In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews Andy Paul, who is a trainer, speaker, author, and coach. During the show, Sam and Andy discuss the nature by which attorneys can develop sales techniques to translate into better serving their clients, avatars, block scheduling, providing content, and accountability.
Key Lessons Learned:
- Regardless of what area of law you are in, you are constantly selling your services and yourself.
- Part of the challenge is lack of familiarity with the product you are selling.
- If you are an attorney, then you already understand your product and service intimately, which is a huge advantage.
- Is your product aligned with what you are selling?
Find Your Avatar
- Define who your ideal client is, and be very deliberate about who that is.
- Create your persona and define the activities you need to do in order to find those specific clients.
- Type the data into Google images and find a photo of what that would look like as a person so you can see your ideal client.
Target Your Avatar
- Ensure your plan, strategies, and tactics are written down.
- Find out where your avatar is hanging out online, and become part of those groups and conversations.
- Sales is more about giving than receiving.
Talking With Your Avatar
- When you meet the people, make sure you ask them the right questions rather than talk about yourself.
- The goal is to build a rapport and have that lead to a point of trust, which at first you hope will lead to them revealing their legal needs.
- You want to understand the industry the person is in and what challenges they face on a day-to-day basis.
Block Scheduling for Business Development
- You don’t have time in your day NOT to do sales.
- Don’t handle the $10/hour work when you can handle the $10K/hour work.
- Block out time in your calendar for developing new business.
- Block scheduling, and work on one task for a specific time without interruptions.
- Developing new business needs to become a habit.
- The negative stereotype of sales people is that they are persuading people to do things they don’t want to do.
- The correct perspective on sales is that you are providing a service that people need.
- If you have the attitude that lawyers are service providers, then what you are doing is making people aware that you offer the service.
- Reach out to people confidently and assertively. They might not be a prospect today, but if you create a positive first perspective, they will remember you when they have the need for legal services.
- Solo and small law firms have the luxury to be nimbler in the online world and provide content to prospects via the website.
- Not all content has to be yours; you can curate rather than create everything on your own.
- Sharing information that isn’t yours shows you are providing value.
- Create a Google Alert for keywords, and create articles around found content.
- Repurpose your content, and use it across platforms.
- Don’t feel you have to do all this yourself, as you can outsource via virtual assistants.
- Creating content puts you in the position as being the expert and person people want to go to.
- Engage someone to be an accountability resource, whether that be a coach or mastermind.
- It is worse to show up not having done the things you said you would than doing the actual task.
- Investing your money in accountability means your productivity will increase.
Accelerate! With Andy Paul (podcast)