New Sales Playbook for Law Firms Takes Fresh Look at Some Classic Selling Skills
Always Be Closing: Sales Concepts for Small Law Firms takes a fresh look at some classic selling skills with a perspective that’s unique to attorneys and law firms. If you’ve found yourself wondering how to draw a clearer line from curious to client, give us a bit of your time. With advice for online and offline conversations, as well as tips for dealing with common client objections, you’ll finish this playbook ready to have conversations that close.
Enjoy the sample below from FindLaw’s new playbook and download the full version here.
ALWAYS BE CLOSING
Salespeople know this by heart. Some have an almost instinctive drive that carries through to every conversation. Ever been to a cocktail mixer with salespeople? They’re frequently “on the move,” either in word or deed, and they’re often unabashed about their desire for outcomes. This is not a criticism. Their conversations may always move to a “close,” but that doesn’t mean they’re nakedly manipulative.
Despite their depictions in popular culture, good salespeople aren’t just motivated and driven; they’re also ethical and honest. You can probably spot the ones who don’t really believe in what they’re peddling, and you can definitely tell when someone is pushing against your best interests. See any parallels between the ethics of the sales world and yours?
Of course, not every lawyer was built to sell. Some might even look down on the idea of sales skills having a role in the legal industry. But if you’ve ever had to pound the pavement yourself or are close to someone whose job it is to seal the deal, then you know that the need to hit a target can bring a great deal of clarity to your work. Gaining that clarity and drive toward an identified goal is the point of this playbook.
YEAH, BUT … ALWAYS?
Be honest, your first reaction to this concept was probably skeptical. “Not every conversation is a sales conversation,” you perhaps thought. In a literal sense, you’re correct. And yet, every conversation you have – in-person, online, back-and-forth or even one-way (like ad copy) – contributes to your law firm’s brand. Whenever you communicate with anyone, that conversation will produce some sort of outcome. When viewed through that lens, it becomes clear your law firm’s message should always drive toward the result you want.
Consider simple networking events. Obviously these informal touch points are meant to contribute to your brand. After all, 40 percent of legal consumers learn about their attorney through a referral. Look within an elite network like Super Lawyers selectees and that peer-to-peer referral rate can skyrocket as high as 85 percent! So it pays to consider, before and during an event, what your desired outcome….Click here to download this free playbook today and learn more about:
• Why your marketing should always be closing — one way or another.
• Having online conversations that deliver results.
• What to say (and not to say) when meeting prospects in-person.
• Dealing with reluctant buyers and common objections.
• When to walk away from a sale that doesn’t fit your firm.
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