Law firm leaders, unless you remain visible and continually make it clear that sales is important enough for you to check on all the time, your sales programs will remain rudderless, compromising your firms’ results and your lawyers’ development.
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Why do some lawyers take full advantage of business development learning and training opportunities, while others pooh-pooh them or delude themselves that it’s not important to improve their knowledge and skills? Why do those who admit that better BD skills are important nonetheless procrastinate forever, promising themselves that they’ll get to it when they have more time?
Don't hitch your wagon to specific legal knowledge or skills alone. All knowledge ages and eventually obsoletes itself, and there are countless lawyers offering similar knowledge and skills, making that a race to the bottom. Many desirable clients are looking for a counselor who facilitates the answer instead of always providing it. Here's how and why.
The biggest marketing and sales obstacle lawyers face is unconscious incompetence. It means you don't know what you don't know. That's one of the four stages of competence. This matters because one characteristic of that stage is overconfidence about your innate ability to generate business, based on ignorance of what it actually takes to generate business. If you want to learn a new skill, get some professional help.