Closing for Lawyers: From a Good Conversation to a Won Mandate

When does “closing” actually begin?

The transition from conversation to conclusion is rarely clearly marked. No one says: “We are now in the closing phase.” That is precisely the challenge.

When questions remain after a conversation, we usually feel it as a certain uncertainty. We do not yet feel entirely comfortable making an offer or asking for the business. This inner discomfort is not a sign of insecurity but rather a sign that information is missing. Whoever makes an offer too early risks being drawn into a price comparison without having understood the actual requirements of the client.

Closing does not begin with the offer. It begins with clarity.

What do good closers have in common?

Deal-makers in law firms are valuable. These traits are found in many of these people:

• curious
• excellent listeners
• proactive
• confident in their own value

Interestingly: It does not require an extroverted personality type.

Introverted lawyers can also win mandates excellently, when they ask questions systematically, listen attentively, and have the courage to take action. 

The decisive point: Whoever is not convinced themself that their own advice is worth its price will not be able to convey this to the client.

Price is not an argument

One of the greatest dangers in the closing process is price competition. 

If clients compare offers exclusively by price, there is a risk of reducing legal services to a commodity. A bad idea: In many cases, this ends in conflicts about additional charges or mutual dissatisfaction.

A good pricing strategy does not mean being the cheapest offer. It means:

• clearly defining the value
• precisely understanding the client’s goal
• realistically calculating the scope
• transparently justifying the price

Budget discussions are not taboo

Often we shy away from actively asking about the budget. But this is a strategic mistake. 

Budget discussions are not a weakness, but a sign of professional advice. They help align expectations and avoid misunderstandings. If there is no budget, it is all the more important to educate clients on how legal services are created and what fees are derived from. Law firms that explain how services are calculated not only strengthen trust, but also position themselves as structured, professional partners.

RFPs and proposal processes: Is the effort worth it?

Reacting blindly to a tender without an existing relationship is often purely a pricing game. Nevertheless, proposal documents can be decisive — if they are strategically structured. What matters:

• Read the tender completely
• Follow the required structure exactly
• Formulate key statements clearly and concisely
• Do not produce text deserts
• Fulfill all stated requirements

Actively ask for the mandate, but correctly

Many law firms hope that an offer “speaks for itself.” But closing is an active process. Here are ways you can ask for a project or mandate:

1. Direct closing question: “Is there any reason why we should not implement this project together?”
2. Advisory close: Bring in recommendations from comparable cases.
3. Silent close: Consciously remain silent after the presentation and allow space.

Conscious silence is powerful. Whoever keeps talking takes away the client’s opportunity to articulate their actual concerns.

Not every mandate is a good mandate

An underestimated component of successful closing is the ability to say no. Mandates with unrealistic budgets, high conflict potential, or unclear objectives cost resources and reputation. Sustainable law firm marketing does not mean maximum utilization at any price, but strategically fitting mandates.

In the long run, positioning pays off, not opportunism.

The strategic test: Mini-projects as an entry

Instead of offering free services, a clearly defined, smaller entry project is recommended. This way, collaboration arises under real conditions, with manageable risk for both sides. Relationship arises through joint problem solving, not through glossy presentations.

Conclusion: Closing is not a trick but a consequence

Successful closing in law firms is not a sales tactic. It is the result of:

• clarity about client goals
• confident pricing strategy
• active communication
• strategic selection
• professionally structured offers

Whoever wants to win clients must be willing to take responsibility for the final step. Clients do not buy hours. They buy trust, structure, and solution competence.

And this is exactly where it is decided whether a good conversation becomes a mandate.

Tobias of HeadStarterz and Bill Burns of Porter Wright Morris & Arthur discuss business development topics for attorneys in their podcast. Other episodes exist on the following topics: 

1. How Lawyers Successfully Build Business Relationships
2. Understanding Clients' Needs