Walk into any law firm consultation room and you’ll find two people: a potential client with a problem they desperately want solved, and either an attorney or non-attorney salesperson responsible for guiding them to the decision of hiring the firm.
What most firms overlook is that the outcome of that meeting is often determined before the first word is spoken. Why? Because of mindset.
The mindset your sales team—or you, if you’re still running consults yourself—carries into that room will either set the stage for clarity, confidence, and trust…or it will quietly sabotage the entire conversation.
The Hidden Variable in Consults
Law firm owners often ask me, “What script should we use?” or “What’s the best close line?” Scripts are important. Structure is critical. But the invisible variable is the mindset behind the words.
Here’s the truth:
- A salesperson who expects rejection will unconsciously rush, hedge, and avoid tough questions.
- A salesperson who believes deeply in the firm’s value will lean into objections, calmly redirect, and make the prospect feel secure.
- An owner who walks in with scarcity thinking (“we really need this client to make payroll”) will transmit nervous energy the prospect can smell from a mile away.
Mindset isn’t fluffy. It’s the lens that colors everything else.
Two Mindsets That Kill Sales
There are two toxic mindsets I see again and again inside law firms:
- The “Order Taker” Mindset
This salesperson walks into the consult like they’re at Starbucks. They ask surface-level questions, write down what the client says, and present the fee agreement as if it’s optional. They think their job is to present information, not to lead. The result? Prospects leave saying, “Thanks, I’ll think about it.” - The “Defense Attorney” Mindset
Ironically, some lawyers fall into this one. They treat the consult like a courtroom cross-examination, firing rapid questions and offering quick answers. They’re trying to prove they’re smart instead of listening, empathizing, and guiding. Prospects may be impressed with their knowledge but often feel bulldozed and emotionally disconnected.
Both mindsets lose.
The Winning Mindset
The mindset that consistently wins in consultations can be summed up in three words: Coach, Don’t Chase.
Think about the best coach you’ve ever had. They weren’t desperate for you to join the team. They weren’t just a note-taker either. They were calm, confident, and committed to your success. They asked tough questions because they cared about your growth. They painted a vision of what was possible and made you believe you could achieve it.
That’s the mindset your sales team needs to adopt.
Here’s how it plays out in practice:
- Curiosity instead of judgment. Ask questions to understand, not to trap.
- Confidence instead of neediness. Believe in the value of your firm’s services and price point.
- Commitment instead of convenience. Stay with the prospect through objections rather than letting them off the hook.
Mindset in Action
Let’s take a common scenario: The prospect says, “I need to talk to my spouse before I decide.”
- Order Taker Mindset Response: “Okay, no problem, just let me know.” (Result: They never hear back.)
- Defense Attorney Mindset Response: “Well, you don’t need your spouse, this is your case.” (Result: Prospect feels pressured and defensive.)
- Coach Mindset Response: “I completely understand. May I ask—what do you think your spouse will say? Do they usually support you in big decisions like this?” (Result: Opens the door to uncovering the real objection—money, trust, timing—while keeping rapport intact.)
Same words on the surface, radically different energy underneath.
How to Shift Your Team’s Mindset
Shifting mindset isn’t about motivational posters or morning affirmations. It’s about training, practice, and accountability. Here are three concrete steps:
- Role Play With Intention
Don’t just run through the script. Role play the emotional states—scarcity, confidence, curiosity—and practice shifting. Your team needs to feel the difference in their body. - Debrief Every Consult
After each consult, ask: “What mindset did you carry in? How did it affect your tone, your pacing, your confidence?” The goal isn’t blame—it’s awareness. - Celebrate Wins the Right Way
When someone closes a client, don’t just celebrate the revenue. Ask, “What mindset helped you get that result?” Anchor the win to the mental state, not just the script.
Why This Matters for Owners
If you’re still running consults yourself, your mindset sets the ceiling for the firm. If you’re delegating to non-attorney salespeople, your job is to make sure they’re not just parroting a script but embodying the right frame of mind.
Because here’s the bottom line: Clients don’t just buy legal services—they buy certainty. Certainty that you can solve their problem. Certainty that you’ll fight for them. Certainty that they’re making the right decision.
And certainty only comes from confidence. Confidence only comes from mindset.
Final Thought
Your next consultation won’t be won or lost because of a magic phrase or clever objection handler. It’ll be decided by the invisible factor walking into the room with you: mindset.
So ask yourself – and your salespeople – before every consult: “What mindset am I choosing to bring in today?”
The answer to that question will quietly determine the answer to a much bigger one: “Is this prospect going to hire us?”
