Selling is using the questioning and listening skills that made you a great lawyer, in a disciplined way, to learn which of this prospect's many needs are not being fulfilled satisfactorily. Our studies show that, on average, firms' Top 100clients buy only three or four of the two dozen services typically available. Partner Shock Newly-minted partners awake to the harsh fact that partnership includes developing business, whether the firm and they have prepared for it or not. Product Cycle Blindness Law firms are premium-priced manufacturers of custom products tailored to client needs. But needs change.
Nothing is in demand or commands a premium price forever.
Lawyers must learn how to recognize emerging needs that yield great value and command premium prices. Progressive firms are overcoming these obstacles with proper education, training and guidance. Education provides the knowledge and a common language with which to propagate it. Skill building requires coaching and continuous guidance while the skill is practiced. Ideally, lawyers apply sales and marketing lessons in real situations, guided by the unseen hand of their Coach.