By Ally Kennedy, Founder of Amiga
Most lawyers cringe at the thought of sales. We think of a person who is slimy, dishonest, and more. We certainly don't think that any sales concepts should apply to us lawyers who are out there doing the important, life-changing work that we do.
However, we are wrong. The fact that we do important, life-changing work is precisely why we need to incorporate some sales techniques into what we do.
Here are a few more reasons why:
- You offer a service to a client in a way that no one else does. Though you may provide the same legal services as other attorneys, the personal and professional way that you do it is unique. Check out my 6 Minute CEO: Why Competition is a Myth.
- You have personal motivations for why you do this work.
- You know the legal process from beginning to end.
- You can offer the client a solution that will solve the problem that s/he has.
Here's the catch... most lawyers do not communicate any of these reasons to their clients. And here's the problem.... this is precisely the information that clients and potential clients need to hear from their lawyers.
A sales pitch isn't some slimy pitch meant to sell a potential client on something that s/he doesn't need. Instead, a sales pitch can articulate what it is that you do, how you do it, and why the client needs it.
Answer the following questions, and then put your answers together into a short summary. Practice communicating this to your clients and incorporate it into your consultations. Voila, you have a sales pitch.
- Why should a client hire you?
- What do you do differently from other law firms?
- Why do you do this work?
- What personal experiences have you had that inspire the work that you do?
- What results have you gained for clients of which you are most proud?
- What is an easy to understand, non-legalese summary of the legal process?
- What are the benefits to the client of this process in particular?
- What results can your client expect to have from you? When?
- How can you services change your client's life?
Share your sales pitch in the comments below!
About your Ally in Life, Business and Law:
Alexandra "Ally" Kennedy is a national award-winning attorney and the founder of AMIGA Lawyers and Alexandra Kennedy Immigration Law.. After becoming a mother, and in a matter of 3 months, Ally transformed her practice from earning in pesos to earning 6-figures and she is passionate about teaching attorneys how they can do the same. Ally empowers lawyers to be the CEOs of their law firms with her weekly blog, webinars, and conferences where she teaches step-by-step how to do the work they love while running a profitable legal business. Ally lives outside of Seattle with her partner and their 5 children.