What to Say When You Hear, “You’re too Expensive.”
"You're too expensive."
It's an objection attorneys hear repeatedly, but it isn't necessarily the kiss of death. This is a lawyer's time to shine; a time to describe how the proposal has greater value than either doing nothing, or what the competitor is offering.
Also read: Make Your Proposal Outshine the Rest
One technique I tell lawyers about is called reframing. When they hear the "too expensive" objection, I tell lawyers to reframe the objection in their minds into the form of a question. By doing this, they are putting the needs of their prospective clients first; putting themselves in their clients' shoes, so to speak.
Attorneys can reframe the objection in their minds with these questions:
- How can I justify these fees to others in my practice?
- How can I sell your hourly rate to my boss given that it's substantially higher than the other lawyer across the street?
Once the objection is reframed as a question, lawyers are able to come back with an answer or explanation quickly. A lawyer could come back and say:
"While my hourly rate is higher than other attorneys, you'll find that I spend half the hours. This leads to lower fees and, perhaps, a quicker resolution to the matter."
Think of objections has being temporary. Any attorney can overcome them and win over a client just by understanding his or her needs.
Source: Rainmaking Made Simple by Mark Maraia
Also read: Move Beyond the Billable Hour
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