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SlideShare Friday: How Business Clients Select Law Firms

SlideShare Friday How Business Clients Select Law Firms

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:


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.

* * *

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?

Photo credit: Flickr via Creative Commons; CC BY 2.0

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About Frank Strong

Frank Strong
Frank Strong is the communications director for the LexisNexis software division located on NC State’s Centennial Campus in Raleigh. In this capacity, he leads communications efforts in support of software products for law practice and law department management and also litigation tools – across large law, small law and corporate counsel segments. With more than 15 years of experience in the high-tech sector, Strong previously served as director of public relations for Vocus, which developed marketing, PR and media monitoring software. He has held multiple roles both in-house with corporations, ranging from startups to global organizations, and has also endured the rigors of billable hours, having completed gigs at PR firms including the top 10 global firm Hill & Knowlton. A veteran of two year-long deployments, Strong has concurrently served in uniform in reserve components of the military for more than 20 years, initially as an enlisted Marine and later as an infantry officer in the Army National Guard. Strong holds a BA in Film and TV production from Worcester State University, an M.A. in Public Communication from American University, and an M.B.A. from Marymount University. He is a PADI-certified Master Scuba Diver and holds a USPA "B" skydiving license.