This tip might result in a drastic change in perception. It sure changed mine! Legal services are not something you sell, rather they are something that clients and potential clients choose to invest in. Instead of considering business development a sales pitch, think of it as the actions taken to help your contacts, friends and clients purchase trusted legal counsel. Gaining a new client should not be deemed a “win,” but a step forward in the journey to meet their needs, learn their business, earn their complete trust, and ultimately help them surmount each legal challenge that arises. While many car salesmen have a bad rap, this concept is similar to a car salesman who prides himself not on selling on a car, but on helping someone to purchase a car that will best fit their needs, lifestyle and budget.
Peter Johnson is founder and principal of Law Practice Consultants, LLC of Newton, MA. Law Practice Consultants offers consulting, coaching and training services that help law firms respond to the challenges of today’s highly competitive legal marketplace. For more information visit www.lawpracticeconsultants.com.