Most sellers, particularly lawyers and other professional service providers, sell rationally: by trying to persuade or prove to the buyer why they are the best solution. But the science of sales tells us that buyers make their decision on what to purchase based on emotion or “gut feel” rather than a rational decision making. This problem—the mismatch between sellers’ and buyers’ behaviors—is called the Buyer-Seller Paradox. There is an inherent conflict between the way most buyers buy and the way most sellers sell.
Defining why your clients do business with you is key to client retention and revenue growth. Buyers always have a choice and it’s likely they work with you because of the value you provide. It is up to you to define what that value is to replicate those profitable relationships.
Understanding your buyer and articulating your value will help you differentiate your message. Many law firms have the same pitch. They claim to be service-oriented, client-focused, the best at what they do. Don’t swim in the sea of sameness.