In most law firms, meeting and retaining new clients is essential. How well a law firm does with potential clients can go a long way toward the success or failure of a law firm.

While many lawyers think their legal knowledge or past reputation causes many clients to hire them, most forget that the emotional connection they make with potential clients can be equally or even more critical.

Many lawyers brag about themselves and talk over potential clients to show their knowledge. However, the better path is almost always to develop a rapport and professional bond with the potential client instead.

Why Does An Emotional Connection Matter?

An emotional connection matters for various reasons. First, most potential clients want to trust that their lawyer cares about their case and has their best interests in mind. Potential clients usually have many different options in terms of whom they can hire. But the first consideration that many potential clients put at the forefront is whether the lawyer is somebody who genuinely cares about them.

In some areas of the law, an emotional connection may not be as important. Take purely transactional areas of law where the legal relationship is more about the creation of mundane legal documents or a short-term transaction.

However, where a client is going to be in the midst of litigation, has been injured, or is going through a divorce or family law matter, a lawyer who cares about them is something almost any client is going to gravitate toward. In contrast, if the lawyer seems robotic, plastic, or uncaring about the case, many potential clients will go elsewhere.

If a lawyer merely brags about themselves, their firm, or their awards or accolades, many potential clients will not be impressed. Most potential clients are looking for a lawyer who connects and cares about them.

How Can A Lawyer Make Emotional Connections?

There are many ways lawyers can make emotional connections with potential clients during consultations:

1. Lawyers should let the potential clients tell their story or express their worry, anger, frustration, or dismay about their current situation. For the first portion of almost any consultation, a lawyer should only ask clarifying questions, show empathy, and genuine concern.

2. Lawyers should remember that they have two ears and one mouth. In most consultations, the listening and talking should be in that 2:1 ratio. Lawyers who talk too much, interrupt, and think that their bloviating is helpful will likely not be very successful.

3. Lawyers should seek to go below the surface with potential clients. When potential clients tell their story or express their worry/concern, lawyers should try to dig deeper by asking questions like: “Tell me more about this,” or “Give me a specific example of that.” Lawyers must be curious about the potential client’s situation and have a desire to learn more. By learning more and peeling back the layers of the onion, an emotional connection can develop.

4. Lawyers should use affirming language to potential clients. Phrases like “I am sorry you are going through this” or “This has to be tough” can go a long way toward showing genuine empathy for a potential client. If a client says they are stressed or frustrated, asking them to explain this in more detail can go a long way, too.

5. Lawyers need to make eye contact, take a few notes, and communicate that they are fully engaged. Many lawyers can become more worried about note-taking than making that connection with the potential client. If the potential client hires the lawyer, the lawyer can then write down everything vital after they leave.

6. Lawyers should not try to talk a potential client out of their goals for the case at their first meeting. Going through the pros and cons is important. However, if a lawyer starts leaning heavily on a potential client in the initial meeting, it is very unlikely the potential client will hire the lawyer.

Lawyers Who Make An Emotional Connection Have Lots of Clients

The reality is that lawyers who make an emotional connection have lots of new clients. Further, lawyers who make an emotional connection often have happy clients after they take on the case. Most individuals going through a legal matter want a lawyer who cares about them. They don’t want a lawyer who is just going through the motions.

If you have any thoughts, feel free to share them below.