For companies above a certain size, that's probably true. But, it doesn't have to be a significant barrier to getting business from them. It's only a problem for you now because you're probably in the habit of identifying yourself with some type of legal-service descriptive noun such as "litigator," or "employment lawyer," or such. That makes you look like dozens, maybe hundreds, of other lawyers who use the same terms.
You'll find the solution to this problem gratifyingly easy, and there are bonus benefits, too:
- You'll eliminate the cross-selling problem that drives everyone crazy
- You'll make it much easier for referral sources to recognize who will thank them for connecting you
Here's what to do to get the most out of the time you spend:
1: Shift your perspective
If you haven't already watched the free six-minute video, Why You Need to Market and Sell Differently: Buyers' Comments, please do. It will re-orient your thinking to better align with what buyers want. At about the 2:15 mark, you'll see and hear verbatim comments from legal service buyers, expressing their loathing for being pitched.
2: Define Yourself Differently
RainmakerVT's Door-Opener: Associate Yourself with Business Problems that Drive Demand for Your Expertise teaches you how to identify the business problem that puts you in a category of your own, one that's not overrun with competitors.
Why You Need to Market and Sell Differently is free. Simply click on the title to access it.
The other courses are available by request through your Marketing or Business Development department