Has Your Marketing Approach Been Rejected and Client Retention Faltering ?

Has your marketing approach been rejected and client retention faltering??  In fact, a frequent comment we hear from in-house counsel is that lawyers “just show up and offer legal advice.  They don’t listen.”  In fact, in our 2014 survey of counsel in the U.S. and Canada, “they don’t listen to us” is one of the 2 top reasons for terminating a long term relationship.

The art of listening should permeate sales training (yes “sales” training), be part of every marketing plan and be a strategy to use during every concerted business development opportunity. Listening and responding to a client’s or prospect’s needs are imperative if you want to win or keep a client.  An early IBM sales rule was to get your client talking at least 60% of the time.

“Do you know their pain?” should be the first question you ask before preparing for a meeting.  Then walk them through the problem, offer examples of how you solved similar issues, and make your answers[your values] their needs.