Lawyers – ask why they buy, not why they didn’t

Have you ever thought about the reason people choose to buy legal services from a particular firm?

Sure, if you're a lawyer in practice (or a business development professional at a law firm) you may have spent some time debriefing why you lost a tender, but have you actually talked to some clients to find out why they chose to use you in the first place? If you have, do you know why they continue to instruct you?

The firm's sophisticated accounting system registered another sale for the IP litigation practice

I was pondering this as a post from Mike Ames really reminded me of some of the timeless  fundamentals of the buying process that it's good to revisit. It's perhaps easier to look at the reasons why you don't make the sale than the reasons that you do. The post addresses this imbalance, and is set is below in italics, and you can find the original post along with more solid business development ideas on Mike's blog.

Strange really. We all buy things every day whether it's a sandwich at lunchtime, petrol for your car or a £4m computer system the process is pretty similar but what makes us do it?

1. Need. If you think about the obvious starting point is having a need that is either immediate or anticipated. Sometimes we may not be aware of that need (which is why the advertising industry exists, in case you ever wondered) and it needs to be brought to our attention.
2. Capability. Who is going to buy anything that is not fit-for-purpose? Well actually loads of people but nobody does it willingly. So as a business developer you must demonstrate that your offering can meet all of the client's needs. This can be tricky; a sort of a catch 22 - they won't hire you until they know and they won't know until they hire you. These are the ways round this dilemma: references; case studies; testimonials; site visits; risk and reward work; what you have said and written; you!
3. Beliefs. People tend to buy from people who match the same beliefs as they hold (for more on this watch this brilliant TED video of Simon Sinek). It's how all great brands work. They convince us that their beliefs are the same as ours and we buy. What do you believe in I wonder?
4. Differences. Let's face it if we were confronted buy two offerings that we could not differentiate between in any meaningful way which one would we select (drum roll) the cheapest of course. This is how commodities work: something that is purchased solely based upon its price. A nasty place to be and one to be avoided at all costs. Now being different is easy but being different in a way that benefits our clients is a lot harder however, dear readers, this is exactly what we have to do. We must show we are different from our competitors and that these differences somehow provide tangible benefits to the client. or we could just be the cheapest I guess.
5. Value. We don't always buy the cheapest but we all buy according to our own cost/value equation. Audi cars are brilliant: reliable, stylish, hold their value and make us feel cool but they are definitely not cheap and yet we still buy them by the boat-load (quite literally in fact). The reason is that Audi have provided those people who have sufficient money with a balanced cost/value equation - basically they are worth the money. We must do the same.
6. Trust. Occasionally we are forced to buy from people we don't trust. We don't like it but we do it when we need to. What we really like though is to buy from people we trust so if you can build trust you increase the chances of getting a sale. Here are a few ideas: always deliver on your promises no matter how small; be open and honest at all times even if this is not in your best interests; be consistent. There are other contributories but these are the most powerful.
7. Rapport. Probably not as important as you might think but having rapport with a buyer can swing the deal your way when its a close call. A lot of rapport stems from trust of course but try smiling more (recent research by Bangor University proved you will sell more if you do)  and just be you. When the American businessman Lee Iacocca was asked by a group of students what his best piece of advice was he answered "don't fake it".

So there you have it. To be successful at sales, find a client who has a need you can satisfy, demonstrate your credentials, show how you are different and how these differences can benefit the client, establish common beliefs and present your offering in such a way as the benefits outweigh their investment. If they trust you and there is a rapport between you start and draw up the engagement letter.

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