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?
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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