In my role as a business skills trainer, one of the biggest mistakes I notice lawyers making is in how they market their services. Too often, they resort to old-fashioned selling techniques.
But think about a time in your life when you have needed advice or recommendations. Did you want to be “sold” to? Or were you much more likely to seek support from a trusted expert?
Positioning ourselves as a trusted advisor is therefore essential in attracting the clients we want to work with. From this position (and not as a ‘seller’ of legal services) we make recommendations not sales.
There are several ways to do this. In this short video (recorded live as part of a recent workshop on Techniques for Converting Enquiries into Instructions) I share how you can use statistics to help with that positioning.
So what statistics do you have about the work that you do?
Remember these need to be short, relevant and demonstrate your and/or your firm’s strengths. For example – how many specific transactions have you dealt with that are relevant to your clients? Or it may be that you can say that you have several hundred/thousand clients in that particular sector which you have served for the last, how many years?
The example in the video I used was Ann Page has trained nearly 7000 lawyers since 2003. Statements like this build more credibility than Ann Page has been training in business skills and leadership since 2003.
Try to come up with at least 4 statistics that relate to cases, clients or the work you do. These will help you to position yourself as a trusted expert.
If you are ready to unleash your business brilliance, then get in touch to find out more about the training we offer.