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LESS IS MORE - Make the Most of Client Meetings
August 24, 2011
LESS IS MORE – Make the Most of Client Meetings”The more you say, the less any audience is likely to remember.”-David BartlettTo excell at law firm marketing, we're always stressing the importance of listening to your client; but what about speaking? When it comes to speaking with clients, you must focus on keeping it simple. In any meeting with existing or potential clients, there are two things you need to know: your “takeaway” message and the questions you will ask that will show your commitment to the job.A takeaway message is an important tool for an attorney or law marketer to have. Prior to any meeting, develop a concise, memorable statement that you want the client to remember and appreciate. This message should be utilized throughout the meeting to set the pace and direction: Share this message with the other attorneys on your team. Integrate it into your meeting. Repeat the message during the meeting. Close the meeting with the message. Use the message as a bridge back to the main point if you get off topic.This one takeaway message will create continuity within a meeting and hopefully be memorable to the client. There is no need for superfluous details, long-winded speeches and unnecessary tangents. Keep it simple.Similarly, informed questions are an excellent way for attorneys to show clients that you're serious about helping them meet their needs. There are a number of topics that you can address to impress clients and prospects, but don't overlook the power of asking questions that show you've done your homework. Ensure that you and the attorneys on your team go into a meeting with some pre-determined questions that reference the market, the company, the industry, or the client's needs, and you'll be able to prove to the client that you're not just there to win the business. Your law firm is truly committed to the job.Ultimately, closing the deal is about quality rather than quantity. Keep things short and simple and you'll be well on your way to the RED ZONE.Allan Colman, the Closers Group – [email protected]
LESS IS MORE – Make the Most of Client Meetings”The more you say, the less any audience is likely to remember.”-David BartlettTo excell at law firm marketing, we're always stressing the importance of listening to your client; but what about speaking? When it comes to speaking with clients, you must focus on keeping it simple. In any meeting with existing or potential clients, there are two things you need to know: your “takeaway” message and the questions you will ask that will show your commitment to the job.A takeaway message is an important tool for an attorney or law marketer to have. Prior to any meeting, develop a concise, memorable statement that you want the client to remember and appreciate. This message should be utilized throughout the meeting to set the pace and direction: Share this message with the other attorneys on your team. Integrate it into your meeting. Repeat the message during the meeting. Close the meeting with the message. Use the message as a bridge back to the main point if you get off topic.This one takeaway message will create continuity within a meeting and hopefully be memorable to the client. There is no need for superfluous details, long-winded speeches and unnecessary tangents. Keep it simple.Similarly, informed questions are an excellent way for attorneys to show clients that you're serious about helping them meet their needs. There are a number of topics that you can address to impress clients and prospects, but don't overlook the power of asking questions that show you've done your homework. Ensure that you and the attorneys on your team go into a meeting with some pre-determined questions that reference the market, the company, the industry, or the client's needs, and you'll be able to prove to the client that you're not just there to win the business. Your law firm is truly committed to the job.Ultimately, closing the deal is about quality rather than quantity. Keep things short and simple and you'll be well on your way to the RED ZONE.Allan Colman, the Closers Group – [email protected]
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