Avoid the Sales Pitch: Use Strategic Questions to Win Clients
Many lawyers, when faced with a potential client, feel the urge to immediately launch into a pitch for their services. But in reality, asking thoughtful follow-up questions and fostering a real conversation is often a more effective way to secure new business.
Creating Meaningful Conversations with Potential Clients
When I coach lawyers on business development, I focus on strategy: What industries or client types offer the best opportunities? How can you increase your visibility with them? How can you grow your professional network? Strategic thinking should always guide your actions.
Still, unexpected chances often arise during day-to-day interactions. Your ability to respond thoughtfully can determine whether those opportunities turn into real business.
How to Make the Most of New Business Opportunities
Suppose you’re chatting with someone at a company you’d like to work with, and they mention dissatisfaction with their current law firm’s litigation services. While it’s tempting to immediately offer your own services, a more effective response would be a question like:
“What’s causing the dissatisfaction?”
Understanding whether their issue is about fees, responsiveness, or lack of continuity helps you tailor your pitch to address their exact pain points—not just offer a generic solution.
Opportunities for Cross-Selling
Imagine a client says, “I only know my immediate team at your firm—I don’t know much about the firm overall.” The typical response might be to rattle off the firm’s credentials and capabilities. But a smarter move is to first ask:
“Are there other legal areas where you think we might be able to help?”
If there’s potential, a follow-up like:
“What’s the best way for us to showcase those capabilities?”
can lead to clearer next steps—whether it’s a presentation to leadership, a formal proposal, or a meeting with another department.
Handling Complaints Constructively
When a client expresses dissatisfaction, starting with an apology is appropriate. But don’t stop there. Rather than jumping into a fix, invite the client into the solution process. For example:
“What are your expectations around communication—frequency, format, and level of detail?”
Then ask:
“What’s the best way for us to meet those expectations?”
Collaboratively developing a plan or protocol can prevent future issues and strengthen the relationship.
When Pricing Becomes an Issue
If a client says they’re freezing fees, some lawyers reluctantly accept without discussion. A better approach is to open a dialogue:
“We understand your need to manage costs. We really value working with you—let’s figure out a way to maintain that partnership while keeping fees manageable for both of us.”
That conversation could lead to creative solutions—like reallocating work to junior team members—that maintain service quality without hurting profitability.
Collaborative Communication Wins Business
Not every client sees their legal counsel as a partner—but those who do are often more open to meaningful conversations. Two-way communication fosters stronger relationships and can lead to more rewarding and productive engagements for everyone involved.
