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<b><i>Sales Speak:</i></b> Law Firm Bus Dev

By Bruce Alltop

The legal market continues to change. One thing that continues to remain constant is the difficulty that law firms and lawyers have with identifying and communicating how they differ from their competition. The most common refrains that I hear being used when asked the question, “Why should clients retain you?” include the standard “quality, responsiveness, communication, practical advice,” etc.

The reference to deep industry experience is bantered around, too, but all too often, not in a manner that truly differentiates. This article offers two suggested solutions to the differentiation conundrum; the first of which relates to the go-to-market approach itself and the second relates to the communication of value.

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