This blog post is a modified version of material created by Australian Thomson Reuters. View the original content at this link.
Law firms are often seen as high-pressure work environments due to factors such as firm collections, strict deadlines, management expectations, and involvement in various committees, leading to a negative and stressful daily experience for many lawyers.
What if one of these significant needs was more affordable? With a well-organized sales team, you can enhance your business growth effectively, allowing your lawyers to focus on legal strategic activities rather than seeking new clients outside their expertise.
The demand for skilled salespeople in legal practices
Sales professionals can significantly enhance the financial performance of law firms by selling legal services, a practice that has proven successful in legal banking globally, despite some lawyers’ initial reservations about utilizing non-lawyers for such tasks.
How can sales professionals operate in a law firm, especially when there are various essential elements to consider in selling legal services?
Building a support system within the office is a crucial responsibility for leaders in sales operations, according to Melinda Davis Lux, a partner at Womble Bond Dickinson. It is considered the most challenging aspect of the process, as it involves providing support for sales professionals who are enthusiastic about their work. Leadership plays a key role in supporting the sales team, as they are the most invested in their success.
How can one concentrate on developing a sales strategy?
Jennifer Keller, President and COO of Baker Donelson, acknowledges the importance of having a sales and business development professional within her team. She highlights the valuable contribution of this role in supporting the sales function and facilitating business deals.
Mike Duffy, King & Spalding’s Director of Growth and Customer Services, continues to emphasize the significance of a sales professional assuming the lead in sales activities.
Stephanie Hinrichs, Director of Customer Services at Womble Bond, emphasizes the importance of sales professionals being able to recognize the lawyers and partners who will make effective team collaborators to secure new client engagements.
The salesperson serves as a mediator between the office and the client.
A sales professional from a law firm can serve as a valuable link between the bank and the customer, providing creative solutions to meet competitive service needs, according to legal director Chris Javillonar of Permobil.
Vanja Lane, an in-house attorney at a multinational manufacturing corporation, views the presence of a sales representative from a law firm as advantageous for her company. She cites a specific instance where she encountered a billing issue but was able to communicate with the salesperson to resolve it without straining her relationship with the attorney. Vanja emphasizes the importance of having someone other than the attorney handling certain matters for discussions. “It’s beneficial for the company to have a sales representative for bouncing off ideas,” Vanja notes.
An office sales professional can act as a helpful intermediary between the office and the client, offering assistance in problem-solving and providing a comfortable space for clients to discuss their issues.
Peter Barr, legal director of Rack Room Shoes, emphasizes the importance of having sales professionals to ensure long-term economic success for law firms, as many lawyers may lack the expertise or time for selling. Experts caution that firms delaying the hiring of sales professionals may face a competitive disadvantage in the market.