Successful Lawyers Sell To Potential Clients Not Other Attorneys
Far too many advertising and sales representatives do not practice law, but they sure as heck know how to sell to lawyers. No matter whether they sell products to lawyers, are friends with lawyers or claim to understand online advertising for lawyers, they do not know how to sell to potential clients needing legal services.
Understand this straight away; an effective legal sales marketing representative is trained and often attends seminars on how to manipulate lawyers into buying their advertising. It is entirely possible, in fact, probable, that your trusted salesperson or “account representative” has never spoken to an actual potential client in need of a lawyer in his or her life.
As a result, your sales rep has no clue as to the emotions the vulnerable individual calling you is going through. What such a person is looking for. The social demographics and cultural makeup of people within a lawyer’s targeted community. The objectives of what a potential client needs from the lawyer as related to a specific field of law.
Wait you say. My marketing or online sales rep is a lawyer. Such and such knows my profession and carries a mobile app that can spit out all of the many other lawyers in my community that are using his or her company’s services. Does my lawyer rep not know how to help me market my legal services?
No. Your lawyer advertising rep cannot help you market your legal practice. Your lawyer marketing rep cannot help you market your legal practice because your marketing rep could not market themselves effectively enough to sustain their own legal practice! This attorney salesperson of yours is either an attorney who would not, or could not succeed as a practicing lawyer.
If your marketing salesperson lawyer knew how to make money in the private practice of law, he or she would be me.
I am number one in Google for my statewide search terms other attorneys would beg borrow and steal to acquire. Despite this reality, I actually have salespeople for online search portals or worthless lawyer directories ranking below me try to sell me on their services. Such salespeople see little need in doing the most basic of research prior to cold calling me as a prospective legal advertising client.
Sound ridiculous that a lawyer like myself would pay thousands of dollars each month or year to online legal corporations whose websites rank below mine within Google search rankings?
In the eyes of attorney online salespeople it does not sound ridiculous in the least. Lawyers without proper business acumen, no matter how intellectually smart they may be abandon common sense when it comes to falling prey to these online marketing schemes every day.
Armed with a mobile app list of attorneys in your community all paying for their supposed legal marketing expertise, these advertising reps convince far too many foolhardy attorneys that paying them the money required will prove to be their salvation. The more foolish attorneys they sign up, the more credible they appear.
Take but a moment to ponder what I just communicated to you my fellow lawyer. If your online salesperson is pitching all of the lawyers in your community, does that not include your competitors? Even assuming that these online schemes had any viability, just whose best interest does your online salesperson have in mind? Your law practice? Of course not. Your online marketing rep has your practice’s best interests in mind for the hour of time he or she is conversing with you.
More concretely you will inevitably be paying for useless marketing efforts online to tout your practice on the same page as all of your communities other equally unsuccessful legal competitors.
When financial stress begins to overtake the rational thought process of an attorney, otherwise illogical decisions are made that will hasten the demise of a legal practice as opposed to furthering it.
Return on a business investment (ROI) comes when the most credible and clear headed reasoning is applied toward the financial marketing geared toward capturing your targeted potential paying customer.
Yes I said customer, not client. Despite the big fancy words and legal speak that focuses upon the narcissism of attorneys, you are running a business when marketing yourself and/or your legal practice.
Your marketing goals should not be paying thousands of dollars merely to appear on other online pages with other attorneys in your communities who you respect (often attorneys who appear on these pages at no cost to establish credibility), or to be included among local bar association membership announcements that neither produce the lawyer referrals you long for nor the respect you desire.
Respect more often than not comes from the experience and longevity gained from sustaining a viable legal practice capable of generating new clients and satisfying existing ones.
A legal practice not capably positioned to uniquely capitalize on marketing efforts that have nothing but (ROI) as the number one priority will potentially result in you becoming yet another failed lawyer attempting to sell worthless advertising to successful lawyers like myself in the not too distant future.
If your legal talents and abilities are focused upon fields of law best able to capitalize on the power of direct mail marketing I may be able to help you. Unlike a potential lawyer salesperson my marketing credentials can be easily verified through a robust legal practice that for years has dominated the entirety of my targeted state.