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My days are varied, which is why I enjoy them so much.
Recently, a friend asked me to interview lawyers he wanted to retain to pursue a complex commercial matter.
I’m also assembling a marketing team for a new book I’m writing for DIY investors.
Over the past two weeks, I’ve met with more than a dozen lawyers and vendors.
The experience has been enlightening.
Here’s what I learned.
No questions
No matter how often it occurs, it’s still surprising to me how those I interviewed believe it’s “all about them.”
The lawyers seemed incredibly clueless. They immediately launched into a protracted soliloquy intended to demonstrate their expertise.
They showed no interest in my friend. They didn’t even ask basic questions like: “What would you expect to achieve with litigation?”
There was one exception. Although he also talked much about himself, he finally asked: “Tell me a little about who you are.”
We were on a Zoom call. I could feel the difference in tone as my friend started to talk about himself.
After the interviews concluded, he retained the lawyer who asked about him. I inquired why he made this decision. Here’s what he told me, “I don’t know. I just had a good feeling about him.”
I expected that decision. And I also know where that “good feeling” originated.
Terrible websites
My process for finding vendors when I don’t have someone in mind is to do careful online research.
I’m often struck by how many websites are outdated, poorly designed, and challenging to navigate.
While I try to overcome my initial negative reaction, I’m not always successful.
Your website is your first impression. You spend a lot of time and money driving prospects to it. Take pride in how it looks.
You will never know how many prospects you lose because of inattention to it.
Insane screening
One vendor took two days to respond to my online inquiry. Its response was a form e-mail that it sends to all inquirers. This was off-putting.
The response contained two links. One was to a 20-minute (!) video I was supposed to view, and another was to an extensive questionnaire. Both were to be completed before they would schedule a call.
I get it.
They are swamped and accept only a small percentage of those inquiring.
They have one fewer client to worry about.
Faux exclusivity
I’ve read Cialdini’s book. I understand the principle of scarcity. It doesn’t work with me, but the vendors who used it would have no way of knowing that.
Prospects have no interest in learning how busy or important you are. They aren’t particularly interested in your expertise.
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They want to know if you can solve their problems.
On more than a few occasions, lawyers and other vendors dropped phrases like: “You are the fifth call I’ve had with potential new clients today.” One indicated he could only provide the additional information I requested after 11 p.m. because “my days are just so packed.”
While that’s intended to impress, it raises a troubling concern: “If you are so busy, how will you be able to devote time to my matter?”
Prospects don’t care about your workload, schedule, or any other aspect of your life.
They care that you care – about them.
Dan trains executives and employees in the lessons based on the research in his latest book, Ask: How to Relate to Anyone. His digital marketing firm makes extensive use of artificial intelligence to help advisors increase their SEO rankings and improve their marketing and helps advisors integrate AI into their practices.
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Advisor Perspectives welcomes guest contributions. The views presented here do not necessarily represent those of Advisor Perspectives.
