law firm content marketing

Selling Value As a Legal Service Provider To Your Law Firm Clients

by Kevin Vermeulen • December 27th, 2022 • Selling Value to Law Firms | Blog

Whether you provide law firms with technology, software, or a service, you need to be able to sell value to a law firm in order to turn themvalue into a client. Law firms are bombarded with offers every day to try new products and services and it can be frustrating for them to sift through a raft of offers to find what they really need. Rather than showcasing the product or service itself, legal service providers should focus on what they can do to help law firms overcome their existing challenges or needs. In this post, we look at a few ways you can implement a value-selling framework throughout the sales process.

Think Like a Law Firm

Start by following the rule of thumb any legal service provider needs to keep in mind: thinking like your client. You need to take some time to look at your company and its offerings from the point of view of a law firm. Put yourself in prospective clients’ shoes and think about what types of issues they are likely to face daily and how your product or service can help them. Ask yourself the following questions:

  • Does your product or service allow them to bill more hours?
  • How will it make the attorney more efficient?
  • How will it help them when they go to trial? 
  • What problem will your product or service help the firm solve?

With a clear idea of the challenges law firms face, you can work to position your products or services as a solution to that problem. Remember, you want to focus on the benefits of your product or services, not the features.

Provide Free Resources That Add Value Throughout the Buyer’s Journey

There are many legal service providers out there, so you need to come up with something to help your company stand out from the crowd. Before you even try to sell to a law firm, you need to generate awareness for your company. Keeping law firms’ challenges in mind, create content such as blog posts or case studies that relate to the products or services you offer. For example, a blog post might focus on how to improve the marketing of a law firm, but here’s the catch – free resources meant to help your prospects are not the place to sell your products yet. Focus on education and providing value; teaching instead of selling.

Once your prospects are aware and are trying to make a decision about which product or service is best for them, then you can offer information that will help them make their decision and will enable them to understand why your product or service is the best solution. Perhaps offer a free trial of your software or a case study on how similar law firms benefited from your products. According to a Gartner survey, 70% of executive buyers agree that “customer stories and case studies are the best way that providers can communicate differentiation that I trust.” 

Finally, once you do convert a law firm into a client buying your products or services, you need to continue to properly service them in order to retain their business. A fantastic way to do this is to continue to offer free resources that will add to the value you provide your clients. If you are a tech company, something like 24/7 support can provide value. You want to produce something you can give to the law firms that complements your product or service.


Keep A Personable Approach To Selling Value

Another principle that is a key part of the value selling framework is the tone you use while talking to prospects. Keep a conversational, personable tone when engaging with potential clients. This shows you have a genuine interest in them and are not merely talking to them to make a sale.

Ultimately, you want your prospect to feel like they are receiving advice from a trusted advisor. Deliver your content the way you would deliver it to a friend to keep it personable and relatable.

If you’d like a more in-depth look at how to successfully sell to law firms, check out this complimentary webinar: How to Sell to Law Firms Webinar


If you’re a legal service provider, hopefully, you already feel passionate about your product or service and you believe that it really will help attorneys and the law firms themselves. However, this isn’t enough to make sales. In order to attract, convert, and delight your clients it is essential that you sell value to law firms first. Prove why your product or service is the best to solve their problems and law firms will be more likely to listen.

Are you lacking the time and resources to put together content for each phase of the buyer’s journey, including blog posts and case studies? Let our experienced content professionals help you tell your story. Contact us today for a complimentary consultation.

This post has been edited and republished from Jul. 12, 2021.


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