Closing Skills in the Red Zone
by Allan Colman
Closing skills for attorney marketing are not brought to the table overnight. Unless you are one of those lucky few, who inherit a book of business, or win a big case with lots of accompanying publicity, or complete a merger in record time, potential clients are not out looking for you.
In point of fact, closing does not occur when a client states, “you’re hired.” It often begins well before you have identified a specific business development target. The end process then becomes sales closing skills which are needed in the RED ZONE, that is, the last 20 yards on the field before scoring.
Preparation for entering the RED ZONE includes:
- - Truly understanding what’s happening in the market.
- - Setting realistic objectives and sticking to them.
- - Focusing on selection, not just getting found.
- - Knowing the client’s business and knowing what they really want and what pressures they face.
- - Knowing who to market with, and what support your marketing department can provide.
- - Learning to produce, evaluate and improve your results.
- - And focusing on closing meetings and phone calls by telling companies the right reasons why they should hire your firm.
Before beginning the lead generating process, evaluate your current clients for developing incremental business. Even if you are not the engagement attorney or billing attorney for a specific client, you should be in a position to assess the potential for additional services which would provide value added to the client. If you are being encouraged by firm management to engage in more attorney sales, combine your skills with your firm’s experience to focus in on new pursuit targets.
Another important tactic to consider in developing new clients is asking current clients for referrals. Offer to host a luncheon for them and a few of their in-house or agency colleagues to “brainstorm.” Indicate you want to pick their brains to help your practice group and firm get ahead of anticipated trends or problems.
In other words, set your targets on growing existing business, obtaining referrals from current and recent clients, or business development from new clients. Once you have made this selection, acting as your own business development consultant, make sure you can:
- - Clearly articulate what differentiates you from competitors.
- - Understand the risks they may be taking by retaining you and your firm.
- - Identify the problems they are facing.
- - Clarify how you will be their problem solver.
- - Recognize the pace at which the target’s business moves.
- - Learn how in-house counsel decisions are influenced and made.
- - Track the latest developments in legislation and court decisions which impact your target’s success.
- - Manage meetings, calls and presentations to elicit the maximum amount of information.
- - Know what client retention requires and be prepared to describe your approaches.
Readers will have no doubt noted that major preparation is needed before approaching clients and "closing" new engagements. The old 80/20 rule applies here, that is preparation, analysis, research and practice may take most of the time. But the final steps of actually meeting with and engaging clients becomes more focused and successful. And after the meetings or calls, closing becomes obtaining a commitment for the next steps and following through. According to Nat Slavin, former publisher of Inside Counsel, the next best steps for client-identifying closing questions include:
- - When will you make a decision?
- - What is the internal decision making process?
- - Can I provide any additional information?
- - When do you want me to follow up?
And if, after all the effort and preparation, you get a "no", do not stop
there. Maximizing rejection is a concept that recognizes the potential client
has a lot invested in you by nature of the time and study they put in during
the selection process. Stay in touch; send them updates; ask them to be
on panels with you; remind them how much you can contribute to their business.
Keep yourself in that RED ZONE, creating more scoring opportunities for
the future.
Author Bio
Allan Colman is managing director of The Closers Group, a consulting firm
that assists lawyers with business
development strategies for their law firms. For information about how
the firm can help with closing, visit http://www.closersgroup.com/services/closing-skills/.
