One of the exercises we have all of our members engage in when they join us is to re-write their “Firm Story.” This is essentially the story of how they are different from other lawyers and law firms that gets told at the beginning of all talks and initial client meetings. And when done right, it shows the clients immediately why they want to hire you instead of anyone else.
Telling your story to your prospects, clients and referral sources is a powerful way to connect and develop the “know, like and trust” factor which makes people want to hire you. And, it’s a great way to set you apart from other lawyers, not by bashing them, but by being clear about what makes you different.
Plus, revealing aspects of your life, how you got where you are, what motivates you and why you do what you do opens the door for them to do the same. This will then build a foundation of trust on the road to building lasting relationships.
Think of the people around you. You meet someone and once they begin telling you their story, you relate. Before you know it, you’re sharing your own story with them. The same concept applies when meeting with a client, prospect or referral source. Your relationship building starts here.
It is important to differentiate that your firm story is not your personal biography. A personal biography is a recitation of facts about yourself, whereas a firm story is a story of how you went from being a traditional lawyer to how you do things now, setting you apart from other lawyers, while at the same time sharing key stories that illustrate what makes you different and why that’s important to the client, your prospect or referral sources.
Creating a compelling firm story is a critical part of you getting hired by everyone you talk with who needs your services and it’s not something that comes naturally to lawyers, but we can teach it to you and we do in our Client Engagement System.
Would you like to start engaging almost 100% of the clients that walk through your door?