Whenever I attend an educational legal marketing seminar there’s usually one or two standout sound-bites worth reporting back here on my blog. The most recent event: an LMA New England Chapter luncheon seminar presentation by consultants Siliva Coulter and Mike O’Horo titled “Client Development for Lawyers: Understanding and Supporting the Sales Process.” Silvia emphasized that cultivating new clients is a long process. The sound bite?
“The sales cycle in the insurance and financial services industries can be as long as 10 years”
So, better hunker down for the long haul, and set the expectations of your attorneys. Mike’s most memorable piece of advice:
“Don’t target companies; target a market sector…. A true industry focus will eventually eliminate the need for cross-selling.”
For more information on client development and sales training for attorneys, see Silvia’s web site and Mike’s web site (for educational articles like this one” Stop Presenting. Start Selling). I’m attending another LMANE seminar this week, so perhaps I’ll have some more pearls of wisdom to help shape your thinking.
