Many lawyers are uncomfortable with the idea of selling because their perceptions of salespeople are colored by lifelong exposure to the undesirable behaviors and attitudes of amateurs they encounter as consumers of various products and services. Here are four key differences between the amateur salesperson and the professional.
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Lawyers struggle to negotiate pricing with prospects and clients. Part of this is the product of lawyers’ personalities,. Part is based on the fear that inartful price discussions could cause them to lose the business. However, a large part comes from having a singular focus on money. Besides a price reduction, what else can you offer that your client might accept in lieu of money?
Being "involved" communicates absolutely nothing. Yet, lawyers' bios are rife with such empty verbs. Your bio may be the first substantive exposure many legal service buyers have to you (aside from whatever the source of a referral said about you). Don't waste the opportunity to make the impression you intend.
Value refers to the relationship between the client's perceptions of worth, utility, or importance of the impact attributable to you, and the amount they paid you to obtain that. It applies equally to prospects and contacts. Value goes beyond dollars, to include their time and attention, calendar space allocated, etc. Here's the key to measuring value .
The second rung of the Impact Ladder is usefulness. It means making a difference. It increases your significance to business people, and sets you apart from mere lawyer-technicians. Usefulness doesn't have to involve giving legal advice or performing a legal service. You're also being useful when you...