In a recent post, I shared research showing that 82% of B2B decision-makers consider commercial salespersons to be unprepared. I speculated (with confidence based on almost 30 years coaching lawyers) that lawyers might not fare even that well on the “prepared” scale. Yes, it’s that bad.
When you market and sell, are you an amateur or a professional? Here are four key differences between the amateur salesperson and the professional.
If you’re the only one doing the selling for your practice, and only for three hours per week, it will take a while for you as a solo salesperson to produce what you want. You need a larger (virtual) sales force. Let me explain.
Do you think (and fear) that you need a whole new set of skills for business development? Relax. You already have all the skills you need: your "lawyering" skills. You just need to apply them to marketing and selling.
How fast should you try to move the sale along? How aggressive should you be? How long should you wait before recontacting the prospect you met with? These are the questions that comprised a high percentage of the coaching calls I fielded from lawyers over the past 20-odd years. Here's how to answer them.
Just because you come "pre-screened" by a referral, don't assume that you can take a shortcut and coast into the engagement. Stick with a disciplined investigation and help your prospect make a good decision. If nothing else, it will reflect well on your referral source.
Discuss the prospect's problem in great depth; prematurely moving to a solution discussion creates barriers to buyers’ engagement.
Clients now insist on matter estimates. Lawyers struggle with matter estimates. Here's advice from a longtime software developer.
Identifying business need is the anchor of traditional sales strategy. Now, "readiness" and "willingness" are more important.
In business development, artful questioning means not only well-crafted questions, but a conversational flow that keeps the prospect focused.
Two critical sales objectives: 1) identify the source of funds; 2) recruit an internal Guide to help with that.
For each decision, there will be different stakeholders. The nature of each's stake determines how much they'll influence the decision.
Integrity in selling means subordinating your interests to the client's by helping them make a sound, self-interested decision.
If you're not a good listener, you can't be a good salesperson. Here are 9 "people" inside your mind who will destroy your sale.
Achieving better sales results requires that you avoid these "sales killers."
What keeps good salespeople from achieving better results has little to do with technique or what you sell. Learn to spot these "sales killers."
Cross-selling is "selling squared," i.e., to sell anything to the client, first you must sell the relationship partner on granting you access.
When a conflict arises with a prospect or client, stop talking and evaluate the nature of the dispute. Is it a disagreement or a misunderstanding.
One of the most controllable sales problems is trying to advance too fast. Take small steps to remain able to change directions quickly.
Loyalty cuts both ways. Insiders want clients to be loyal. Outsiders must show prospects other forms of loyalty, e.g., to employees, investors, etc.