The Prospective Client Who's Already Spoken to Three Other Firms

07 September 2026·3 min read

Quick answer: When a prospective client says they've already spoken to a few other firms, don't panic and don't badmouth the competition. Ask what those conversations left them wanting, then show — don't just tell — what you'd actually do for their matter. Firms that win these enquiries usually aren't the cheapest one in the room; they're the clearest. ✨

"Just so you know, I've spoken to a couple of other firms" is one of the most common things an intake call opens with — and one of the most mishandled. Most lawyers either get defensive or start racing to undercut a quote they haven't even heard yet. Neither works. 💖

What most firms get wrong

Badmouthing the competition — even a mild "oh, they're not great with this type of matter" reads as insecure and unprofessional to the person listening.
Leading with price — quoting before you understand the matter signals you're competing on cost, which is a race you don't need to enter.
Giving the same generic pitch — if your answer to "why you" would work for any firm in the state, it won't differentiate you from the three firms they've already heard it from.
Rushing the call — a client comparing firms is doing real due diligence. Treating the call as a formality to get through undersells how much this decision matters to them.

The three-question triage script

1. "What made you pick up the phone to us today?" — surfaces what's actually driving the decision right now.

2. "What have those other conversations left you wanting to know more about?" — this is the key question. It tells you exactly what to address, and shows you're not threatened by the comparison.

3. "What would a good outcome actually look like for you?" — gets them talking about their goal, not the process, which is where most firms sound identical.

Here's how that plays out across different matters. 📈

Family law: A parent comparing three firms about a custody matter says the other calls felt rushed. You slow down, explain the likely timeline in plain English, and send a one-page summary after the call — something none of the other firms offered.

Small business/commercial: A business owner shopping for a commercial lawyer says the other firms quoted hourly rates with no ballpark total. You offer a fixed fee for the first phase of work and explain exactly what's included.

Estate dispute: Siblings comparing firms for a contested estate matter say the other calls felt combative. You acknowledge the emotional weight of the matter before getting into strategy — which is what actually earns the instruction.

Why speed still matters here

Even a client doing careful comparison shopping tends to instruct whoever follows up fastest and most usefully after the call — a same-day summary email beats a "great chatting, let us know" every time. Comparison shopping isn't the same as being unhurried; it's often the opposite, because the client wants this decision made and off their plate.

💡 Heads up: If you genuinely believe another firm isn't the right fit for a particular matter (wrong specialty, conflict, capacity), it's fine to say so plainly and professionally — that's different from disparaging a competitor, and clients read the difference clearly.

Mistakes to avoid

Matching a quote you never heard — don't discount against a number the client mentioned in passing; ask what it actually included first.
Overpromising to win the instruction — a client who feels oversold in the intake call remembers it later, especially if the matter gets complicated.
Not following up at all — the firm that never follows up loses to the firm that does, regardless of how good the call was.

Frequently asked questions

Should I ask directly which other firms they've spoken to?

You can ask casually if it helps you understand context (e.g. whether they're comparing on price or specialty), but it's not necessary — the more useful question is what those calls left unanswered.

Is it ever okay to comment on a specific competitor?

Stick to facts you can defend if asked (e.g. "we specialise specifically in this area") rather than opinions about their quality or conduct — this is both better practice and safer under advertising rules.

What if I genuinely can't compete on price?

Say so honestly and pivot to what the price reflects — experience with this exact matter type, faster turnaround, or a fixed fee that removes surprise costs. Clients often choose more expensive firms when the value is clear.