22 Jun 2021
Sales tips for property lawyers
We’ve been featuring sales tips from Anthony Stears on our pages over the last few weeks – Anthony is a firm believer that too many of us hide behind emails and don’t pick up the phone.
So how is this relevant to property lawyers? They have a great opportunity to convert leads/enquires on a phone call as there is an immediate need unlike their peers in other practice areas. Imagine if every enquiry you took you managed to convert to a client?
In these top tips Anthony has shared some expert sales advice. We have tailored these in BOLD below to make them relevant to you and your sector.
1️⃣Always get Permission To Speak (PTS). At times, we are all guilty of Premature Elaboration.. launching into a sales pitch without checking that it's a good time for the recipient. Establishing PTS is not only polite, it sets the scene for a productive and mutually beneficial relationship.
Important to remember whether you are trying to win new business, cross-selling to existing clients or simply offering good client care.
Most of the time you will be taking in-bound enquiries, but where someone has left a message or called back this PTS approach is vital. The prospective client may be in the middle of something or picking up children on the school run. Make sure they have 10 minutes to speak with you before you start. If they don’t you can schedule a day and time that works.
2️⃣ Build Rapport. Once you have your "Permission to Speak" you need the recipient of your call to like you enough to keep listening. Leading with the most common objection you think they might have is a great way to remove any immediate pressure and allow the conversation to flow. "I assume you are not looking to change your current provider right now..."
Important to remember that people buy people, so let your personality shine through!
‘I hear you are looking to buy/sell – how exciting, when did you last have to go through this process?’ Build the rapport and get an understanding of who they are. For example if they are a First Time Buyer you can help set the scene of what to expect and perhaps why not to go on price alone.
3️⃣Credibility. Once you have a good rapport, being credible is key. Sharing a success story that people can relate to/ is relevant to them will engage their interest. Use feedback you have had from happy clients (your "credibility library") as a case study. What was the problem or challenge your client faced, how did you help to solve it and what were you like to work with?
Important to remember that seeking feedback from clients is key - not only so you can continuously improve your offering, but also so you can use it to demonstrate value to potential clients.
‘Ah you are buying on xyz development. That’s a lovely new build site. There are some issues with the environmental reports there but its not insurmountable and we have had a few clients complete recently.’
4️⃣Test drive. So you have already given your prospect examples of what you are like to work with in the form of case studies and testimonials. Now it's time to go one step further and offer a "test-drive" of your product or service. So this could be a demo / free sample /discovery meeting or it could be that you offer some useful tips/ an audit - whatever it is it will show your commitment to investing in the relationship and let the client experience what it's like to work with you.
Remember to be really clear about what you are offering as the "test-drive" and what value it will add.
Let’s use the example of a First Time Buyer again, if you have a guide for them, a document that walks them through the process, explains the jargon and timelines. Alternatively you could develop a home mover pack that includes useful contacts and maybe some negotiated discounts with providers of home moving services, as an example.
5️⃣Take Final Responsibility! How many times have you come off a call without a clear follow-up plan? Make sure you take responsibility for booking the next call/ meeting/demo or a time frame for following up.
Often prospective clients will be shopping around so if they do want to do so make sure you agree a time for the follow up and understand their timeline. For example if they have just listed the property on the market but not sold yet they may not want to be chased up within 24 hours but if they have sold they will be under pressure from the agent to choose a lawyer – make it easy for them by being the one to follow up.
And remember, as Anthony would say - the sales process is the opportunity for you to solve a problem for your customer - so it should feel like a good experience for both parties.