Selling legal services isn’t about technique and traditional selling skills are not applicable. So says Cordell Parvin in the SlideShare presentation embedded nearby titled: How Business Clients Select Lawyers and Law Firms. The presentation is this week’s Friday Share.
Mr. Parvin is a veteran attorney, turned rainmaking coach. He regularly publishes content related to marketing and client development such as:
- What Skills do Rainmakers Have?
- Rainmaking: What Does It Take?
- Rainmaking: 10 Important Attributes
- 16 Reasons Why Some Really Smart Lawyers Do Not Make Rain
Understanding the Client Selection Process
Within his presentation, Mr. Parvin indicates clients – whether they know it or not – generally follow a 7-step pyramid process that begins with visibility and finishes with trust and rapport before acquiring legal services. Understanding this dynamic evolution is enough to give a rainmaker an edge.
The cutoff point to even enter that process begins with a screening that is based on a) reputation and b) recommendations. He analyzes this sales hurdle into three high-level stages, though he provides greater detail behind each stage in his presentation.
1. People before brands. Businesses hire lawyers rather than law firms, suggesting the importance of human, rather than brand interaction.
2. Trusted contacts. Business hire lawyers based on trust and established rapport.
3. Listening critical to trust-building. Trust and rapport is established by engaging, listening, framing and helping the client envision an outcome to which they can commit.
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Mr. Parvin’s complete deck is just 25 slides long and well worth a few minutes to ponder. It includes references to several business development and marketing books that would add-value to any rainmaker’s self-development shelf.
What do you think? Do you agree with the message of this presentation? Where does process fit into the relationship-centric sales cycle for legal services?
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