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In-House Sales Coaching

By Adam L. Stock

The business of law is changing rapidly. The trend toward consolidation of outside service providers by client companies has accelerated, and is coupled with the demand to harness legal expenditures by the executive teams of these companies. Law firms must now sell the value of the business they are seeking, and must sell the breadth of their services in increasingly complex sales situations. These functions and skills, in most industries, fall within the domain of the sales professional.

That law firms should have a sales focus is evident. What form that sales function should take is less clear. Choosing an appropriate form and implementing a sales function is a critical challenge facing the management of all law firms. The form is dependent upon the culture and tenor of a firm. However, the leadership issues of communicating the imperative of having a “sales orientation” as well as implementing professional development for business development skills are universal.

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