Orientation

Why You Need to Market & Sell Differently: Buyers' Comments

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Your coaches explain the philosophical underpinnings of RainmakerVT, and why continuous training is so critical to business development.

They share the results of studies that explain why lawyers often struggle in the marketplace, and give you a taste of buyers' surprising reactions to typical lawyer marketing and sales behaviors – and why they prefer the Getting Found/Getting Chosen framework.


Getting Chosen: Sales

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Lawyers have managed to get found for a long time (though haphazardly), but few have a reliable process to help those who find them make smart, well-informed, self-interested decisions, quickly and confidently. This section teaches you how to focus on facilitating a decision reliably in a way that clients prefer, thereby earning trust and preserving access.


Decision Process

In 30% of selling situations, “No Decision” is the winner. That’s because few buyers have a reliable decision-making process. Frustration leads to “decision fatigue” that causes them to abandon the effort. By providing and facilitating a reliable decision process, you provide great value long before you’re hired -- and raise the odds of getting hired.

In the RainmakerVT Training Center, "The Decision Process" is abbreviated as "TDP."


The Decision Process, Step 1: Door-Opener Impact

Your Door-Opener is industry-specific, i.e., it reliably describes a particular problem commonly faced by a particular type or subset of companies within an industry. You must learn the degree to which this problem affects the specific company and stakeholders with whom you're speaking.

Practice Mode: This is the experience without the video instruction or coaching. Go through a 5-minute review of the simulation decisions just
before applying the skill in the real world.

Ready Mode: Completing “Ready Mode” within a time limit that doesn’t permit thinking about the answer, and where each incorrect response
means starting over, proves that you have internalized the skill and can perform it in the real world without thinking.

 

The Decision Process, Step 2: Expose “The Cost of Doing Nothing”

People only make the decisions they must make. The perceived impact of a problem determines whether or not the company must make a decision or not.

Practice Mode: This is the experience without the video instruction or coaching. Go through a 5-minute review of the simulation decisions just
before applying the skill in the real world.

Ready Mode: Completing “Ready Mode” within a time limit that doesn’t permit thinking about the answer, and where each incorrect response
means starting over, proves that you have internalized the skill and can perform it in the real world without thinking.

 

The Decision Process, Step 3: “Stakeholder Alignment”

Even when a problem's impact absolutely demands a solution, the inability of those with a stake in the problem to align, i.e., reach a decision of any kind, creates a tar pit that consumes many otherwise-promising sales.

Practice Mode: This is the experience without the video instruction or coaching. Go through a 5-minute review of the simulation decisions just
before applying the skill in the real world.

Ready Mode: Completing “Ready Mode” within a time limit that doesn’t permit thinking about the answer, and where each incorrect response
means starting over, proves that you have internalized the skill and can perform it in the real world without thinking.


 

The "Next Steps" meeting or call

At the networking event you met and scheduled a meeting with someone with a problem that requires your skills. Here's how to help them drive the process of becoming your client.

Practice Mode: This is the experience without the video instruction or coaching. Go through a 5-minute review of the simulation decisions just
before applying the skill in the real world.

Ready Mode: Completing “Ready Mode” within a time limit that doesn’t permit thinking about the answer, and where each incorrect response
means starting over, proves that you have internalized the skill and can perform it in the real world without thinking.


A Collaborative Approach to Pricing

The billable hour is not the future, but we're stuck with it for awhile. Quoting an hourly rate doesn't help clients. With your client, develop a reliable estimate that eliminates risk for both of you (and helps competitors discredit themselves at the same time)

 

Win “Beauty Contests” and other formal competitions

Contain your cost of sales and win – or identify an alleged opportunity as a loser and opt out gracefully.

Practice Mode: This is the experience without the video instruction or coaching. Go through a 5-minute review of the simulation decisions just
before applying the skill in the real world.

Ready Mode: Completing “Ready Mode” within a time limit that doesn’t permit thinking about the answer, and where each incorrect response
means starting over, proves that you have internalized the skill and can perform it in the real world without thinking.


Getting Found: Marketing

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The process of identifying the source of real opportunity for you, and attracting the attention of the right kind of clients for the right reasons


The "Door Opener"

Your “Door Opener” is business issue that requires a prospect to hire someone with your skills. Legal-service nouns, e.g., “Litigation” or “M&A,” are not part of buyers' language, and will exclude you from the conversations that matter. Here's how to define yourself so that you're included.

 

Networking Events

How to get from “Hello” to a scheduled meeting about a problem that requires your skills

Practice Mode: This is the experience without the video instruction or coaching. Go through a 5-minute review of the simulation decisions just
before applying the skill in the real world.

Ready Mode: Completing “Ready Mode” within a time limit that doesn’t permit thinking about the answer, and where each incorrect response
means starting over, proves that you have internalized the skill and can perform it in the real world without thinking.

 

Profile Optimal Prospects

You don't have time or resources to pursue “everyone” or “anyone.” Here's how to define who wants to come to you.

 

Uncover a Business Issue that Will Open Doors for You

Associate yourself with business issues that drive demand for your service.

 

Use PR and Other Media Power to Penetrate Markets

You can't knock on enough doors to succeed – even if people would let you in. You need the help of trusted media.

 

Expand Your Network from Your Desk

Writing an article is the beginning, not the end. Learn how to use an article idea to manufacture a network of people of exactly the right type for you.

Practice Mode: This is the experience without the video instruction or coaching. Go through a 5-minute review of the simulation decisions just
before applying the skill in the real world.

Ready Mode: Completing “Ready Mode” within a time limit that doesn’t permit thinking about the answer, and where each incorrect response
means starting over, proves that you have internalized the skill and can perform it in the real world without thinking.

 

Your Media Campaign

Maximizing the value from PR: Becoming a rock star in your niche. – The Social Web: Creating communication channels that you own or control.

 

Write Articles the Media Will Want

Use the PAR framework to write high-impact articles that open media doors, segment the market and establish your thought leadership.

 

Draft a Crystal-Clear Marketing Message

Your message can be an effective gateway to bring in the right prospects and keep out the wrong ones. Learn how to create filters that give you the advantage.

 

Gain Access to Decision-Makers

The biggest challenge is getting in front of people. This method: 84% success rate. Others: 84% failure rate.

 

Safely Transform Social Relationships into Business Relationships

Is your contact list full of well-placed people who never buy from you? Here's how to earn the transition without risking the existing relationship.

 

How To Get the Most Out of a Speaking Engagement

If your marketing effort begins and ends with your speech, you'll never get anywhere.

 

Get Inside the Tent

Lawyers spend far too much time marketing or selling to other lawyers, whether corporate counsel or referral sources. There are better destinations that offer fewer barriers and less competition.

 

Your Marketing Plan

This video and worksheet will help you build an actionable plan based on specific goals that are important to you.

 

Starting Over

Demand slowing? Rate pressure increasing? Harder to get to top decision-makers? It may be time to start reinventing yourself. Here's how.