Do You Know What Your Potential Client Really Wants

Developing the Next Generation of Rainmakers Do you know what your potential client really wants? I sat in on a lunch many years ago with a litigator from my firm and a businessman we both knew and liked. I began by asking what was going on with his company. He replied: “We just got sued.” Before he could explain further the litigator asked: “Has the company hired counsel yet?” That experience reminded me of that great marketing technique of scanning the new court filings and letting the defendant’s in-house lawyer know his or her company has been sued. I am confident that somewhere out there a litigator got hired by being being a court filings scanner, but it just never seemed like a good strategy to me. I have shared with you that a few years ago I read Todd Duncan’s book: High Trust Selling: Make More Money in Less Time with Less StressLawyer Client Development Lesson: Selling Trees  making essentially the same point. Just wondering: Do you have a list of questions you ask potential clients when you are meeting with them? If you want to learn a little bit more on this, read this story on how two entrepreneurs selected their lawyer:  Win More Service Customers: Engage People, Not Prospects. I practiced law for 37 years developing a national construction law practice representing some of the top highway and transportation construction contractors in the US.