It’s not a must, but it can make a big difference. Because, given a choice, people prefer to hire a lawyer they know, like, and trust.
Trust is most important and requires the most effort. Before people hire you, you want them to hear good things about you, both online and from people they know. After they hire you, you want to show them you keep your promises and get results.
Trust, baby. For a lawyer, it’s what’s for dinner.
Knowing isn’t difficult, but takes time and effort (and money) to get your name and story in front of people often enough so that it is familiar.
You can get a lot of clients with knowing and trust and many lawyers do. But “liking” is where the magic happens.
When prospects like you, they are more likely to choose you. When clients like you, they are more likely to become repeat clients, share your content, and send you referrals.
For some lawyers, however, likeability is a challenge.
Don’t worry, I’m going to give you a simple way to put a smile on people’s faces when they hear your name or see your face.
What’s that? You say your clients already like you? They love you to pieces?
Great. Read this anyway. You never know when it might come in handy.
Okay, what’s the simplest way to get people to like you?
Make them feel that you like them. Because people like people who like them.
Yeah, but what if you don’t like them? You’ll take their money and do the work, but you’ll never be their bff.
What then?
Find something you do like about them and focus on that. Even if the only thing you like is their checkbook.
Greet them (and their checkbook) with a handshake and a smile, make them feel you understand their problem, you can help them and you want to do that.
Like you do with any client.
Put the parts you don’t like in a lockbox and throw away the key.
But there’s something else you can do to make them like you, even if you still don’t like them.
You can simulate “liking” by getting them to talk about themselves (not just their legal issue).
Get them to tell you about their work, their family, or anything that interests them. Because when someone does most of the talking, they tend to like the person they’re talking to.
So, don’t hog the microphone. Let them do most of the singing.
Ask questions and listen. Ask follow-up questions and listen some more.
And, if they happen to share something you have in common with them, make sure to let them know.
Because people like people who not only like them but are like them in some way. Even if it’s just rooting for the same sports team or being fed up with inflation.
