You’re in the risk mitigation business. You help your clients avoid or prevent risk and lessen the consequences when something goes wrong. The safer a client or prospect feels about the advice you provide them, the more likely they are to follow that advice.
The same is true for hiring you.
How can you reduce your clients’ (especially new clients’) perceived risks and, therefore, make it more likely that they will hire you?
Submitted for your approval:
- Free content. Articles, blog posts, presentations, books, reports, webinars, podcasts. Show them what you know, how you think, and how you can help them.
- Free consultation. Give them an hour with you to hear what you think about their problem, recommend solutions, and get a sense of what it will be like having you represent them.
- Money-back guarantee. They are satisfied with your work or pay nothing. Limit this to one week or one month, or one case or engagement. Enough for them to see what you can do and decide if they like the cut of your jib.
- Special offers. Discounts or free services for new clients, or for specific services, situations.
- Testimonials and reviews. Lesson their risk by proving you can do what you promise, as you have done for others.
- Likability. All things being equal, clients prefer hiring lawyers they know, like, and trust. Help them get to know and like you and they’ll be more likely to take a chance on you (and then you can earn their trust).
These may not be appropriate for every practice or service, but consider them. You don’t have to advertise or promote your offer to everyone, offer it ad hoc, and see what happens.
If something works, it could provide you with an incredible advantage over your competition, and bring in a lot of clients who otherwise might have said, “I need to think about it”.
