Many lawyers are uncomfortable with the idea of selling because their perceptions of salespeople are colored by lifelong exposure to the undesirable behaviors and attitudes of amateurs they encounter as consumers of various products and services. Here are four key differences between the amateur salesperson and the professional.
Collecting your fee is an integral part of sales. In the commercial world, every salesperson lives by the dictum, “The sale isn’t complete until the last dollar is collected.” Lawyers are much more lax about this, and it costs them. Here's a simple way to speed things up.
Lawyers struggle to negotiate pricing with prospects and clients. Part of this is the product of lawyers’ personalities,. Part is based on the fear that inartful price discussions could cause them to lose the business. However, a large part comes from having a singular focus on money. Besides a price reduction, what else can you offer that your client might accept in lieu of money?
Sales trainers have long taught us that “price” actually is code for “value.” Discount requests have always been a signal that your value is perceived as out of line with what you charge. However, when discount requests become the norm, that’s a larger, more ominous signal.
What if you're lucky enough to be in a hot market, such as cybersecurity, or certain parts of IP? You may be in the enviable position of not being able to take on any more work. Should you pay any attention to marketing? The answer is, "Yes, but not the same way most lawyers view it."