Clients Don’t Buy Your Services, They Buy You!

Clients Don’t Buy Your Services, They Buy You!

Confidence sells!

When a client makes a buying decision and chooses to work with you, generally it’s not because you have the best service, the lowest price or delivered the best presentation. Your clients overwhelmingly buy you and from you because they like, trust and believe in you. You first, everything else next!  Clients don’t buy your services, they buy you. Smart and enlightened attorneys recognize that their “service” is only part of the sales process. What they are buying, starts with you.

Your clients buy your services but they keep returning and referring others. Why? Because of how they feel about you and how you made them feel in the process.

You must confidently sell yourself first before anyone would consider buying your products, services, ideas, talents or skills. Part of what the client plans to purchase is who you are. Regardless of what industry you’re in, the process is in play every day, in every situation, and its complex. The success of your practice and the amount you earn is directly related to how well you project authentic confidence.

Many attorneys focus almost exclusively on selling their firm and their firm’s services but pay very little attention to how they sell and present themselves. You’re part of the package and part of what clients are buying. Everything you say and every move you make either pushes clients away or pulls them towards you. The way you communicate and present yourself has a powerful effect on your credibility, trustworthiness and authority.

In every situation, how you show up says volumes about you, your confidence and your belief in yourself. If you don’t believe in yourself and what you are selling, no one else will either. Your mindset is critical in this stage of the process. Whether you’re selling an idea, pitching a business proposal or offering a product or service—it’s all selling. Selling is the most important skill every attorney needs to develop. If you don’t embrace this fact, your business could be headed for trouble.

You get back what you put out. The problem is that most of the time attorneys aren’t aware of the signals they’re giving off. It doesn’t matter how hard you work, it doesn’t matter how good your service is and it doesn’t matter how good you are as a lawyer. If you are transmitting low levels of confidence to your clients, you will not attract the type of quality and targeted customers your practice needs to survive.

Self-assured attorneys have the ability to broadcast self-assurance – a quality that draws clients and opportunities to them. They look clients directly in the eye, offer up a firm handshake, stand tall, speak with confidence and are sure of their abilities in the process.

In order for other people to buy you, you have to first buy yourself. That means building your confidence! There are no tricks, gimmicks, shortcuts or secrets. The attorneys who are most confident and the most comfortable in their own skin are the people who have built the foundational attributes of success.

Pay attention to what you are projecting to your customers and how they perceive you. Make sure they move toward you, not run away.  Remember, the confidence you project, will inspire the confidence in your customers.