Course 2: Educate / Why We Are the Best

COURSE DESCRIPTION

Control the conversation by becoming the expert.
Stop selling. Start teaching. Walk potential clients through the criminal process in plain terms while positioning your firm as the experienced guide they’ve been looking for.

Course Goal
Teach legal intake teams how to replace sales language with educational leadership. By walking clients through the legal process in plain English and offering calm clarity, you establish credibility, reduce fear, and make hiring your firm feel like a logical next step.

Module 1: The Power of Teaching Over Selling
Objective: Understand why people trust educators more than salespeople

Topics Covered:

• Why fear-based prospects don’t respond to persuasion
• Reframing the call: “Let me explain the process” instead of “Let me convince you”
• Building trust through information, not pressure

Key Phrase Practice:

• “Here’s what typically happens next”
• “I want you to fully understand what you’re up against so we can figure out the best way to fight it”

Assignment:

• Reword a standard salesy pitch into an educational statement

Module 2: Explaining the Criminal Process Like a Human
Objective: Learn how to clearly break down the criminal justice system in simple terms

Topics Covered:

• Step-by-step walkthrough:
  • Police involvement
  • Investigation
  • DA charging decision
  • Arraignment
  • Discovery
  • Pretrial motions and plea
  • Trial and sentencing
• How to use storytelling and analogy instead of legalese
• Emotional check-ins while teaching: “Does that make sense so far?”

Tools:

• Case Timeline Visual Aid
• Teaching Script Template

Assignment:

• Record yourself explaining the full process to a mock client with zero legal knowledge

 

Module 3: The “We Need to See the Evidence” Anchor
Objective: Position the firm’s value in investigation, not guesswork

Topics Covered:

• Why you never guarantee outcomes on the first call
• How to explain legal strategy without giving legal advice
• Repeating this phrase throughout the call: “We need to see the evidence before we can make any real moves”

Roleplay:

• Practice redirecting from “What are my chances?” back to “Let’s see what they’ve got first”

 

Module 4: Public Defender vs Private Representation
Objective: Teach clients the real difference without sounding arrogant or dismissive

Topics Covered:

• Framing the issue respectfully: “There are great public defenders, but…”
• Teaching points:
  • You don’t get to choose your PD
  • PDs have too many cases to give each one real time
  • Private firms are judged by results, not just resolutions
• Using analogies: “It’s like flying commercial vs having a dedicated pilot who works just for you”

Assignment:

• Write your own respectful but persuasive comparison and deliver it in 60 seconds or less

 

Module 5: Positioning the Firm Without Sounding Like a Pitch
Objective: Frame the firm’s strengths by showing, not selling

Topics Covered:

• How to talk about experience, case volume, and results without bragging
• Letting the client make the connection: “Wow, you guys know your stuff”
• Using team language: “We work on every case like it’s going to trial unless it resolves sooner”

Language to Use:

• “This is what we do every day”
• “We’ve helped people through this exact situation hundreds of times”

 

Module 6: Tell, Don’t Sell – The Close Through Education
Objective: Let the teaching lead to the conversion

Topics Covered:

• Micro-closing through value stacking
• The shift from teacher to problem-solver
• Earning the right to say “Let’s take the next step when you’re ready”

Capstone Exercise:

• Live mock call from intro to close using only educational techniques
• Instructor or peer scores you on clarity, empathy, and leadership

 

Course Materials and Resources

• Criminal Case Roadmap (visual)
• Public Defender vs Private Counsel Scriptbook
• Analogies for Complex Legal Terms
• Objection Handling: “I’m still not sure” and “Let me think about it” Reframes
• Self-Scoring Intake Leadership Rubric

 

Final Assessment

• Written quiz: 15 questions on criminal process and educational framing
• Recorded intake roleplay demonstrating entire process explanation
• Short essay: “Why people hire teachers, not salespeople”