In my decade+ as a lawyer I did nothing tougher and more cut throat than convincing a new client to pick me instead of another personal injury lawyer 1/x

We called these beauty contests, and it is everything you think it is. Show you are better, sweeter, and more of a killer than everyone else, with nothing but your gift of gab 2/x

In the beginning lost every single one. I dressed to the nines, $1000+ Zegna, exotic cuff links, Hermes tie and belt, Ferragamo shoes, slicked back hair, firm handshake. I gave every detail about the legal rights, what I would do, who would do what 3/x

With every failure I made changes. Tossed the cuff links, then the tie, then the gel, then the suit. Ended up with a shirt and cashmere sweater and semi dress pants. Then I tossed the canned spiel and all advertising literature. 4/x

Eventually I shaped my interviews around 3 questions. I began with: How are you? Pause and listen. Then: How can I help? Pause and listen. And finally: What is your greatest concern? Pause and listen. 5/x

And my response: I will help you with fill-in-with-greatest-concern. I had a 100% closing rate in my last 3 years.