Lawyers Learn a Thing or Two from Jewelry Salesman


How do stores all selling the same thing distinguish themselves? I was in St. Maarten on vacation last week walking through shoppers paradise in Phillipsburg. One store after another. All trying to sell you rings, bracelets, watches, sunglasses, and designer handbags. How do they set themselves apart if they all have pretty much the same thing?

Sure the stores are decorated differently. Sure the salesman follows you like a hawk. Sure they offer you a soda or beer to encourage you to stay awhile. But, after coming here for many years, I began to notice something that most attorneys fail to recognize in their attempt to get new clients.

It’s the personal service, not just “Hi, where are you from?” or “What ship are you one?” or “Where are you staying on the island?”

It’s the value the salesman adds by trying to educate his customer.

A typical salesman wants sells you something. A smart salesman educates you about what he sells. A really smart salesman educates and then tells you about his family and why having an expensive pen in addition to that magnificent watch is what you really need. That sets him apart from his colleagues.

If you routinely bargain for your services on price alone, you’re simply a commodity to be negotiated with. If you add value to your services and add a personal touch, you create a bond where your potential client can (hopefully) relate to you. A really smart attorney tells his potential client that you can solve his problem and asks about their other legal issues that arise in life and how he can also help with these issues as well.

A really, really smart attorney puts all that information into an attorney video to educate their viewer.

If you still have not created attorney video to educate your potential clients, you are losing out to all of your competitors. Call me to get you on video today. You won’t be sorry. It’ll be the best return on investment anywhere.

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Testimonials

Gerry, I've read your book and watched at least 100 of your videos, and follow your blog, so "I feel like I know you already!".

I wanted to introduce myself, I work for an attorney, David Aylor, in the Charleston, SC area. I do all his in house marketing, and most recently have focused on video marketing, using your approach.

We started exploring the strategy last July, started filming by September, and published the first video to YouTube Nov. 1. I am now publishing 2 videos per week and the response had been great.

I want to share with you how we have be utilizing the material on Facebook, to build a community of "friends" of the law firm. These are previous clients, referral sources, friends of the staff, other attorneys, new media (radio, TV, and print) as well as other prominent folks in the community.

I really was against the idea of Facebook marketing at first (because I think there's alot of hacks and snake oil salesmen in the "social media/SEO marketing" world). But I was very wrong, the content we are creating is being liked, shared, and commented on, and Facebook's strong community platform (and it's EdgeRank algorithm) is giving us a great way to keep our "inner circle" close to the office, and relevant in the minds of them and their friends.

This was the first video we posted to Facebook-
"Can My Facebook Profile Be Used As Evidence In Court?"
95 likes, 25 comments, 27 shares
https://www.facebook.com/photo.php?v=10151129347056196&set=vb.183306715043094&type=3

The local NBC anchor actually saw it in his Facebook feed from a friend sharing it, and interviewed David Aylor for a 6 o'clock news story on Social Media and Privacy in the legal system. (you can see here if you'd like http://bit.ly/VyALj4)

I would love to show you more about how I'm strategizing these videos for YouTube use as well as Facebook now. I think there are definitely some areas of practice and law firms that it wouldn't work for, but I'm sure there are a bunch that would benefit from it.

Thanks for all you do, and I hope I get the pleasure of meeting you soon!

David Haskins