Beyond Solutions: Win with Wisdom Selling

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Beyond Solutions: Win with

Wisdom Selling™

LMA/ALA St. Louis August 20, 2014

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Program Objectives

- Review key trends in legal business development

- Introduce a framework to re-imagine the

sales process as an act of “lawsulting” (business consulting and legal advising)

- Discuss best practices for packaging and sharing critical insights, knowledge and

wisdom to generate new business leads and motivate clients to take action

- Provide tangible, concrete tips to accelerate revenue, build a sales pipeline and develop authentic client relationships that out-behave the competition

- Wisdom Selling™, Lawsulting™ and Great Law™ are all trademarks of Akina Corporation

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Marketplace Trends

- Quality and technical expertise are table stakes.

- Client loyalty is being tested with failure to execute the basics.

- Clients continue to cry out with a “know my business” plea.

- Sales pitches feel like a “sea of sameness” to clients.

- Lawyers continue to pitch with a “give me” self interest.

- Competitive selling requires a disciplined approach to building a sales pipeline.

- Closing the deal and making the “ask” may

be required multiple times before billable work comes in the door.

- Sales pitches that simulate the client

experience “leave a mark” even when there is no urgent reason to work with your firm.

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Know My Business &

Lawsulting

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Know My Business

- Basic Hygiene

- Know my language and metrics

- Know my business performance drivers - Know my key industry trends and business

climate

- Insight

- Know how I can capture opportunity in the current market environment

- Know my customers and competitors and the implications for me

- Wisdom

- Integrate your knowledge of my business, my industry, my customers and competitors with your knowledge of other businesses, industries, customer and competitors to proactively suggest opportunities that have not yet occurred to me

- Help me “dream out loud” to innovate and invent new opportunities

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Convergence & Lawsulting

- Expert Consulting – to challenge and provoke

- Technical expertise - Situational expertise - Industry expertise - Other

- Process Consulting – to facilitate and engage

- Organizational expertise - Efficiency and effectiveness - Change management expertise - Other

- Lawsulting – to deliver expert and process consulting with authentic risk advisory

- Consulting plus The Law - The Penalties

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Know Your Buyer Types

–

Personality types and preference

are generally gauged by the pace

at which someone works and the

priority he/she places on tasks or

people.

–

As a general guideline, there are

four personality types to consider:

Types Pace Priority Mantra

Analyzers Deliberate Tasks Ready, Aim, Fire

Relaters Relaxed People Ready, Ready, Ready

Socializers Energized People Ready, Fire, Aim

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WisdomSelling & AGILE

- A New Era & Conversation – Great Law

- The Experience Economy

- Reimagining Currency - Financial - Relational - Reputational - AGILE - Authenticity - Generosity - Intentionality - Leadership Mindset - Engagement

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DNA of Business Development

Target Relationship

Building Transition Execution Sales Closing the Deal

Identify contact within your target market and find the “in” that establishes affinity or interest in having a relationship Build and nurture the relationship with authenticity and provide solutions to problems that should be solved Be aware of any triggering event that happens that aids in identifying a legitimate legal need, problem, opportunity, etc. Execute a sales process that may include introductions, content, pitches, solution planning and proposals Close business when you satisfy the 6 Qualifiers: - Problem - Solution - Urgency - Access - Expectations - Budget Time Stage

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Where WisdomSelling Lives

Target Relationship

Building Transition Execution Sales Closing the Deal

Identify contact within your target market and find the “in” that establishes affinity or interest in having a relationship Build and nurture the relationship with authenticity and provide solutions to problems that should be solved Be aware of any triggering event that happens that aids in identifying a legitimate legal need, problem, opportunity, etc. Execute a sales process that may include introductions, content, pitches, solution planning and proposals Close business when you satisfy the 6 Qualifiers: - Problem - Solution - Urgency - Access - Expectations - Budget Time Stage

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The Sales Process

Pre-Meeting Prep Discovery Meeting Time Boxed Follow-up Qualification, Pursuit and Solution Meetings Closing the Deal

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Preparation is a Sign of Honor:

The Core Four

1. Key Objectives

2. Relevant and Insightful Messages

3. Discovery Questions

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“Must Haves” to Close

- 6 Qualifiers - Problem - Solution - Urgency - Access - Expectations - Budget

- Decision Maker Map

- Emotional/Political landscape

- Influencers/Gatekeepers

- Decision making criteria

- Buyer Readiness

- Urgent problem

- Believe in your solution

- Rate = Value

- Credibility

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Discovery Questions

- Platinum Rule

- Engaging Emotions

- Credibility – Character and Competence

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Packaging Wisdom &

Depositing Value

- Business/Marketplace Trends

- Business Opportunities/Derailers

- Shadowing & Day-in-the-Life Investment

- Insight Offerings & Assessment

- Staged Theatre - Audition

- Facilitated Case Studies

- Strategy/Leadership Principles

- CLE Quality Education

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Getting to “Yes” – Closing

Techniques

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Getting to “Yes” – Closing

Techniques

- Neutralizing the “No or Not Yet”

- Countering the “Keep You in Mind”

- Kicking the “Comfort Zone”

- Developing the “Dream Out Loud”

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Potential Next Steps

- The Fundamentals:

- Authentic relationship building and other-centered problem solving

- The Core 4 for Preparation

- Closing through the Six Qualifiers

- Leverage SuperFans through Client

Experience

- Wisdom Selling & Lawsulting:

- Make investments to “Know the Business”

of your clients and prospects

- Match sales team styles to buyer styles

- Package wisdom and insights in repeatable and reusable mediums

- Set the Stage to close before the “Ask”

- Make the “Ask” with Authentic Reasons (4 IN’s) and Definitive Next Steps

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