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Sell the Problem, Not Just the Solution

Today, I read a great post by Seth Godin on how businesses should sell their services and products. His tip also works well for attorneys who are trying to close the deal when they market to prospective clients. The insight may change the way you market your law firm.

When most law firms meet with prospects, they often market their services without explaining why consumers need those services. Legal clients come to attorneys because they want solutions to their problems, but consumers may not even know that they need an attorney until it is obvious that they have a problem or a need.

Noticing the problem that needs a solution may come easy to consumers who are facing a lawsuit or criminal charges, but what about consumers who need copyright assistance, employment contracts for their small business or other transactional work? Clients who are not facing imminent or serious threats to their financial situation or lifestyle may find it difficult to see why they need the services you offer.

That means that you should discuss both the services you offer and why that service is a key component in your client’s next business move, future purchase, estate planning or other transaction. You may be persistent, charming and intelligent with your marketing efforts, but in today’s market, potential clients are not likely to spend money on something they do not perceive to be a need.

So, what are a few ways you can point out the problem or the reason consumers need your services when you meet with potential clients for the first time? Share your thoughts in the comments section, and I will discuss this question in my next post.

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written by Anthony Bushnell, August 27, 2010

Thanks, Kevin. This is a valuable thought. I have realized that some clients contact a lawyer just because people tell them to, but without any conviction that they really need one. We need to start with explaining why our services are valuable first, before we just launch into what we'll do and what it will cost. For instance, I often deal with "Why should I hire you instead of getting a public defender?" Even if the question isn't asked outright, you know it's in the background. And if you don't address it, it may come up later at an inconvenient time: "Hey, these three guys next to me at court all have public defenders. Why do I need you?"

I think one way to reach clients on this issue is to put the questions on your website, such as: "Do I need to talk to a lawyer before terminating an employee?" Most potential clients nowadays will check out your website first anyway, so why not highlight the questions for them and give them the answer right there?

Another important approach is to think about what other services your client might need when you start representing him or her. Don't just tackle the problem at hand, but also mention that if the client needs help with this or that, you also handle those matters. You can easily explain that you're looking out for the client's interests by trying to save him unnecessary legal trouble. Educating your client about what his or her legal needs are isn't just good for your business; it's good for the client's business too.

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