August 19, 2005
Salesmanship in the Law Firm
If your firm's would-be rainmakers are uncomfortable in the sales role, you need to change the message. The mission is not to sell the firm’s services. It is to build helpful relationships based on a sincere interest in the prospect’s goals and objectives—a relationship where you are available to discuss problems and unmet needs. When that happens, the rest is easy.
The following sentence appeared in an article by Marie-Anne Hogarth published in The Recorder and was later reprinted on Law.COM:
Benson-Smith says selling doesn't come naturally to a lot of lawyers. But that's why some may be so successful at it. "Like the best salespeople," she says, "they would never dream of introducing something that wouldn't solve a problem for their client."
Gigi Benson-Smith is a business development and communications manager in Jones Day's San Francisco office. Her comments expose the secret behind the success of great salespeople. No salesperson worth their salt sells a product or service. They build relationships—then provide value, supply needs and find solutions. The principle is the same for expanding the business of the law firm.
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Filed under Marketing by Tom Collins