Estratégias para Fechar Contratos na Advocacia

Murilo Antunes

1 Jul 202411:51

Summary

TLDRMurilo Antunes, a commercial head at Guedes e Cruz law firm, shares his expertise in selling high-ticket contracts. He teaches other lawyers to overcome objections, negotiate effectively, and close deals during sales calls. His strategies include isolating objections, understanding client needs, and securing commitments.

Takeaways

😀 Murilo Antunes is a commercial head at Guedes e Cruz law firm and has sold over 4 million contracts.
📚 He teaches other lawyers how to sell high-ticket contracts and convert leads into clients through a mentorship program.
🛠️ The script is a guide on overcoming objections in sales, particularly at the end of a sales call or negotiation.
💡 Objections should be isolated rather than just circumvented to prevent them from arising again in the future.
💰 A common objection is the issue of money, where the lead claims not to have funds to hire the law firm.
🤔 Murilo suggests asking probing questions to uncover if there are other hidden objections behind the money issue.
🔑 It's important to anchor the conversation with a larger proposal if the money is not the real issue.
🗣️ The script emphasizes the need to understand the lead's real concerns to help them make a decision without delay.
🤝 Murilo advises to negotiate by understanding both the lead's and the firm's needs to reach a mutual agreement.
👥 Another common objection is the lead saying they need to consult with someone else, like a spouse or partner.
🔍 He suggests isolating this objection by asking if the lead would proceed if it weren't for the need to consult with someone else.
🔗 Finally, Murilo stresses the importance of always leaving a meeting with a scheduled follow-up to maintain momentum and close the deal.

Q & A

Who is Murilo Antunes and what is his current role?
-Murilo Antunes is a commercial head at a law firm named Guedes e Cruz. He specializes in selling high-ticket legal services and also teaches other lawyers how to sell effectively.
What is the main focus of the playbook Murilo Antunes has developed?
-The playbook focuses on overcoming objections during the sales call, specifically at the negotiation stage, to prevent losing sales opportunities.
How does Murilo approach objections in sales?
-Murilo suggests isolating objections with strategic questions instead of just circumventing them, to understand and address the real concerns behind the objections.
What is a common objection Murilo addresses in his script?
-A common objection Murilo addresses is when a lead says they don't have the money to hire the law firm, which he suggests could be a cover for other objections.
How does Murilo recommend handling the objection about the cost?
-Murilo recommends asking the lead what would prevent them from hiring the firm if it were not for the cost, to anchor the discussion on the cost and explore if there are other underlying objections.
What is the significance of the question 'If it weren't for the cost, would you close the deal with us?'
-This question is significant as it serves as a micro-affirmation to confirm the lead's interest in the firm's services, assuming that the only barrier is the cost.
What is Murilo's approach when a lead says they need to think about it?
-Murilo suggests understanding the lead's main concern, as decisions often need information rather than time. He advises engaging the lead to extract their real concerns and provide the necessary information to facilitate a decision.
How should one handle the situation when a lead says they need to consult with someone else, like a spouse or partner?
-Murilo advises respecting the need for consultation but also trying to isolate the maximum possible objections to prevent the lead from bringing up objections from others later on.
What is the importance of getting a commitment during a sales call?
-Getting a commitment is crucial to ensure that the lead remains engaged and that there is a follow-up conversation or meeting scheduled, increasing the chances of closing the deal.
How does Murilo suggest dealing with the fear of making a big decision?
-Murilo suggests providing comfort to the lead, acknowledging that big decisions can be daunting, and then using a hook to reinforce the belief that the proposed solution will resolve their problem.
What is the strategy behind asking for a small sign or deposit to hold special benefits?
-This strategy is to secure the lead's commitment without requiring full payment upfront, making it easier for them to agree to the deal and ensuring their presence for future payments.

Outlines

00:00

😀 Introduction to High-Ticket Legal Contract Sales

Murilo Antunes introduces himself as a commercial head at a law firm, Guedes e Cruz, and shares his expertise in selling high-value legal contracts. He has successfully sold over 4 million contracts and now mentors other lawyers in sales techniques. The speaker emphasizes the importance of addressing objections at the end of a sales call to avoid losing potential clients. He introduces a 'playbook' for overcoming objections, which he has developed through extensive training and practice, and outlines a common objection related to the cost of hiring the law firm. The strategy involves asking probing questions to isolate the real issue behind the objection and using affirmations to confirm the client's interest in the service.

05:01

😇 Addressing Common Objections in Sales

The speaker discusses common objections during sales calls, particularly the objection of needing time to think or consult with others. He suggests that instead of allowing the lead to leave without a decision, it's crucial to maintain engagement during the call and isolate the objection. The speaker provides strategies for dealing with objections related to needing to consult a spouse or partner, by understanding that the lead might be using this as an excuse to avoid making a decision. Techniques include asking if the lead would proceed if not for the consultation, thus extracting a commitment and making it harder for them to go back on their word later. The speaker also touches on the fear of making big decisions and the importance of providing comfort and reassurance to the lead.

10:03

😌 Techniques for Closing Sales and Setting Future Meetings

In this paragraph, the speaker focuses on techniques for closing sales effectively and setting up future meetings. He emphasizes the importance of not leaving a meeting without having scheduled a follow-up conversation. The speaker suggests using a 'hook' to engage the lead's belief in the solution being discussed and to address the fear objection proactively. He also talks about the strategy of offering a special condition or exception to keep the lead engaged and to secure a commitment. The speaker advises on the importance of getting a 'signal' or定金 (down payment) to secure the deal and to ensure the lead's presence and commitment. Finally, he stresses the need to always exit a meeting with a new meeting scheduled to maintain momentum in the sales process.

Mindmap

Keywords

💡Commercial Head

A 'Commercial Head' is a senior executive responsible for the commercial operations of a company or department. In the context of the video, Murilo Antunes is the Commercial Head of a law firm, indicating his role in overseeing the sales and business development activities. His position is central to the theme of the video, which focuses on his expertise in selling high-value legal services.

💡Honorários

In Portuguese, 'honorários' refers to legal fees or attorney fees. The script mentions Murilo having sold over 4 million contracts of 'honorários,' emphasizing his success in generating revenue for the law firm. This term is crucial as it ties directly to the video's theme of high-value contract negotiation and sales in the legal field.

💡Mentoria

'Mentoria' in Portuguese translates to mentorship. Murilo teaches other lawyers through a mentorship program, indicating his role as an educator and leader in the field. This concept is integral to the video's narrative, showcasing his experience and the传授 of his sales techniques to peers.

💡High Ticket

The term 'High Ticket' refers to high-value deals or transactions. In the script, Murilo discusses selling 'contratos altos' or high-ticket contracts, which are significant in monetary value. This is a key concept as it highlights the video's focus on closing large, lucrative deals in the legal sector.

💡Playbook

A 'Playbook' is a guide or set of strategies used to achieve a goal. Murilo mentions a 'playbook' he developed for overcoming objections in sales, which is a central tool in his sales methodology. The term is used to illustrate the structured approach he takes to sales negotiations.

💡Objeções

In Portuguese, 'objeções' means objections. The video discusses how to handle objections during sales calls, which is a common challenge in sales. Murilo's strategies for 'quebrar objeções' or overcoming objections are a key part of his sales playbook and the video's educational content.

💡Negociar

'Negociar' in Portuguese means to negotiate. The script frequently refers to the negotiation phase of sales, where Murilo's strategies for addressing objections and closing deals are applied. This term is central to understanding the video's theme of effective sales techniques.

💡Microafirmação

A 'Microafirmação' or micro-affirmation is a subtle form of affirmation used to confirm or validate a point. In the script, Murilo uses micro-affirmations to confirm the client's interest in the law firm's services, which is a strategic technique in his sales approach.

💡Lead

In sales, a 'Lead' refers to a potential customer or client. The script discusses how to handle objections brought by 'leads' during the sales process. Understanding the term 'lead' is essential for grasping the video's focus on converting potential clients into contracts.

💡Cal

In the context of the script, 'Cal' likely refers to a sales call or meeting. Murilo emphasizes the importance of keeping the lead engaged during the 'call' to address objections and encourage a decision. This term is used to illustrate the real-time dynamics of sales negotiations.

💡Condição Especial

'Condição Especial' translates to 'special condition' or 'special offer.' The script mentions making a special offer or condition during the sales call to entice the lead to make a decision. This concept is part of Murilo's strategy for closing deals and overcoming objections.

Highlights

Introduction of Murilo Antunes, head of commercial for Guedes e Cruz law firm, who has sold over 4 million contracts and teaches other lawyers to sell high-ticket contracts.

Emphasizing the importance of isolating objections rather than just circumventing them during sales negotiations.

Common objection of leads saying they don't have money to hire the law firm and how to address it strategically.

Using a question to isolate the real issue behind the money objection and confirming the lead's interest in hiring the firm.

Negotiation strategy of anchoring on a higher proposal value to avoid being at a disadvantage.

Addressing the objection of leads saying they need to think more and analyze, and the importance of providing information to facilitate decisions.

Understanding the real concern behind the need for more time to think and how to extract that information.

Dealing with the objection of leads saying they need to consult with their spouse or partner.

Isolating the spouse's potential objections and getting the lead to commit to the decision even before consulting.

Using micro-confirmation questions to get the lead to agree that they would close the deal if not for the spouse's involvement.

Addressing the fear objection by providing comfort and reassurance to the lead.

Using a hook to get the lead to believe that the proposed solution will solve their problem before they bring up the fear objection.

Dealing with the objection of needing a deadline to close, and offering exceptions to keep special benefits if the lead commits with a sign.

The importance of always leaving a meeting with a scheduled follow-up date to ensure the lead does not disappear without a response.

Summary of the law firm's approach to isolating and overcoming objections in sales, with the hope that the insights will be helpful.