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Law Firm Marketing Solutions, Issue #32 – Sales Management? – January 2009
January 15, 2009

Law Firm Marketing Solutions

Guiding your practice to increased revenues while reducing your work hours.

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January 2009, Issue #32

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In this issue:

Do you need Sales Management?

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I consult with a small firm that has a "community relations representative" (read sales person) that I provide the "sales manager role" to keep her effective, efficient and getting results. She has done so well over the last several months the managing partner now wants to hire other reps for other practice areas and asked me to write up what I am doing as the "sales manager." You may be your own sales manager. I thought you might like to see what I do. If you are not sure what I am talking about below (since this is a brief document) do feel free to call me (888-434-3006) and I will spend 20 or 30 minutes with you seeing how I can improve your "selling" ability with a little "sales management" but no "sales pitch" unless you ask. 

Key Distinctions In The Sales Management Process

  1. Personality Profiling – DISC; Building Emotional Intelligence
  2. Michael Gerber Principle = Technician, Manager, Entrepreneur
  3. A, B, C, D Clients Principle
  4. Manager’s Mantra Principle ="If you can’t measure it you can’t manage it" per items below:
    1. Marketing Community Contact Form
    2. 4 List system and Marketing Targets – building your referral network tool
      • Top 20
      • Farm Team
      • Who You Know
      • Categories
    3. Set goals (weekly, monthly, quarterly, annual) for numbers of purposeful marketing contacts and new clients.
    4. Understand Most Effective to Least Effective Marketing Strategies
      1. Direct Contact & Follow Up of those on database
      2. Network Building & Referral Building (see 4 lists system above)
      3. Public Speaking (Includes teleclasses and podcasting)
      4. Writing & Publicity (Includes Internet marketing vehicles)
      5. Promotional Events
      6. Advertising (note this is the least effective but sometimes necessary)
    5. Understand Marketing Funnel or Filling the Pipeline through Closing Sales
    6. Tracking Inquires; follow up; closing
    7. Tracking conversions/sources
  5. Inquiry Scripts – what, how, and when to say things when people call in for information
  6. TOMA = Top Of Mind Awareness Principle
  7. Listening Skills – reflection, restatement, and paraphrasing
  8. Overcoming Objections - Agree and Redirect Principle
  9. Use of open ended versus close ended questions in marketing
  10. Laser Talk or Elevator Speech Developed for each practice area
  11. Storytelling – when possible better to tell stories than give facts
  12. Using Top 20 and Farm Team (see above) to get you new "Who You Know" and/or strategic alliances
  13. Support development of effective collateral items like brochures, white papers, and books.
  14. Assure "thank you" systems are in place like thank you cards and gifts as well as execute same as appropriate.
  15. Assure basic public speaking options in place that the marketing representative can execute on their own.
  16. Suggest creative ways to use the database in direct mail or email.
  17. Support Development of Client Satisfaction Questionnaire Systems
  18. Sales manager in place to educate and support the marketing representative in knowing what to say, how to say it, when to say it, role play, accountability, goal setting, strategizing, and debriefing sales calls that were problematic or the representative does not know what to say (like addressing objections). Additionally support rep in setting goals, hold reps accountable for hitting goals and/or delivering the necessary tools so reps can hit goals. Finally the sales manager will support the rep in overcoming any "sales reluctance" or "motivational" thoughts or beliefs that may impede effectiveness.
  19. Read the book Integrity Selling for the 21st Century available here:
  20. Read the book Selling With Integrity available here:
  21. Read the book Endless Referrals available here:
Comments, ideas, questions or topics you would like to see addressed in future newsletters? I would love to hear from you. Just reply to this newsletter and tell me what you think.

To your success,

Henry Harlow
Founder, www.Law-Firm-Marketing-Coach.com

PS: Want a no risk, no sales practice assessment across 115 key points with tips, techniques and solutions you can implement right away to increase you income while you reduce your work hours? Get more details by clicking here right now.

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