Dmitry Sukhin how to sell legal services. Dmitry Sukhin legal marketing. how to sell legal services? Method nine. Introducing a VIP offer

Legal marketing. How to sell legal services? Dmitry Zasukhin

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Title: Legal marketing. How to sell legal services?
Author: Dmitry Zasukhin
Year: 2016
Genre: PR, Just about business, Advertising, Marketing strategy, Law

About the book “Legal Marketing. How to sell legal services? Dmitry Zasukhin

The legal business in Russia is growing rapidly, which inevitably leads to increased competition. The book examines the fundamental tool of competition - effective sales. The author talks about the strategy and tactics of selling legal services, offers specific techniques and tools that allow you to sell legal services most effectively. The book will be of interest to legal business owners and privately practicing lawyers.

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Look how you sang, eh! - Ugrim muttered with hatred.

Yes, we sang... Timofey sighed. We sang well.

The magician and the sorceress raised and lowered their hands in the same rhythm. The water blade chopped and crushed the icy firmament, stubbornly built by the dancing shaman.

Tatar arrows flashed in the air again. But the Latin shield-bearers reliably covered their magician and sorceress. The arrows did not interfere with the magic.

The Stepnyak shaman was freezing the water, Mikhel and Arina were breaking the ice. It seemed like this would go on forever. And more and more Tatar hundreds came out of the forest. The steppe people craved a regular battle, without magic.

We still need to help the khan,” Ugrim said thoughtfully.

Outing? - Timofey asked hopefully.

No,” answered Ugrim. - We'll do without her for now.

The prince's palms flashed in the air. A scarlet basket twitched on the shoulders and hump of the sorcerer...

The river began to boil again, but this time away from the witchcraft battle. Not far from the walls of Ostrozhets, the waters parted and the bottom opened up. From the muddy depths, from the torn bed of the Ishcherka, from the very depths of the earth, a rocky solid rose up - a huge flat monolith on stone supports. Eel raised a crossing over the river that was much more reliable than ice.

The rising water subsided, the river, divided into dozens of narrow muddy streams, rustled between the uneven columns. The wide bridge, created by the prince-magician, glistened defiantly in the sun like wet stone.

The Tatar shaman turned to the fortress. He hit the tambourine with the mallet. Once, twice, three times... The crossing raised above Ishcherka began to emit steam, flickered, and sparkled. The thinnest veils of protective magic lay on the wet rock.

Michel and Arina brought down their water blade onto the rocky firmament. However, the monolith, raised above the river waters, did not flinch. The magic sword dissipated into a myriad of splashes.

What? - Ugrim grinned. - Too tough?

How did you manage to do this, prince? - That’s all Timofey could say.

This is part of the rock on which the Ostrozhetsky walls now stand,” Ugrim explained. - Don’t forget, the local depths are saturated with the power of Koshcheev’s body. It is not easy to overcome such a force. In addition, you see, the Tatar sorcerer is also securing the crossing as best he can.

The shaman really tried his best: he danced and fought in a witchcraft shaking. The mallet beat often and often on the flat tambourine.

Mikhel and Arina tried to cut the rock again. And again. And again. It didn't work out. The eel lowered his hands, stopping the magic.

The Tatar horsemen were already riding onto the wide stone bridge. The water sword of the magician and the sorceress soared menacingly above their heads. However, the Tatar shaman also performed similar witchcraft. He no longer needed to waste time and energy on creating a crossing. Now he could take care of her protection.

The dull, rolling hoot of a tambourine addressed to Ishcherka drew another stream of water from the river, as if from a scabbard - narrow, tight, crooked, like a saber bend. The shaman put her under...

The water cut the water and was dispersed by the water. Mikhel and Arina pulled out a new sword from the white foam. But this blade also came across a water saber created by the magic of the steppe.

Another blow! More... Shiny jets beat against each other over the crossing, like water snakes. The magician and the sorceress fiercely attacked, the steppe shaman defended the people on the stone bridge.

In clouds of spray falling from above, the Tatar horde flowed to the opposite bank. The first hundred steppe dwellers, howling wildly and drawing their bows, were already rushing towards Michel and Arina.

The Latin magician waved his hands. The sleeves of the red cape fluttered from side to side. The Tatar arrows broke in the air before reaching the target.

The Greek woman raised her narrow hands. The ground under the hooves of the steppe horses wrinkled like the skin of an old woman. Potholes and bumps that appeared out of nowhere stopped the leading hundred. The horses, rushing towards the enemy in a mad gallop, stumbled, fell and broke their legs. The riders flew out of their saddles.

But the second hundred were already rushing after the first hundred. The third followed the second... The Tatars moved around, in a wide arc around the dangerous area and threatening to capture the enemy sorcerers in pincers.

Mikhel and Arina did not tempt fate. The magician and the sorceress jumped on their horses and rushed away from the river - under the cover of the imperial troops. The mounted knights from the sorcerer's retinue rushed after them.

The Tatars immediately crushed the infantry shield-bearers who remained on the shore without magical protection and rushed after the fugitives. They overtook and cut down several knights, but in the heat of the chase they came too close to the enemy formation. Dozens of people and horses fell, riddled with arrows and crossbow bolts. The steppe inhabitants turned their horses and rolled back to the crossing.

Now the Latin cavalry detachment rushed after them. The knights caught up with the retreating enemy vanguard, threw it off a stone bridge, but they themselves fell under a hail of arrows and were forced to retreat with heavy losses.

The first test of strength is over. But just a test. A battle was approaching, the likes of which the Isher lands had never seen before.

Horns and trumpets sounded. War drums thundered loudly. Embroidered panels of standards fluttered in the wind and horsetails made from heavy horsetails swayed. The Latins pulled together and regrouped their forces. More and more detachments were approaching from the besiegers’ camp and from the surrounding forests. The steppe dwellers also lined up their tumens along Ishcherka. The flanks and rear of the two armies were lost in dense groves and swampy lowlands, appeared in rare meadows and were lost again.

Impassable thickets were now hindering both the imperials and the nomads. And now magic was happening again. Both the Tatar shaman and Mikhel and Arina cast magic. And everyone seemed to be achieving the same goal.

Something incredible, something unthinkable was happening! Timofey saw how the area on both sides of the river was rapidly transforming. The trees sank into the ground, as if growing back into their own roots. The undergrowth and tall bushes sloped down, spread out like a carpet and disappeared without a trace. The swampy soil dried up, the hills were leveled, and the hummocks were erased. Only the forest grass swayed in bewilderment in the opening expanses. Yes, none of the sorcerers touched the river waters this time.

Soon along the Ishcherka, on both its banks, a plain stretched, completely cleared of forest. Timofey did not believe his own eyes. Where once the green sea rustled with leaves, now there is not a stump, not a single tree!

The vast, flat wasteland, divided by a winding ribbon of river, was ideal for mounted combat. Well, both the Latins and the Tatars usually relied on cavalry.

“Now it will begin,” Ugrim said quietly. - Battle for Bone.

And so it began!

The Tatars attacked again. Light cavalry poured across the wide stone bridge across Ishcherka. Hundreds, perhaps thousands of horsemen, screaming and hollering, rushed towards the enemy.

Having splashed out onto the left bank, the cavalry lava did not hit the front, but, splitting in two, spread along the enemy formation. Archers on short, shaggy horses rushed from the center to the flanks, showering the enemy with a hail of arrows. The steppe inhabitants galloped along the shore, then turned around, rushed back, pulled out new arrows from their quivers and again, moving forward, rushed at a wild gallop in front of the dense enemy ranks.

And they shot, they shot, they shot...

Michel and Arina stood in the center, and therefore the forehead of the Latin army was reliably covered. The Tatar arrows fell off without reaching the middle rows. But the magical curtain could not protect the entire army stretched along Ishcherka. Near the flanks, wheels of hundreds of horsemen were spinning, replacing each other. The apparent chaos of the Tatar attacks was well thought out and tested more than once in battles. Arrows rained down endlessly, and mounted arrows, flashing, it seemed, right before the very nose of the stunned enemy, were inaccessible to enemy swords and spears.

The Tatars used their favorite tactics: fighting at a distance. The Imperials had no chance in such a battle. The Latin crossbowmen did not have time to respond to the landslide volleys of the steppes. Even the dexterous English archers did not throw arrows as quickly, accurately and far as the Khan’s warriors did.

For each fallen steppe inhabitant, the Germans and their allies had to pay with a dozen lives. The only thing the Latins could do was to force hand-to-hand combat on the nomads and try to push the enemy into the river. That's what they did.

The flank formations moved apart to the roar of war horns. The knight's cavalry broke through the barrier of arrows and broke into the ranks of the steppe inhabitants, stopped the spinning living wheels, and drove the enemy into the Isher waters.

The situation on the battlefield has changed. The heavy cavalry of the imperials crushed the lightly armed riflemen, and the khan's archers again fled to the crossing.

The false flight killed many arrogant military leaders who opposed the Tatars. However, Michel was smart and careful. The Latin sorcerer prevented the imperial knights from pursuing the retreating enemy. The sound of trumpets stopped the attack.

A second wave rolled from the Tatar shore. This time the heavy cavalry of the steppes went into battle, in no way inferior to the knightly cavalry. Pointed helmets decorated with bright ribbons, steel plates and mirrors of khuyag armor, umbons on shields, spear tips and saber blades gleamed in the sun. Selected Khan's nukers rushed to the center of the enemy army. The few archers accompanying the armored horsemen were, apparently, only supposed to distract the attention of enemy sorcerers.

Mikhel and Arina did not get distracted. Under the cover of the shield-bearers, they again advanced. They hit... Timofey saw how the magician and the sorceress threw their hands forward. Simultaneously. Rights. Then - the left. And again - right...

“Do you want to sell your legal services at a high price?” I have not met a single professional who would answer “no” to this question.

To the second question, “Why don’t you sell then?” - I get the following responses:

· Customers will not buy

· Competitors are cheaper

· In our city no one sells services at high prices

Let's figure it out, if high prices are so attractive, how to sell high in practice?

Let's start with the fact that prices for legal services are an abstraction. For example, how much does it cost to litigate a criminal case in court? The lawyers with whom I worked cited a range from 30,000 rubles to 1,500,000 rubles for starting work in the first instance. Will a lawyer for 1.5 million defend you 50 times better than a lawyer for 30,000 rubles? You understand very well that this is unlikely. Then why can one lawyer charge 50 or more times more than another? It's simple. Let us introduce several axioms regarding pricing:

· Prices for legal services are an abstraction. Price does not guarantee the quality or quantity of the service provided. Prices depend on many subjective factors.

· We don't know how much money the client has. We must admit this. We can guess, but we don’t know the exact amount the client is willing to spend.

· The price of a service is a measure of quality. This is how it goes: if we cannot determine the quality of a service, we choose based on price. The highest possible price that we can pay. Don't believe me? I’m ready to discuss with you on Skype. Add me, my Skype is zasuhin J

How to sell legal services at a high price?

Let's take a practical look at how to sell legal services at a high price:

1. Just raise the price

What happens if you raise the price by 10-20%? Most likely - nothing. In my practice, clients don't even notice it. We live in a world where prices are constantly rising, so a small change in price will not be noticeable to customers.

2. Sell value

A classic statement in marketing is: “Nobody needs drills, everyone needs holes.” Likewise, your clients need the value that you provide to clients by providing services. What does a client get by entrusting their business to you? Peace? Saving time? Confidence in the result?

3. Work on your fame

Fame - sells . The more known you are to your audience, the easier and more expensive you can sell your services.

4. Make your service unique. The more unique the service, the more expensive it can be sold. How to make a service unique? Analyze the market, what are your colleagues doing? What can you do to add additional value to your service?

Try it, using even one of the proposed methods, you can significantly increase the profit of your practice. In addition to profit, high prices will bring you significantly higher quality customers.

Sincerely, Dmitry Zasukhin, Legal Marketer

P.S. Do you want to know how to increase sales and attract more clients? Subscribe to my newsletter at

Very often at a seminar, lawyers interrupt me and say: “How can I tell the client? They will then go and do it themselves. Why do they need me?
Tell me, if the same dentist tells you in detail and shows you how to put fillings, will you go and put a filling, even if you have the equipment for your family? The answer is obvious. It’s the same in your practice. And the client who goes to resolve legal issues himself, as a rule, is not your client. You won't get anything other than brainwashing from such self-taught people.
It is important to understand! The appeal of free stuff is deeply embedded in our brains. It is beyond any rational explanation.
If you want to be successful in attracting clients, you will need to implement a free strategy:

2.11. Strategy 11. Decoy services

I have already said many times that the consumer is constantly haunted by fear: “Did I choose the right lawyer? Will they help me? These fears prevent the client from easily contacting you and paying you money.
Stepping a little aside, I will say that these fears are quite natural and are present in any human relationship. Take, for example, the relationship between a man and a woman. How does a man meet and establish a relationship with a woman? Does he immediately invite her to spend the night with him? (No, there is, of course, the method of Lieutenant Rzhevsky, but, as you know, you can get it in the face). A man begins with insignificant advances: invitations to a restaurant, a movie, or a walk. This way the man shows: I’m not scary, you can trust me, everything will be fine.
Remember! The main strategy in marketing legal services is not to sell the client on the first touch.
How to put this into practice?
There is a concept in marketing front-end(bait) - a service or product with which we catch our client.
How to build such a “hook” in the legal business? General rule is this: Offer the consumer a low-cost or free service that allows them to interact with your business.
Hook service options for legal business
Free consultations.
Free document preparation.
Books.
Seminars.
Free information products (articles, videos).
Which of these options should you choose? The easiest way is to create a series of information products that help the customer solve their problem. This could be a series of articles, video consultations, recordings of your seminars.
Remember! Having spent once on recording an information product, you can attract customers for years.
For example, let's say you are involved in divorce proceedings. Make a series of articles on the topic “How to get a divorce, saving nerves and money”, release a video “The 10 most important mistakes when filing a divorce.”
How does this affect the client?
Remember how a man cares for a woman. The same thing will happen to your client: he will come to the office, receive free material, understand that you are a professional in your business, and will pay you money for legal settlement divorce.
Important note! Such information materials there should only be helpful information! No water!
What if the reception doesn’t work?
Let me show you how global brands successfully apply this technique in practice:
Printers: cheap devices - then come expensive cartridges.
Gillette razors: cheap machines - expensive blades.
IT services (telephony, hosting): the ability to use the service for two weeks for free.
Cars: test drives.
For bait services to work effectively, use them as an element of two-step advertising:

2.12. Strategy 12. Customer training

The legal sales paradigm has changed. Every year it becomes more and more difficult for lawyers to break through the barriers of secretaries, executive assistants, and ordinary employees in sales. What is the reason? The reason is that in business schools and books we were taught: the goal of any business is to satisfy the customer's needs. So hundreds are striving law firms satisfy this need. All modern technology Sales negotiations are about asking what the customer needs and then offering them a solution.
Lawyers are greatly mistaken in thinking that clients clearly understand what they want, what need they want to satisfy. Practice shows that the majority of clients do not have their needs formed. They most likely notice their legal problems, but do not attach any importance to it. Formulating a new paradigm for selling legal services, we can say: first you need to create a need among the consumer, and only then move on to satisfying it.
How to start forming needs? There is only one answer: through training clients and increasing general legal literacy.
What do clients want to learn from lawyers?
Clients are more likely to buy your services if you can teach them the following things:
How to run a business more efficiently and profitably using legal knowledge and skills.
How to avoid mistakes when resolving legal issues in business.
What to do if an error occurs. How to act wisely.
Simply put, clients want you to teach them how to do business more efficiently, how to get more value, how to reduce costs by applying your legal knowledge.
The old legal sales paradigm said that clients themselves knew what they needed. New paradigm allows you to get ahead of your competitors by shaping the needs of your customers through their education.
To some extent, sales are transformed into the approach that we have in medicine: the doctor will first educate you, give you a consultation, and then write a prescription.
What benefits will customer training give you?
More attracted clients. First, training is a great enticement service. For example, by inviting a client to your seminar, you will remove the initial fear and be able to move on to more substantive negotiations. Secondly, by training the client, you make him more professional, he begins to understand more easily legal issues and makes shopping easier.

A simple everyday example.
The most striking method of teaching smokers not to smoke is to show them the lungs of a smoker. If you want clients to order, for example, the implementation of a bankruptcy procedure, show them what will happen if the bankruptcy procedure is not launched on time.

More sales to existing customers. When we start training clients, we shape their needs. In practice, we get excellent results and repeat sales increase.
Increased profits. Training may be an independent service for which you will charge money. One of our clients, a criminal lawyer, conducts training at enterprises. He trains employees on what to do in the event of a search. He charges very good money for such instruction.
Conducting seminars, consulting, and training can be a good additional source of income.
Customer retention. It is important to understand that customer education is not only additional sales. It's also about building relationships with clients, which helps retain them.
Expert status. The person who teaches becomes a priori an expert in the eyes of people.
Important! The introduction of a client training system is a powerful factor in building a legal marketing system.
You are professionals. Do you understand legal issues? better client. You will have to teach the client. Customer training is very effective tool V competition.

2.13. Strategy 13. Internet marketing

No one will argue with the fact that the Internet is becoming the main means of obtaining information in our time. Important feature The Internet is its interactivity. People on the Internet not only receive information, but also actively disseminate it. New mechanisms of word of mouth, which are so beloved by lawyers, are emerging. We can say without a doubt: which of the lawyers will better use the mechanisms of the Internet in the 21st century will be more in demand by clients.
If you want to be successful in attracting customers, you will have to learn and implement internet marketing techniques. I’ll say right away, as a professional: you will be bored and uninterested in understanding marketing tools on the Internet. What happens if you don't master them? It's simple: unscrupulous performers will be able to screw you over by getting money from you.
We remember! The Internet is a strategic resource for attracting clients to the legal business!

2.14. Strategy 14. We sell services at high prices

Do you want to sell your legal services at a high price? I have not met a single professional who would answer this question: “No.”
To the second question: “Why don’t you sell then?” – I receive the following answers: “Clients will not buy”, “Competitors are cheaper”, “In our city no one sells services at an expensive price.”
Let's figure it out: if high prices are so attractive, how to sell expensive legal services in practice?
Several axioms of pricing.
Prices for legal services are an abstraction. How much does it cost, for example, to conduct a criminal case in court? The lawyers I worked with quoted a range from 30,000 to 1,500,000 rubles for starting work in the first instance. Will a lawyer for 1.5 million rubles defend you 50 times better than a lawyer for 30,000 rubles? You understand very well that this is unlikely.
Price does not guarantee the quality or quantity of the service provided. Prices depend on many subjective factors.
We don't know how much money the client has. We must admit this. We can guess, but we don’t know the exact amount the client is willing to spend.
The price of a service is a measure of quality. This is how it goes: if we cannot determine the quality of a service, we choose based on price. We settle on the maximum possible amount that we are able to give.
Remember! The worst option in the legal business is to act according to the “Fast, high-quality, inexpensive” strategy. After all, there will always be colleagues who will offer the service even cheaper. They will fall in quality and professionalism, but they will make it cheaper.
The only reasonable option is to strive to sell legal services at a high price!
Why is one lawyer able to charge high fees, while another is content with significantly less? For me, as a legal marketer, high prices are one of the marketing technologies which everyone can use.
Why is it worth learning how to sell legal services at a high price?
Knowing how to sell services at a high price, you save your time. Fewer cases with higher fees gives you the opportunity to focus on each case, which helps you improve the quality of your work.
You will increase your expert status. If you learn to charge high fees and can justify them to clients, then you will give a great advantage to your practice as a whole - clients will perceive you as a better specialist.

2.15. Strategy 15. Well-built sales system

You will be surprised, but just attracting customers is not enough. They also need to professionally sell the service. And here professional sales suffer greatly in legal practice.
Why do you need legal business professional sales?
To beat the competition. The client has long wanted a professional approach in everything. Not only when the service is directly provided to him, but also when he is sold. When you sell professionally, you can feel it. You clearly explain to the client what he is buying, saving him time and effort. Clients appreciate this.
To be able to sell your services at a high price. Are you chosen based on price? You may be to blame for starting a price war. Professional approach to sales, when you know how a client buys and how to sell your service to him, allows you to sell your services at a higher price.
To have financial stability. More clients - more profit - more stability. You clearly formulate your budget, which will allow you to achieve the most important things.
To gain confidence in the future. Chronic search for money, chaotic sales of legal services to clients - all this is not in the best possible way affects the quality of legal services provided. You simply cannot take care of a client's problems when you have no money to pay your employees.
What is professional selling?
Systems approach to sales.
Understanding the psychology of sales.
Active interaction with the client.
Professional negotiations with clients during the sales process.

Chapter Summary

The key to being able to work successfully with clients is the comprehensive implementation of the following actions:

Homework.
1. Fill out the table (for the services you provide):

2. Come up with bait services for your clients.
3. Make a brochure for businessmen “7 mistakes of an entrepreneur that end in court.” Promote your brochure.
4. Prepare a guide (5-7 pages) for your clients that addresses the problem they most often come to you with. Tell us in it how to prepare for its decision.