Why do prospective clients come to your office to talk to you and then go out and hire someone else?

They need your help. They have the money. You answered all their questions thoroughly and politely. But they still said no.

We assume that because we have the skills and they have the need that they’re going to sign the retainer agreement, and most of the time they do. When they don’t, we have to remind ourselves that the first meeting with a prospective client is a job interview. When we don’t get the job, we have to stop and figure out why.

Sometimes, we don’t get hired because of the nonverbal cues we communicate. Did you fail to make eye contact? According to a survey of people who hire employees, 67% of job applicants make that mistake. Was your handshake too weak? 26% of job applicants failed that test. How about forgetting to smile? That omission plagues 38% of applicants.

Statistics say as much as 55% of the impact we make when meeting another person is nonverbal: the way we dress, walk, and act.

But maybe it’s not your body language. If you don’t get the job, maybe you made one of the “Top ten common mistakes at a job interview”. For example, number 8 is “Lacking Humor, Warmth, or Personality”. What, attorneys? No way.

How about number 6, “Concentrating Too Much on What You Want”. “Out out, damn ego.”

Number 2 on the list: Failing to Set Yourself Apart From Other Candidates.” That’s true of most attorneys, isn’t it? Again, we assume that because we have the skills and they have the need, they’re going to sign up. When they don’t, there’s a good chance this is why.

Number 1 on the list of mistakes: “Failing to Ask For the Job.” Relax, you don’t have to ask the client, “Do I get the job.” There are other ways to ask, such as, “Do you have any other questions before we get started on your case,” or “Would you like me to send your ‘New Client Kit’ to your home or to your office?” But you do have to close the deal.

One more thing. Don’t be complacent because prospective clients usually hire you. Yes, you got the job but that doesn’t mean you passed the interview. They may not have been thrilled with what you said or how you comported yourself but hired you because they were intimidated or didn’t know they had a choice.

You want your clients to like you and be glad they chose you. So work on yourself, even if you don’t think you have to, because marketing is everything you do to get and keep good clients.

Are you doing everything you can to get and keep good clients? If not, read this.