10 Sales Tips for Legal Vendors

I've spent years in sales, sales management, general management or CEO roles with a focus on law firms and corporate law departments.  I've also worked on the buyer side leading business development efforts for a global law firm.  Over the years I've made every sales mistake possible, and if I've missed any my team or my competition made up for it!   Now, as part of my consulting practice I advise law firms and legal vendors on how to improve their business development and sales efforts.  With this in mind, the ILTA 2009 conference team asked me to present a session for legal vendors on selling to law firms in a tough economy. I've written previously that some of us have been fortunate beneficiaries of high demand for what we offer, and as a result we have generated successful results, even if our sales efforts are not particularly effective. As I walk the exhibit hall at legal technology conferences and trade shows, I see as many examples of poor salesmanship as I see of excellent consultative selling. So as I considered what to present, it occurred to me that a tough economy is a good time to get back to basics. Below is a brief list of back-to-basics sales techniques that every legal vendor should review and embrace. Savvy readers will note that I have previously offered some of these suggestions here or on Twitter.

1. Have an elevator script. And practice it. Don’t assume recognition of our brand equals intimate knowledge of our offering. If we can’t succinctly articulate what we offer, imagine the challenge our prospective client will have when explaining our offering to his decision makers.

2. Define our value proposition by what benefits we offer and what problems we solve, not by how we compare to the competition.

3. Focus on benefits, not features. Features are what our product does. Benefits answer the question, “So what?”  Let's seek to know what benefits the prospective client will derive from our offering. Also let's seek to understand what it will cost her if she’s unable to meet this need.

4. Consultative selling involves asking questions so we can customize our offering to the prospect’s specific needs. We need to learn how to ask open-ended questions and actively listen to the responses. And let's not start and stop with the tired, “What keeps you up at night?” We can be more creative than that.  Plus, until we've developed rapport and credibility, the client won't trust us enough to share their deepest, darkest fears, uncertainties and doubts.

5. Don’t lead with discounts. Ever. The only message we send is that our offering is a commodity differentiated primarily by price. We can always offer a discount later. Too many vendors create our own price wars by focusing on price too early in the conversation.

6. Seek to understand the prospective client’s total cost of ownership. What other costs will he incur for implementation, retraining, configuration, etc.? What savings will he experience in reduced maintenance, faster throughput, less downtime? Let's position our product in context of the total cost, not as a stand-alone item.

7. If you promise to follow up, then follow up. Every salesperson promises to call, but few do. Seriously. Many of us use avoidance actions like sending emails, letters, and now Twitter DMs, but nothing replaces a live conversation with a prospect.

8. If you rearrange the letters in persistence, you get sincere pest. Persistence is a desirable trait, but let's not become annoying. Each prospect may require a different approach – some want a call back but are busy; some truly delegate decisions to subordinates; some really are avoiding us. Learn to tell the difference. Knowing when to walk away is not just good business sense, it’s also good for the ego. Yes, we may let one slip away, but generally speaking the opportunity cost of endlessly chasing everyone outweighs the benefits.

9. A sales manager known to be a “savior” is often more trouble than he’s worth. If you have to personally close every sale, then let's save money and get rid of the salespeople. Or let's get rid of the sales manager and find one who can train people how to properly sell. And there’s nothing worse for morale than a sales manager who swoops in at the last moment to seal the deal by including a discount that the salesperson isn’t authorized to offer. We don’t need a sales manager for this; someone less expensive in Accounting can perform this role.

10. Memorize this phrase: “I don’t know but I’ll find out.” This is a salesperson’s best friend. A salesperson who believes that she must invent an answer when she doesn’t know the answer merely perpetuates the myth that salespeople are ill-informed hucksters. We demonstrate credibility by promising to find the correct answer – and this also gives us a valid reason to follow up with the prospect.

I have countless additional sales tips to offer.  But I'd love to hear what works for you.  Feel free to post a comment below.  Happy selling!

Excuse Me, Sir. May I Interest You In Things You Don't Need?

To maximize a legal conference investment, vendor salespeople should embrace consultative selling skills. An approach that relies on a deep understanding of a client’s needs to drive the buying process is more effective than a sales process focused on promoting features and functions..

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Compassion and Change are not Opposing Principles

By now you may have learned that there was a shooting in Pittsburgh last night, and several people were killed and even more were injured.  The shooter was one of the dead.  He was a single, middle-aged IT professional at a large Pittsburgh law firm.  Despite the legal connection, that doesn't normally qualify as newsworthy for this space.  However, Above the Law discovered a troubling online diary by the shooter that detailed, long in advance, his intentions to take his life and to take others with him.  I spent a few moments reading the diary and it was tragic and sad.  I imagine it will be pulled offline at some point, but one doesn't have to read it all to realize this was one very troubled guy sorely in need of professional help. In the diary he discusses the several rounds of layoffs taking place at his law firm.  He appeared to understand the necessity of the first round, but with each subsequent round his temper flared as he was convinced he would unfairly lose his job.  Ironically, he survived all the layoffs and was even recently promoted.  But this didn't deter him from his course.

I've written at length in this space and elsewhere about the need for reform in the legal marketplace.  Whether it's large law firms' colossal inefficiency and feigned client focus, corporate law departments' tendency to complain without taking action, or the large divide between legal vendors' great products and their fumbling and sophomoric execution, there are plenty of teachable moments to choose from.  These issues existed long before the recent global economic downturn, but the challenges are now more acute and finally we're seeing organizations taking long overdue action.  However necessary it might be from a macroeconomic perspective to cull the ranks of underperformers, or outsource tasks or entire functions to lower-cost suppliers, or stop doing business altogether with poor suppliers, there is always a real cost to the man on the street.

Opinion polls may confirm that most Americans feel the automotive and health care systems are in need of an overhaul, and all of us would like to spend less for a doctor visit or a new car, but it has a whole different meaning when someone you know or care about loses his livelihood as a consequence.  In the legal marketplace, demand for legal services is undeniably down and so the logical reaction is to eliminate excess capacity.  This means idle lawyers and staff are let go, in the same way that gas guzzling SUV manufacturing plants were idled and workers sent home during the recent gas price crisis.  This makes sense from a business perspective.  But let's not lose sight of two important considerations:  there's a right way to let people go, if not for their sake then for the organization's reputation; and owners and managers whose incompetence or inattention contributed to poor performance shouldn't get a free pass while others suffer.  Some businesses have increased sensitivity to these optics, while others remain blind.

So without delving into the reasons why, for the purposes of this exercise let's stipulate that the correct course for a business is to lay off a handful of employees.  How should this be accomplished?

Look, I'm not a credentialed and certified human resources professional, whatever that might be.  I've worked with far more over-promoted buffoons in senior HR and personnel roles than those whose contributions demanded respect.  I've sat in board rooms with senior vice presidents leading the corporate HR function who couldn't articulate the company's value proposition, name more than 1 or 2 products, identify a competitor or tell the difference between NPV and NOC.  Yet because layoffs are messy affairs we turn to them to run the show.  Large law firms, who time and again hire middle managers from the corporate sector and give them senior titles and responsibilities, or promote valued employees from functions where they excel to functions they know nothing about, shouldn't be surprised when these duties tax their capabilities.

Years ago a fellow manager and the head of HR conspired to lay off one of my colleagues.  This 18-year veteran, whose primary failing was allying with the wrong political faction, and whose contributions included training all salespeople, including every top performer for the prior 10 years, was given 15 minutes to collect her personal items into a box, with building security hovering conspicuously in the open doorway, and then escorted to her car at midday in full view of the lunchtime crowd.  There was no particular reason to fire her on that day and at that hour, but due to an obvious lack of compassion and perhaps a bit of a mean streak, they chose a timetable and an approach guaranteed to obliterate any sense of dignity left in this loyal employee.  Some years later a new head of HR, smoother on the outside but just as inept, counseled managers to conduct the periodic terminations on their own, then hid in her office as they took place.  When it came time to fire one of her own direct reports, she flew in another subordinate to do the deed!

The point is that the supposed experts don't have a perfect formula.  I've had to terminate or layoff multiple people over the years, and I relied primarily on common sense.  My experience might be helpful.

When a layoff must be conducted, use a scalpel instead of a broom. Too often a layoff results in the loss of good people Productivity Bell Curvein one area while known incompetents in another area are unaffected.  Break through the artificial barriers we erect with org charts and identify the poor performers across the board, and let them go first.  This requires a certain business-first attitude that is sadly lacking in many managers, but in the long-run it's better for the business when every layoff shifts the productivity bell curve to the right rather than eliminate high performers due to some misguided sense of fairness.  (The concept of fairness is often misused by managers.)

Performance metrics should be standard across the business and should be compiled long before the layoff. I've been asked to participate in a charade where managers evaluate and rank layoff candidates who have been previously, and sometimes mysteriously, identified.  The task is ostensibly to pick the poor performers but the real intent is to have a paper trail showing proper due diligence, which presumably insulates the organization from charges of unfairness, discrimination or wrongful termination.  The problem is, the easily discoverable paper trail also shows that the managers only evaluated the likely candidates, not all employees.  A little selection bias perhaps?  Also, there is quite often disparity between an excellent performance review conducted some months prior and a sudden and undocumented downturn in productivity.  If the organization has a performance management system, use it!  Measure and track performance on a regular schedule, use a consistent methodology, and don't shy away from capturing tough comments when performance is sub-par.  Law firms are criticized for allowing powerful partners to protect their favorites, using vague performance measurement criteria if at all, but the fact is this behavior is prevalent in the corporate sector as well.  The best way to eliminate favoritism and truly identify poor performers is to implement and adhere to a standard evaluation process.  And use this as the basis for the layoff, not a new, isolated and suspect vetting process two weeks before the termination date.

Don't confuse poor financial performance with poor job performance. Let's be clear:  sometimes -- whether through our own missteps or due to market turmoil -- a reduction in the workforce must take place, even though those affected haven't been poor performers.  It's unprofessional and caustic to an organization's reputation to label financial victims as poor performers.  Call a spade a spade and move on.  There are few stakeholder groups -- clients, the press, alumni, recruits, etc. -- who will harshly judge the organization for declaring that "Demand in our core market sectors has declined to a point where we must reduce excess capacity and unfortunately let some of our valued employees go" rather than the obvious fabrication "While our competitors and clients are suffering we are doing quite well, thank you, but we coincidentally decided to use this time to terminate the many poor performers who have somehow escaped our notice previously."

Layoffs are costly, so expect to spend a few more dollars to do it right. In the long-run, the intention is to save the ongoing payroll and benefits costs of the departed employees, so offsetting that savings with outlandish severance packages isn't sensible.  But neither is conspiring to shave every cent off the severance package to save a few dollars.  I've had to negotiate with fellow managers and HR professionals over half-days of vacation, an extra month of pay for a long-time employee who had the misfortune to be laid off just before a pivotal anniversary date, and whether to pay a package at all when the departed employee was lucky enough to find a new job before all the paperwork was signed!  I'm well aware of the tired HR objection that on an individual basis doing the right thing seems cost-effective, but on an aggregate basis the costs become unwieldy.  But even a cursory read of the many books on viral marketing and customer service reveals that a happy workforce, happy alumni, happy clients, serve as multipliers to the firm's own marketing and sales efforts.  Imagine the low cost of sales when a valued former employee who left with her dignity intact ends up in a new role with influence or even decision authority over the purchase of her former employer's services or products.

It really all comes down to dignity. It's appalling the manner in which good people, otherwise unsullied by a vindictive nature, turn on their former colleagues when it's time to let them go.  I've let people go in person and on the phone, one-on-one and in a group setting, so there's no perfect approach.  Open, honest communication should acknowledge the potential trauma and disruption, while firmly guiding the employee to the inevitable conclusion.  There should be a script to ensure that the key points are covered, but it's okay to go off-script and address unforeseen questions.  However, there's a point at which compassion becomes drama.  I learned of a fellow manager who dissolved into tears as she terminated a long-time employee.  The terminated employee ended up consoling the manager who was too distraught to proceed.  In my view, the wrong person was shown the door that day.

Let's close by addressing directly the circumstances that our Pittsburgh shooter calls to mind, that a terminated employee will become violent.  This is a real dilemma.  Does the organization build all termination procedures around such an extraordinarily unlikely outcome, meaning that security guards are on hand, and terminated employees do a perp walk as they depart?  What impact do such measures have on the departing employees who don't deserve such treatment?  The risk of getting it wrong is potentially high, as evidenced by the occasional anecdote of a disgruntled employee becoming violent in the workplace.  But the earlier point about misguided fairness applies here as well:  conduct a risk assessment of the terminated employees and handle the exit discussions differently with some; everyone doesn't have to be treated in the exact same manner.

This discussion refers to making rational but compassionate choices when conducting the inevitable layoff.  I don't purport to provide legal advice on what approaches are more or less likely to generate an accusation of wrongful termination.  The underlying thesis is that organizations taking the high road, that find ways to marry sound business judgment with compassion for employees and clients, will generate better financial returns and maintain a positive image in the marketplace.

There are plenty of examples of organizations performing poorly in these situations.  If you are involved in planning for a layoff, tack a photo of your kindly grandfather, your beloved mother, and your free-spirited child on the bulletin board.  As you plan each action you're about to take,  consider how you'd explain yourself to them.  Better yet, consider how you'd feel if one of them called you to describe the manner in which they were laid off today.  There are pretty good odds that this conversation will take place at some point... though I can't predict whether you'll be the one making or receiving that call.

Welcome to Law Firm, Inc.

In today's Law.com, American Lawyer reporter Brian Baxter quotes a Bloomberg story discussing the increased level of interest by private equity investors in purchasing large stakes in UK law firms, once such an investment is allowed in 2011.  Savvy readers already know of the UK's Legal Services Act of 2007 which opened the door for private investment in traditional closed law firm partnerships, a process already underway in Australia.  The Magic Circle, the handful of leading UK law firms, feign disinterest.  "Why would we need the money?" asks Wim Dejonghe of Allen & Overy. “Law firms are pretty attractive investments as they have stable cash flows, long track records of business operations and increasingly are much better run,” claims one PE investor. “You would expect them, like any professional services business, to provide a pretty good return.”

Let's put this on the table right now:  I don't believe the practice of law should be equated with a business whose sole purpose, in b-school parlance, is to produce a profit.  The rule of law is more than a theoretical concept and there is a clear and undeniable need for increased access to justice worldwide.  That said, the business operations of law practice can be improved and the profession can pursue both its noble mission to enrich humanity while simultaneously turning a profit.  A handsome profit, I might add.

Let's also acknowledge that large law firms are, by any standard, already very profitable enterprises.  In my many years of coaching salespeople catering to law firms, one challenge we've encountered time and again is partner motivation.  We've written here about law firms' reluctance to drive change unless forced to by the clients.  There's also an innate conservatism which hinders any disruption to the status quo, let alone bold change.  As one salesperson put it, "The partner can't seem to muster up the energy to push for the adoption of my recommendations, probably because he earns $2 million today and the new approach will take him to $2.5 million, but that payoff isn't worth the headache."

Indeed, during a stint at a global law firm I observed to the chairman that eliminating the colossal and unnecessary waste I observed in my first 3 months on the job alone could easily generate a double digit annualized increase in profit margin.  That's an astounding statement, whether or not you back it up with the math, as I did.  Trouble is, most law firm leaders view this statement in terms of discretionary expenses.  And we had these -- including the many tens of thousands of dollars hastily spent by one partner mere weeks before the bi-annual partner conference to create large tapestries of bridges representing each country where the firm had an office (around 35 as I recall), with the implication that partners would see these draped about the Waldorf ballroom and feel more inclined toward cooperation and teamwork.  In another example, a practice chair required all handouts at his monthly meetings to be printed in full color and bound, though not once when I was in attendance did a speaker refer to the materials and most often these were left behind on the table or in the conference room garbage bin.

But there was far larger waste through process inefficiency.  I was asked to provide input into a new conflicts checking system, though the input was limited to suggesting better questions to ask at new matter intake.  A quick chat with the very competent conflicts team revealed that the firm ran the same conflict check on the same clients multiple times every year, year after year, sometimes hundreds of times over the course of several months.  Furthermore, there was no coordination between the conflicts system and the strategic planning process, so the team ran countless conflicts checks for client targets that had already been deemed unsuitable, and the practices continued to pursue client targets that had already been conflicted out.  The firm had no understanding of the cost of this inefficiency, no latitude for the staff to address such issues without partner oversight, and no interest by any partner to wade hip-deep into operational issues such as this.

But it's not just about databases and back-office technology; there is similar inefficiency in the practice as well.  Not so long ago it was a badge of honor for a large law firm to recruit numerous associates, regardless of current market demand, and rotate them around the firm, encouraging them to re-learn items commonly known to other lawyers, and billing clients for this training.  Every firm talks about cross-selling but few have embraced the DNA-altering approach that values -- and compensates -- team or firm performance over individual contributions.  Many firms have launched client teams, but few clients would readily agree that team members know their business at any significant depth, and even fewer would characterize their outside counsel as trusted business advisers.  Fundamentally altering the firm's recruiting strategy?  Establishing true associate training and apprenticeship?  Re-designing compensation systems to drive collaborative behavior?  Which Biglaw partner wants to raise his hand and dive deeply into these issues?  Who wants to look at his colleague and say, "No, you may not unilaterally decide on behalf of all of us that expensive pictures of bridges will foster teamwork,"

It's unlikely that your average private equity investor has the know-how of law firm operations to solve this sort of thing either.  However, any investor accustomed to shepherding his capital will want eyes and ears on the ground, and these challenges -- nay, opportunities -- will quickly come to light.  If a PE firm purchases a significant stake in a large law firm, rest assured that the investor representative they install on the management committee, whether this is a COO, CFO or some derivation, will be able to do the math justifying why process improvement will lead to substantially better returns -- for the investors, for the partners and, oh yes, for the clients.  This isn't rocket science, and cost containment programs based on ROI, investments based on NPV and even formal business process improvement programs like Lean Six Sigma are really not much more than common sense ideas backed up by math and a governance structure which places the good of the firm above the desires of individuals.

Color me crazy (you wouldn't be the first!) but some of us enjoy surveying the paved cow paths, identifying where new approaches can shorten the time from A to B, removing obstacles and impediments that serve no purpose, demonstrating through simple math that speed, quality, profit and client satisfaction are not opposing objectives.  Of course it will be hard.  But the PE investors who truly want to unlock the value embedded in Biglaw will understand the potential return on delving into the tough issues.

At the other end isn't necessarily a "corporate law firm" where partners are senior executives taking paychecks from absentee investors.  Nor does a new and improved law firm have to eliminate all profit-dilutive practices and "fire" longtime clients that no longer generate significant revenues.  However, these will be conscious choices made in the full light of day.  A well-run law firm differentiates between its premium and commodity practices, lowering rates in some and expecting (and realizing!) higher rates in others where true, demonstrable expertise can be quantified.  Pundits say that associates and partners alike have lost the "quality of life" battle and clients are losing the diversity battle, as cost trumps all other concerns.  But imagine a law firm that clearly understands how to derive profits and client satisfaction from lawyers with more flexible schedules, or how to supervise work outsourced to others in order to address client concerns over cost and diversity and quality.

The fun part comes once the first couple of firms are pushed in this direction.  Others will see that it doesn't require a private equity investment, which carries with it an obvious cost, to derive similar returns from process improvement.  The tools are available today, the people who can manage the process, run the numbers and hold the partners' hands are out there already.  Some are in law firms, many are not.  But given the right precedent to show the way, I'm prepared to believe that a strong law firm leader can take on such an initiative without the offsetting dilution of a private equity investment.

This calls to mind the movie Die Harder, in which airport hijackers turn off the runway lights and sever all electronics, keeping incoming flights circling because poor weather prevents the planes from diverting to alternate destinations.  As government officials work to meet the terrorists' demands, the flights circle and circle above, their fuel dropping dangerously low.  When the hero finally destroys the terrorists' escape plane, leaving a trail of burning jet fuel along the runway, the ingenious pilots above use this as a beacon to guide their approach and landing.

Law firm leaders, will you be the first to land?  Will you be following someone else's trail?  Or will you be circling endlessly, awaiting the return of familiar lights and beacons before you take the safe route home?

Lawpalooza - The Summer Tour!

It's been an interesting and busy summer, which is why I haven't had time to post to the blog recently.  The traffic stats nevertheless demonstrate that readership is increasing, as are offline comments and suggested topics.  All commentary is welcome and encouraged. Here are some recent and upcoming events where you can hear me discuss some of my favorite topics:

 

Bottom Line Marketing: 2009 and Beyond

Webinar, August 11, 2009, 1:00-2:30 PM ET

The dramatic economic downturn has affected law firms and their clients in  equal measure and has rocked the legal market landscape.  One of the results will be a change in how law firms develop new business and interact with clients in the future.  In April, Altman Weil conducted a study of law firm leaders that focused on key areas of transition, including clients and marketing.  This 90-minute webinar will draw on that data, as well as Altman Weil's hands-on experience  to provide practical business development tactics that will generate business for your law firm.

 

Benchmarking in a Changing Economy

International Legal Technology Associatioon

Panel discussion, August 24, 2009, 10:30 AM ET

With the challenging economy, what was already a competitive market has now become even more competitive and strategic. We look at how the benchmarking concept has changed due to the economy and what we can expect in the future. Additionally, how the firm's financials and financial benchmarking are constantly communicated to the partnerships is changing as well, and we examine some best practices of technological transparency.

 

The ACC Value Initiative and What It Means to Technologists

International Legal Technology Association

Panel discussion, August 27, 2009, 3:30 PM ET

Our clients are now creating joint and highly-structured initiatives aimed at closing the perceived gap between what legal services cost and the value clients receive from those services. As law firms develop responses to the value initiative, what role can technology play, and what technologies are available that increase leverage, lower cost or increase value?

 

 Developing a Thriving Practice Group

Webinar recorded July 14, 2009; CD-ROM available for purchase

Practice groups are the key business units of law firms.  Each group has its own market and its own competitors, and each should have a clear, effective road map for developing new business.  Few do.  This 90-minute Altman Weil webinar outlines practical strategies to target high-potential clients, craft the most effective selling strategy and close the deal on profitable new business, even in a challenging economy.

 

Landing New Business: The ABCs of Making the Sale

Webinar recorded July 21, 2009.  CD-ROM available for purchase

Many marketing efforts fail at the last step – making the sale.  Why? Because of failing to understand and address the prospective client’s needs.  The best marketers in any industry know they need to be responsive to their customers’ desires. And when you can’t put yourself in your prospect’s shoes to understand what they want, you’re guaranteed to fail at landing new business.  It’s crucial that you understand what will turn a business development opportunity into an actual client. The real secret of closing isn’t a magic word… it’s understanding your client’s needs, and addressing those needs.  Client development is critical to your firm’s success, especially in this environment. And it’s something that every attorney should be actively engaged in – rainmaker or not.