Most Legal Professionals Sell

Almost every legal professional finds themselves in “selling” situations at times.  As firms’ relationships become multi-faceted it’s impossible to stick with rigid roles.  Of course, the principal attorney should be the point person for the client development process but they can’t be involved in every interaction.  And every interaction has the potential for client development. All associates in a firm should have enough knowledge to handle basic client development situations and instructions on next steps.

There are two problems for legal professionals when they find themselves in client development situations.

• Conceptual – They don’t like the idea of selling.  They don’t want to be in a “sales person” role with all the negative connotation that title can carry.
• Technical – They don’t know how to react when an opportunity presents itself.

The conceptual problem is really the hardest to overcome.  If legal professionals are averse to taking on a client development role, they will not enact an action plan.  Getting comfortable usually involves an explanation that they aren’t expected to sell.  All that is required is to listen and if they identify a client opportunity they can briefly address it.  Then it can go to the primary attorney.  The point is to perform their regular job functions, but have an eye out for opportunities that fall in their lap.

Once the conceptual aspect is accepted, the technical part is much easier.  Of course, that plan will vary from firm to firm but at its base legal professionals should have a template for identifying client opportunities.  These are most commonly when a client states a deficiency that the firm can handle but currently is not.  It also should include up-sell and cross-selling opportunities when they identify gaps in service that could be filled for clients.

When legal professionals have an eye on client development opportunities the entire firm works as a client development funnel.  Ideally every opportunity that any associate encounters gets directed toward acquiring a client or strengthening the relationship.  When the whole firm multiplies the eyes and ears looking for client opportunities, the pipeline gets full and more client are acquired.  When done efficiently better opportunities are presented and very little extra effort is involved to uncover that potential.