This article appeared in Marketing the Law Firm, an ALM/Law Journal Newsletters publication reporting on the latest, and most effective, strategies for Chief Marketing Officers, Managing Partners, Law Firm Marketing Directors, Administrators and Consultants.

Even the Perry Masons of the real world generally have weak sales skills on par with those of Willy Loman, the tragic and central figure of Arthur Miller’s Death of a Salesman. This unfortunate fact leaves many law firms scratching their heads and wondering: Why is it that those who are best skilled at advocating for others are ill-equipped at advocating for their own skills and what to do about it?

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