This is a guest post. Nothing in this post is intended to be construed as legal advice and should not be relied on as such. The views and practices expressed in the post are the author’s, and may not reflect the official stance of LawLytics.
In this guest blog, Law Firm Conversions™ founder Chris Mullins reveals common sales objections that attorneys face from potential clients and how to overcome them.
Attorneys are spending huge sums of money buying leads. However, they’re spending little to no money (or time) on training their intake specialists who are making outbound and, in many cases, cold calls. Keep in mind that when you’re doing outbound calls, this is all sales and sales is not easy to do. In this post, you’ll find answers to the most common list of objections sent in by Intake Specialist students. The answers I’ve provided are based only on the list. I would likely give you more in-depth answers if I had call recordings to listen to.
A few thoughts to consider before I begin. These may not apply to you specifically, but I want to bring these thoughts up just in case:
Many times, while making outbound sales calls, we start to second-guess the quality of the leads that we’re getting to the end that perhaps they’re not worth calling.
We think we know what’s going to happen with a lead even before we call. We also think we know what’s going to happen on a phone call just by hearing the person’s voice where we start to prejudge the quality of a lead and what’s going to happen on the call. This happens primarily when making outbound calls. If this happens to you, it’s natural and very common and you’re not alone.
The way to turn this around is to focus on your mindset to stop prejudging as soon as you realize that you’re doing this. Take a moment to acknowledge to yourself what you’re doing. The truth is, you’re not a mind reader and you don’t know, for sure, exactly what’s going to happen with the lead.
You want to be prepared to handle different objections. Don’t prejudge what you think might happen. That’s dangerous because you can easily make a mistake due to the lead source or how someone sounds on the phone.
Instead, become an expert at controlling and redirecting the call by using your 5-Step Relationship Sales Conversion Script™ and all the lessons you’ve been taught in classes.
This lesson is about prejudging and mindset. Get yourself in a state of readiness before you make each call. Treat each call as the first call of the day, especially if you’ve already made several calls. You don’t want your feelings and thoughts that occurred from the previous call brought over into the next one.
Focus on being grateful for all the outbound leads that you must call, because without these leads it could lead to not having a job. The same is true for all the inbound calls you take. If the phone isn’t ringing, you don’t have a job.
The area of expertise that you’re trying to get yourselves to is to be able to control the call, to redirect it so that you can help the prospect by coaching them to working with your firm.
Making these types of sales calls is supposed to be a challenge. You’re supposed to be getting pushback and objections and it’s natural for what you’re doing with these types of outbound phone calls. The idea is to expect this to happen before you even make the call.
An excellent tool for everyone to have is a list of the top five objections with the correct answers blessed by the leader. This is a great tool because you can just grab it when you get stuck. It is also important to review the list in between phone calls.
Another habit and behavior you want to have is to listen in, on a regular basis and as often as possible, to your own recorded outbound phone calls. The more you listen to your calls with your script in front of you, the more confidence you will have.
Remember, the folks you’re calling are being called by other firms. Your challenge is how do I get this person to notice me and to notice my firm enough to listen and to have a higher potential and likelihood of scheduling? Compete with yourself from one call to the next.
One objection that is critically important that everyone knows the answer to is why should I choose your firm over all the rest?
The answer to this question will help you with all the objections you get. Get the correct answer from your leader and keep it with you to use on every call, even when you have a prospect that doesn’t push back.
Outbound sales objections that attorneys face
Objection #1: “We already have an attorney.”
First, verify that they do already have an attorney and have a signed retainer. Ask them if they signed a retainer or if they made a commitment to another law firm.
Just because they say they already have an attorney doesn’t necessarily mean it’s a done deal. They may have only been talking to another law firm just like they’re talking to you.
If they do verify that they are working with another attorney, you still want to give an exceptional experience. We recommend using our 5-step relationship sales conversion script™ from top to bottom so that, no matter what, they still remember you and your law firm in a positive light. And if something goes wrong with their current firm, they’ll remember you. In addition, they could refer others to your firm just because of the experience.
Objection #2: The potential client just wants legal advice and they’re not interested in hiring an attorney.
“How do you know that working with an attorney is not going to help you? I understand that you want legal advice. We hear that a lot. Why wouldn’t you want to work with our law firm when we can help you? It’s important that all your needs get met.” This is when you list all the various benefits of working with your firm.
Also, think about the five steps on your script. The introduce step is first — how you begin the relationship. They get to experience how you sound different and that you’re not like all the other law firms.
Next, you get permission to ask questions to see how you can help them. Now you’re having a dialogue with them and there’s a higher likelihood that you could move them from thinking that they just want legal advice to, “Well, having a conversation with this person right now isn’t so bad, they actually care about me. They seem like they’re trying to help me, and the kinds of questions that they’re asking are really important and I feel like they are helping me.”
However, at the end of the day, after you’ve used all your tools, the prospect insists that they just only want legal advice, you can’t help them.
Objection #3: “I’m busy and I don’t have time to discuss this.”
If someone says this to you right at the start of the call when you’re asking them if this is a good time to talk, then try with assumptive language to schedule a phone call with them later that day. If that doesn’t work, ask them what the best day and time of day works for them.
By trying to schedule a phone call, but if nothing works for them, you’ll be able to find out if they’re just not interested at all, or they just can’t commit to making an appointment right now and why.
If someone says it’s not a good time because they’re not interested anymore, you could let them know that the only reason you’re calling them is because they submitted an inquiry about their accident, and you want to try to help them. “I believe there’s a potential that we can help you, but I won’t know until I ask you some questions. If this is a bad time, I’m happy to schedule a time that works for you.”
Objection #4: “We called during working hours.”
I’m not sure what is meant by this objection so I’m just going to answer the best I can.
If you’re calling them and they’re at work, just apologize. Ask if they have a moment to schedule a phone call. You never know — they could have a break or lunch and could schedule a call.
If what you’re saying is that when you make your calls during business hours and you’re not reaching people because you feel like they’re at work themselves, all you can do is keep calling on different days of the week and different times of the day because we really don’t know for sure if they’re at work or not.
One technique is to look at the lead inquiry you received to see if there’s a date and time of day that the prospect submitted the inquiry. If that information is provided, that’s great because now you can schedule a phone call on the same day of the week and time of day. Humans are creatures of habits. There’s a good chance they’ll be available again on the same day and time of day.
Objection #5: The potential client feels misled by the website that their inquiry came through.
Using the right tone of voice with love, care and concern say, “That doesn’t sound good. Tell me how you feel you were misled.” Then listen to what they say and repeat it back to them.
Focus on redirecting the call by reminding them the reason for your call is because you received an inquiry about their “car accident” (insert your practice area). Tell them that your goal is to help them get the support that they need about their accident. Tell them, for instance, “It sounds like it was a bad accident. How are you?” Then ask for permission to ask questions to see how you can help them.
How to Approach Voicemail Messages
If it’s okay for you to leave a message, I suggest waiting until the fifth time you’ve tried to reach the potential client so you’re not leaving a message each time you call.
The message should be brief and positive. Speak slowly, and repeat the call return phone number two times.
“Hello. This is Chris calling from ABC Law Firm leaving a message from Mary. Please call me at 123-4567. That’s 123-4567. Thank you.”
Short and sweet — never give a specific reason for the message. You have a higher likelihood of getting your message returned when you’re not specific.
Keep voice and tone in mind. Always remember that with every phone call and every objection, the best tool that you really do have is your voice. The words that you choose can help you work through most conversations regardless of how they end up. Conversations are about building relationships and trust.
For more than 30 years, Chris Mullins and her team have helped hundreds of law firms around the country convert more prospects into profitable clients. Learn more about Chris Mullins, The Conversion Authority Worldwide.