Just as an NFL team rarely starts a drive in the Red Zone, lawyers focused on closing new business don’t often have the luxury of attracting new clients by simply offering an engagement letter. Closing skills and lawyer marketing begin with the first contact and involve following up, building the relationship, understanding the prospect’s business, brainstorming, and offering ideas before ultimately asking for the business.


The Closers Group Red Zone approach ensures that the legal sales leadership in your firm develops the skills necessary every step of the way – and focuses on helping your marketing team practice these skills in preparation for closing more business. In part, this is done by uncovering underperforming assets.


Here’s an example:


A law firm client came to me because, after her firm spent hundreds of thousands of dollars sponsoring client workshops and giving speeches at bar and professional association meetings, only two leads resulted. While providing sales consulting services, I asked to have the chance to observe some of these workshops and meetings.


I could immediately see the issue observing that the firm’s lawyers congregated, talked and sat with one another rather than “chatting up” clients and prospects. This led to a new directive for the firm. Now, each lawyer is given targets to meet at every session. The lawyers sit at separate tables and follow up after the presentations. Their lead source grew to over 125 the following year; of those, 15 were developed and converted to engagements.


Success in the Red Zone is possible – provided the legal sales leadership focuses on developing the right strategies, cultivating teamwork and taking the time to practice and prepare for that success.

This entry was posted on Monday, January 11th, 2010 at 4:39 am and is filed under Business Development. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.