You’ve met with a prospective client. You’ve given them a free consultation or done the dog-and-pony show. It’s decision time for them and unfortunately, the decision is “no”. You didn’t get the job.
You need to find out why.
Ask them why they chose someone else.
In your presentation or conversation, did you forget to say something they wanted to hear?
Did they think you don’t have enough experience? The right experience? What would have made a difference?
Did they see a bad review online or talk to someone who said negative things about you?
Were they unable to afford your fee? Would they have said yes if you offered a payment plan or accepted credit cards?
Were they expecting you to be more solicitous and comforting? Did you do something during the consultation they didn’t like (e.g., taking calls, checking texts, not making eye contact)?
Was it your website, or lack thereof? Were you lacking in content that proved you are good at what you do and have helped others?
Or was everything “okay” but other lawyers looked better or offered more? Clients have been known to hire the lawyer who offers free parking over the equally qualified one who doesn’t.
You need to know. If you made a mistake, if you don’t offer something clients want, if your bedside manner needs improvement, you’ll want to fix that so it doesn’t happen again.
So ask: why didn’t we get the job?
But here’s the thing. When they DO hire you, you should also ask why. What are you doing right? Why did they choose you instead of others?
Fixing your mistakes and neutralizing your weaknesses are important, but it’s even more important to maximize your strengths.
If new clients consistently tell you they like all the great content on your website, for example, that it helped them see the depth of your knowledge and experience and get a sense of what it would be like to work with you, you’ll want to do more of the same. If they chose you because of a referral from another professional, you’ll want to thank that person, reciprocate, and find more like them.
Clients will tell you why they did or did not hire you and their feedback is invaluable. But you won’t get that feedback unless you ask.
Turn your website into a client magnet. Here’s how.
