Is a (small) Book of Business Holding Your Practice Back? Learn the Art of Client Relationship Development via Sandler Sales

If you were to ask an attorney directly whether they see themselves as a salesperson, you'd likely get a look of horror—akin to receiving an unfavorable verdict. Yet, in today's fiercely competitive legal landscape, the quest for new business can be just as intense as in any other sector. Just consider why so many non-profit boards have at least one lawyer on them; it’s not just about their pro bono spirit.

So why do many lawyers and firms resist the idea of sales training? After all, the legal industry’s marketing is as regulated as it is scrutinized.

Perhaps it’s the term “sales” itself that causes discomfort. Many lawyers grapple with the notion of “selling,” feeling it diminishes the hard-earned prestige of their legal education and experience. They might think, “After all the rigorous training and long hours, now I’m just a salesperson?”

In reality, the future of their firms depends on their ability to build and sustain client relationships. While they might bristle at the term “selling,” it involves fundamental sales principles like referrals, networking, and even direct prospecting.

The key is to help lawyers reframe their perspective. Instead of seeing it as selling, they might find it more palatable to think of it as developing relationships. Regardless of the terminology, the principles—like those from Sandler—remain crucial.

If you’re an attorney that is looking to start building a book of business, contact Joshua Hill at Pemberton Whiteman & Hill. Joshua has been trained in Sandler and is a bespoke legal recruiter.