Red Zone Purgatory: How to Navigate through the Netherworld of Legal Sales
by Allan Colman
There is a time—perhaps only a split second—between when your firm and
a prospective client are engaged in a tête à tête about what to do next
on a project or potential engagement. It’s that moment that lies between
what you and your client decide to do next and the Red Zone. And whether
the time purgatory lasts for a moment or several weeks or months, what you
do during that time will determine how you fare on the other side.
Before you attempt the next step, ask yourself a few questions:
- - Have you listened more than you’ve talked? Be sure you’ve really tuned in to the client’s needs and goals. Are your ideas and solutions meshing within their worldview?
- - Have you asked the questions that show what you’ve learned from the prospect? These are the questions that show what you already know, not necessarily what you need to know.
- - Have you been sensitive to non-verbal cues? Is your client “leaning in” is she hanging off your every word, or does she have her arms crossed defensively?
- - Last question: Have you closed? There must be a close
at every interaction—this is key in all your business development
and attorney marketing efforts. With every meeting, lunch, phone call
or email, ask your client when the conversation can continue until you
ultimately win the business.
Author Bio
Allan Colman is CEO of the Closers Group and an expert in navigating through
the netherworld of legal sales. For assistance with business
development for your law firm, contact
the Closers Group.
