Most sophisticated professional services providers, such as lawyers, consultants, and accountants, aspire to be thought of as thought leaders. Thought leaders grab attention. They shape the narrative. Their ideas drive action. And their reputations lead to business opportunities. They’re trusted, admired, and sought after.
I’ve said before that if you’re not growing, you’re dying.
But for an old dog like me to continue to succeed in business, not growing just isn’t an option. To keep my businesses relevant, I’ve had to grow and adapt to the world as it has changed around me.
“Cross-selling” is the selling-based marketing term for your efforts to persuade clients to buy added services from different practice areas within your firm.
But the problem is, most lawyers don’t like to sell — and most clients don’t like to be the target of a sales pitch. Think back to the last time you tried to talk with a client about another practice area. Your client immediately thinks, “Here comes the sales pitch,” and looks for a way to avoid the discussion. You think, “I don’t want to turn off the client, but I’m getting pressure to increase the services he buys from our firm.”
Giving speeches is another way to be known as the expert. If you think you’re not good at it, practice. Get good. Start in small groups where you are confident you know more about the topic than the audience. You can grow into it. Don’t be afraid to take some speech lessons. Don’t be afraid to be YOU (You’re own Uniqueness)
In 2010, 24-year-old violinist Lindsey Stirling appeared on America’s Got Talent. She was eliminated in the quarter finals. According to Wikipedia, judge Piers Morgan told her: “You’re not untalented, but you’re not good enough to get away with flying through the air and trying to play the violin at the same time.”
For some people, a benchmark for success is making a million dollars. For others, reaching that million is just a milestone on their journey.
For me, making my first million was a milestone in my career; not the first and certainly not the last.
Welcome back to our blog series, in which we talk legal marketing with real law professionals. In this edition, we discuss best marketing practices with Steven H. Heisler, one of the most highly regarded and trusted injury lawyers in the Baltimore area.
