Not too long ago, I read a blog post asserting the very true idea that all of us – lawyers, doctors, accountants and business people – are actually in sales.
Lawyers in particular have been hesitant to embrace the idea that, not only are they business people as well as technicians, but that being an effective salesperson is an essential part of running a successful legal practice. And sales is not just about your latest marketing campaign.
Sales, at its core, is effective communication. Formal marketing is important, of course, but every time you interact with your staff members, a potential client, or even an acquaintance at your kid’s ball game, you have the opportunity to communicate your firm’s unique identity and the level of service you provide that sets you apart from every other firm in town. This is sales, and it can have a huge impact on your firm’s success.
Not only are you a salesperson for your firm, so is every person on your team. Your receptionist, for example, is in a front-line sales position. Whose voice do clients hear when they first make phone contact with your office? Who (hopefully) greets them with a warm, friendly smile when they step into your lobby?
What experience do clients have, every step of the way, when dealing with your firm? Not only do happy clients become loyal to your firm, they sing your praises to their family, friends, and business associates. When every member of your staff is on board and is client-focused, they’re performing as an effective sales team.
What does your firm do to stay sales-focused?
President & Co-Founder
American Academy of Estate Planning Attorneys, Inc.
6050 Santo Rd Ste 240
San Diego, CA 92124
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