If you've practiced the law to any reasonable degree, you might have felt or voiced these sentiments at one point or another, even if just to yourself. The feeling that these people are strange, illogical e.t.c. Everything a person does has a reason to support it and once you can hazard that reason then you can make progress in persuading her to your point of view.
This is insight is elementary but it is against human nature and can only be learned gradually.
Applying this idea to your efforts to generate business for your law firm sounds something like this. If the potential client does not clearly see the benefit you can offer or she feels she is above your offering, then you have more work to do.
You now need to uncover or discover what she needs, the consequences of her failing to go with the solution you offer, what matters to her, what will get her attention. And when you have this, the business of bringing into her attention and being hired for the work can happen.
As an example of the first step in the sales cycle, yours truly was expostulating on the services offered by IBARU-McKENZIE to a group of lawyers during a lunch break at an industry pow-wow and at the end of the talk I got the distinct impression that I would not be receiving an immediate rush for a sign on fee. The attitude of the lawyers was 'we have been managing before now and see no reason why we can't continue to manage'. The clear feedback here was I had more persuading to do to move the deal forward.
No mystery to it here. Just find what matters to the other chap and get on with it.
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