Dear Lawyer, we want you to know that if you have a long list of business skills to learn and you have to choose one, choose marketing and sales.
For lawyers, sales remain a daunting task, often perceived as far removed from the core activities of legal practice. If you are a lawyer struggling to sell your services, here is what you should know:
You first need to understand your USP
The first step in becoming better at sales is to clearly define and communicate your unique value proposition. What specific legal problems do you solve? How do your services differ from those offered by other firms in terms of accessibility, cost, or expertise? Understanding this will allow you to articulate clearly why a potential client should choose you over competitors.
Build relationships, not just client lists
Sales in the legal industry rely on trust and relationships rather than aggressive marketing tactics. Focus on building long-term relationships with potential clients. Attend networking events, participate in community services, or engage in online legal forums. The goal is to be seen not just as a service provider but as a trusted advisor.
Leverage technology and social media
Clients often begin their search for legal services online, and having a robust online presence ensures you are part of their consideration set. Invest in a professional website, maintain active social media profiles, and consider writing blogs that demonstrate your expertise in specific legal areas. Tools like LinkedIn can be particularly effective for building professional relationships and showcasing your knowledge.
Educate rather than sell
Shift your perspective from selling to educating. Most clients do not understand the complexities of law; they appreciate learning how specific statutes or legal procedures apply to their issues. Organize free seminars, webinars, or workshops to educate potential clients about common legal issues relevant to your practice area.
Develop your soft skills
Effective sales strategies in law also require polished soft skills. Communication, empathy, negotiation, and personal presentation play significant roles in winning clients. Work on these skills actively—consider courses or training that focus on public speaking, negotiation, or client management.
Follow-up strategically
Implement a systematic follow-up process after initial consultations or meetings. Whether it’s a simple thank-you email, a newsletter, or a follow-up call to answer further questions, ensure you remain in the prospects’ minds.
To summarize
Becoming better at sales requires lawyers to step out of their comfort zones and engage with marketing strategies that may initially feel unconventional. However, by integrating these sales strategies with your legal services, you can build a thriving practice that not only meets but exceeds client expectations. Embrace these changes as part of your professional growth, and watch your client base expand significantly.
