Browse Archives | Subscribe | Home

LawBiz® TIPS – Week of December 1, 2015

LawBiz(r) newsletter

Best wishes for a joyous and healthy feast this week... and a safe holiday season.

Ed signature

Hate Selling? Think Marketing Instead

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.



Hate Selling? Think Marketing Instead

Check out this month's special!

LawBiz® Registry: Buy or Sell Your Practice

Ed Poll on YouTube

Buy or Sell Your Practice 

Twitter Facebook Linked In YouTube
New Life After Law Coaching Program



"Ed helped me assess my situation and cut to the core issues that needed to be dealt with to improve it. Ed's no-nonsense approach to setting and achieving goals helped me get on track. I can recommend Ed to anyone who's ready to come to grips and take charge of their practice or career."

Horan, Lloyd Law Offices

"I wanted assistance from someone outside the firm: an expert who knew and understood the practice of law, business development and marketing, and law firm dynamics, ethics and politics. I needed someone who knew the practice of law to give me good and solid advice on how to raise my professional profile in the legal community and within the firm and to address challenges associated with working in a law firm environment. Through Ed's invaluable coaching and no-nonsense approach, he enabled me not only to stay employed at the firm, but to make partner and have a future with the firm. Since I began working with Ed, my family has noticed the positive effect on my confidence level, goals, and direction. My wife has been supportive of Ed since Day One."

Los Angeles, CA


Ed Poll, LawBiz® Management   |   |   |   |


©2015 LawBiz® Management. All rights reserved.

This LawBiz Tips E-Zine is categorized for the following audience(s):

This LawBiz Tips E-Zine is listed under the following categories: