In this episode of Legal Marketing 2.0, Kathy D’Agostino of Win at Business Coaching discusses how lawyers can shift their perspective and implement one strategy to close more deals.
Podcast Show Notes
Kathy D’Agostino is a Business Coach, Trainer and Speaker for her company Win at Business Coaching, LLC. She works with entrepreneurs and small business owners providing coaching/consulting services to help them grow their businesses to reach new levels of success. Kathy has 20+ years’ experience helping organizations and leaders grow their bottom line and focus on new business development, sales and client acquisition.
Their biggest issue is that lawyers don’t understand sales and they don’t want to think of themselves as salespeople. Typically lawyers don’t have a business development mindset as it’s not necessarily taught in law school. Business coaching is critical in the legal industry – for lawyers and legal marketers.
First, lawyers need to understand that financial success and personal fulfillment must be the core of who they are. Once they get the concept that being a law firm is a business, they typically embrace it. There are some points that need to be in your business for it to function at a high level.
Growing Your Law Firm
Lawyers need to assess what differentiates their services and expertise from what other lawyers provides. They need to shift their perspective – not only are they an expert in their practice area, but also an expert at growing their firm. There’s a misconception that if you’ve built the practice, clients will come. However, marketing is essential for driving business to your firm. There are tools lawyers can use to push clients through the sales funnel. Along with marketing, networking is an essential component to generating new leads. When lawyers understand their personal sales style, they can more successfully generate business. They also begin to become more intune with the clients’ perspective which helps them provide the solutions they need and builds trust.
The Secret Strategy
Stop emailing proposals or retainers waiting for the check to come in. Law firms can stand out by setting dates for follow up conversations. Then, during that call walk the prospect or client through their contract step by step. People can be overwhelmed by the heavy legal jargon required in contracts. Your clients will appreciate this process and you will be able to immediately increase your closing ratio.
Lawyers need to take the assessment to determine their personal sales style. Another great resource is the book The Lawyer’s Guide to Increasing Revenue by Arthur Greene. A consultation or professional coaching can also help lawyers start to understand how to make sales a priority and how to close more deals.