Ask the Coach

Q: Many of the lawyers in my firm still resist doing any selling because they see it as “unseemly” for lawyers. How can I help them overcome this crippling bias?

A: Many lawyers are uncomfortable with selling due to perceptions colored by lifelong exposure to undesirable behaviors and attitudes of amateur salespeople. Here are four key differences between the amateur salesperson and the professional:

1. Follow up: Amateurs fail to return phone calls promptly, and are too disorganized to follow up with prospects until it is too late. Professionals deliver what they say they will deliver – on time.

2. Pricing: Amateurs get distracted (and distract their prospects) with price and discounts. Professionals focus on what the client needs and value-justified solutions.

3. Win/Win Relationships: Amateurs sell with their own goals in mind – compensation, status, etc. Professionals create win/win situations with clients, based on trust, respect and mutual gain.

4. Dedication: Despite the market reality that everyone must sell, amateurs resist selling; as a result, they never increase their skill level, and tend to remain amateurs. Professionals constantly increase their skill level; they set goals that force them to become better salespeople.

Clients and prospects want to deal only with professionals ' whether lawyers or salespeople. They find amateurs as offensive as you do.

Q: Many of the lawyers in my firm still resist doing any selling because they see it as “unseemly” for lawyers. How can I help them overcome this crippling bias?

A: Many lawyers are uncomfortable with selling due to perceptions colored by lifelong exposure to undesirable behaviors and attitudes of amateur salespeople. Here are four key differences between the amateur salesperson and the professional:

1. Follow up: Amateurs fail to return phone calls promptly, and are too disorganized to follow up with prospects until it is too late. Professionals deliver what they say they will deliver – on time.

2. Pricing: Amateurs get distracted (and distract their prospects) with price and discounts. Professionals focus on what the client needs and value-justified solutions.

3. Win/Win Relationships: Amateurs sell with their own goals in mind – compensation, status, etc. Professionals create win/win situations with clients, based on trust, respect and mutual gain.

4. Dedication: Despite the market reality that everyone must sell, amateurs resist selling; as a result, they never increase their skill level, and tend to remain amateurs. Professionals constantly increase their skill level; they set goals that force them to become better salespeople.

Clients and prospects want to deal only with professionals ' whether lawyers or salespeople. They find amateurs as offensive as you do.