Optimize your business sales cycle in Legal agreements

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okay so a lot of you don't know this but i am an absolute nerd when it comes to sales i mean i have done insight sales training i've done the challenger sale i've done alan weiss on uh value based selling i've done chris vos master classes on negotiation i've done practically you name it grant cardone all of his sales training universities i've been through probably five times each of these five times and it's very funny how i don't you know i don't frequently share um you know sales techniques and yet it's so important to your business it's so important to any business especially a law firm because as soon as you start getting in front of a cold audience meaning you start graduating uh you know in addition to getting referrals you're now going out into the world of cold marketing cold leads who don't know who you are well at some point you need to know how to sell so here is exactly what i'm going to go through in this video i'm going through the step-by-step seven-step sales process that i've created uh and then i'm going to go through the most important needs analysis questions there's actually four specific needs analysis questions that if you don't mention any of these four questions during a uh you know a sales call an intake call whatever you call it it's pretty much luck if you close the deal so here is the seven step sales process i've created and i have this completely memorized i don't even have any notes this is just uh something i've never really opened a hood on so step number one in every sales interaction is a great attitude okay so you should never and you need to tell your staff and your team and whoever the heck is involved in your sales process don't get on the phone unless they are smiling and in a great attitude i always say that's step one in the sales process meaning the remaining six steps don't work okay unless step one is followed a great attitude is being service oriented solution oriented positive wanting to help someone being a strategist being prepared being on your game being fast being sharp right that's a great attitude okay not a mediocre attitude not an okay attitude not a happy attitude great attitude sharp on the ball prepared okay so step one of every sales interaction is great attitude step two okay is greeting and reason okay no matter what you have to always systemize greeting and reason in any sales interaction what is that greeting is you know good morning this is bill how can i help you can be something that's only a couple seconds long systemizing this across your business is extremely powerful because then you have a consistent client experience a consistent customer experience right so step one of every sales interaction is a great attitude step two of every sales interaction is what is your greeting and reason let's talk about reason for a second if you're doing an outbound call as a follow-up or something like that you're gonna go hey this is bill calling with smb team reason for the call is and state a reason people hate being contacted and it seems aimless so you must always hit on greeting and reason now steps one and two of the sales process okay great attitude and greeting and reason are always on repeat right you're always having to regenerate this in every phase of the sales process every additional conversation you have with someone must be met with great attitude greeting read hey i know this is our third call the reason for this call is to come to a decision right the reason for this call is to handle if you recall you gave me three things you wanted more information on so the intention of this call is to go through those three things so that we can come to making a decision now we get uh you know uh some flack for this because we ask people for decisions but if you call our company we ask you for decisions do you have enough information make a decision that wouldn't prevent you from doing business with us would it you ready to do this the confidence closed we're not going to go to closing lines yet but you got to have these things memorized and instilled in your law firm or your business okay so again step one great attitude step two is greeting and reason now step three is very very often skipped and uh uh i i'm gonna prevent myself from sharing the screen uh because i want you to know that i i actually have this memorized okay so step three is appointment setting step four is needs analysis okay step five is the proposal conversation okay step six is closing lines okay and step seven is follow-up okay so those that is the irrefutable seven step sales process that came from uh me kind of breaking this down uh from many many sales trains so i'm going to share my screen and actually just show you this so this is the sales process document okay that we follow at smb okay now at our company we believe that systems need to be made around every part of a core business function so we commonly create graphs like this for every part of our business so that the team knows exactly what's expected okay so again step one step two okay now step three is appointment setting now there's different intentions behind appointment setting appointment setting could be uh some somewhat applied to uh appointment setting for leads right for new leads uh as opposed to referrals as opposed to cold leads so warm leads referrals cold leads appointment setting okay every appointment setting call must be met with greeting and reason qualifying questions and an appointment set okay those three requirements cannot be violated if you ever end a call without a future appointment set or at least asking for a future appointment set you are not being as effective as you could okay step number four is the needs analysis i told you i'd give you the four needs analysis questions okay this is where you ask what are called high impact questions okay and just so yeah i'm gonna stop sharing my screen um because i know these off the top my head it's priorities challenges audit impact i have this hardwired into my brain priorities challenges audit impact priorities challenges audit impact this needs to be instilled in either your mind or your team's mind or both it's that important if you don't gauge the person on the other end of the sales interactions priorities challenges audit their current situation and determine how your solution is going to impact them in a benefit-oriented way it's really hard to sell okay so priorities questions are hey what's your biggest priority right now right so often we forget to ask the person on the other end of the phone what's your biggest priority the worst thing you could ever do is immediately go down the rabbit hole of creating a case that what you offer is their number one priority if their priority is different than what you offer i want to know that so if we're a marketing company and someone's priority is not to get more leads i want to know that right and my team knows this if someone says oh my priority right now is not leads that is a good thing that is an ideal fit for our company we work best with people who aren't desperate right so that is an objection handle hey great super super excited to hear that you that leads aren't your number one priority right now that's a great fit for us you mind if i share why well yeah well because we don't like working with people who are desperate okay so it seems to me like what you just told me is your number one you know objection uh your number one uh you know priority right now is your intake process okay so let's talk about it is your intake as it stands right now is that going to prevent you from doing business with us so i gage someone's number one priority right gauge your number one priority and then go great is that going to prevent you from doing business with us right what about challenges what's your number one challenge right now we're talking about the needs analysis priority challenge audit impact if you don't understand what their top priorities are if you don't understand what their top challenges are right then you're talking to a wall right so we need to gauge what are the top challenges on every sales interaction okay the best way to gauge challenge questions to get honest answers is ding ding ding you got to give them a buffet of options people don't like being vulnerable right so the worst thing to do is say what are your number one challengers right same thing with priority questions priorities challenges audit impact with challenge questions it most times works best to go learn this from the challenger sale it works better to offer options hey a lot of the people who reach out to us have either challenges with x y or z which one is it for you or is it something different you will be twice as likely as getting an honest response when asking an articulate optioned challenge question okay number three is audit if you don't know their current situation audit which is why i do priority challenges audit impact if you don't know their current situation again you're speaking to a wall hey who have you reached what other attorneys have you reached out to where are you at in the decision-making process right now have you ever hired an attorney before what was that experience like what resistances do you have about doing that again right the audit takes out their current their current environment and their current belief systems and puts them out on the table so you can identify their beliefs we do this on on uh most of our calls right so where we'll ask have you talked to another agency if you talk to another company have you worked with another company before how did that make you feel how did it work what what worked what didn't what are your beliefs what are your expectations let's get up to speed on where they're at during audit so again priorities challenges audit impact okay we always forget how to articulate the benefits of our solution not the features the benefits of our solution to the person on the other end of the phone hey so if we could solve x priority x challenge okay if we could maybe do things a little bit different than what you've done in the past since we get gathered that through your audit are we on the same page of the impact that this would have for your firm for your business for you as an individual for your family right so again we're talking about the needs analysis questions then we have what's called the proposal conversation okay which is the next step in the sales interaction okay the proposal conversation is right here it's a concept which i actually got this from insight sales by the way i didn't come up with any of this on my own step five of every sales interaction after you've gathered their needs through priority challenge audit impact questions which are called high impact questions then we have to go into what's called the proposal conversation this is where you do a a model that's called the share ask listen reply model okay and the share ask listen reply model looks like this okay share ask listen reply oh interesting okay so share ask listen reply is something that most salespeople don't do they'll go and vomit their solution they'll vomit their proposal and you lose emotional connection with the person on the other end right so i became uh you know some of you guys know this the number one sales rep at uh yp a very big two billion dollar company out of three thousand reps and i had all this stuff memorized and you know it certainly had some some traits but that that helped me but i was very much into the practice side of the equation um and i remember i would always challenge myself to get mental buy-in throughout the proposal so as soon as you know what you're going to propose i.e could be your retainer contract it could be your contingency fee agreement it could be whatever you have to articulate pieces of your agreement okay so you can get micro agreements you know i learned from a very wise person if there is no agreement you will not get an agreement signed right so you have to break down your proposal into micro agreements so one thing i always say is strategy platform and then the details the minutia right now this is what works for us as a marketing company but does the strategy make sense to you do the platforms make sense to you and are the details attached to this agreement making sense to you so let's talk about this for an example if you're a personal injury lawyer and you feel that the person has maybe an unconscious resistance against the fact you're going to take 30 to 40 percent of their case value bring that out in the open during the proposal don't hide the boogeyman bring it up so you'd want to go um you'd want to go um hey great we um we're at the point now where i feel like i could i could actually recommend a solution to you do you have any other questions before i actually propose a set of solutions to you right the best thing to do here is to be as objective as possible right so you'd want to go great the first thing i like to ask about again we're doing share ask listen reply okay we're going to share some the first thing i'd like to ask about is our contingency fee agreement i like to be upfront about this this is something you're going to see with all personal injury lawyers right all personal injury lawyers work on a contingency fee agreement and what that means is we're going to be taking a percentage now does that make sense to you are you on board with the fact that with us at the helm fighting for your case that the percentage that you're gonna give us right in most cases will far the overall uh i should say we'll make it about them the overall amount that you're going to get in your pocket in most cases the reason people hire personal injury lawyers is because the amount in your pocket is going to be higher with us fighting for the case rather than you listening to the insurance company and getting the minimum possible amount again we've shared a little bit of data now we ask is there any resistance here now the next step in share ask listen reply is listen no sales people are natural listeners okay it's a trained skill for sales people because listening's scary because listening means they may say things that don't mean it's a layup they may say things that make it not a you know not as easy for them to become a client and then you reply after you listen share ask listen reply okay then maybe you'd want to get buy in on um you know another facet of what you're proposing you know you'd want to get a strategy proposal out there so again are you on board with the strategy that we discussed about your personal injury case about your divorce case about your criminal defense case what i'm thinking here and by the way things can change but just based on my experience and based on me listening through here's a little bit about our philosophy on how we would handle a case like this first we'd fight for this then we'd do this then we'd get the facts then we'd do this and i'm thinking that we should do this and in your case we should reach out to the um the company responsible for the parking lot and then we should get the facts about that before we blah blah blah blah right anything you'd edit there anything that i'm missing okay this is also a concept known as trial closes okay so what you're doing is you're getting micro agreements to the general principle of your arrangement which is you know could be the contingency fee get buy-in there uh could be uh strategy buy-in like no lawyers do this it's crazy are you getting buy-in for your broad stroke strategy for handling their case okay if there's anything in the back of their mind that they don't agree with right they're usually not going to tell you so you have to proactively get that and then there's minutiae they're signing the contract there's urgency there's blah blah blah right so the third section of the proposal conversation is getting value around now so when what would prevent you from making a decision on this now right and then once you start getting some of the boogeyman answers the the things you'd usually want to hide under the bed you want to immediately go in a positive solution oriented great thank you so much for sharing i appreciate you being vulnerable with me uh curious is that gonna actually prevent you from doing business with us because i see no reason why we can't now we're going into the next category which is called closing lines okay now this is what almost again no lawyers do and no lawyers have a system for the close okay so a write-up and a close is okay step six of the process okay in any sales interaction you got to take the person from interested liking you buying into let's do this right so there's a couple of ways that you can do this you can systemize this in your practice closing lines are the best way closing lines are there's things like the confidence close the alignment close right confidence closes this great at this point i'm confident in our ability to impact your objectives and you've discussed x y and z your top priority challenge are you okay that's the confidence close i'm confident in our ability to xyz to impact your objectives are you most times they're gonna go because you follow the share ask listen reply model through the proposal conversation most times are gonna go yeah i'm on board great so i don't see any reason why we can't move forward with this now would you agree that's where all the money is made and and people don't systemize the closing lines i mean it's it's actually insane to me that people don't systemize closing lines in their business when that's the only way you have a business is if you get people to go from interested to signing up right and then the write-up the write-up means everyone gets a contract everyone gets a everyone gets an e-signature sent to their inbox no matter what you like there is no way to get someone to transact with your law firm or your business if there's no nothing for them to sign so you got to write everyone up regardless okay so then step number seven comes down to follow up okay now we follow a process here called vathu vafu value added follow-up okay value added follow up vafu value-added follow-up is where you prohibit in your company people following up with a lead because it's um you know um uh you know pushy or or let me put it this way you pr you prevent people from blind follow-ups right and you replace it instead with value-added follow-up so let me explain so blind follow-up is are you ready to sign our contract are you um you know uh uh any updates you know these are stupid follow-ups guys like nowadays you can't use blind stupid follow-ups like that you must use value-added follow-up this is why i'm so adamant about lawyers creating e-books and free videos on youtube like this so that you always have something valuable to send your leads or your team always has something valuable to send your leads hey we haven't heard from you i wanted to send you a quick video on that we just made that the lead attorney just made on uh the seven steps to follow in your bankruptcy process the seven steps to do in the two weeks following blah right now they're excited to get your follow-up emails so there's value-added follow-up which is the key concept and follow-up as part of value-added follow-up there's event follow-up there's new idea follow-up right there's research follow-up there's article follow-up there's all these different follow-up mechanisms that you can use to reignite interest of a lead article follow-up is hey i saw an article i made it reminded me of you hope all is well that's it there they know they can put two and two together they know you're trying to make a living you don't have to explain in every email that you're going for the kill right an event follow-up we're great at this as our company because we run events every week this is why i tell lawyers you gotta do a webinar series at some point right because then it systemizes your follow-up hey you know attorney so-and-so would love for you to join our our uh webinar happening next tuesday for free on how to navigate the divorce process how to navigate blah blah blah blah blah you could get a private registration link here so that nobody knows who you are and you can be an anonymous attendee that's called an event follow-up okay super high value information but again at some point you got to have something to offer throughout the follow-up process for people to be excited for you to follow up with them so i hope you found this video valuable that is the seven-step sales process that i created through doing a lot of of sales training uh and and sales uh you know experience um in a very short window of time that made me the number one rep in a very large company um all distilled into seven steps and also you learn the four step needs analysis process that i follow um when qualifying leads through their priorities challenges audit and impact so hope that's valuable try to scale or systemize some of this throughout your law firm your business so that you can you know have more predictability in um the leads that you turn into signed cases so subscribe to our youtube channel because i want you to get real-time notifications when we release good content like this and also in the chat okay in the um just in the comments section of this video type in some of your takeaways because what it does is it creates a mind hand connection which makes it more likely that you're gonna take action on it and implement it and uh so i'll see you once you subscribe and i'll see you in the next video stay great