If you claim to want to become a rainmaker and escape the professional and financial vulnerability associated with depending on others for clients and work, what are you willing to do to get it? Do you even know what it takes to get what you say you want? The amount of time and effort required will vary depending on the amount and type of business you're trying to generate, your market position now, and a few other factors.
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Study after study reinforces that one of the main causes of client dissatisfaction--and departure--is not knowing their business, which can mean being perceived as not having sufficient context for your legal advice to maximize its value. It also means that you won’t be able to proactively approach them with fresh thinking that will differentiate you from all the other lawyers whose expertise and experience equals yours.
If your conversations are largely limited to discussions about legal work in progress, or trying to get them to reallocate their current legal spend in your favor, you’re part of the problem. Here’s how to reposition yourself.
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.
A prospective client has identified three lawyers whom she believes possess the expertise and standing to solve her problem. The good news is that you’re one of them, and 10 minutes from now she’ll be sitting in your office to interview you.
The less-good news? You don’t know much about her beyond whatever dry information a Google search and her LinkedIn profile revealed. Here’s how to raise the odds in your favor.
Ultimately, the meek may inherit the earth. But history suggests that, in the meantime, meek salespeople will waste time, money and energy and miss out on the opportunities awaiting those with the vision and courage to take bold action. Legal service selling isn’t changing; it’s being born. Any similarities between what was and what will be is coincidental. Get ready for the future.
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.