Why Lawyers Are So Bad At Presenting
Lawyers are smart people, but sometimes do self-defeating things. They are discovering that unlike the “good old days”, there are many service alternatives today facing prospective clients. Business development is a common term in most industries, but it has a certain unpleasant cache in the legal fraternity. They are only slowly coming to grips with this is new reality. They know they have to work harder to get and keep clients, but somehow this irks their sense of self-importance. Being very good in the law should be enough, they think. “We are experts and that is all we need to do, as far as attracting clients goes”. Wrong.
In any competitive environment standing out amongst a crowded field of competitors is always a challenge. How can you differentiate yourself amongst rivals, especially when there are so many restrictions on how you can promote your legal services? Referrals are the lifeblood of lawyers. This however is a tremendously passive and time consuming approach, more based around luck than good planning. A satisfied client will tell others, but only if they are asked. They are unlikely to go around pro-actively promoting a law firm, even if they were deliriously happy with the service. No, they only react when one of their contacts asks for advice.
Sitting round waiting for the phone to ring or for someone to wander by, doesn’t pay the bills. The other method is to publish and display brainpower and expertise. Are potential clients going to read it or even know it has been published? Again, a bit of a hit and miss approach. Giving seminars is another method of advertising expertise, which sits comfortably within the rules of promotion. Sadly, a tremendous wasted opportunity in most cases.
I previously published an article on LinkedIn about how “Lawyers can’t sell, but need to”. This is another aspect of the same issue. A seminar is a fantastic opportunity to sell the expertise of the firm and the lawyers, but it is not being maximized because lawyers misunderstand what they are doing.
They believe they are there to provide high quality information to the prospective clients. Therefore they believe the quality of the information is the key and that is where their focus lies. In the rest of the real world, this is known as a data dump. Lawyers haven’t realised we don’t buy the data. We buy you.
Having awesome insights, valid experiences, deep knowledge are not enough if the way the information is imparted is substandard. Being an expert in your field is one part and being an appreciated expert is the more important part. Clients will never have the level of in depth knowledge of their legal experts but they can discriminate between who they can understand and relate to and those they can’t. Nerdy lawyers may be sexy within the halls of the profession but not so much with clients.
Clients want people they can understand, who they can communicate with and who they feel they can trust. Here is how the clients sub consciously think about it: “A lawyer on my wave length gets the business over the lawyer who isn’t”. Having great expertise and communicating that expertise are both important skill sets. Lawyers usually only have the former. Smart lawyers who realise getting the best skills to learn how to impart the knowledge, will win the business over those who don’t get it.
The mindset has to shift from “I know a lot” to “I know and can explain complex issues really clearly”. This takes training in how to present to clients, be they gathered in small meetings or at large seminars. It is a skill set that the traditional professions, like law, have been slow to work out is needed.
Lawyers, yes, you do need excellent presentation skills. You may not think so yet, but your clients will vote with their feet and beat a path to your more skilled competitor’s door. The lesson is simple - we buy you. So get properly trained and stop losing business to others. Especially, when there is absolutely no need to have that happen.