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Generating Leads by Finding Buyers in Trouble

By ALM Staff | Law Journal Newsletters |

I can now resolve the centuries-old debate among philosophers as to whether the irresistible force can overcome the immoveable object. The answer is: The immoveable object wins.

In this case the irresistible force is you ' a lawyer looking for business. The immoveable object is the unwilling prospective client. No matter much talent, experience and charisma you have, you can't make the prospect do what they don't want to. Legal services are not sold, they are bought. You can't sell something that the other person doesn't want. Hence, the most effective way to detect a lead is to find someone ready to buy.

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