I had the good fortune
to sit in on a presentation by
a top criminal defense lawyer.
He was talking law,
I was hearing sales.
All great lawyers are also great salespeople.
They sell juries and judges
on their clients’ stance.
When cross-examining a witness,
the lawyer advised
it was often better to arrive
at the key question in a round-about way.
Why?
Because witnesses are always prepped
for brutal cross-examinations.
They expect that.
No new information will surface.
Also true with sales.
Prospects automatically expect
the hard sell.
They are prepared to reject it.
Consider the soft sell.