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<b><i>Sales Speak:</i></b> Law Firm Bus Dev
The legal market continues to change. One thing that continues to remain constant is the difficulty that law firms and lawyers have with identifying and communicating how they differ from their competition. The most common refrains that I hear being used when asked the question, “Why should clients retain you?” include the standard “quality, responsiveness, communication, practical advice,” etc.
The reference to deep industry experience is bantered around, too, but all too often, not in a manner that truly differentiates. This article offers two suggested solutions to the differentiation conundrum; the first of which relates to the go-to-market approach itself and the second relates to the communication of value.
Let's begin with the go-to-market approach. I continue to hear from industry sages and from our clients' clients (through feedback engagements) that legal decision-makers expect outside legal counsel to understand their business. This drum beat continues to grow louder with every passing year and becomes more important to legal decision-makers as they select outside legal counsel. In fact, “Understanding the Client's Business” has been highlighted in recent BTI surveys as being the single best way to differentiate your law firm from your competition.
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