“Why should I choose you over someone else?”
If you haven’t already, one of these days, you might find yourself in the position of having someone whose business you’re trying to earn look at you and ask you this question.
They may be asking that question genuinely. They may just be testing you to see how you answer it. How you answer it is very important. So let’s discuss.
Welcome to Legal Marketing Minutes, where I share short bursts of current marketing news and advice.
I’m your host, Nancy Myrland. If we haven’t met, I’m a Marketing and Business Development Advisor, specializing in content, social and digital media marketing for lawyers and their legal marketers. Your time is valuable, so let’s get started.
That question can really throw you off. You’re wondering, why are they asking me that? What am I supposed to say? I don’t want to say the wrong thing, but yet in my mind, I know I am more qualified than that other person they may be considering.
Here Is A Script For You
I want you to take the high road, but also give that person the information they need.
Here’s what I would recommend:
“I don’t know that I’m the right person for you to hire. I hope so. But what I can do is to tell you why I am qualified, and what my experience is, what my perspective is on the challenges that you have that we have discussed. I will answer every question that you have. Hopefully, I’m the one you choose in the end, but you are the one to make that decision in the best way possible.”
Your potential client has to respect that. I have witnessed conversations in meetings, on video, or something someone has posted online where they start to bash people and talk about why what they do is better than someone else. They sometimes think they are being subtle and anonymous and just referring to other people, but it is often very obvious.
Be worthy of their respect.
You Don’t Want To Build This Reputation
The same thing goes for when you are trying to earn business. This is a serious conversation. When you are talking about legal and business matters, those matter greatly to your client. This could mean a great book of business for you now and in the future because the future grows upon what is happening now.
What I do not want you to do is to build a reputation of being the person that put someone else down.
Don’t worry about the other person. Don’t worry about that person’s skills. Don’t worry about matching yourself up against another human being.
If I was hiring somebody, I wouldn’t want to hear somebody say,
“Oh, you should choose me because that person, I don’t know…I’m not sure they can be trusted. They’ve said some things that I’m not sure I agree with.”
Take The High Road
When you go down that path, you start to look like you’re just a little bit desperate, and that you are propping yourself up by making others look bad. In your client’s or potential client’s eyes, that is not a good path for you to take. They don’t need to see or hear that from you.
Take the high road.
Tell them that, ultimately, they are the person that can make that decision in the best way, but you are going to do whatever you can to equip them with all of the details so that they can see why you are the best person for the job. That means that the discussion revolves around what they have discussed with you.
Be A Matchmaker
If you have questions, keep asking them questions so that you fully understand the challenge they are facing, and so that they can tell you truly care about them. Then use your qualifications and your knowledge to speak specifically to what that client or potential client has told you. If you are not the right person to help, refer them to someone else.
Take the high road but help make their decision easier by giving them information that will help them choose you. Match your qualifications to what you know about them, or to the answers they have given you when you have asked follow-up questions during your conversation.
That is the reputation you want to have.
Thank you so much for spending a few legal marketing minutes with me. I know your time is valuable, so I appreciate you spending a few of them right here with me.
Until next time, I’m Nancy Myrland.