How About Them Apples?

by Cheryl on July 20, 2011

If you are selling apples, peaches, pears, or CRM systems for law firms, pay close attention to this post.   The following information may make a difference between a sale and an ignored call.

I got the idea to write about how bad sales just as a bad PR strategy from who authors .   This post is especially important if you call on people like Heather, who is an influencer in the legal marketing industry and author of a popular blog that is read by hundreds of people who seek out her advice about the latest products and services for the industry.

Her post today outlines a vendor call .  She uses apples as the product, but please substitute your product into the scenario. What can we all learn from Heather’s rotten experience?

  • Sales is about understanding the needs of your clients.  It’s about developing a relationship.
  • Don’t be pushy.  Provide an easy, positive experience with you as a person, not your product.
  • Just because another firm uses your product, doesn’t mean everyone will want it.  Again, understand the needs of the firm and ask yourself whether that firm can really use your product or service.
  • Asking someone to buy your product means they have to admit the current solution is inferior to what you are selling, and the time and money invested in that solution is worth throwing away when they switch.
  • It’s about understanding that they may not need your product now, but possibly in the future.
  • And if your product isn’t replacing an existing service, then you have to be prepared to prove that their life/business will be better bybuying what you are selling.
  • And, most importantly, a great sales experience may lead to a great referral.

How about them apples?

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{ 1 comment… read it below or add one }

July 20, 2011 at 4:35 pm

Great post, Cheryl

As the conversation is continuing in the comments section, it did hit me: I have great relationships with vendors/service providers across the country. I don’t consider them to be anything less than trusted advisers, friends and colleagues. I can call upon them when I have a situation or a problem that I need feedback, or advice.

None of these people has ever called to ask me to buy a product. However, whenever I need to purchase their services, or in an opportunity to introduce their products to my firm, or refer them to someone else, I know whom to call.

I’m in the legal marketing industry for the long haul, and one of the reasons is my relationships within the industry. I value those relationships more than any product/service sold.

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