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Legal Sales Strategies
Most professionals use a generic sales approach for every sales situation. The sales strategy can generally be described as one in which you position yourself as the "best choice" legal advisor. That sales approach assumes that legal services buyers are ready to buy once they recognize they have a legal issue or that they are always on the lookout for legal talent. However, prospective clients are not always ready to buy nor usually interested in switching providers. Some are still studying the issues. Some have already addressed their problems. Many are happy with their existing providers. And some are unaware of the opportunities you can help them seize.
Knowing this, the "best choice" provider pitch may not be the optimal sales strategy. It's better to adjust to where the prospect is in their buying decision process — whether that means they are looking for providers, they are studying the situation, they already have counsel, or they have decided not to address the issue.
The model below helps describe a process for identifying the best sales strategy to use for the four most common selling situations. The three questions next to the sales strategy model can help you identify where the buyer is in their buying decision process and whether or not they have someone helping them with their problem. These questions can be asked about any legal issue, problem, or opportunity, and will help you determine the most appropriate sales approach. There are four selling situations and four sales approaches.
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