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Cordell M. Parvin http://www.cordellparvin.com

How Business Clients Select Lawyers and

Law Firms

2

How Clients Select

Visibility

Credibility

Relationships

Recommendations

Client Meetings

Trust & Rapport

Getting Hired

Weak

Tie

s

3

How Clients Select

Strength of Weak/Dormant Ties

4Who Are Your Weak/Dormant Ties?

How Clients Select

5

How Clients Select

Traditional Selling Skills Do Not Apply

Not About Technique

6

How Clients Select

Traditional Sales Model

Charles Green

How Clients Select

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Screen Based on Reputation and Recommendations

How Clients Select

Seth Godin 8

How Clients Select

Hire Lawyers Over Law Firms 10

How Clients Select

Hire Lawyers They Trust and With Whom They Have Rapport 11

12

How Clients Select

Trust Development Process

Charles Green

13

How Clients Select

If Not Selling and Closing - What?

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How Clients Select

Ask and Listen, Don’t Tell

15

How Clients Select

Problem Identification

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Perspective

How Potential Client is Thinking

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Empathy

How Potential Client is Feeling

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CollaborateDon’t Dictate

How Clients Select

How Clients Select

Simon Sinek 19

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Components of Trust

TRUSTC

= c

redi

bilit

y

R =

relia

bilit

y

S =

self-

orie

ntat

ion

I - in

timac

y

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Identify Your Best Opportunities

Commodity Work - Low Price DeterminesBet the Company They Hire the BestReal Opportunity

30%

10%

60%

Trust and Rapport

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Skills Capital-Trust

Social Capital-Rapport

24

Persuasion

Engage

Six Principles

1. Reciprocation

2. Commitment/Consistency

3. Authority

4. Social Validation

5. Scarcity

6. Liking/Friendship

How Client Select

Jeffrey Gitomer 25

Relationship and Reputation

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How to Gain Trust

27Ask the Right Questions

How to Gain Rapport

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Charisma May Not Be What You Think

How to Gain Rapport

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Charisma: What It Is

What Questions to Ask

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“I can always tell how experienced and insightful a prospective ... lawyer is by the quality of their questions and how intently they listen. That’s how simple it is.”

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What Questions to Ask

Situation Questions

Problem Questions

Implication Questions

Need Payoff Questions

Relationship Building

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Friendliness

Relevance

Empathy

Realness

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DO Identify

Problem, Opportunity

or Change

Takeaways

34

DO Find Ways to

Add Value

Takeaways

Takeaways

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DO Gain Trust and Rapport, Ask

Questions and Listen

Takeaways

36

DO Ask or Tell Your Client You Want

to Help Them