Law Firm Marketing And The I Hate Selling Syndrome

Law Firm Marketing And The I Hate Selling Syndrome



Law Firm Marketing And the​ I​ Hate Selling Syndrome
Law firm marketing and the​ hating part in​ the​ title depends on​ what you​ mean by selling don’t you​ think? After all many people think the​ word sell is​ a​ four-letter word .​
If you​ mean the​ kind of​ traditional selling we find prevalent in​ the​ selling of​ new or​ used cars or​ if​ you​ think of​ selling as​ getting someone to​ purchase what you​ have to​ sell regardless of​ the​ means used - then I​ would say I​ hate selling myself! in​ law firm marketing if​ you​ mean facilitating a​ person’s unique process in​ deciding what is​ in​ their highest and best interest (while suspending one’s own needs and supporting their decision making process) - then I​ love selling .​
I​ assert,​ in​ law firm marketing,​ selling is​ not something to​ hate given how I​ define selling .​
In fact selling,​ given my definition,​ is​ a​ required skill set in​ serving people well and is​ critical in​ lawyer marketing .​
Given my definition what do you​ do? Read on.
What does this law firm marketing coach recommend you​ do in​ building sales skills? First,​ I​ would suggest you​ think through your responsibility to​ your prospective clients to​ deliver buyer facilitation (more on​ this a​ bit later) .​
Second,​ I​ would suggest you​ become familiar with some of​ the​ consultative sales models that have been developed that are applicable to​ lawyer marketing .​
Few attorneys have ever had any training in​ sales or​ even read a​ book on​ the​ subject (or so I​ have found in​ my work with over 500 attorneys) .​
What are these sales models that can work with lawyer marketing? Read on.
One model that works with law firm marketing and has a​ 30-year track record is​ the​ Sandler Sales Institute’s 7-Step System For Successful Selling .​
The book I​ found that is​ best for understanding this approach is​ David H .​
Sandler’s you​ Can’t Teach a​ Kid to​ Ride a​ Bike At a​ Seminar .​
There are around 175 Sandler franchisees around the​ country that have multiyear sales training programs you​ don’t need,​ however,​ you​ can find the​ book at​ Amazon.com .​
Even though I​ don’t agree with all that is​ said in​ this book it​ is​ one of​ the​ top three I​ recommend for law firm marketing .​
The next model is​ Integrity Selling For the​ 21st Century by Ron Willingham .​
One of​ it’s big strengths is​ talking about different buyer types so you​ don’t speak the​ same way to​ everyone,​ instead you​ speak to​ their type if​ you​ can.
Finally,​ my top recommendation for lawyer marketing is​ Selling with Integrity by Sharon Drew Morgan .​
She has a​ website at​ www.buyingfacilitation.com/advantage.html where you​ can get her latest e-book (which is​ an​ update of​ her hard copy book) .​
Sharon’s model is​ the​ one I​ use in​ my work since it​ is​ third generation and a​ win/win situation .​
First came traditional selling,​ and then came the​ consultative sales model,​ and now the​ buyer facilitation model .​
One does not throw out consultative sales (represented in​ the​ first two books I​ mention) totally with buyer facilitation but consultative sales skills comes AFTER buyer facilitation .​
Also,​ it​ goes without saying traditional sales is​ out in​ law firm marketing.
Why would sales distinctions (more on​ that in​ my client development e-course) be important to​ learn in​ law firm marketing? First,​ you​ want everyone you​ talk with to​ have a​ good experience .​
Whether they hire you​ or​ not they have been profoundly served and will remember your unique connection with them as​ well as​ tell others .​
Second,​ you​ want your prospective client to​ be an​ educated consumer in​ making a​ decision since an​ educated consumer is​ more likely to​ say yes and say it​ sooner than later .​
Third,​ as​ a​ law firm marketing coach I​ am interested in​ your conversion ratio or​ how many of​ the​ people you​ talk with actually turn into clients .​
If I​ can help you​ improve your conversion ratio or​ please forgive me closing ratio then I​ will increase your income while you​ serve your clients better than ever .​
What is​ wrong with that?




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