We caught up with the brilliant and insightful Sam McGovern a few weeks ago and have shared our conversation below.

Sam, thanks for joining us, excited to have you contributing your stories and insights. We love asking folks what they would do differently if they were starting today – how they would speed up the process, etc. We’d love to hear how you would set everything up if you were to start from step 1 today

I believe that the key to getting your business off the ground and connecting with clients is a two-part equation. First, you need to be able to have people understand exactly what you do, or what your business is, in one sentence—not even a 30-second elevator pitch. Second, you need to be able to get that message out to a targeted audience as frequently as possible.

When I started my law practice, I rented an office by the beach and told people I was an attorney who could help with all sorts of different issues. What I wish I had realized sooner is that without having a specific target, in both my audience and my value proposition, potential clients and referral sources weren’t understanding how I could assist them.

These days my message is highly focused: I’m an estate planning attorney, which means I help people protect their family, assets, and legacy with legal tools like wills and trusts. My offices, marketing, and volunteer activities are all focused on East County San Diego rather than trying to connect with the entire county. I almost never have to sell my business. I create opportunities to connect with people in genuine ways like volunteering and community involvement. Because my message is simple, people remember what I do and that I’m close by. That has been the simplest way for me to connect with new clients and referral sources.

Sam, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I am an attorney, primarily focused on estate planning law and helping clients create plans to mitigate tragedies and avoid legal problems. Prior to going back to law school I was a police officer. I loved my old job, but deep down, I knew what I ultimately wanted to do was start my own business. It took me a while to figure out how to do it, but eventually I realized that I hadn’t just learned how to enforce laws as a police officer. I had inadvertently become somewhat of an expert in conflict resolution and using the law to solve problems.

The thing I love about my work now is that my focus is not on having to argue with people about problems all day. I’m proactively working with clients to prevent conflict and legal problems down the road. I love getting to meet all sorts of people and learn about their life, values, and families. It is an honor to be trusted by my clients in helping ensure that they will be able to pass on the legacy they have worked their whole life for.

Where do you think you get most of your clients from?

I have been amazed by the power of the internet to connect potential clients with local service providers. In my opinion, when given a good option, people prefer to connect with goods and services that are local to them. Search engines and social media have become an incredible way to make that connection.

Interestingly, there’s somewhat of a juxtaposition to that proposition. We have these web-based tools that have allowed us to learn about and connect with people and services all over the world, but they also help us get to know about our own neighborhoods in new ways. I think that with how globalized of a society we have become, people are realizing the value of connecting with their local community and valuing those connections like never before.

I would encourage anyone who is offering any sort of products or services to think about how they can use the internet to connect with people close by and build relationships in a community.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

I’ve heard it said before that for someone to do business with you, generally they first have to get to know you, then they have to like you, and finally they have to trust you. It’s really just a description of building relationships with potential clients.

I’ve found lots of success in building relationships by just being accessible to people. I try to take calls from as many people as possible. I’ve also made an effort to get involved in different organizations I care about, like my local chamber of commerce or different non-profits. I’m never there to sell, my goal is just to be involved and available. I could give numerous examples of where maybe the third, fourth, or fifth time I’ve met someone, that’s when they say something like, “You know, I have this friend who I think needs your services.”

Sales definitely has its place, but I see lots of people go wrong by putting sales ahead of building relationships and trust.

Contact Info:

• Website: https://McGovernLawGroup.com
• Instagram: @sammcgovern, @mcgovernlawgroup
• Facebook: https://www.facebook.com/McGovernLawGroup
• Linkedin: www.linkedin.com/in/sammcgovern
• Youtube: https://www.youtube.com/channel/UCeW-OxMzbLpGAi-IE2wlWMA
• Yelp: https://www.yelp.com/biz/mcgovern-law-group-la-mesa