In today’s highly competitive legal services market, building an effective ‘sales culture’ is seen by many law firms as critical to the long-term success of the business. Selling is no longer a dirty word in the legal profession; in fact, selling is such a priority for so many firms that the market is awash with consultants and trainers eager to transform a firm’s partners into successful salesmen.
In the rush to teach partners about consultative selling, the development of a sales pipeline, the use of filters and funnels, effective closing strategies and many more sales techniques, it is worthwhile stopping to consider the rather obvious point that without fully understanding what it is that individual clients are buying, it is virtually impossible to develop an effective sales strategy for each client.
