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Sales coaching & training for partners and lawyers

Why are lawyers bad at sales?

Because the same qualities that make you a good lawyer prevent you from becoming a strong salesperson.

As a lawyer, you are trained to take a detailed look at the risk - the down side - in every situation. When it comes to sales, however, the focus is more on the up side.

Experienced sellers also are problem solvers - good lawyers are problem seekers.

For partners in a law firm, sales is of course particularly difficult due to time constraints alone, because you are not only a fee-earner but also a manager in one person.

We support your law firm with your sales efforts in the following areas:

Identify your weaknesses and strengths in sales


We identify your strengths and weaknesses through question & answer and training sessions.

Afterwards we can work specifically on improving your sales skills.

Attention is paid to which sales situations require which improvements. A presentation, for example, naturally requires different skills than the actual sales talk.

Should it be a fixed price or a flat rate? Should the entire effort be mentioned now or only during the ongoing consultation? Will I lose my mandate if I ask too much? What am I actually worth per hour?

We help you to clarify these questions. Based on our best practice data, which we have built up since 2004, we can tell you exactly which of your services must be priced at which hourly rate.

We will also show you how to sell your services fairly to your potential – and existing – clients without creating up emotional barriers on the buyers side, accordingly to the guideline: Soft on people, tough on facts.

Pricing and price negotiation


Holding presentations and speaking in front of an audience

If a presentation on the PC still looks quite conclusive and easy to present, one often becomes painfully aware just before or during the presentation that one has underestimated the situation.

Of course, there are people who are better or worse suited for a frontal lecture, but anyone can learn how to present content in a convincing way.

We prepare you in group and individual trainings for the different presentation scenarios of lawyers.

Whether it is a lecture at a university, a sales presentation to a potential or existing client, or the opening and closing arguments in court – all these situations can be drastically improved through targeted training and practice scenarios. 

We show you how to take the right steps for a successful conclusion at the point of sale – or how to withdraw correctly. After all, the legal sector in particular is not suitable for dubious, “Don’t take no for an answer” sales.

We understand that clients in the legal industry appreciate a serious and transparent offer, the benefits of which are immediately understandable to the client. We call this “Serious Sales”.

You will receive clear instructions from us on how to prepare for a sales contact and how to behave during the sale.
You learn how to formulate a convincing offer.

We will also show you how to present your offer accordingly.

Sales conversation


An example for our sales seminars: DEUTSCHER ANWALTSVEREIN (German Lawyers Association)

Sales activities, sales plan and use of your administrative staff


The best training and measures are useless if you do not work in a structured way.

We help you to avoid the “Restless Sales Syndrome”, which is to conduct sales measures out of hectic and time pressure. These measures are usually not only not successful, but can also contribute to self-paid image damage.

We will prepare an action plan for you, which you will be able to execute in a systematic manner.

We will also show you how to use secretarial and support staff correctly as sales support.

LinkedIn & Co are very powerful tools for law firm marketing and sales. Their strength comes from the gigantic leverage of the reach of such networks.

But the danger of damaging oneself is just as great. A half-heartedly created LinkedIn profile will only bring little positive information about you to the outside world. Rather, your profile visitors think that you do not communicate in a professional manner.

Many law firms therefore shy away from using social media correctly or rely on the wrong networks – and yes, that would be e.g. XING.

Personalization of social media direct mailings, e.g. via LinkedIn InMail, has been proven to be one of the best ways to increase sales. Conversion rates of 6.1% are achieved for B2B (business-to-business) campaigns. If you now say that out of 100 personally conducted conversations, a conversion rate of 6 is very low, you are right. But if the comparison is to be complete, it’s not 100 conversations, but 100,000. And 6.1% of these are again very high.

This puts LinkedIn in first place as a network, just ahead of Facebook (4.7%) and far ahead of Twitter (0.9%). Even Google Ads score significantly worse with 3.75%. Not surprisingly, after all LinkedIn is responsible for 80 (!) % of all social media leads in B2B.

We support you in the planning and implementation of sales and marketing campaigns in social media. We define the right content for your different target groups and support you in the implementation.

We also show you how to select the right social media for the different target groups. For example, if you are more active in the private client sector or, for example, on the employee side of employment law, you need to choose different social media and strategies than, for example, in capital markets.

With nearly 10,000 LinkedIn contacts as proof that our measures are working, we can also show you how to increase your social media strength in a targeted way.

As a reference, please see our seminar we did for the IBA.

Social Media Sales

An example for our sales seminars: AWAK - Austria Lawyers Academy

Improvement of your general sales skills and cross / up sales


We have been working in the legal industry since 2004 and can verifiably enhance your sales skills through our best practice knowledge (see customer quotes).

It is especially important to keep the possibility of cross / up sales in focus during a sales talk.

We show you how you can sell additional services that are as useful for the client as the original services the client has bought.

You will feel safer in sales and reduce your fears.

You will receive clear instructions from us on how to prepare for a meeting with a potential and/or an existing client and how to behave during the sale.

The rule “existing clients are the best new clients” always applies.

Correctly prepared that means that you define sales signals beforehand and can identify them during the meeting.

We help you to identify such signals and show you how to master the necessary level of self-control in the meeting. Then you will also avoid over- and underselling.

Preparation for client meetings


Trainings and coaching

We support you through group training as well as individual coaching. We help you to increase your sales by up to 50% within one year