To win more business, lawyers should seek to develop the complex skills necessary to effectively sell their services to clients.
Lawyers are well prepared to develop skills required to effectively sell their services
“There are no natural marketers or salespeople, only disciplined, committed people who put forth concentrated effort – and sustain it.” This is with certainty true. And any lawyer who wishes to learn how to become a rainmaker – can do so.
The new competitive legal market requires lawyers to hone their sales skills
O’Horo goes on to explain that “In the fiercely competitive market now referred to as “the new normal,” selling is a complex matter requiring sophisticated skills. It now legitimately requires the kind of “deliberate practice, coaching and time investment” that research defines as prerequisite for expert status and elite performance in any field.”
He goes on to detail how the skill set required to make someone a successful lawyer, are also ideally suited to someone who would wish to sell complex professional services.
In a nutshell, it requires the ability to engage in complex conversations with prospective clients involving time frames and analysis – while at the same time moving the process forward and gaining the client’s trust that your are capable of delivering the sophisticated service they are seeking. Indeed, often explaining how the service will benefit them in very meaningful ways.
Lawyers should be speaking with clients long before they are seeking to buy legal services
But importantly, as O’Horo explains, if lawyers wait until clients are ready to purchase, it diminishes their ability to be retained among a sea of competitors, and their services often are relegated to being seen as fungible and task-based.
Vitally, O’Horo explains: “Smart lawyers realize that demand now is less explicit, that the real selling conversation is about the business problem from which legal service demand emerges. That discussion occurs much earlier in the decision cycle, i.e., while the prospect is thinking through the problem, and it’s continuously evolving.”
Build your sales skills with your already existing legal skills
O’Horo concludes by wisely advising lawyers to utilize their already finely honed lawyering skills to learning the entire sales cycle associated with generating new legal business. Most importantly, learning how to identify early on what problems or issues clients might face in the future – and how your own services will help to solve those problems. Additionally — how best to explain how your services will help the client – all in the context of an organized and proactive business development process.
Lawyer Business Development Coaching
I help lawyers develop their capabilities to sell their services — via one-on-one video or audio coaching sessions. My experience includes hundreds of face-to-face meetings with prospective clients on behalf of law firms – where I helped clients realize how lawyers can help them achieve their objectives. For more information about how I might be able to help you build your law practice, please complete the form below and I’ll contact you promptly.
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