Is Technology is Helping or Hurting Your Practice?
Technology can be an outstanding asset to help you seal more deals if you know how to use it correctly. It can also be damaging to your practice if you don’t. As an attorney, have you become too dependent on technology to do your converting for you? Your success depends on how well you sell, not how well you play with your toys.
Technol
ogy gives people the illusion that they are becoming more connected when, in reality, it’s crippling their social skills. Liking, sharing, “favoriting” and commenting on posts might seem like a sincere way to establish or maintain valuable relationships, but no amount of likes or thumbs-up buttons will replace genuine human interaction.
If you actually want to stand out and differentiate yourself, you need to step away from technology and step into real conversations. Stop typing and texting and start talking!
Get back to what actually works—a personal connection.
People close sales. Technology doesn’t. Technology will never compensate for a deficiency in your sales and communication skills.
Selling is, and always will be, about people and building solid business relationships together. While your competition is wasting time typing endless emails to prospects trying to close the sale, you should be talking to your prospects and winning the deal.
If you’re ready to stop talking about your problems and start taking action to make the right kind of changes, try some of these smart practices:
Commit to communication face-to-face; eye-to-eye. You can’t secure a meeting if you only touch them virtually as one of a “cast of thousands.” Want to make someone feel important? Pick up the phone, make an appointment or schedule a video conversation. Face-to-face or phone connections trump virtual connections. The phone is still the most accurate weapon you have to secure a meeting.
Use a more 
modern approach and throw out the robo-scripts. While you need a road map and a plan, including practiced phrases, get away from the monotone and grayness of memorized scripts that sound just like every other voicemail or email your prospects receive. Proactive and productive conversations produce results, not word for word scripts.
Differentiate yourself. Stop following the “me too-ers.” Just because someone says social media is the quickest way to close sales and grow your business, doesn’t mean it will work for you. Break away from the pack—be yourself. Be willing to stop long enough to assess the best path to take toward your revenue goals.
Taking the right action. In my consulting work and as an attorney coach, I see a lot of lawyers spending their days sending email after email, text after text, trying to connect with everyone and their mother on social media. They don’t realize that they are just adding to the clutter of their prospects already bloated and overstuffed inboxes. They’re not willing to step out from behind the cloak of technology and into the messy world of personal relations. Do what we did back in the day—talk to someone face to face. Risk people getting know you.
Mesh your high tech with your high-touch efforts. I’m not saying to drop your devices and your social media communications entirely. These make a great foundation for your company’s general message. Use them as the credibility that backs up what you say face-to-face. Just remember that even the most engaging email campaign is only meant to start a conversation. The real magic happens with that most important of sales ingredients—you. You are the most important tool in your toolbox.
I am all for technology making our businesses better, but where do we draw the line? I challenge you to step away from your toys and build some real relationships. Pick up the phone, connect and have a real conversation. Be that invaluable connection and memorable experience your clients are craving.
Remember your success depends on how well you sell, not how well you play with your toys.