Listening Your Way to New Business


Listening is the one sales technique that lawyers shouldn’t live without. It saves you from having to make a pitch. Prospects hate being pitched (see discussion below).

The way to sell effectively is to meet a prospect and have five intelligent questions ready. The questions should demonstrate that you’ve made an effort to understand the prospect’s business. The questions are designed to get the other person talking. They will tell you all the things you’re supposed to look for to close the deal.

Why do used car salesmen have the worst reputation in the field? Because they pitch you. They bombard you with facts and information, and they try to trap you in a little room. Prospects hate that. But most professionals are no better – they present their credentials, often with mind-numbing detail. They tell you how great they are and their firm is. This bores the daylights out of prospects. If you didn’t have the credentials, you wouldn’t be meeting the prospect. Again, ask questions and treat the pitch as if it’s the first meeting after you’ve been hired. This eliminates the need to pitch.

Imagine how much more successful you will be if you knew in advance what products made the most money for the target client, which were their money-losing products, the target market they wanted to reach and what kind of customers the clients was looking for. How would you find this out?

By asking good questions.

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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.

© Larry Bodine, The National Trial Lawyers Association | Attorney Advertising

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