Who Has Access to You?
Someone who is not a client comes up to you and says:
“Let’s go to lunch. “
“Let me pick your brain.”
“I need your advice.”
Do you jump at the chance to demonstrate your intelligence and expertise?
Do you allow someone to intrude on your train of thought, your workday, or your personal time?
Do you immediately react out of fear that failing to respond will cost you a case?
If you answered “yes” to any of these questions you have a marketing problem.
You are an expert. You should be respected and your guidance should be valued. Your prospective client should hang on your every word as if $100 bills were pouring from your mouth.
People place a value on things they invest in.
Your advice is your work product.
If you give away your advice, you tell your client it has no value.
What about advice on a website or at a seminar or in a book? Isn’t that giving away your work product?
Providing educational information is, in a sense, giving away a portion of your work product but it is not giving away the most important portion of your work product. That is the experience people have in working with you.
You see, reading an article on a blog or attending a seminar can never substitute for the actual experience of working with a professional.
Just like reading about flying an airplane cannot substitute for taking flying lessons and training for hundreds of hours.
Reading a book about removing an appendix or watching a movie titled “How to perform an appendectomy” will never replace four years of undergraduate education, four years of medical school and one year of surgical residency.
So what is the answer? What should you say when someone asks you, a lawyer, for free advice?
You politely ask them to make an appointment and pay a consultation fee.
And in case you are wondering how I answer that question…
My answer is:
“Yes. I’d love to give you my opinion. That’s what I do for a living.”
And I explain to people how my consultation process works.
I charge $250 for a 20 minute conversation and I rarely have a conversation longer than 20 minutes with non-clients.
Because my advice is valuable.
The advice I give you, if implemented, will change your law firm for the better and improve the quality of your life. Isn’t that worth $250?
If you’d like to learn more about how to position yourself and your law firm, visit the page titled:
This is the page on my website where I explain why I charge a consultation fee and what you can expect for your investment in a consultation with me. This may seem harsh but 90% of the people who pay for a consultation retain me. That’s a pretty good track record.
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