Your Market is Fixed

Regardless of what you do in the coming months, there will be a certain number of buyers for your legal services. Clients work with companies based on the pain they have. They want that pain to be resolved in a timely, professional and precise way.

Buyers start their process on the internet. When they Google your specialty, many options will show. Then they pick. How do they pick? Typically, they research, shop and educate themselves. They judge you without meeting you based on:

  • Your website
  • Your competition
  • Your friendliness
  • Your competence
  • Your compassion
  • Your results

Before they engage, they are shopping. If your process is set up only to handle the call, then you are missing the majority of the buyer’s process. Their process starts far before any call is made to your office. In a fixed market, you must stand out and build trust. This is done differently today than ten years ago. Your process must map to the steps your prospective client takes and deliver personal, relevant and timely communications and actions. By the time they make the call to you, selling becomes a formality. Getting consultations relies heavily on how you are positioned and serve the client far before they meet you. Ask your next clients what they did before they reached out to you. You will find that they compared you and were educating themselves. Today, winning companies who have the best buying systems become the default choice for the buyer seeking to resolve their pain.


Published by Don Dalrymple

I partner with founders and entrepreneurs in startup businesses. I write and consult on strategy, systems, team building and growing revenue.

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