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How to Win Your Case Like a Lawyer


Selling a product or service to a customer is much like being a lawyer in the middle of a court case. The salesperson, affiliate or business manager often has to present a case to the consumer to purchase the product or service over other products and services. Sometimes, the person has to prove to the customer why he or she needs the product at all. The art of negotiating is so similar to law that it can be explained in that way. The following is a four-tip explanation of how one can win a case like a lawyer: 
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Let the Prospect Know the Charge

 Bringing forth the prospect’s need for a product or service is much like the opening argument in a court case. The person who is negotiating must tell the prospect that he or she is being charged with needing something. For example, a business owner may not understand the need for a microchip credit card reader, unless the salesperson makes the prospect aware of the ever-changing credit card security measures. Until the negotiator presents that person with a “charge,” he or she will be content with running the business with the old machines. 

Present the Physical and Tangible Evidence

 The next part of winning the case like a lawyer, consists of presenting the physical and tangible evidence that shows the prospect the results that can come from accepting the product or service. In the previously mentioned example, the negotiator may include statistical reports of credit card fraud numbers and the business losses that occur from such transactions. Businesses lose thousands of dollars through their merchant accounts when chargebacks occur because of fraudulent credit card transactions. Some of them lose their products as well. The negotiator will also present technical information about the microchip reader and some additional statistics that show a reduction in the loss of business profits. It will be as difficult for a prospect to dispute numbers as it will be for a judge or jury to dispute hard evidence. 

Overcome Objections and Cross-Examinations

The next part of the process is the most difficult part. Negotiation training covers this stage of the game thoroughly because it is the time when the negotiator risks losing the case the most. Prospective clients will always have objections because they always have a natural skeptical attitude toward any sales pitch. They do not want to be misled into accepting something they do not need, just for the sake of building someone’s numbers. Therefore, they come up with some difficult objections to overcome. One objection that a prospect may have about the above-stated product is the cost. The prospect may feel that the cost of purchasing the item is much more than the company losses. The prospect may base the information on company records. The negotiator's job would then be to come back with an irresistible response. 

Leave not an Inkling of a Doubt

Finally, the last task for the negotiating party is not to leave an inkling of doubt in the prospect’s mind as to whether he or she should purchase the equipment. The negotiator has to make an offer that the person can in no way refuse. Several tactics exist for closing a sale. The negotiator can use the “friendly adviser” approach, the “bearer of bad news” approach or the commonality approach. The commonality approach seeks to persuade the prospect by convincing him or her to buy because most modern businesses are buying it. The “bearer of bad news” approach is one that uses creative scare tactics. The friendly adviser approach is one that focuses on the things that could happen if the person doesn’t buy, but without sounding so scary. One can learn the assortment of tactics and the best ways to present the “evidence” during a negotiation class. Training can help persons to be the absolute best.


Lee Flynn is from the Wasatch Mountains near Salt Lake City, UT. After Lee spent years preparing himself, his home and his family, he decided he had to do more. In his free time, Lee helps educate those who want to do the same. Through small local workshops and articles, Lee trains and teaches others on home preparation, food storage techniques, wilderness survival and self reliance. After obtaining a bachelors degree from the University of Utah, Lee moved to the Salt Lake Valley where he now lives with his wife and daughter.

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