Getting to "Yes", Part 1

more+
less-
more+
less-
Explore:  Business Development

Getting to 'yes' in a proposal requires more than clarifying the client’s situation and objectives, offering solutions and providing evidence of the value of your recommendations. While this basic structure for a presentation can be successful, often it is not enough to get the client to say 'yes'. Getting to 'yes' is a conversational art which uses the principles of leverage to facilitate a path toward a positive outcome for the pitch.

Before we begin, let’s quickly qualify what is meant by ‘leverage’.Leverage in this instance means the principle of gaining power and effectiveness in negotiations. Gaining leverage is simply a matter of leading the dialogue and lowering the barriers for the client to be able to say yes.
Here are several examples of ways to lower the barriers to 'yes'. This is the first in a three part series.
1. ‘Good, Better, Best’ Options:
There’s a concept in marketing called ‘Good, Better, Best’ that is proven quite effective in a number of different marketing uses. Offering three viable options enables the buyer to engage the firm at different levels of commitment, depending upon their tolerance for risk and their comfort level with the attorney. Structured well, the technique can steer the client to the best value and comfortably suspend what the client feels are the riskier decisions until the client has more experience and comfort with the attorney. Very often, in well-structured proposals, clients will opt for the ‘better’ scope of services, leaving the ‘best’ scope of services as an option for later on.
Clients rarely abruptly stop using the services of an attorney. Instead, they more frequently ease out of the relationship slowly. The same is true of how clients prefer to get into a relationship. Pitching too much too quickly demands too much trust too early in the relationship. It is better to offer a way to become familiar with the attorney’s work and grow the relationship from there into more practice areas as trust and comfort builds.
Each of these three principles of leverage, as well as numerous others, can help facilitate a positive decision by lowering the risk associated with the decision and making it easier for the client to say yes. Try these in your next pitch and let me know how it works for you.

As always, if I can help you get to 'yes', call Eric at 502.693.4731. You'll find that I am an eager resource and that it costs nothing to talk.

 

Written by:

Published In:

DISCLAIMER: Because of the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon without specific legal advice based on particular situations.

© Group Dewey Consulting | Attorney Advertising

Don't miss a thing! Build a custom news brief:

Read fresh new writing on compliance, cybersecurity, Dodd-Frank, whistleblowers, social media, hiring & firing, patent reform, the NLRB, Obamacare, the SEC…

…or whatever matters the most to you. Follow authors, firms, and topics on JD Supra.

Create your news brief now - it's free and easy »

CONNECT

Group Dewey Consulting, LLC provides growth consulting and training services to law firms, practice... View Profile »


Follow Group Dewey Consulting:

Reporters on Deadline

All the intelligence you need, in one easy email:

Great! Your first step to building an email digest of JD Supra authors and topics. Log in with LinkedIn so we can start sending your digest...

Sign up for your custom alerts now, using LinkedIn ›

* With LinkedIn, you don't need to create a separate login to manage your free JD Supra account, and we can make suggestions based on your needs and interests. We will not post anything on LinkedIn in your name.
×
Loading...
×
×