Making emotional connections

By Linda Julian

In most fields, technically competent lawyers and professionals are in oversupply.  Clients and prospective clients select from the available talent pool on both logical and emotional grounds.

Make certain that you offer both logical and emotional reasons to engage your services:  help your client to like you as well as giving him/her logical grounds to defend their choice with colleagues, friends and family.

Here are some proven ways to establish emotional connections:

• start with a friendly and warm greeting  -  the character of the first few moments sets the tone for your encounter
• use his/her name  -  people respond positively to being addressed by their correct and preferred name  -  use it as often as feels natural and comfortable
• make eye contact  -  don't let your shyness create perceptions that you're "shifty"  -  look clients straight in the eye (but avoid overstepping into the territory of over-controlling or intimidating eye contact)
• exude warmth through pleasant facial expressions  -  smile whenever appropriate.

None of this is new, but it remains important.  Work at making emotional connections with clients to fuel their desire to work with you.