Some might think that clients just want to know what the answer is, and not have their time wasted with a lot of verbiage dealing with the background and reasoning that goes into it. I think that is true….and false sometimes.
Got me to thinking about selling. When I go into a car dealership, a clothing store (not one of my favorite pastimes), or other retail outlet, and a salesperson approaches to ask if they can help, I usually say “no thanks, just looking.” Why? Because I don’t want to hear a sales pitch. In the end, I want to sell myself. That also applies to legal marketing.
I started down this road of thought thanks to a post by Michelle Golden at Golden Practices, where she mentions a couple of related posts by Bruce MacEwen of Adam Smith, Esq. fame and Jack Vinson at Knowledge Jolt With Jack. For our purposes here, what I got from their posts is that even though you may be the legal professional, it may be better to encourage the client to get involved by asking questions, offering suggestions, and even presenting different ideas.
So, if you are selling a solution, an idea, or your legal services to a client, maybe the best advice is to let the client sell themselves. You should offer (viable, well thought-out) suggestions, invite questions, and alternative ideas. In the end, let the client decide. Then, you have solid buy-in which results in a partner, an evangelist, and even a potential raving fan.