Most lawyers present prospective clients with a single option: hire me to do “x” [or don’t].
The problem is, if they don’t want “X” or think it’s too expensive, they have nowhere to go but out the door. If you give them two or three options instead of one, you increase the odds of getting hired.
Right?
Maybe. If you’re not careful, giving them too many options, or the wrong options, can lead to the same result.
Too many options can lead to confusion and indecision. They need to think about it (but don’t). They need to discuss it with someone (who is equally indecisive).
So they do nothing. Or find a lawyer who offers something simpler.
I’m not saying you should stick with one option. Sometimes, that’s the right choice. Sometimes, it’s not.
How do you decide?
There are many factors to consider: the legal issue, deadlines, the stakes, the client’s experience, their budget, how many other attorneys they’ve talked to (or hired before), and more.
It also depends on the quality of your marketing documents and salesmanship.
Most lawyers take the “safe” route. They look at what other lawyers do and copy them. If they all offer one option, they do too.
Some lawyers look at what other lawyers are doing and do the opposite. The masses are almost always wrong, they believe, and even if they’re right, being different is the essence of differentiation.
The smartest bears in the woods admit they don’t know and try different approaches. They offer different groups of prospective clients different options or they offer all clients one option for six months and a different set of options for six months and see what works better.
They might have different packages or price points for clients with different budgets, for new clients (to get them in the door) and returning clients, and for clients in different markets. They also have something to offer to prospective clients who balk at the first option.
They track their numbers and that’s how they know.
What’s that? You want a simpler answer? “Just tell me what to do!”
I just did.
This will helpÂ
