Asking for business is a crucial skill that many lawyers struggle with when it comes to building their practice. You’ve likely spent countless hours and resources developing a vast network of contacts, nurturing relationships and building trust. Yet, despite all this effort, new business opportunities can still feel elusive. It’s frustrating to see all that hard work not translating into tangible results. The reality is that if you never ask for the business, all your time and energy might go to waste.

Lawyers typically have extensive networks often consisting of thousands of contacts including social media connections. They invest significant time in nurturing these relationships and building trust. Yet this doesn’t automatically lead to business opportunities. The key issue here is the reluctance to ask for business. Many lawyers fear coming across as too aggressive or pushy which can indeed turn off prospective clients. However, being too passive and waiting for the client to make the first move is equally detrimental. Clients rarely “close” themselves.

The Balanced Approach

The solution to getting more business lies in adopting a balanced, thoughtful and proactive approach. It’s about finding the sweet spot between being too aggressive and too passive. Here’s how you can strike that balance and effectively ask for business.

• Evaluate Your Relationships: Start by identifying prospective client relationships where you’ve built trust and credibility but haven’t yet secured business. These are the contacts where you have invested time and energy and there is a foundation of trust that can be leveraged. Schedule interactions with these contacts such as lunches or phone calls and commit to taking a proactive approach.
• Engage in Meaningful Conversations: When you meet with your contacts focus on engaging in meaningful conversations. Ask questions about what’s happening in their world—both personally and professionally. Inquire about their life their job the issues and opportunities impacting their business. Active listening is crucial here. Not only does it show genuine interest but it also helps you gather valuable information.
• Share Your Insights: During these conversations share your own insights and updates. Discuss relevant industry trends legal challenges or opportunities that may affect their business. This positions you as knowledgeable and engaged which helps build credibility. The goal is to create a mutually beneficial dialogue.

Asking for the Business

Now comes the pivotal moment: asking for the business. This should be done in a way that is direct yet not overly aggressive. Here’s a suggested approach you can adapt for your own purposes:

1. Understanding and Offering Help: “Thank you for sharing insights about your business. I believe our expertise aligns well with the challenges you’re facing. How would you feel about exploring ways we might work together to address these issues?”
2. Expressing Value and Seeking Collaboration: “It’s been great learning about your business and the challenges you’re dealing with. I’m confident that we can provide valuable solutions. Would you be open to discussing how we could collaborate to tackle these challenges?”
3. Building on Shared Insights: “I’ve enjoyed our conversation and appreciate the insights you’ve shared. Based on what I’ve heard, I think we could be a great fit to help you achieve your goals. Could we set up a time to discuss potential ways to work together?”
4. Highlighting Alignment and Suggesting Next Steps: “I really appreciate the chance to learn more about your business. From what we’ve discussed, I see several areas where we could provide significant support. How about we explore some specific ways we might be able to assist you?”
5. Offering Expertise and Inviting Discussion: “Thank you for your time today and for sharing the challenges your business is facing. I believe our services could be particularly beneficial to you. Would you be interested in discussing how we can help further?”
6. Connecting Needs with Solutions: “I’ve really enjoyed our conversation and understanding your current business landscape. I believe we have the right solutions to support your needs. Can we discuss potential ways to move forward together?”

These scripts are designed to be adaptable and can be tailored to fit your unique style and the specific context of your conversation with the prospective client.

The Power of Silence

After you ask the question, stop talking. This is probably the most challenging and uncomfortable part, but it’s crucial. The urge to fill the silence can be strong, especially when you’re anxious about the outcome. However, giving the prospective client space to respond is essential. This pause allows them to think about your proposal without feeling rushed or pressured.

Silence shows confidence in your offer and respect for the client’s decision-making process. It signals that you believe in the value of your services and aren’t desperate for the business, which can be reassuring to the client. This quiet moment gives them the chance to reflect on how your services align with their needs and priorities.

Also, the client’s response—whether it’s a “yes,” a “no,” or a “maybe”—provides valuable insights. A “yes” means your approach was spot on, and you can move forward with discussing next steps. A “no” might be disappointing, but it’s a chance to ask for feedback and understand any objections or concerns, helping you improve your approach for next time. A “maybe” often means they need more information or time, giving you the opportunity to address any uncertainties and continue building the relationship.

By embracing the power of silence, you encourage a more open and honest dialogue. It allows the client to share their genuine thoughts and feelings, leading to a more productive conversation about how you can best meet their needs. This approach not only helps in securing business but also builds a foundation of trust and mutual respect.

Handling Different Responses

1. Yes: If the client agrees to explore opportunities to work together set up a follow-up meeting to discuss specifics and move the conversation forward.
2. No: If the client declines don’t be discouraged. Politely ask for feedback on why they’re not interested and what you might do differently in the future. This can provide valuable insights for your next approach.
3. Maybe: If the client is unsure or needs more time respect their decision and suggest a follow-up meeting. They may need to consult with other decision makers or consider their current priorities.

Overcoming the Fear of Rejection

Fear of rejection is a huge hurdle when it comes to asking for business. But here’s the thing: hearing “no” isn’t the end of the world. In fact, it’s part of the process and can help you learn and grow. Each “no” is a stepping stone to a “yes” because it helps you refine your approach and understand your clients better.

To tackle this fear, change your mindset. Instead of seeing a “no” as a failure, view it as a learning opportunity. Ask for feedback and use it to improve your pitch and strategy. This way, rejections become valuable insights that make you better over time.

• Build resilience. Everyone faces rejection, even the most successful professionals. Stay positive and keep pushing forward. Remember, every rejection is part of the journey to success.
• See rejection positively. Each “no” helps you understand which clients are a good fit and which ones aren’t. This lets you focus on prospects who are more likely to benefit from your services.
• Practice asking for business. The more you do it, the more comfortable you’ll get. Role-play with a colleague or mentor to get used to the process and receive feedback. Over time, it will become second nature.

Remember, every “no” is just a step closer to a “yes.” Embrace the learning process, build your resilience and keep refining your approach. With persistence and a positive attitude, you’ll overcome the fear of rejection and find greater success.

Practice Makes Perfect

Regularly review your approach gather feedback and make adjustments as needed. Here are some additional tips to help you improve over time:

1. Practice: The more you practice asking for business the more comfortable and confident you will become. Role-playing with a colleague can be a helpful way to practice.
2. Learn from Others: Observe how successful lawyers in your firm or network ask for business. What techniques do they use? How do they handle objections?
3. Seek Mentorship: Consider finding a mentor who can provide guidance and feedback on your business development efforts.

Key Takeaways

1. Evaluate Relationships: Identify contacts where you’ve built trust and credibility but haven’t yet secured business.
2. Engage Meaningfully: Have genuine conversations with your contacts asking questions and sharing insights.
3. Ask Directly: Be direct yet respectful when asking for business. Use a balanced approach to avoid being too aggressive or passive.
4. Embrace Silence: After asking for business stop talking and allow the client to respond.
5. Handle Responses: Learn to handle “yes,” “no” and “maybe” responses effectively using each as an opportunity to gather valuable insights.
6. Overcome Fear: Don’t be afraid of rejection. Use “no” responses as learning opportunities.
7. Continuous Improvement: Regularly review and refine your approach seeking feedback and learning from others.

Asking for business is an essential skill for lawyers looking to grow their practice. By adopting a balanced proactive approach and engaging in meaningful conversations you can turn contacts into clients. Remember to be direct embrace silence and view every response as an opportunity to learn and improve. With practice and persistence you can master the art of asking for business and achieve greater success in your career.