Because everyone else is doing those same things! 

Sadly, it’s a trick. Following the traditional way might help us feel “comfortable,” but if it’s not yielding the right results, it’s not in our best interests. 

Example - I recently spoke with a founder whose staff salaries absorbed 95% of the revenue because a so-called expert told her she “needed people to scale her firm.” She knew she would have to close in a few months if she continued on that path (hence her reaching out to me) but she had stuck with it because it was the accepted “wisdom.”  

Doing things differently, will feel awkward, and even wrong. This is because all change - especially trying things that are different from the crowd - requires a degree of discomfort, and this discomfort is a necessary part of the journey!

We have to stop relying on what feels right, and start using data (not our emotions) to regulate our actions.

If it feels different, that is a good thing! 

And in time, your senses will adjust, and it will become your standard. This is why rainmakers fall in love with this side of the work and just get better and better. 

Because when you get good at something most people find hard, it gives you a level of confidence that feels good and WORKS for you! 

Many lawyers make the mistake of “end-gaining” - it means that they focus on getting a client rather than building the necessary steps. 

The critical difference is to reposition our focus on the process…

Because if you focus just on getting a client, you will fall into old habits of doing, and likely spin your wheels and waste a lot of time. 

Instead, we must identify and understand the critical building blocks necessary for the task and then work on them. 

I can pretty much promise you that perfecting your process for client acquisition is what it really means to “keep your eye on the ball.” The end goal of getting a client then becomes just a by-product! 

The difference sounds subtle, but the results are as different as night and day.

Example - taking on any client vs. getting the right client; working in low revenue work vs. premium work; leaving client conversion to chance vs. using a system with honed “scripts”/decks; having a reliable method of lead attraction vs. “play and pray,” having a client that's willing to pay vs. one who is not, etc.

In essence, we want your practice to be self-sustaining with work you desire. 

It may take a few weeks to see results - but keep at it because change takes time, but the status quo can be endless. I’ve seen people want to stop just before they achieve a massive breakthrough!

Here are a few critical building blocks for any practice area, and if you want to discuss specifics for your practice area, just reach out to me. 

#1 Selling starts with a problem. Understand your client's legal problems better than the clients themselves. What is their greatest pain point? What is their greatest goal? And why? See the problem from their eyes, not yours. Everything flows from these insights, such as your messaging, marketing, ads, brand, profiles, posts, servicing, and more!

 

#2 Identify the right target client. Often this is the client that intersects 1) the greatest pain point 2) is able to pay, and 3) provides work that you can deliver and enjoy. Imagine if you’re doing work you love, but it doesn’t pay your bills. Or you’re hitting revenue targets but never have a weekend free. We want to set the right direction that can gather “full steam ahead” over the years to come.

 

#3 Identify the right service offering. Your services must provide the biggest solution your client seeks. If you can do this, you will be even more confident when talking with clients. Successful lawyers go beyond the basics. They learn about their clients and chase the best solutions for them. 

 

#4 Have a structured outline for pitching. This is actually the easiest part - because it’s not about selling. It’s about being able to have a structured conversation that demonstrates your understanding of the problem and how YOU are their solution. When you know the pain points, the goal, how to address all these aspects with your prospect, the service sells itself. Selling transforms into an authentic nerve-striking conversation. 

 

#5 Identify the top places your clients hang out. You cannot be everywhere all the time. So we select the 2 or 3 platforms/places you need and pour energy into just those. Less is more. 

#6 Project yourself into the mindset of a rainmaker...this is probably one of the most powerful strategies when done right. Rainmaking is both an art and a science, but the bridge that binds it all together is your mindset. Let go of all your assumptions about a rainmaker (e.g., they are born, male, white, whatever it is) and keep open up to the fullest version of your immense abilities. 

 

If you start setting new habits by moving from what feels right or end-gaining to the correct building blocks necessary, I believe you will be ahead of 90% of lawyers - and soon find yourself in that rarified category of a rainmaker wondering what all the fuss was about and excited to build an amazing practice! :)

Let's go!