With over 20 years’ experience of working with a broad range of clients from strong regional firms, niche practices through to global law firms, we have been helping fee earners to improve their business development capabilities to compete in an ever competitive legal services market.
Historically, legal firms have adopted an essentially reactive approach to business development, moving into selling mode when a client or prospect approaches them with an opportunity to pitch – be it a formal or informal process.
However, in a highly competitive and tough economic climate where clients are increasingly demanding and more sophisticated in how they buy legal services – including the involvement of procurement – such an approach is no longer adequate for retaining business and generating new clients.
Success at winning business has three elements.
- To identify and qualify those clients with whom the firm would most like to do business.
- To pinpoint the multiple individuals within client organisations who can make and influence decisions and engage with them early in their decision making process. Partners and Fee Earners need to be proactive in identifying clients’ issues and requirements, and engage in discussions while taking into account clients’ selection criteria.
- To adopt rigorous strategies to help sell against the competition.
A firm who wants to lead the field in sales needs to transform selling from individual competency and pockets of good practice into organisational capability. This means creating a client development culture which is part of the strategic management of the firm.
As fee levels come under unprecedented downward pressure, it is now more important than ever to differentiate the practice by reference to the value it brings to each client’s business.
Proactive client management and client development is no longer a ‘nice to have’. It needs to be recognised as a core activity – on a par with fee-earning itself – as central to the future health and prosperity of the practice.
How Huthwaite Legal can help your business
We have a formidable track record in helping clients bring about real changes in behaviour that produce measurable results, and we’ve been working for over twenty years to deliver skills training across all practice areas. A combination of our experience, sector understanding and rigorous approach to business development provides you with reassurance that your people achieve both skill and behavioural improvements.
We always work with clients to provide solutions to meet their skill requirements, and this often includes developing the skills and strategies to help move fee earners (sellers) from a technical to a client value focus. Most frequently these have been in the areas of SPIN® Selling Skills(Consultative Selling), Account Strategy for Major Sales, Negotiation and Networking skills.