Too many lawyers attempt to get on prospects’ calendars to discuss some legal service or another. Without realizing it, they’re asking someone to allocate a portion of a busy day to discuss what, absent any correlation to a business challenge, is irrelevant to that day. This is why it’s hard to get appointments, and why they’re so often rescheduled or cancelled. Here’s a better way.
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Unless you’re helping a prospect inform and make a specific decision about a specific offer, you’re not selling, you’re still marketing. It’s only when you progress to the point where the entire focus is on deciding whether or not to buy that you’re selling. Everything else is marketing. If it’s about your products or services, it’s marketing. You may have some overlap, i.e., where you have to do some ongoing solution discussion during the sale, but the important point is recognizing that if you’re not talking about a decision, you’re not selling yet, which means you’re not getting closer to getting business.
It’s rare that a single person makes a buying decision. There are almost always multiple people with a role in making it. However, groups of people don’t know how to make decisions. It’s not an intuitive skill, and everyone struggles with it. In fact, “no decision” is always your biggest competitor. Here's how to defeat no-decision.
The biggest marketing and sales obstacle lawyers face is unconscious incompetence. It means you don't know what you don't know. That's one of the four stages of competence. This matters because one characteristic of that stage is overconfidence about your innate ability to generate business, based on ignorance of what it actually takes to generate business. If you want to learn a new skill, get some professional help.