Adam Caplan continues his series on how to grow a law firm
In this article I look at the truth of selling and in the next explode some myths about how to get clients to act now instead of months or years down the line.
What is selling?
So first, let’s consider what selling is and what it isn’t. Here’s the standard concept of selling: selling can be defined as the act of a salesperson persuading or convincing a customer to take their product or service by telling the customer all about the features, advantages and benefits of owning or using what the salesperson is selling.
Selling is perceived to be a difficult task as any salesperson will have to talk to customers who instinctively don’t trust the salesperson and don’t necessarily want what is being sold to them. The salesperson keeps trying, again and again with more and more customers rejecting them until they get the results they want. Salespeople get huge rejection from cynical customers which in turns makes them cynical and the circle of mistrust is
