Why does someone decide to hire you and not your competitor? Usually it is not how good you are as an attorney, it is how you make clients feel and how well they understand the benefits of working with you.
The art of persuasion begins with an in-depth understanding of your prospect’s mindset. You need to know their emotional triggers and their decision-making process and then leverage that knowledge to get them to act.
Here are six well-proven persuasion techniques you can use to convert more prospects into paying clients:
- Reciprocity. The need to repay a favor is deeply ingrained in human behavior. When you offer prospects a free ebook or newsletter, you subconsciously encourage them to offer something to you — their email address and permission to be contacted.
- Commitment. Humans have a natural tendency to want to follow through on their commitments. It is part of our self-image, that we are reliable and trustworthy. If you can get prospects to make a small commitment — signing up for a free consultation — they are more likely to make the bigger commitment of becoming clients.
- Social proof. People tend to want to do the things that other people do. On the Internet, that is known as social proof — which is why reviews are so widely used. Positive reviews of a product or service lessen the risk that we will be disappointed in our choices. There is security in numbers. Ways to demonstrate your social proof include having testimonials on your website to show others have been satisfied with your work and social media sharing.
- Likeability. People buy from people they like and trust, so likeability is a big influencer. You can build trust and relationships by using videos and photos on your website and blog featuring you and your staff, associating your brand with charitable causes and by creating content that mirrors your target market.
- Scarcity. People want what they can’t have. The theory of loss aversion — that people would rather avoid losses than acquire gains — is well proven in human psychology. Making limited time or one-of-a-kind offers — a webinar, a special report — will increase the desirability of those offers considerably.
- Authority. For the most part, we trust and respect people in authority. Authority can be conferred via a title, an endorsement, or an enviable track record of success. Hosting and posting to a blog regularly can increase your authority, as can participation in LinkedIn groups and publishing in legal directories. Publicizing your awards and your wins also helps boost your authority.
Understood and applied correctly, these time-proven persuasion techniques can help you boost your lead conversion rates dramatically over time.
Many attorneys don’t know the questions to ask or who to trust when it comes to law firm financing. And many traditional lenders will not even consider you if your firm is a personal injury, workers compensation, SSD or another contingency-based practice area.
Join me for a free training webinar on Law Firm Finance for Contingency-Based Firms on Thursday, Feb. 18, 2016 at 10 a.m. PT/1 p.m. ET. During this webinar, you will learn:
- The most important financial concepts and terms you need to know
- The most common challenges contingent-fee law firms face in the marketplace when seeking capital
- 5 steps you can take to improve your financial health right now!
- Insider recommendations for how to maximize your chances of landing funding for your law firm
- The advantages, disadvantages, costs and risk abatement criteria for the 10 most common forms of capital accessed by contingent-fee law firms
Your webinar host is Michael Swanson, CEO of Advocate Capital, a Nashville-based commercial finance company that has developed proprietary financial products and services aimed at the upper echelon of trial law firms in the U.S.
Michael is the author of How David Beats Goliath: Access to Capital for Contingent-Fee Law Firms, a definitive, common-sense book that explains how contingent-fee law firm funding works, who provides it, what it costs, and how law firms can acquire and use it efficiently.
If you are looking to significantly grow your law firm this year, getting the right financing can play a big role. Learn how by joining this free webinar.
You can register online now; registrants will receive a recording of the webinar to watch at their convenience so even if you cannot attend in person, please register to get the free recording.