Ever heard that? Maybe not. A lot of prospective clients will simply tell you they want to think about it, or some such, and not tell you what they really think.

But what about those who do?

How do you respond when they say you charge too much?

I’d find out if they understand what’s at stake. Talk to them about what it could cost them if they don’t hire an attorney, i.e., do nothing,, wait, or try to fix the problem themselves.

How much would it cost if the other party got a judgement against them or the tax man cometh and taketh away?

And what’s the value of knowing the problem is being properly taken care of and they can stop worrying about it and get on with other things?

More than anything, we sell peace of mind.

There’s a cost to hiring an attorney, but there’s also a cost of not hiring an attorney. So when someone talks about your fees being too high, show them what it might cost if they don’t hire you.

But suppose they mean your fees are too high compared to what other attorneys charge?

How do you respond?

I’d tell them it’s true, you don’t have the lowest fees in town, that you’re actually higher than most.

And then I’d tell them why.

You have more experience; you provide more benefits than other lawyers; you deliver better outcomes; you charge flat fees so they know up front what it’s going to cost (unlike other firms). . .

You charge more and you’re worth it.

I’d prove this by providing a boatload of testimonials and reviews attesting to your wonderfulness.

I’d follow that by offering to refer them to one or two other lawyers who charge less (because they don’t have as much experience or whatever) and might be a better fit for their budget.

They’ll see you aren’t defensive, you don’t try to talk them into anything, and you don’t negotiate.

Refreshing, isn’t it? Damn good posture.

You’ll often find that this is all you need to do to win the hearts and minds and retainers of prospective clients.

Here’s how to write your bill to show them they made the right decision.