Best Business Book I’ve Ever Read: The Closer’s Survival Guide – By Marco C. Brown, Esq.

From when I started Brown Family Law in 2010, until about 2015, I knew nothing about business.

Not knowing how to run a business when you own a business is not a great situation, let me tell you. There were lots of months in which I had no idea how I would feed my family. I lived in constant stress and fear.

Eventually, I determined I didn’t want to live in fear anymore, and I decided to figure out the business of law, so I turned to reading books.

Lots of books. So many books.

The best business book I have ever read is The Closer’s Survival Guide by Grant Cardone.

The first part of the book is a masterclass on sales and closing, and as Grant explains, sales and closing are two completely different skill sets.

Sales is an emotional process, and it’s all about listening and identifying the needs of a potential client (PC), providing solutions for those needs, and getting a PC to trust you. Having done that, a PC will want to hire you, and this is where closing comes in.

Closing is the process of getting someone to exchange money for your lawyer services. This is a logical process, as opposed to the emotional process that is selling.

Closing is where you overcome specific objections, you handle emotional outbursts, and you persist until a PC pays your retainer and becomes a client.

I know many attorneys who are good at sales, and I know almost no attorneys who are good at closing. Closing is the most difficult aspect of acquiring clients, and it requires training and role-playing.

With difficulty comes opportunity. If you master closing, you will make more money than you can by mastering any other aspect of lawyering.

The genius of The Closer’s Survival Guide is the second half of the book, which is comprised of almost every conceivable specific objection a PC may voice, and specific ways to overcome those objections.

For example, Grant includes seven ways to deal with the most common objection we encounter as attorneys: “That’s a lot of money. I can’t afford that.”

Why seven ways to address one objection? Because each PC is different, and you need a big repository of closes to pick the right one for that particular PC.

I have read The Closer’s Survival Guide 24 times over the years.

I used it as the basis for writing my own book about how to overcome the specific objections we encounter as divorce attorneys. Now, every morning, as a law firm, we train and role-play overcoming those objections so we can close PCs and serve them as clients.

None of this would have been possible without The Closer’s Survival Guide. It is the best, most practical business book I have ever read.

P.S.: If you would like a copy of The Closer’s Survival Guide, reach out. I give copies to colleagues all the time.

ABOUT:

Marco C. Brown, Esq.

Marco C. Brown, voted Utah family law attorney of the year, started Brown Family Law in 2010. He has since helped over 4,000 people through divorce and family law situations in Utah. Brown plans to expand beyond Utah in the near future.

801-685-9999

[email protected]