The Psychology Behind a Stronger Estate Planning Consultation

When it comes to estate planning consultations, most lawyers make one critical mistake: they treat it like a casual conversation. 

Maybe it's called a "free consultation," maybe it’s not called anything at all — but either way, the client experience feels undefined and, frankly, forgettable.

If you want stronger consultations — and better clients — you need to be more intentional. You need three elements in place: a name, a purpose, and a clear value.

1. Give your consultation a Name

People value what feels official. When your consultation has a name, it instantly feels more like a professional service and less like a casual chat. It signals structure, care, and credibility before you even meet.

At our firm, we call ours the Peace of Mind Planning Session. From the first contact, clients understand that this isn’t just a meeting — it’s the first real step toward protecting their family and their future.

2. Define the Purpose

Clients feel more confident and open when they know exactly why they are meeting with you. A clear purpose removes anxiety and uncertainty. It frames you as a guide, not a vendor selling documents.

Our Peace of Mind Planning Session has a defined agenda for this very reason. Clients know that during the session, we will uncover any gaps in their current plan (or lack of one), clarify their goals, and create a personalized path forward.

This structure creates trust — long before any legal documents are signed.

3. Clearly communicate the Value

Clients invest when they understand the benefit to them. Make it clear that the consultation isn’t just information; it’s the start of a transformation. 

Our Peace of Mind Planning Session is designed to deliver tangible value from the very first meeting. It’s not just a conversation. It’s a clear, customized roadmap that shows:

• The financial ROI of planning now
• Solutions to their specific risks and concerns
• A clear plan for what they need and how to get there

You can charge for the consultation or waive the fee. But even if you offer it at no cost, assign it a value. For example, you might say: "Our Peace of Mind Planning Session is normally $400, but we are waiving the fee through the end of the month." When you give it a value, you frame the session as a meaningful opportunity, not something they’re casually “shopping.”

The Bottom Line

If you don’t define the client experience, your client will, and most of the time, they will undervalue it. They will think it’s a sales pitch.They will treat it as optional. They will hesitate to commit.

But if you lead the relationship from the very first touchpoint, you position yourself as a true advisor from day one.

At 2HLL, we teach lawyers to think differently about client relationships. It’s not about selling documents. It’s about building trust, offering leadership, and helping clients make the best decisions for their families, starting with the very first conversation.