How to Make Your Target Lean In
by Allan Colman
Picture if you will a scene: You and your co-associates are in a pitch meeting with a much-coveted potential client. Everything is going according to the script; all points have been addressed. But as you look across the boardroom table and into the eyes of your potential client, glazed over with...what? Is that boredom you see? The sad truth is that, although the presentation went according to plan, your firm couldn’t be farther from the Red Zone even if you were playing football on a baseball field.
In times when competition is stiff, you can’t afford to have the closing skills you’ve polished fall flat during a presentation. Think of ways in which you can make yourself and your firm memorable and stand out from the crowd before, during and after your sales pitch. Instead of a client who “leans back,” you’ll have one who “leans in” in rapt attention. A strong, memorable presentation and solid sales closing skills will get you into the Red Zone and on to the score.
I by no means am suggesting you employ all bells and whistles with no substance. However, a little flair won’t hurt when the company must decide between you and another firm with similar experience. Becoming memorable need not hinge only on a charismatic personality. While it is a factor, other tools should be utilized during your meetings that show you have a firm understanding of what the potential client’s concerns are what keep them up at night.
Look beyond Power Point and fancy letterhead. Think creatively and empathetically. Who is the competition? How close on the heels are they in respect to your target? These days a law firm must provide more value-added services; don’t be shy about exploring ways to double as a company’s business development consultant. In the short run, the more you know the better chance you have at winning the business. In the long run, close client knowledge and an understanding of the marketplace will augment client retention.
Author Bio
Allan Colman is a business
development expert and managing director of the Closers Group, a consulting
firm that specializes in law
firm marketing.
