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Business development is often viewed as a one-way sales pitch, with lawyers focused on showcasing their credentials and expertise to potential clients. But what if we reframed business development as an audition – not just for you, the lawyer, but for the client as well?
By approaching business development as a two-way evaluation process, you can differentiate yourself, build stronger relationships, and ultimately achieve greater success in growing your practice.
Let’s dig in.
The Audition Mindset: Why It Matters
Selling legal services is fundamentally different from selling a tangible product. When a client engages a lawyer, they're not purchasing a pre-made item they can inspect or test drive before buying. Instead, they're investing in a future outcome – a successful resolution to their legal matter – that depends heavily on the lawyer's expertise, judgment, and ability to deliver results.
This inherent uncertainty makes trust the cornerstone of the client-lawyer relationship. Clients need to feel confident that their lawyer understands their unique needs, possesses the necessary skills and knowledge to help them achieve their goals, and will be a dependable partner throughout the legal process.
Traditional business development approaches, which often focus on showcasing the lawyer's credentials and past successes, do little to build this essential trust. In fact, they can sometimes have the opposite effect, making the lawyer seem more focused on self-promotion than on understanding and serving the client's needs.
That's where the audition mindset comes in. By approaching business development as a two-way evaluation process – an opportunity for both the lawyer and client to assess fit and alignment – you can create a more authentic, trust-based dynamic from the very first interaction.
Demonstrating Your Value
The key to mastering the business development audition is to focus on the client's needs and concerns, rather than your own capabilities and credentials. This means asking thoughtful questions to uncover the client's unique challenges and goals, and providing insights and ideas that showcase your expertise and problem-solving skills.
Think of the business development process like an improv performance. Just like in improv, successful business development requires active listening, adaptability, and the ability to think on your feet. Instead of relying on a script or a predetermined pitch, you need to be able to respond to the client's cues and build on their ideas in real-time.
One way to do this is by using open-ended questions that encourage the client to share more about their situation and needs. For example, instead of asking a yes-or-no question like "Do you have any legal concerns?", try asking something more exploratory, such as:
"What are the biggest challenges your business is facing right now?"
"How have legal issues impacted your operations in the past?"
"What are your top priorities when it comes to managing legal risks and opportunities?"
By asking these types of questions, you create space for the client to share their perspective and give you valuable insights into their needs and goals.
Another improv technique you can apply to business development conversations is "Yes, and..." This means building on the client's ideas and comments in a way that adds value and demonstrates your expertise. For example, if a client mentions a particular legal challenge they're facing, you could respond with something like:
"Yes, that's a common issue many businesses in your industry face. One strategy I've seen work well is [insert relevant example or insight]. And in your case, we could also explore [insert additional idea or solution]."
By using "Yes, and..." you show the client that you're listening to their concerns, validating their perspective, and offering valuable insights and solutions that are tailored to their specific needs.
Giving a Preview of the Client Experience
The business development audition is also an opportunity to give the client a preview of what it's like to work with you. This means communicating clearly and consistently throughout the process, being responsive and reliable in your follow-up and deliverables, and demonstrating empathy and emotional intelligence in your interactions.
One powerful way to give clients a preview of the experience is to treat every interaction as an opportunity to add value and exceed expectations. For example, after an initial meeting with a prospective client, make sure to follow up promptly with any requested information, resources, or a tailored proposal. Take the time to understand their unique needs and challenges, and provide thoughtful, personalized recommendations that demonstrate your expertise and attention to detail. This could include sharing relevant case studies, offering a complimentary consultation with a colleague who has specialized knowledge in their area of need, or providing a customized roadmap for how you would approach their legal matter.
Another way is being highly responsive to business development opportunities. When a prospective client reaches out to you, they're likely also considering other lawyers. If you wait too long to respond or fail to provide requested information in a timely manner, you risk losing the opportunity to a more responsive competitor. Treat inquiries from prospective clients with the same level of urgency and attention you would give to an existing client. Respond promptly, even if it's just to acknowledge receipt and provide a timeline for when they can expect a more detailed response. By being responsive and reliable from the very first interaction, you'll differentiate yourself from less attentive lawyers and demonstrate your commitment to exceptional client service.
Assessing Fit and Alignment
Just as the client is evaluating you during the business development audition, it's important for you to assess whether the client is a good fit for your skills, expertise, and values. Pay attention to the client's communication style, decision-making approach, and overall alignment with your practice.
Trust your intuition and be willing to say no to clients who aren't a good fit, even if it means walking away from a potential opportunity. By focusing on long-term relationships rather than short-term gains, you'll build a client base that is not only profitable but also fulfilling and aligned with your goals.
Conclusion
Approaching business development as an audition is a powerful way to differentiate yourself, build stronger client relationships, and achieve greater success in growing your practice. By focusing on the client's needs, delivering an exceptional experience, assessing fit and alignment, and cultivating confidence and patience, you'll master the art of the business development audition.
So the next time you find yourself in a "pitch" meeting, remember that it's not just about running through your credentials and capabilities. It's an opportunity to engage the client in a meaningful conversation, showcase your value, and lay the foundation for a successful long-term partnership. Embrace the audition mindset, and watch your business development efforts thrive.
Jay Harrington is president of our agency, a published author, and nationally-recognized expert in thought-leadership marketing.
From strategic planning to writing, podcasting, video marketing, and design, Jay and his team help lawyers and law firms turn expertise into thought leadership, and thought leadership into new business. Get in touch to learn more about the consulting and coaching services we provide. You can reach Jay at jay@hcommunications.biz.