Sell Legal Services by Asking Questions
My latest post on Lawyerist just went live:
When most lawyers think about selling legal services, an image comes to mind of a smarmy guy on a used-car lot selling a pink VW. The good news is that selling is not about pitching or convincing the other person to buy. It’s about asking questions.
In fact, your law firm marketing plan should include selling like a doctor who asks questions about “where it hurts” and listens attentively to the answer. Doctors are some of the best salespeople there are.
Nobody likes to be sold. Potential clients don’t want to hear about your credentials and they’re not interested in all your practice areas and the array of resources the firm has. They have no way to evaluate these things. But one to get your clients motivated is to talk about their favorite topic: themselves.
Accordingly, the best new-business call is an interview. Your marketing goal is to have the other person do 80% of the talking. If they are talking, you are selling.
For the rest of the story, visit Sell Legal Services by Asking Questions
