You may not want to hear this, but here it is: lawyers sell legal services.
Yes, you’re a professional and tiy are hired to provide professional services. No, you’re not a salesperson. But when a new client signs up, or an existing client hires you again, a sale has taken place, and you made that happen.
And guess what? Selling doesn’t stop when they sign the retainer agreement. In fact, it never stops.
You sell them on hiring you and then you sell them on staying with you.
You sell them on upgrading to your deluxe package or signing up for your monthly plan.
You sell them on coming back to you after the initial case.
You sell them on giving you their other legal work. All of it, now and forever. (Or at least asking you about it so you can introduce them to other lawyers who can do the job).
You sell them on sending you referrals. And, once they’ve done that, on sending you more referrals.
You sell them on introducing you to other professionals and influential people they know and work with.
You sell them on providing you with reviews and testimonials, sending traffic to your site, promoting your events, and passing out your business card and brochure.
And you sell them on having reasonable expectations about the outcome of their case (so you can exceed their expectation).
Of course, it’s not just prospects and clients you sell. You also sell insurance adjusters, opposing counsel, co-counsel, judges and juries, your client’s partners, directors and officers, and everyone else in your world.
It’s all selling. And it never stops.
And that’s a good thing because that’s how you build a more successful practice.
