Have you ever struggled to find the right words to ask for something important—like asking someone out on a date or asking a client for new business? You’re not alone. Many lawyers I’ve worked with over the years face the same challenge (on the new business quest ; I don’t delve into their dating history.)
They might have a fantastic marketing and business development team behind them, or be a successful solo operator, but unless they feel confident closing the deal, turning prospects into clients can be tough.
If that sounds familiar, here are five guidelines to help as you master the art of asking for business:
Shift Your Mindset
Don’t think of it as “asking for business.” Instead, see it as offering a valuable solution. Remember, you’re the expert who can help your client solve a problem or grow their business. Approach it from a place of confidence and service.
Know Their Pain Points
Understand your prospect’s challenges inside and out. Tailor your pitch to address their specific needs and concerns. When you speak directly to what keeps them up at night, your proposal will resonate much more powerfully.
Build Personal Connections
Take the time to get to know your client personally. Establishing rapport and finding common ground will make them more likely to trust you. And when trust is there, the conversation about business flows naturally.
Practice, Practice, Practice
Like any skill, asking for business takes practice. Yes, you might fail a few times, but that’s part of the learning process. The more you practice how you present yourself and how you ask for the business, the better you’ll become at garnering new clients.
Anticipate Objections
Think ahead about why someone might hesitate to hire you. Maybe they’re loyal to their current counsel, or maybe they’re concerned about your firm’s pricing. Address these objections upfront and handle them gracefully. Being prepared and being honest about the situation will make you more persuasive.
Confidence comes from preparation and practice. Start with these steps, and you’ll find that asking for business—and getting a “yes”—becomes second nature.
