People like people like them. “Them” becomes “us”: people like us (PLU).
Clients choose lawyers and professionals who fit the PLU category - those similar in a range of ways are PLU.
If you want to make it to the PLU category next time, check that you match and mirror the client.
Make eye contact. This conveys trustworthiness, forms bonds, cements relationships and helps make you PLU.
Loosely mirror posture and body. PLU does not “ape” the pose of the client, but adopts a comparably formal, informal, relaxed, energised, or other style.
Match language. This conveys trustworthiness, forms bonds, cements relationships and helps make you PLU.
Communicate in a comfortable style which will develop rapport with the client. Put behaviour and language together to communicate at a pace and level which is comfortable for them.
Where feasible, mirror their socio-demographics. If you can mirror the client’s gender balance, do. Likewise, their mix of ages, cultures, races, and social factors.
But if you can’t mirror them - and, mostly, you won’t precisely - then be sensitive to their socio-demographics. Be attuned to their psychographic profile.
Look like the client. Personal presentation including dress, jewellery, business accessories, and even your transport to a meeting will help you to match and mirror effectively.
A modicum of chameleon characteristics is what’s called for: if you’re presenting to bankers, look like you fit their environment. (If it’s a visit to the poultry farm, the Ferragamos are probably not the right choice of footwear.)
By matching and mirroring, you’ll morph into PLU and become the chosen professional - liked, comfortable, and “right fit”.
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