One of the biggest mistakes lawyers make when trying to win business is attempting to promote and discuss only their own practice. Instead, we suggest taking a more holistic approach. In addition to sharing your own strengths and focus, you should also share those of your partners’. You will find that this mindset carries numerous benefits. First and foremost, it allows for powerful cross-selling. Second, it enables you to develop a closer and more team-oriented relationship with colleagues.
To be effective this approach requires some work. You need to meet with your partners to learn about their goals, strengths and target clients. If your partners know you are out advocating on their behalf, they will likely be doing the same for you. At the end of the day, it’s all about collaboration.