Simplifying Sales for Law Firms: A Process-Driven Approach

Simplifying Sales for Law Firms: A Process-Driven Approach

A LawVision article by Steven M. Bell highlights that a simple, structured sales process is essential for law firms where partners prioritize legal work over business development. Drawing from PwC’s early professional services sales framework, Bell says the key to effective sales is treating it as a structured, teachable, and repeatable process.

Like legal workflows, a sales process consists of several steps supported by smaller, actionable sub-steps.

• Identify target clients by name.
• Secure an introduction to key decision-makers.
• Ensure the firm is on the client’s preferred provider list.

Each step requires detailed sub-tasks. For instance, gaining an introduction might involve:

• Researching the buyer’s social media, press mentions, and professional network.
• Identifying mutual connections within the firm.
• Crafting a tailored invitation to a relevant CLE event.

This process-oriented approach to sales for law firms resonates with lawyers accustomed to structured methodologies in their legal practice. Notably, many of these tasks can be delegated to business development professionals, minimizing the time lawyers must spend on sales. Lawyers can focus on client engagement only when necessary, while business professionals manage the pipeline and keep the process moving.

While innovative sales strategies continue to evolve, law firms often benefit from revisiting foundational principles. By leveraging a structured, process-driven approach, firms can streamline business development, align it with lawyers’ strengths, and ensure seamless collaboration between legal and business teams.