Sometimes the best lawyers are not the best business people. Often the skill sets of a lawyer do not translate smoothly over to the business side of running a successful practice.
In today’s competitive legal landscape, it is more important now than ever before that lawyers understand the art of the sale. Lawyers don’t want to think of themselves as salesmen and women, but the truth is that without the ability to sell you services, you firm won’t be around very long.
Below I’ve addressed 5 points about sales that lawyers should take to heart:
1. Taking Orders Isn’t Selling – It would be a wonderful world if clients walked in your door and asked how much they should write the check for. Unfortunately, this isn’t how things play out. Potential clients are in all different stages of the “buying cycle”. Some are looking for answers to legal questions, others are shopping around, some aren’t even sure if they need a lawyer or not. Your job is to convince them why retaining your services is their best option. The key is that many will need to be convinced…not simply sign up with you.
2. You Have To Be A Good Listener – The best sales people understand that the secret to successful sales is the ability to listen to your prospects. A person makes a buying decision based on their emotions and the ability to solve a problem they have. In order to successfully communicate your ability as a lawyer to do this, you need to listen to the needs of your clients.
3. Communicate How You Will Help The Client – A prospect sitting in your office is really concerned about one thing: How are you going to solve their problem. They aren’t that concerned with your awards, your practice. or even you. They are concerned about themselves. Learning how to address the needs of the client and communicate to them your ability to effectively handle their issue is important for your success.
4. Build Your Referral Base Through Networking – One of the most important aspect of successful sales is the ability to network and build a referral base. Referrals are the best leads whether it’s a recommendation from a fellow attorney or a past client. It takes effort, planning, and a lot of work to properly network. However, it’s an aspect of sales that can’t be ignored.
5. Consider The Sales Systems You Have In Place – You must spend some time planning out and considering the sales process in place at your firm today. You should have a process in place to handle follow ups, intake interviews, existing clients, referrals, etc. Could someone new learn your systems? Are you the only one that can work with them? McDonalds is successful because they have systems for everything. Try to create systems that work for your firm.
Our lawyer search engine marketing services for attorneys are designed to generate more traffic, leads, and ultimately clients for you. We aren’t trying to sell you rankings for a few keywords, we build a lawyer internet search engine marketing system that works.
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February 7th, 2010 at 6:32 pm
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