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

by Daniel Lopez • September 12th, 2024 • Legal Marketing, Selling Value to Law Firms | Blog

Whether you provide law firms with technology, software, or a service, you need to sell value to a law firm to turn them 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 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 blog post, we look at a few ways to implement a value-selling framework throughout the sales process.

Think Like a Law Firm

Start by following the rule of thumb that any legal service provider needs to remember: Think 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 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 relating to your products or services. Focus on education and providing value; teaching instead of selling.

Once your prospects are aware and trying to decide which product or service is best for them, you can offer information that will help them make their decision and 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 providers can communicate differentiation that I trust.” 

Finally, once you convert a law firm into a client buying your products or services, you need to continue to properly service them 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 complement your product or service.

Keep A Personable Approach To Selling Value

Another key principle 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.

Leverage Data to Personalize Value Propositions

In today’s digital world, data-driven insights are key to enhancing your value-selling approach. By leveraging analytics and CRM tools, you can gather specific information about each law firm’s challenges, needs, and behavior. This allows you to create highly personalized value propositions.

  • Identify pain points early: Use client data to predict which challenges law firms are likely facing, then tailor your pitch accordingly.
  • Customize offers: Based on the firm’s size, specialization, or past purchases, you can provide solutions relevant to their specific needs.
  • Track engagement: Monitor how prospects interact with your resources—whether they’ve read blog posts, downloaded case studies, or engaged in a webinar. Use this data to refine your messaging and offer precisely what they’re looking for at the right time.

By utilizing data, you can make your communications more relevant and your value propositions more compelling, which increases the likelihood of conversion.

Takeaway:

If you’re a legal service provider, hopefully, you already feel passionate about your product or service and believe it will help attorneys and their law firms. However, this isn’t enough to make sales. To attract, convert, and delight your clients, you must first sell value to law firms. Prove why your product or service is the best way to solve their problems, and law firms will be more likely to listen. Are you lacking the time and resources to create 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.

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