With a few notable exceptions, lawyers are reluctant to implement new technology to deliver legal services. According to a 2012 American Bar Association Legal Technology Survey Report of firms with over 500 lawyers, just 15 percent had tried cloud computing, 41 percent did not back up their computer files, and only 4 percent acquired new business through blogging or social media. For technology vendors, this reluctance is often reflected in frustrating, slow-moving sales cycles.
To win over the ultimate decision makers in the legal tech community CIOs at law firms as well as senior partners marketers must think like lawyers. Lawyers are verbal, text-oriented, analytical and trained to identify legal issues and possible resolutions. These are welcome attributes for those of us tasked with selling to the legal market. Introducing innovative software, hardware, and consulting services to practicing attorneys can most effectively be accomplished by making a strong case for why and how the product or service can increase the firm’s bottom line: its ability to serve the firm’s clients, generate billable hours, and improve the way information is generated, processed, and disseminated.
