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Sales Speak: The Reason Companies Aren't Buying Is How Lawyers Are Selling
Two companies have the same legal need. Both companies end up speaking to the same lawyer, although they came to that lawyer through two different paths. In the first situation, the company searches for the lawyer to solve its problem. It does an Internet search, finds the lawyer and retains her almost immediately to solve the problem.
In the second situation, the lawyer seeks out the company that has the problem that she can solve. She speaks to her connections and referral sources, gets an introduction to the company, secures a meeting and makes a very well-received presentation to the company's decision maker.
The first situation, in which the company seeks out the lawyer, results in a new engagement roughly 30% to 40% of the time. The latter situation, in which the lawyer searches out the company, results in a new engagement less than 10% of the time. The problem is the same, the needs are the same, the solution is the same and the lawyer is the same. Why does the success rate differ so much between these two situations? What does this tell us about what is wrong with selling legal services?
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