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LawBiz® TIPS – Week of January 29, 2019

Marketing vs. Selling to Grow Your Business

Salesmanship is not what most lawyers consider to be their best asset, and it is not what most lawyers enjoy. But most lawyers do consider marketing to be in their realm of skills, and marketing is mostly just another way of saying selling.

So, what exactly is the difference between marketing and selling? The bottom line is that marketing is something that is informational. It is merely putting something out in the public arena about what we do. It's passive. Selling is more assertive, more active. It is where we are trying to persuade people to move from one position to another. The end result is that they will hire us to perform services on their behalf. It's an attempt to move somebody forward.

When I coach a lawyer, my first obligation is to find what is within their comfort zone; thus, we start with marketing. And what I mean by that is that we either write or speak or do something using a tactic with which the lawyer is going to feel comfortable.

The whole point of these marketing tactics that put the information out there is to cause somebody to say, "Aha, that's a subject that resonates with me. I'm facing this challenge, and this lawyer is addressing that particular challenge. I need to give him a call." The whole point is to get somebody to pick up the phone and call you.

In other words, if you think in terms of marketing instead of selling, the whole process becomes less onerous and perhaps less offensive to you. Think about being a giver of information and not a taker of the sale. And when you think in those terms, you will be better off and will likely have more sales, the net result.



Marketing vs. Selling to Grow Your Business

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LawBiz® Registry: Buy or Sell Your Practice

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"I requested that (my partners) allow me to take on the management of the firm and suggested the creation of a business plan.... (Our practice) is a successful practice, but in dire need of a direction -- and a business plan. They agreed to give me a shot and entertain a rough outline of my ideas. I was shocked when they agreed, but then horrified at the task before me. However, sitting on my shelf is "The Business of Law" that I purchased from you a few years ago. I began to read it and a whole new world has opened up for me. I just wanted to express my gratitude to you for writing the book... I am excited about the opportunity I have and just wanted to let you know that I appreciate all you do for the field."

Pleasanton, CA

"I was an associate at a large national law firm and I felt "stuck," but I didn't know how to market myself to clients or to other firms. Ed's focus on the business side of the law firm provided a solid grounding for me to evaluate my current situation and a platform from which I could start growing my own practice. In many ways, working with Ed is like working with a therapist. Part of my coaching process with Ed has been getting to understand more thoroughly my strengths and weaknesses as both a marketer and as a lawyer. After working with Ed for six months, I was ready to market myself to other firms: I developed a clearly articulated set of objectives and Ed has gave me the tools that I needed to increase my exposure. Today, I am working for a law firm that provides better opportunities for my professional growth."

San Francisco, CA


Ed Poll, LawBiz® Management   |   |   |   |


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