be successful.  Your primary responsibility is to give your client good advice.  If they don’t understand you, you can’t advise them effectively.

This is particularly true for CEOs and their country club buddies.  The only difference between them and mom and pop is that mom and pop will admit when they don’t understand something.  Most CEOs will smile, nod and go along with you in the meeting room – and then have you removed from the case as soon as you walk out of the office.

You must be liked before you can be trusted.  The process of winning someone over begins with good communication.

So mitigate the big words and cease and desist with the legal jargon and you’ll make more money.

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Comments:

Posted by Louis the Computer Guy on 12/10 at 01:09 AM

I have always found that it is easiest to communicate benefits and needs. In the technology industry we are completely overloaded with jargon, so I can relate to how attorney’s must feel.  I can easily see a prospective client’s eyes glaze over with every Latin derived legal term that you say.  Instead of forcing them buy Black’s Law Dictionary, focus on explaining what you need from them and the benefits you can offer. I realize this is very simplistic but you can save the complicated legal jargon for the Courtroom.

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Judson Cohen

“I thought I knew all about running my practice and generating work but, I have to admit, I learned a bunch from Dave Lorenzo.

I’ll admit it, I made the same mistake most attorneys make about new business. I assumed doing a great job for my existing clients was enough to guarantee new business.

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Dave Lorenzo continues to help me find sustainable, ethical ways to consistently attract new business.“

Judson Cohen
Cohen Law Offices
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Miami, FL

 

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Kleiner & Cazeau
Aventura, FL

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I’ve used Dave Lorenzo’s law firm marketing information and advice to grow my practice and the results have been great.

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Everyone is wondering how a young guy like me managed to build my practice from the ground up within a year.  Dave and Rainmaker Lawyer Consulting have helped give me an edge.

Evan Richards
St, Adelaide SA, Australia

 

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Gerry Oginski

“There are only a handful of legal marketing experts that I think are truly superb at what they do. One of them is Dave Lorenzo, the author of the Rainmaker blog. I’m proud to say that I receive all of Dave’s e-mails discussing tips and advice that lawyers should be doing on a regular basis. He gives real-life practice advice that lawyers can implement immediately in their practice. I only wish I had learned about him years ago when I went out on my own.

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Gerry Oginski, Esq.
The Law Office Of Gerald Oginski, LLC
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Loren Donald Pearson

“Since I began working with Dave I no longer spend sleepless night worrying where my next client will come from. 

Dave has helped me set up a number of legal marketing systems to help my practice grow.  He is a trusted advisor essential to my law firm.

I share information with him that goes beyond legal marketing and he offers honest, objective feedback based upon his years of experience working with other attorneys. 

I strongly recommend Dave Lorenzo and Rainmaker Lawyer Legal Marketing.  Hire him today!”


Loren D. Pearson, Esq.
Assouline & Berlow P.A.
Miami Beach, FL  

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“Thank you for your contribution not only to my firm but to the legal community. The strategies you have made available to me have transformed my practice and my life.

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Mark Fried, Esq.
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Dear Dave,

Rarely do I take the time to write a recommendation or testimonial.

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You’ve refueled my fire to practice law.

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Read it again because it is the truth.  It’s also what we all want out of life.  Your lawyer marketing process provides those keys to success and for that I thank you.”

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Brett Panter, Esq.
Sr. Partner
Panter Panter & Sampedro. P.A.
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Robert Rogers, Esq.

Robert Rogers Law Firm, PA
Coral Gables, FL

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Santana Torres Law Offices, P.L.
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Dear David:

As you already knew, and as I learned, what separates you from any other such service is the time you spend to learn and understand the attorney’s practice you are working with AND to explore the goals and objectives of the attorneys involved. This two prong approach allows for you to develop a unique plan for lawyers marketing their services.

For those who love the practice of law, it is a real relief to have someone who loves to assist in the promotion of that work. Thanks for deciding to create Rainmaker Lawyer Consulting and as corny as it sounds, I know I am blessed by your having entered my life, both professionally and personally.

Barry A. Stein, Esq.

De Cardenas, Freixas, Stein &  Zachary, P.A.
Miami, FL

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Rich Gee
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Brad Gross, Esq.
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Washington, D.C.

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