Sales without being salesy

Bryan Evans, Evans & Davis Attorneys

As an estate planning firm, we’re much more involved in sales than most other types of law firms. Usually the only time you go to a law firm is when something’s wrong, like when someone has sued you, or during a divorce, bankruptcy, car wreck, etc. We’re not like that. Estate planning is almost the cosmetic surgery of our industry; what we do is elective.

Our clients come to us because they want to solve a problem before it’s an issue. It puts us in a unique position though. We’re salesmen, much more so than I think most law firms.

It’s difficult at times because we want to maintain the integrity of what we do, but we have to constantly be selling our product. I tell our associates and our employees all the time that our business starts with them, so always talk about your business.

I think I was probably too pushy in the beginning. I tried way too hard to get hired. We had the product and we had the service, but I think I just pushed hard and it’s not really necessary in this industry. If you work in an industry with a lot of competition I think that’s a different story. But that’s why you want someone smarter than you to help with your marketing.

I can’t tell you how many times I’ve met a client on an airplane. Just talk to people about what you do and be friendly about it. You don’t have to push yourself as a salesman; people smell desperation in a second. Just tell them what you do and you don’t need to say anything else. Give them a business card and if you’re good at what you do people will come to you.

If you continue to be good at it, people will stay with you and refer you to their friends.

If you have any estate planning needs, contact the law offices of Evans and Davis at 405-286-2335.

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