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Client Speak: Insiders/Outsiders

By Allan Colman
November 27, 2007

By now you've heard it thousands of times ' If you want to sell, know your target. If you're a lawyer, don't bedazzle them with nonpareil insights into Markman or Title VII or the best arguments in support of federal preemption in a product case. Your expertise is really a pretty cheap commodity no matter where you graduated law school. C-Suite buyers won't care; in-house counsel, who've heard it all before, are even less impressed. Instead, bedazzle the buyers with your knowledge of them, because that's what they care about. To paraphrase PR guru Richard Levick, everybody listens to the same radio station: WIIFM, which stands for 'What's In It For Me?' The problem, though, is that we are all guilty of talking about 'client knowledge' without necessarily knowing what it means.

Client knowledge starts, really, with some basic common sense. I once chatted with a lawyer who was representing a major gun manufacturer. He and his partner bought two guns for themselves and learned how to fire them. The client, facing product liability cases, liked that.

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