How would you like to build a book of business and grow your legal practice without feeling salesy, pushy or inauthentic?
Building a thriving law practice is challenging enough but doing it without feeling like a used car salesman is an entirely different level. We hear this a lot from women lawyers. They would love to build a thriving practice with a healthy book of business but they also don’t want to feel inauthentic, or pushy, or salesly in the process.
The good news is – you don’t have to!
Sure, women lawyers face a number of cultural, corporate and personal challenges to becoming effective rainmakers. Neither law school nor the day-to-day practice of law teaches you or prepares you to be a business person. So it’s not surprising that so many female attorneys feel stuck when it comes to business development.
So how can women lawyers make business development feel congruent and authentic to who they are?
By focusing their business development efforts on identifying and connecting with their Ideal Clients.
Why? Because it’s all about WHO you serve, including their background, their pains (challenges and problems, which are keeping them up at night), and their needs and wants. Once you know your WHO, your ideal clients, the ones that you are able to help, business development stops being about you, and becomes about them.
Think about it this way – if you are not out there, promoting, marketing and offering your services, you are leaving your Ideal Clients to fend for themselves without your support.
Did it help? Are you feeling better already? There is a reason for that. Women oftentimes have an internal conflict between being “nice” or acting like a “lady” vs. being assertive. Culturally we often equate the sales process as being pushy, demanding or overly assertive, and at times even aggressive. Plus, there is that stigma that selling your services cheapens your professional stature. And when prospective clients say no, women often take the rejection personally. Or as one of my mentors on sales, Lisa Sasevich, says:
“One of the reasons women are hesitant to ask for the sale is because we think the answer has something to do with us. The truth is, prospective clients aren’t saying yes or no to you, they are saying yes or no to themselves and to their own transformation.”