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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We needed the assistance of someone who knew what they were doing. We can spend probably 10 times the amount of time today, creating 2 videos – let alone 50. So, I think when it boils down to it having someone like yourself who knows what they’re doing, has a system in place, and can really kind of work with you to get the videos flowing, get the content going – I think it’s definitely the way to go. I think you’d spend just too much time – too much energy – in trying to do it yourself.

Michael McGlinn
McGlinn & McGlinn, Attorneys at Law