Developing Great Sales Techniques: Know Your Ideal Client

Law Is A Business

As lawyers, it isn’t enough to simply focus on our expertise in the forms of law.  At the end of the day, we have to remember that we are in sales. 

We are selling our services and ourselves, so we need to be familiar with the strategies and techniques of good salesmanship.

Unless you want to work for free of course, but I’m guessing not.

So, let’s take a look at one of the more important techniques to consider and some tips to make it work best for you.

Find Your Avatar

Take the time to define who your ideal client is, and be very deliberate about it.

Create the persona using age, gender, occupation, income, education, location, and any other parameters that you feel are necessary to form a detailed picture.

I recommend that you input the data into Google images and see if you can find a photo of what that would look like as a person.

This way you can see your ideal client, keep the image of them in your mind, and when you are producing content, actively engage with and produce for this person.

Target Your Avatar

When preparing to actively target your avatar, it is important to ensure that your plan, strategies, and tactics are written down.

Flesh out your plan on paper and run it past your mentor or business coach for feedback and ideas.

If you would like to contact me on this matter, I would be happy to have a look at your plan.

The next step is to find out where your avatar is hanging out online, and become part of those groups and conversations.

Remember:  Sales is more about giving than receiving, so always be looking for ways to bring value to your potential clients.

Talking With Your Avatar

When you are meeting with people, whether that is online or in person, make sure you ask them the right questions rather than simply talk about yourself.

It should also go without saying that you are actively listening to what they have to say, not just waiting for your chance to deliver your next line.

The goal is to build a rapport and ultimately trust.

You want to come to understand the industry the person is in, the challenges they face on a day-to-day basis, and ideally, their legal needs.

You never know who could be a potential client, or when, or who might make a referral, so treat everyone accordingly and build your positive reputation with every interaction you have.

Closing Thoughts

Understanding your target niche client is integral for the success of your law practice.

Once you define the people who have a need for what you are offering, you can then figure out ways to meet them and appeal to them.

You have to let them know that you recognize their needs.

They have to know you exist and have the perfect solution for them.

If you would like to get more information on this important subject and other aspects of great sales techniques, have a listen to a recent podcast episode with trainer, speaker, author, and coach, Andy Paul.

There are all kinds of helpful nuggets in our discussion that you can apply to your business.

Until next time!

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