Do You Really Know Your Prospects?
Law firm business development training needs to teach who are the real people behind the title of inside counsel or executive. Do you know the decision-makers’ own strengths and weaknesses?
Are they worried about losing their jobs or are they deeply entrenched? Maybe they’re even being considered as CEO? In fact, back up a step: Do you know who they are in the first place? Beyond that, build a matrix of everything else you need to know.
There is a marketing axiom that often appears in legal journals, marketing seminars for partners, sales training programs, etc., that says, “Get to know where they go, who they know, and what they read.”
More next time on DO YOU KNOW?.
