What do you suppose is the most valuable skill for marketing and building a law practice?

If you said, “salesmanship,” you are right.

Learning how to sell your services makes you better at prospecting and lead generation, qualifying prospective clients, presenting, handling objections, and closing.

When you know how to sell, you get more clients and better clients, with less cost and less effort.

Learning how to sell also makes you more effective in the courtroom and the boardroom. You’ll win more cases and close more deals.

Sales skills also help you to write more effective articles and blog posts, driving more traffic to your web pages and sales pages. You’ll get more people contacting you to ask questions or make an appointment.

More people will trust you and want to work with you. More people will want to tell others about you.

When someone questions your capabilities or balks at your fees, you’ll know what to say and do to make them happy and ready to proceed.

When a client has a complaint or questions your judgment, you’ll know how to show them that they are in good hands.

When you speak or network or do an interview, you’ll be more confident, more persuasive, and more attractive to prospects and fellow professionals.

Sales is the uber-skill every attorney needs to learn. So, why do so few attorneys learn it?

Probably because they’re afraid they’ll appear too aggressive, manipulative or hungry for business. They think they’ll come off as less professional or less successful.

“I didn’t go to law school to be a sales person,” they often tell me. But learning how to sell doesn’t make you a sales person. It makes you better at your job.

When I began practicing, I found it difficult to bring in clients and I struggled to pay my bills. Everything changed when I studied marketing and sales and starting using what I had learned.

I encourage you to do the same.

How to use email to sell more of your services