Business Development Strategies for Niche Markets
Selling to Law Firms
The territory of law firms represents a big opportunity for fueling your company's growth. For businesses that market to law firms, the focused selling strategies discussed in this article can critical in penetrating the industry.
B2B sales can be challenging. To succeed in this environment, you need great ideas and perfect execution.
Your approach will vary according to your situation and your company's unique sales objectives. But overall, there are several things you will need to consider when crafting a strategy to sell to law firms.
Benefits of Networking
Networking broadens your prospect pool. In addition to raising your company's profile, it increases the amount of influence you have with law firms.
But more importantly, a strategy that emphasizes networking can be a lead generation machine. Sometimes the leads you generate through solid networking will be leads that you had never considered before.
How to Sell to Law Firms
After you have established contact with a prospect, how do you close the sale?
Like many of us, law firm business owners are busy professionals operating on tight schedules. As a rule, be respectful of your customers' time constraints and clearly communicate your main points first.
In some instances, your initial contact at law firms you call on may not even be the decision maker, so you'll need to quickly identify key staff and be prepared to sell to office managers or others in the organization.
Message First, Targets Second
Messaging is an important part of a successful sales strategy. Confused messaging dilutes the sales cycle and makes it difficult for prospective customers to discern the value of your products.
Whenever possible, the identification of key messaging should be incorporated into a comprehensive planning process that combines sales and marketing into a coherent strategy.
The next step is to reduce your contact list to the contacts who are most likely to respond to your messaging. Although lead generation techniques are diverse, lead lists can be a useful resource for generating a list of prospects that are receptive to your messaging. Vendors like Experian are skilled at providing targeted lists of law firms that can be customized to your precise specifications.
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