How to Sell Your Legal Services Ethically
At A.L.T. Legal Professionals Marketing Group, we work with vendors that market their products and services to attorneys and law firms. Specifically, we help them to: Define their target audience; Understand what they are truly selling; Determine the best strategic approach for marketing their products or . Feb 22, · The rules for selling to the general public are often simple: Hire Michael Jordan or Tiger Woods, add an "i" or an "e" to your company name, or make your product out of transparent plastic. If you are trying to appeal to America's million-plus lawyers, however, these rules will not apply. Lawyers are an entirely different breed of consumer. They have their own method of processing print .
The state rules of professional responsibility dictate how lawyers must conduct themselves in practicing law. We can offer legal advice.
We can represent clients in court. When it comes to sales and marketing, lawyers face as many restrictions as tobacco companies. Every state is different when it comes to ethics rules, but most every state has adopted the ABA Model Rules in some form. Rule 7. If you have already hired a Boiler Room-esque team of trained cold callers, you may have to deliver them some bad news.
Did you see that ambulance driving down the street? I know, right away that puts you at a big disadvantage over non-lawyer salespeople. Can you back that up? Because 7. Successful lawyers love pointing hos their track record to instill confidence in prospective clients. MyShingle notes that cold calling does work to help lawyers get new business. Feel free to cold call every lawyer in Avvo about how they should refer you cases in your state and practice area.
That Boiler Room -esque team of cold calling salespeople I told you to fire earlier? The two biggest questions prospective clients want to know about lawyers are: 1 Will you answer my phone calls? You can and should address these concerns.
And, I make a point to be available to my clients whenever they need. Thanks for how to sell services to lawyers. For law firms, word of mouth has always been the principal generator of howw. This may seem surprising given the wealth of marketing tools at their disposal, but zell reason is actually quite obvious.
Both individuals and businesses perceive purchasing legal services as high risk. And with ethics rules come regulations on how lawyers can sell how to sell services to lawyers services. You Can Sell Your Responsiveness and Ability The two biggest questions prospective clients want to know about lawyers are: 1 Will you answer my phone calls?
Now go out there and land some new clients! Image via scorenjor. Related Articles:. Law Firm Marketing — 10 Strategies to Dominate in Join Our Mailing How to cite a story out of a literature book. Cancel Reply.
Before you sell me, get to know me
I’ve been asked by several people whether now is the appropriate time to sell your services or even to cross-sell the other services in your firm. Some lawyers I have talked to have said that they think now would be a good time to make sure all of their clients understand everything that they can do, and let them know all of the ways they can. Feb 22, · What is important to understand is that the cross-selling of legal services to clients is actually not about selling but about lawyers being responsible, concerned professional likeloveall.com: Russ Alan Prince.
This kind of fear can cause irregular and sometimes irrational behavior. Some lawyers I have talked to have said that they think now would be a good time to make sure all of their clients understand everything that they can do, and let them know all of the ways they can help with matters related to COVID They want to blanket email everyone to let them know what they can do.
This post speaks specifically to that mass-selling approach. Seriously, take a moment right now because every one of us, including me, can benefit from taking a nice, long, deep breath while we try to make wise decisions during this crazy time.
One is certainly more dramatic, but the other one is much more productive. Let me give you an example. Over the past several days, which feel more like weeks, I have received emails from a few service providers who are sponsors of a conference I was supposed to be attending this week.
They are trying to sell me their services. If you want your clients to know what you do for a living and how you can help, and how other lawyers in your firm could help during this crisis with the externally-unspoken goal of bringing in new business and staying financially viable during and after this crisis, you need to focus on being very smart businesspeople and business developers at this time.
Being smart means being strategic about how you approach others right now. It means understanding what to talk about at the time your clients most need to hear from you. If you need to step forward and counsel them because you see trouble coming their way, you should certainly let them know that.
It is your job to protect them. I want to talk about those instances when you are tempted to blanket sell to everyone to sell your services to them. Here is a three-pronged approach that I think will serve you much better than selling to your clients and prospects right now. The first prong of this approach is coming up with a content strategy.
Within this content strategy, I want you to come up with 5 to 10 topics that you can author or co-author with someone else in your firm that is helpful and provides valuable information to the reader, listener, or viewer.
With this content strategy, you will be providing a helpful perspective and even possible solutions. When you co-author with another attorney from another practice area or team in your firm, you will be subtly accomplishing one of your goals of helping others understand what you and your firm are capable of doing.
If they see this kind of content from you on a regular basis, what do you think will happen? What will happen is that they will eventually think of you when needs arise that are related to what you and your colleagues have demonstrated you understand.
The second thing I want you to do relates to what many firms have been struggling with for decades, and that is cross-selling. I want you to create a grid or a fact sheet that very easily identifies all of the services your firm provides that might be helpful to someone going through many issues related to this Coronavirus crisis. I then want you to place that information on your website in some type of a Coronavirus COVID Resource Center or page, with an introduction that invites people who have chosen to visit your website or your resource center to learn information about your firm that might be helpful to them.
Make sure to link to the appropriate pages of lawyers who can help them. Make it easy for visitors to find what they need as fast as possible. The other nice thing about creating this cross-selling resource is that, because this has been a challenge for firms for a very long time, it will become a great resource for all of your attorneys and staff as they will quickly learn what everyone else in the firm does for a living.
You might laugh at that, but believe me, this is hard to accomplish in many law firms. The third prong to this 3-pronged approach is that you need to start dealing with your clients on a one-to-one, case-by-case basis during this time, if not all the time.
I want you to call your top 10 clients to start with and have a conversation with each one of them. I would do that this week and next. I want you to check on them. I want you to have a nice conversation with them. A phone call will work. I guarantee you, within that conversation with questions like that, and more that you can develop that match that tone and your style, you are going to learn more about your clients than you ever imagined.
You are also going to learn what issues are the most pressing to them, which will help fill in spots on that content creation process I mentioned in the first prong. When the time is right, then you can follow up and gently suggest that you would like to help them through this, or that you can think of a colleague at the firm, or elsewhere if the subject is outside of legal, that would be a good resource, or that you have this resource center on your website that might provide additional perspective.
Now is the time for subtlety. Now is the time for a gentler approach. Do you you want to be perceived as tone-deaf by overselling what you can offer them during a very scary, overwhelming time, or would you rather be known as caring, empathetic, a good listener, and as someone who took time out during a very trying time to genuinely check on others? I get it that creating written resources that you send out to every client telling them everything you do is very tempting.
Those should be considered what I have long called market softeners. They soften your market to become more receptive to you when and if you eventually recommend your services to them. Sometimes you just need to wait for the right time before selling or bombarding others with sales information that can make you appear insensitive in the face of a major, scary, uncertain, overwhelming, and sometimes overpowering global crisis.
As I said at the beginning, now is not the time to be running like a person with a chainsaw, scaring everyone by overselling your services. Going door-to-door and handing out candy is going to make you much more memorable in the long run, if not the short run, and will go a long way toward creating those know, like, and trust factors that we talk about so much in professional services.
Is now the time to sell and cross-sell, or is now the time for you to step up and touch your clients on a personal, one-to-one basis and show them:. She helps lawyers, law firms, and legal marketers learn and implement marketing and business development efforts that are more relevant to their current and potential clients. As an early and constant adopter of social and digital media and technology, she also helps firms with blogging, podcasts , video marketing, voice marketing, flash briefings, and livestreaming.
She also helps lead law firms through their online social media strategy when dealing with high-stakes, visible cases. Prefer To Listen Instead of Read? You can search my site here Search.