"I am talking to a few other firms" is not a rejection. It is an invitation to differentiate. Most reps fumble this moment.
A caller who tells you they are talking to other firms is giving you information most callers withhold. They are being transparent, which means they are relatively comfortable with you. They are also telling you exactly what you need to do: give them a reason to choose you. This is not a rejection — it is a buying signal with a condition attached. See the psychology behind objections for why this is actually one of the easier objections to handle.
Three common mistakes: (1) competing on price — "we can match any fee" signals desperation and commoditizes your service, (2) badmouthing competitors — "those guys do not have our experience" makes you look insecure, (3) pressuring — "we only have one consultation slot left this week" is transparent manipulation. All three destroy the trust you have built.
Step 1: Validate. "It makes complete sense to talk to a few firms before making this decision. This is important, and you want to feel confident in your choice." Step 2: Ask one question. "Can I ask — what is most important to you in choosing a firm?" Their answer tells you exactly what to differentiate on. Step 3: Match your specific strength to their stated priority. If they say "experience," cite a specific case outcome. If they say "communication," describe your update cadence. If they say "I just want someone who cares," deploy specific empathy.
After differentiating, plant a comparison anchor: "When you speak with other firms, I would encourage you to ask them [specific question that your firm answers well]. That is one of the things that sets apart firms that get good results from firms that just take cases." This gives the caller a lens through which to evaluate competitors — a lens that favors your strengths. It is not manipulation; it is helping the caller make a better decision.
Do not ask "have you made your decision?" after the differentiation. Instead, assume the next step: "I would love to get you in for a consultation this week so you can meet [attorney name] and get a real sense of how we would handle your case. I have Tuesday at 2 or Thursday morning — which works better?" The caller who is still shopping will tell you. The caller who is leaning your way will book. Either answer is progress. For the complete closing approach, see the script rewrite guide.