Elder law is probably not your practice area, however, you do have
objections from prospective clients and you do need to figure out how
to deal with them in a way that maximizes conversion. You know, those
things prospective clients say around “money issues” or
needing to “think about it” when you finish “your
pitch”. I am writing this article on the topic of
“objections” to help you think through how you will deal
with your prospective client objections regardless of your practice
area.
One thing to pay attention to with objections is the
“manager’s mantra” in attorney marketing. The mantra
is: “If you can’t measure it. You can’t manage
it.” Thinking through what you will say when objections occur and
scripting out the responses (without memorizing them though) allows you
to not be surprised or maybe anxious while having to figure out on the
fly how to respond. You need to have a plan in advance with attorney
marketing conversion skill sets.
Having a script (your plan) also enables you to test for scripts
that are working versus those that are not working as you hone the
script to the best it can be in order to maximize the number of times a
client says “your hired” (even though you might say the
words slightly differently each time you use the script). After all, if
you are excellent at attorney marketing in general but poor at
conversion skills you will have to work a lot harder. Finally, if you
have a lot of unconscious competence in “handling
objections” in your practice now, if you put that on paper it
becomes valuable attorney marketing intellectual property that becomes
an element of what you sell one day when you sell your practice. Also
now it can be taught to others in your practice that then can become
competent like you.
First let us talk a little about “context” or overall
attitude to objections in attorney marketing. In classical selling the
term is “overcoming” objections. We don’t want to
“overcome” anyone really. The last thing we want to do is
back someone into a corner and “overcome” him or her.
People don’t like to be pressured and you don’t want to
look like a salesman. So don’t approach dealing with objections
in attorney marketing from a win/lose, right/wrong, or
dominate/be-dominated perspective. This “overcoming” or
“pushy” attitude can ruin your relationship and give the
prospective client the impression you only care about making the sale
instead of caring about them.
The attorney marketing attitude we need is one of not really caring
if the person hires you or not. Sort of “Buddha like” in
the sense you are not attached to what the client decides, however you
are committed to them making a decision that is educated, well
facilitated and right for them in their view even if the decision is
“no thanks”. Thus no sales pressure ever is allowed in
words or in attitude. If you find yourself wanting to convince the
person then you are off track with attorney marketing conversion
success.
Another key attorney marketing attitude is
“permission”. You always need to get permission in attorney
marketing from the prospective client if you decide to ask questions or
make guesses that might make the client a little uncomfortable.
Prospective clients indeed have concerns about moving forward and we
want to help them explore those concerns if they give us the permission
to do so. If not, then we don’t want to “go there” as
they say these days. You certainly don’t want to get into a
position where you are chasing the client to get the business either.
If they don’t want to go there then let it drop with respect for
their position in the matter. Even if it looks misguided to you (more
detail on this later). You can’t win them all in attorney
marketing for sure.
Well, enough for the context or attitudinal aspects of attorney
marketing and lets move on to the draft scripts I made for my current
elder care attorney to start his process and give you some food for
thought. Note that we are still perfecting these scripts and these were
just my initial input designed for him. Here you go:
Money Type Objections:
Note: Your attorney marketing sales script needs to be created as
well – sometimes called “the pitch”. If you craft
that well, it will minimize the chance for objections or at least
“inoculate” the prospective client to any objections that
arise later. Thus the objections will be easily handled in a positive
way. This article does not address this “sales script”
attorney marketing skill set, only the objections skill set.
First response always: I can understand the fee could show up as a
concern to you. Few people have unlimited funds who come to our
practice with problems like yours. Would it be OK if I talked a little
about your concerns around the fee? (Here the attorney marketing
principle is “agree, permission and then re-direct”. First
do the “agree statement” part and then the
“permission question” part. The “ possible re-direct
options” comes next and start below.)
Possible re-direct: It is often useful to think of the fee more
like an investment. The average cost of a nursing home per month in
Florida is between $5,000.00 and $6,000.00. With the price of private
pay incidentals, it is not uncommon to see the total monthly bill in
excess of $7,000.00 or over $84,000 per year. For the investment of
XXXX you will save about $XXXXX. Thinking of it that way the investment
in our services is a really a great return?
Possible re-direct: By way of an example. If I were to offer to
give you or save you $1,000 that you never would have had without me,
would you give me $100? We are in a similar situation here don’t
you think? (Pause here for a beat or two for emphasis) At least that is
one way to think about it.
Possible re-direct: If this fee is outside of your range, I will
refer you to a financial planner – not an attorney – who
may be able to accommodate the fee range you are looking for, however,
using a financial planner has some distinct disadvantages you probably
have read about in the material we gave you earlier. If you have not
been able to read it as yet I would be happy to tell you about those
disadvantages. If you do decide to go that route you need to be aware
of the ways you could be harmed and maybe avoid them. I am not
referring you to another attorney because from my research I know my
fees are the lowest in the area for this practice area and that has
been our firm’s policy by design to be the low cost provider
(this one may be better in the “pitch” section than in the
objections section – also I don’t recommend one
deliberately be the low cost provider in a market but this client was
at least currently).
Possible re-direct: In making the decision to do this, is the price
you have to pay the only consideration for you? (This will get the
focus off of just the price and on to quality and value for the price.)
Possible re-direct: Could the fee seem too high to you or is it
that you just don’t have a way to pay the fee right now and are
wondering how to raise that kind of money now?
Possible re-direct: I certainly do understand. You don’t go
looking for the cheapest price when you need brain surgery and this is
not exactly brain surgery. At the same time it is not like you are
buying something you can find anywhere like a can of soup either.
Possible re-direct: I certainly do understand. Often people sort of
automatically are thinking the price is too high. I do it too. Did you
know that even people who sell parachutes to skydivers hear “the
cost is too much”? So I understand. I am curious though. Could
you tell me more about your concerns around the fee so I can understand
better what your concerns are?
Possible re-direct: “your price is too high” –
say: You may be right. I am a bit curious though. Do you mind if I ask
you a question? If you think our fee is too high, you must be comparing
it to something. Do you mind me asking what is it that you are
comparing it to? Or “Can you tell me a bit more about what makes
you think our fee is too high?”
In Objections Part 2, I will give you the drafts for “I want
to think about it.” If you go to my website and sign up for my
free 7-part eCourse on Client Development you will find more on the
general subject of attorney marketing scripts that includes the area of
“objections” in the 6th lesson. You will also find sample
scripts for “the pitch” that precedes any objections.
About The Author
over 500 attorneys. You can get more free, in depth and objective
information on increasing your revenue while reducing your work hours
available now at http://www.law-firm-marketing-coach.com.
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Distributed by Hasan Shrek, independence blogger. Also run
online business ,matrix,internet marketing solution ,online store script .
Beside he is writing some others blogs for notebook computer ,computer training ,computer software andpersonal computer,Cyber Forest,internet weapon,talk about business ,business is my blood ,hasan's blog ,cyber business
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