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• The Challenger Sale: Taking Control of the Customer Conversation

  By Burkey Belser

  Posted on June 14, 2012 at 12:01 pm

  

  I read recently that the long-term effects of a prolonged recession were debilitating in unexpected ways, so be on high alert. Even for an optimist, it can be a tough slog. Clients have taken over the wheel like in some bad shoot ‘em-up, wanting everything for, well, not much. Of course, lawyers have to demonstrate value, but how can you/we do that, really? There’s a great book called The Challenger Sale. You should all read it. It debunks relationship selling with a new model, called something like ‘disruptive selling in an Internet world.’ Very insightful.

  So, a client calls. Rather than spend an hour on the phone, spend an hour writing out the six big ideas you would give that person. Send it to them and to 10 others with the same question. If you’re not such a great writer, then give those suggestions on the phone, but record the conversation so you can edit it later for broader distribution. I’ll go out on a limb here and say the Internet has commoditized everything, even significant expertise. Why? Because now you can find what you could not find before.

  Back again to…how do you add value? By repositioning the client’s perception of the problem on their desk. Have at it. I ran out of my three minutes long ago.

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