As an attorney in a competitive practice area, if you are not fully prepared to meet prospects' objections to using your services, you stand to lose an enormous amount in terms of money, time, energy and new clients. Learning how to overcome your prospective clients' objections is critical to the success of your legal marketing plan.

Problem-solving is what law firm marketing is all about and there is no better place to start than at the beginning of the process. Many years of research have revealed the most common objections given to lawyers by clients. Following is a list of those objections; along with suggested attorney responses which have proven successful time and time again in legal marketing.

Client: I don't know if I really need a lawyer. Maybe this is something I can work out on my own.
Response: Maybe you do need a lawyer; maybe you don't, but are you willing to risk losing the case if you're wrong? Calls for more information; there is no charge for an initial consultation and no obligation to utilize our services.

Client: I can't call; my telephone service has been disconnected.

Response: The call is toll-free; you can call us from anywhere. If you have internet access, you can send us an e-mail and we will gladly communicate with you that way.

Client: How do I know if you are the right lawyer for me?

Response: Well, what kind of lawyer are you looking for? The cheapest? The best? The most aggressive? The most responsive? When you visit our website you can download a free special report on "Top ten questions you must ask before you hire an attorney".

Client: When I call, how do I know you are not going to try to "hard sell" me?

Response: Call our toll-free hotline to receive free, practical information. You don't even have to speak to a lawyer if you don't want to. We never "hard sell" anyone.

Client: Why should I hire you as my attorney?

Response: Over the last twenty years, we have helped over 3,000 clients just like you who are facing critical legal matters. While we can't guarantee results, we have hundreds of extremely satisfied clients.

Client: I can't afford a lawyer; they are very expensive.

Response: I understand how you feel. Many of our clients felt the same way, but what they found after they hired us is that it was worth every penny they spent.

Client: I don't speak very good English.

Response: Se habla Espanol. We have a Spanish speaking paralegal who will be happy to talk with you and clearly explain everything to you.

When you are actively engaged in legal marketing, keep this list handy so you will be ready to offer a quick and easy solution. Use it as a starting point. Write down the top ten most common questions and objections you receive from prospects and write down your best responses. Make sure all your staff is trained on how to respond as well. Law firm marketing is all about providing services to your clients; first, you must get their attention so you can help them decide they need your help.