Finding your optimum selling strategy – meaning the ability to sell one product or service successfully into one market – is a crucial sales and marketing concept emphasized in the book Ready, Fire, Aim: Zero to $100 Million in No Time Flat, by bestselling author and fellow Delray Beach resident Michael Masterson.
Customer acquisition in an early stage law firm (to apply the concepts in this book to the legal market) requires accuracy in targeting your audience, pricing your legal service, and convincing prospects to choose your firm.
The author suggests researching the market to identify how other firms are achieving success in attracting clients, then taking similar actions. For lawyers, this is likely to be SEO and Internet marketing, referrals, TV or billboard advertising, speaking, publishing, and organizational networking.
Even though you may be offering similar legal services, however, you want to make yours stand out in the mind of the buyer. Your “Unique Selling Proposition” (USP) should highlight a single compelling benefit of your service above all the others. Finding a way to make your law firm different can translate into revenue and client retention on the bottom line.
By the way, nothing is more important than selling when first building your book of business cautions the author. Especially if you have your own firm, don’t get sidetracked by “nice to have” trappings or systems.
This is an informative book written by a master of marketing. While it is particularly well suited to information and consumer products, it reveals many highly effective direct marketing techniques.
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