It has been a hard week for those of us who supported the losing candidate in the 2024 Presidential election. Along with thousands of volunteers around the country, I tried to do my small part to ensure that my candidate won. In my case, that was mainly canvassing in Scranton Pennsylvania the weekend before November 5th.
While knocking on mostly friendly doors (I had a list of likely supporters), I met some great people and had few who shooed me away. Not everyone agreed with me, but I tried to do my best to listen to their concerns. Obviously, our collective efforts fell short.
Like many of my friends, family members, and professional colleagues, I have deep concerns about what a return of Trump means for the country. If his first presidency is any indication, there will be a lot of work for lawyers who care about the Constitution, the environment, and who gets to benefit from the American dream.
I’ve listened to many pundits who are trying to unpack how the election turned out the way it did. I have certainly formed my own opinions. Today, I don’t want to focus on politics. Rather, I want to highlight the importance of listening in campaigns and connect that to a more mundane topic: the importance of listening in turning business contacts into business.
In my opinion, if there is any single lesson that the Democrats should glean from the election, it’s this: listening to people’s concerns is critical to winning elections. While I am completely aligned with those who think that Trump poses an existential threat to democracy, the rule of law, a free and fair press, and that he is wholly unfit to be the Commander in Chief, the majority of voters in this country were more concerned with the boarder and the economy. They didn’t feel heard by the Harris/Waltz ticket. They voted in what they believed to be their self-interest, despite their largely negative feelings about the winning candidate.
In short, Democrats weren’t listening to what the voters cared about most: what does the future look like for me and my family and how am I supposed to cope with 20 percent inflation? Why did the administration allow so many undocumented people into the country and how does that affect my safety and the way my tax dollars are being spent?
It’s a hard political lesson to swallow but it is also instructive for growing your law practice.
If you are making a concerted effort to build relationships with clients, potential clients and referral sources, you are on your way to building your business. And in order to build strong business relationships, listening is the key skill to master.
Being a great listener is what will help you get hired.
If you can get potential clients to articulate the problems they are facing, and the urgency of solving those problems, you then have an opening to offer a solution that aligns with their needs.
This approach keeps the focus on the client and positions you as a problem-solver, which is exactly what clients are looking for.
Imagine you’re sitting down with a prospective client. They’ve come to you with a legal issue, but your goal at this point isn’t to dive straight into solutions. Instead, start by exploring the situation with questions. Ask open-ended questions that allow the client to clarify what’s really going on. For example, if a business owner approaches you to draft a partnership agreement, dig deeper. Ask why this agreement is needed, what challenges they’re facing with their current setup, and what would happen if those challenges weren’t addressed. In this way, you’re not just gathering information—you’re helping the client better understand the implications of their situation.
Once you have a clear grasp of the situation and the problems involved, the next step is to guide the client in articulating why solving these issues matters to them. This is a critical moment in the conversation because it allows you to understand the urgency and the potential impact on their business or personal life. It’s also a moment when the client can connect emotionally with the importance of finding a solution. And that’s where your role as a lawyer becomes clear. It’s no longer about selling; it’s about solving a problem that the client has identified as pressing.
It is at this stage that many lawyers make a mistake. They jump right to fees or start discussing the specifics of the engagement. But it’s still too early. You want to make sure that the client understands that you have the capability and experience to solve their problem—but you don’t want to overpromise.
In fact, one of the most reassuring things you can say at this point is, “I’ve handled many matters like this before, and I’d be happy to help.” You’re inviting them to engage, not pushing for a commitment. This builds trust and reassures the client that they are in capable hands.
If the conversation goes well and the client wants to know more about how you work, that’s your cue to delve into the specifics of your services, how you approach similar cases, and finally, your fees.
But here’s the key: by this point, the client has articulated their needs and has shown a genuine interest in finding a solution. You’re not selling in the traditional sense; you’re positioning yourself as the right choice to solve the problem they’ve identified.
What I hope you’ll take away from this is that selling, when done right, doesn’t feel like selling at all. It feels like problem-solving, which is what we lawyers do best. If you can reframe your approach this way, you’ll find that it’s possible to turn relationships into clients without feeling like you’re compromising your professional identity. You’re simply guiding a potential client through a process that ends with them saying, “Yes, this is the right lawyer for me.”
To recap, remember these steps: listen actively, help clients clarify the problem, understand the urgency, and then offer a solution that meets their needs. It’s a process that feels natural and authentic, and it aligns perfectly with what clients want from us as lawyers—an advocate who listens and can solve their problems.
So, the next time you’re in a talking to a prospect, remember it’s not about pushing to close a deal; it’s about asking the right questions, listening carefully, and ultimately offering solutions to the problems that matter most to the client.
I’m hopeful that the Democrats will learn this lesson and apply it in the next election cycle. Both political parties need to listen more. Failing to do so costs elections.
Failing to listen will result in lost opportunities for you to land the legal work you want.
In the meantime, I know that lawyers will play a crucial role in the coming four years in upholding the rule of law.