Okay, let me hear your client elevator pitch.
You know, what you would say to a prospective client if you had only 30 seconds to convince them to hire you.
It’s harder than it sounds. Most people – and especially lawyers – have trouble being succinct. We try to bludgeon others into submission with a barrage of verbiage. We overstate and oversell.
But the best sales pitches are the simplest ones. They tell the potential consumer what we can do for them and why they should choose us to do it.
“When it really comes down to it, all law firms offer a fundamentally similar product,” says this article. “What sets you apart is the quality and expertise of your lawyers, as well as your firm’s reputation.”
12 Tips for the Perfect Client Pitch
- Make your pitch unique and personal. Show the client why you – not some other lawyer – are the wise choice.
- Don’t bore them by reciting your professional accomplishments. They’re looking for an advocate, not a resume.
- Give them a business card. Let them know how to access your website and social media.
- Keep it real. Don’t make promises you can’t deliver.
- Don’t be tedious. A lighthearted approach – even regarding serious matters – goes a long way.
- End your pitch with a call to action. Offer to schedule an office appointment right then and there. Invite the prospect to visit your website or LinkedIn account.
- Be enthusiastic and positive. Enthusiasm is contagious. If you are excited about the prospect of helping, the client will be excited about engaging you.
- Be honest. No client will hire you if they feel you are untrustworthy.
- Don’t talk about fees in your initial pitch. Now is not the time to get bogged down by money. If the contact ripens into an actual engagement, there will be plenty of time to nail down financial considerations in a representation agreement.
- Understand where the client is coming from. Do some preliminary research if possible. If it’s a business matter, what type of business? If it’s a personal matter, what are the circumstances? Showing that you are prepared and proactive will help land the case.
- Don’t be a phony. If you’ve never handled a bankruptcy case in your life – and have no interest in doing so – don’t pitch yourself as a Chapter 11 Champ.
- Practice. The more you work on your delivery, the better your pitch will become.
Do you have a client pitch? What works and what doesn’t? We’d love to hear from you.