We know that attorneys did not go to law school to become “sales people.” At least that is what we have been told at least 4 billion times. Okay, that is an exaggeration, but we have heard it quite often. Of course, lawyers did not go to law school to be salespeople. For if they did, maybe they would learn about sales in law school. Further, attorneys may be better prepared to get and keep clients when entering private practice if they were taught sales basics. Most are woefully unprepared.
So, it probably is a good idea to understand what sales means. The definition is – a sale is the exchange of a commodity for money or service in return for money or the action of selling something. The seller or the provider of the goods or services completes a sale in response to an acquisition, an appropriation or a request. In the legal world, other terms for sales include business development, rainmaking and closing the deal. Very basic concept.
Relationships, Relationships, Relationships
Because the law is a relationship-driven business, success depends on creating meaningful business relationships. “A business relationship is a mutually beneficial and long-term association between individuals or companies entered into for commercial purposes.”
What makes a relationship mutually beneficial and long term?
Common Sales Myths
So, sales success depends on having good relationships based upon the above attributes. All of us have relationships. However, when it come to selling, lawyers are prone to get freaked out. I think it is because of a misunderstanding what sales is and the myths that go with these misunderstandings.
- Not trustworthy
- How you sell
- Leads are scarce
Please dispel the myths in your head. Selling is all about having meaningful relationships then knowing techniques to move the sales process forward.
Effective Selling Techniques
- Ask open ended questions
- Understand buyer behavior
- Remember it’s a process, not a single event!
- Competitive intelligence
- Personal needs v. legal needs
This blog post is just a overview about how we look at the sales basics. We coach many clients on specific sales opportunities. We also help create selling strategies for lawyers. Please contact us at email@example.com or firstname.lastname@example.org for more information.