Sales Calls Script | Systems for Lawyers

Step 1 of 2

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You must ask all questions that are highlighted yellow. These are critical for handling objections later down the line.

Introduce yourself

Good Morning, how is your day going?
My name is ___________ and I’m excited to chat about ways we can help you work less.

Take control of the call

“We are going to hold this conversation in 3 parts:

“First I’ll focus on you and ask you some questions about your business and where you guys are at the moment. Mainly I want to understand if and how we can help you achieve your goals.”
“Second, if everything looks good and I feel like we can help, I’ll walk you through all the fancy stuff you might want to see in terms of how it all works, what we do and how we can help you achieve your goals.”
“Lastly, If you like what we have and want to move forward then we can discuss potential next steps”

Sound good?!”

“Got a clean sheet of paper, something to take notes with?”

Determine their practice area

“Before we get started, what’s your primary practice area?”

Check all practice areas that are named by the caller

Personal Injury

Real Estate

Wills & Estates

Employment Law

Criminal Defense

Family Law (Divorce, Father’s Rights, Child Support, Child Custody)

Business/Contracts

Intellectual Property

Civil Litigation (Civil Rights, Discrimination, Torts, etc.)

Other

Gauge Firm Size

“How big is your team at your firm?”
“Do you have a partner or someone else who is a decision-maker alongside you?”
What is your biggest challenge in terms of productivity within your firm?

Goal Setting

“Excellent – tell me, what exactly/specifically/ are you looking to achieve by automating your law firm?”

How did they respond to the goal setting question?

They started telling me their whole life story

They were short/resistant/avoided the question or said “just curious about what you offer”

They answered concisely and to the point

Okay, warm them up:

“Got you.”

“We’ll get into the nitty gritty stuff in a bit, but first I need to understand whether or not we can help and then I’ll be more than happy to walk you through a personalized step by step on how we can help you achieve what you want.”

Good: get MEASURABLE GOALS:

At this point, listen and take good notes so you can use their response later on the call.

You may have to ask; “How will you know your efforts are successful?”
or
What exactly does that look like to you in terms of hours saved per week?”
Before you go on to the next question, understand their goal in a measurable way (e.g. I want 10 hours to dedicate to marketing; I want to save cost on number of paralegals by 3 folks) and also get as much detail as possible.

Context & Urgency

“And, what are you currently doing to achieve XYZ?”
“Alright, for how long have you been doing it this way?”
“For how long have you wanted to achieve XYZ?”
“Now, do you feel like the way you’re doing things will get you to XYZ soon enough or do you feel like you can make some small changes to get there faster?”
“Why? / What makes you feel that you can/want to get there faster? / What makes you feel that there should be a better way to go about achieving XYZ?”

This is an Important question

“So, aside from obviously making more money, growing your team, having more time to yourself, and any other reason they have told you… ‘Cause, you’ve been wanting to do/achieve XYZ for X amount of time…” “What makes this so important for you today?”

How did they answer the last Context & Urgency Question?

“Nothing really, just saw your ad and booked the call”.

I can’t continue this way…

It’s time to make a change

Refute the “saw your ad” response

“Got you, so, you book calls on every Ad you see online? / Well, I would assume you’re exposed to tons of Ads every day. What about our ad made you decide that we can be the ones to help you achieve XYZ?”

These Next Questions are Critical for the Sale

The whole purpose of the next questions is to get them to believe it is POSSIBLE. We will take the prospect to a place where they can feel and see their goal being achieved and make it as real as it can get:

Vision for change question

“Let’s assume we accept you in today and we can get you to XYZ… What would you be able to do differently on your business that you can’t do today?”
What would you like to do that you might not be able to do today?”

How did they respond to the Vision for Change Question?

It will be great! / It would be a blessing! / I haven’t even thought about it yet… / I would be so relieved…or other generic answers

Gave clear answer that speaks back to their goals

Force them to go deeper

“Help me understand here, ‘cause “great, blessing, relief” can mean a world apart for a lot of people — for example, for some business owners it could mean throwing a team retreat somewhere in the Caribbean, for someone else it could mean getting their family a nicer home), so, for you…”
“What would it mean to achieve XYZ? How would your family/team/partners feel about you achieving XYZ?
“For you personally, what kind of things would you like to do that you might not be able to do today?”

Consequence of Inaction (A.K.A. Cost of Opportunity):

“Now, that’s the top of the mountain, which means that you committed and did what was necessary to get to where you want to be but let’s look at the other side of the coin, ‘cause there are always two sides to every situation… The other side of this is that you make no changes moving forward, how would that look like for you and your business?”
“How would it make you feel to keep struggling with the same issues for another few months/years… how would that make you feel/affect your business?”

How did they respond the the Cost of Inaction Question?

“Oh, it would be terrible” / “It would be so much stress” / “It would be a nightmare… “

“That’s not an option for us” / “That won’t ever happen”

We’ll be fine

It would be stress/terrible/nightmare”:

“I thought that you said XYZ earlier about wanting ABC?”

It would be stress/terrible/nightmare”:

“Got you. When you say that it would be “terrible/a lot of stress/a nightmare”, help me understand, how does that look like for you?”

Thats not an option:

“Well, let’s be honest, and I’m by no means saying that this will be the case for you moving forward but, you’ve been dealing with this issue for X amount of time… so how would it make you feel to go in the same direction for the same amount of time looking forward?”
“And, I don’t mean to put you on the spot here but… are you willing to settle/ allow/be ok with that becoming your reality again?“
“Can I ask you… Who do you feel is in control here of whether you go and achieve everything you said you want to achieve?”
“Well, if you are the one in control here, what decisions do you feel you need to start making differently now to get yourself to achieve everything that you want?”
“Now, if you are clear on what needs to be done… are you ready to commit to yourself, draw a line in the sand, and finally commit to doing everything that needs to be done so you can achieve all that you want for yourself and your family?”

Transition to Pitch:

“Awesome thank you for being transparent with me…Do you want to talk about our program/service/offer now?”

Our Pitch

We specialize in automating law firms just like yours. Our goal when automating is to recuperate the time you spend on admin tasks, in order to buy your time back for Lawyering.

They will ask if we can do certain automations. Here is the list of what we can do (alphabetical order)

Affidavits

Contract Automation (automatically send contract to hire the law firm to the lead during intake — based on their indicated needs)

Calendar Automations (no need for Calendly – we use our own robust calendar tech )

Forms ( ANY type of forms!)

Intake! –> We generally automate a contract at intake and then push all of the intake answers into their Case Management system

Reminders to Clients (Text/Email)

Tasks for Staff Members via a task management system as well as with texts and emails

OBJECTION HANDLING

Only book a follow-up call if the prospect has a genuine reason why they cannot move forward today. Any other excuse they give you is not a reason to book a call but rather a way for them to escape from having to make a decision on the spot.

Which objection is currently on the table?

I Need to Think About It (Alone)

I Need to Think About It (Wife/Husband)

I Need to Think About it (Partner)

Money

Fear, Doubt, Uncertainty

Logistics

Partner Objection (Deeply Rooted)

Handling I Need to Think About It (Alone) Objections

Okay, that’s totally fine.”

“Can I ask, in your opinion, before you do go and think about it, do you FEEL like what we’ve gone over ACTUALLY CAN get you to where you want to be which is $250k a year? ‘

Cause that’s the most important thing…”

“Yes”

[If you sense any level of insecurity here then you know need to go back to the offer and make sure everything is clear for them aka solve any logical doubts from the product/service].

“Why do you feel it CAN?”

[…]

[Their answers will become part of your ammo to close the deal, just make sure they go as deep and clear as possible to justify their answer].

“Ok, makes sense.

Then, before you do go and think about it, what exactly is it that is making you want to wait before pulling the trigger here?”

[…]

[Their answer will shed light on the real objection in which case you want to follow through with the frames in the next section].

Handling I Need to Think About It (Wife/Husband) Objections

Diagnosis:

You know it is a smokescreen when they are the decision makers yet still want to be supported by someone else before making a decision.

Now, we have to find out what the REAL objection is (talking to a wife/husband might not be the real one)…:

[We still have no clue on what the real objection is]

Okay, that’s totally fine.”

“Can I ask, in your opinion, before you do go and think about it, do you FEEL like what we’ve gone over ACTUALLY CAN get you to where you want to be which is $250k a year? ‘Cause that’s the most important thing…”

“Yes”

[If you sense any level of insecurity here then you know need to go back to the offer and make sure everything is clear for them A.K.A. solve any logical doubts from the product/service].

“Why do you feel it CAN?”

[…]

[Their answers will become part of your ammo to close the deal, just make sure they go as deep and clear as possible to justify their answer].

(In Modrate Way)

“Ok, makes sense.Ok, makes sense, when you do go to talk to your wife, do you feel she would want you to learn XYZ and get X result for you and the family? And if yes, why would she want you to learn XYZ to actually achieve this after years of trying?”

[…]

[Build certainty around their significant other supporting them].

“So, do you feel there is any reason why your wife would not want you to learn the skills?”

“No, not really”

[A little of reverse psychology to cover every possible aspect of a potential obj later on].

“Okay that’s fair, and I suppose when you do go to your partner, what do you FEEL would be the potential obstacles on something similar to this that MAY HAVE STOPPED THEM from moving forward in the past?”

[…]

[The real objection is now brought to surface!].

(In Aggressive Way)

“Let me ask, when you’re hungry and it’s lunch time, do you call your wife before buying lunch?”

“No [Laughs]”

“ Why not?”

-“Well because it is a much smaller amount of money!
-Cause you can’t compare buying lunch to investing into something like this!
-Cause I always do stuff like that but I’ve never bought something like this…”

“So there are decisions you do make on the spot, so, what makes this a decision that you want someone else’s point of view in order to pull the trigger? Is it just the finances or is there anything else preventing you from moving forward?”

[…]

[The real objections are revealed!]

Handling I Need to Think About It (Partner) Objections

[Use this script if you sense it’s a partner/money objection]

Okay, that’s totally fine.”

“Yes”

[If you sense any level of insecurity here then you know need to go back to the offer and make sure everything is clear for them A.K.A. solve any logical doubts from the product/service].

“Why do you feel it CAN?”

[…]

[Their answers will become part of your ammo to close the deal, just make sure they go as deep and clear as possible to justify their answer].

“Cool, so leaving your partner on the side for a moment… If you had a bag with 10k on it, for you to invest into anything you want, would you do it?”

“Yes, I would.”

[Then you move to the money frame so you can give them an option that suits them].

“No, I would still go need to talk to her before hand.”

[Then it’s uncertainty what we’re dealing with, most cases the uncertainty comes from bad decisions in the past].

Handling Money Objections

Diagnosis:

They will either have the money but are afraid or won’t have the money and want to start when they have the full amount.

This is either a fear objection or just a matter of you figuring out a payment plan for them to be able and join right away.

Script:

“Yeah, that’s not a problem, but, money aside, do you FEEL what we do can get you to where you want to go?”

“Yes”

[If you sense any level of insecurity here then you know need to go back to the offer and make sure everything is clear for them aka solve any logical doubts from the product/service].

“Ok, with regards to the money, if you had $15,000 in your hand right now, would you do it?”

“Yes”

[If they say yes, then all you need to so is figure out a payment plan that works for them].

“Why”

[…]

[All the reasons why they will buy].

“Ok, so would it be fair to say it is just an issue with the logistics of the investment, rather than us getting you to XYZ result? ”

“Exactly”.

[Optional]:

“Ok, so then isn’t this a question of SHOULD I do it, or HOW do I do it?”

[…]

[Their answer here gives us a last chance at discovering fear or securing their certainty and allow us to go for the close].

“If that is the case, would you like me to see how we can break this down to a more manageable process for you rather than investing it all at once? Would that help you move forward today so we can get you to XYZ result?”

“Yes, that would work!”

Proceed to presenting your payment plans and discussing options to close the deal.

Handling Fear/Doubt/Uncertainty Objections

Diagnosis:

Almost every single time you’ll hear one of these generic answers:

– “This is a lot of money”,
– “That’s just how I make decisions”,
– “I don’t like to rush things”,
– “This is too risky”,
– “I’ve never invested into something like this”,
– “I need to look at my financials”…

Or they will start asking a bunch of questions about things you already covered previously on the call such as program/service characteristics, logistics, timing, etc… In which case you need to keep control of the conversation and loop them back with the right questions to uncover their fear of moving forward

Fear/uncertainty can have 3 origins:

You.
Them.
The Offer itself.

And sometimes they all come together.

Identifying the origin allows us to effectively clarify the situation and clear the path before you move into handling their fear.

Script:

“Would it be fair to say you are looking for certainty here? Certainty that if you do what we teach will get you going to where you want to go.”

“Yes”

[Once they open up and agree then you can dive into handling it, just make sure we can make it work — Logistically wise/ money wise/partner wise]

“So, you are looking for certainty here, certainty that what we do will get you to where you want to be, right?”

“Yes, that’s fair”

“Now, we have come to the agreement that you feel it will work – right?”

“Yes, I can see how it all works”.

[If you sense any level of insecurity here then you know need to go back to the offer and make sure everything is clear for them aka solve any logical doubts from the product/service]..

“But, the other side of this is… if you don’t do it… How will you ever know?”

[I’m getting them into a decision making frame here. Don’t let them talk, a quick yes or head nodding is all you want here]
[Use a time analogy here. Refer to the video training].

(They agree)

“So, how we make decisions is based on 2 things: we either push towards pleasure, or run away from pain”.

“But, let me ask you a better question…

Are you willing to do every single thing needed to make sure it works for you, your family, your future, so you can provide the life for your kids and get to XYZ goal?”

“Yes”

[Keep going, don’t let them talk too much still].

“So, what would you do if you knew all you had to do was be there… And we are on the other side making sure everything you need to be successful is there on the other side of the wall/bridge — because that is the real question — what would you do…

Would you do it?”

“Yes”

“But how will you know if you don’t even commit to yourself first?”

“You’re right”

“Because here is where we either come together and push and I am with you every step of the way — I know it is scary and hard — it is supposed to be.”

[normalize fear to lower their sense of vulnerability].

“But here is where we draw that line in the sand and go for it, Meet the fear head on… or we crumble and go back to XYZ”

“Now, let me ask you… What is the best decision that NAME at XYZ result makes? How do you feel he/she makes this decision, right here right now?

That man/woman you want to be, that man/woman who is at 300k months, providing for the kids etc… How do you feel he make this decision?”

[…]

[Listen carefully to their answer and help in building security of those decisions from their new identity].

“What do you want to do from here?”

Handling Logistics Objections

Diagnosis:

They want to move forward, BUT, they need to move funds around or wait for a payment to come in before they can join, in which case it is in fact a logistics objection

All you need to do now is to ideally get a deposit and always create an action plan and set a time for a follow up call to close the deal and get them onboard.

There is no script for this one, all you need to do here is make sure you understand their next moves to get the money solved, propose a deposit and wether or not they pay it, always, set a time for the final call to get them onboard.

Handling Partner Objections (Deeply Rooted)

Diagnosis:

This case happens specifically when the partner objection is deeply rooted in their position and there is no way they want to do anything without consulting with their significant other. In this cases we need to treat their partner as a real objection.

IMPORTANT:

It needs to be implemented with legitimate respect and touch. But if you can do this on a call, you’ll be closing deals you never thought you could before.

Script:

Note: Once we get the a situation of partner/fear, we go all in. Again, with much care and touch

“Can I ask you, who’s responsibility is it to go and achieve everything that you want in your life/business?”

“Me, only me.”

[Ideal answer, just keep going].

“Oh, it is shared, me and my team/partner/wife/husband/etc.”

[Double down on who really is the ultimate responsible to whether or not they achieve it all, the next questions will help as well so make sure you get a solid “Me” and then move forward]

“In regards to all the results that you’ve had on your business in the last 5 years, was it you?”

“Yes, it was me.”

“So, your partner/wife/etc where not involved in those results… the blood the sweat the tears… the victories and the failures as well, all of that was you, right?”

“100%, I was the one going through it all.”

[By mentioning their efforts we appeal to their ego and by closing the question with their failures we guarantee that they will take full ownership as no one will blame their loved ones for their failures].

“With all due respect, what does your wife/partner do?”

[Whether in the company or on their own career]

“She’s a doctor.”

“So, with all the respect they deserve, they don’t come running to you to ask how to do XYZ?”

[perform surgery for example]

“Because, as we all know, you don’t have the knowledge and expertise they have about XYZ, right? Just as they don’t have the knowledge and expertise about your job…”

“Yeah, I see where you’re going…”

“So, again, with all due respect to them and as you know I got a wife/husband/partner as well…

Why do you feel is fair to go and ask them to make a decision about something they are not involved in and they don’t have any expertise about?”

“You’re right…”

[Don’t let them speak too much. Keep pushing through].

And by no means I’m I saying that they won’t support us, but, as you know, they don’t fully understand everything as you and I do, nor are they responsible for the outcome, as you mentioned before, all of that is on you.

[…]

[Keep going].

“Because, on the other side of this, in 3 months time when you are at 100k/month, how are they going to feel when that happens?

“They’d be over the moon, wouldn’t they?”

“Yes, they would be pretty happy about it.”

[Let them open up here].

“And you’ve always achieved what you set for yourself…

But again, who’s responsibility is it to go and make it happen?”

“Yup, it’s been my responsibility all along.”

“So, if that is the case and you know it’s your responsibility and nobody else’s… What decision do you feel XXXXX makes at XYZ level?

What decision would your 2.0 version makes right here and right now to set themselves to achieve all that you want to achieve for yourself and your business/family?”

[Optional]

“And probably it’s not to go and ask their wife/kids/partner…”

Note: Here you want to pressure with binary options.