Some law firms and legal department personnel have expressed displeasure at the “aggressive” barrage of emails and phone calls deployed by some legal tech sales people. But are vendors becoming more aggressive, or are lawyers just unaccustomed to some of the traditional software sales techniques that have been a staple of other business sectors?

Zach Abramowitz, founder of Killer Whale Strategies, thinks there’s a chance it may be the latter. “I believe that more [law firms and legal departments] want to take control of this process and not be sold to. … That’s very different from having salespeople come to you inbound and constantly be selling to you,” he said. 

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