Foreword by Beth I.Z. Boland
Introduction–The World of Law Firms Today
CHAPTER 1: So, How EXACTLY Do You Sell Legal Services ?
What Really Works?
Selling: What It Means
Marketing Versus Selling
You Have the Power—Recognizing Your Hidden Talent for Rainmaking
The Successful Woman Rainmaker
Qualities of a Strong Rainmaker
Relationship Building Is a Strength of Many Women
The Unique Aspects of Selling Legal Services
Aggressive Is an Okay Style for Representing Your Clients and It Works for Sales Too!
Stating Your Case: Selling Is Selling, Whatever Your Field of Law
Viewing Opportunities and Pursuits from the Client Perspective
Are You Ready?: As Long as You Know the Rules of the Game, You Can Play It
Working Tool: Perceived Strengths and Areas for Improvement

The Woman Lawyer’s Rainmaking Game
The Sale Process—An Overview of the Stages
Discussion Questions
CHAPTER 2: The Sales Process: Pre-Approach
Getting Organized: Your Marketing Action Plan
Form 2A: Sample Practice Description, Health and Life Sciences
Life Sciences and Health Industries
Form 2B: Marketing and Sales-Oriented (Results-Focused) Biography
Focus Your Efforts: Choose Your Target Markets(s)
Create an Individual Marketing Action Plan (IMAPsm)
Working Tool: Form 2C: Individual Marketing Action Plan (IMAPsm)
Working Tool: Form 2C(1): Sample Individual Marketing Action Plan (IMAPsm)
Working Tool: Form 2C(2): Individual Marketing Action Plan (IMAPsm)
Working Tool: Form 2C(3) Individual Marketing Action Plan (IMAPsm)
Stay on Track: Keep a List of Tasks
Working Tool: Sample Individual Sales and Marketing Task List
Working Tool: Blank Individual Sales and Marketing Task List
Determine Your Investment: What Is Building a Successful Practice Worth to You and How Many Minutes/Hours Will You Invest Monthly Into Your Rainmaking Development Account?
CHAPTER 3: The Sales Process: Approach
The Importance of Attitude
Investing Time Wisely
Determine Ways to Meet Potential Clients
Leveraging Firm Seminars and Association Memberships
The Telephone Is a Great Selling Tool. Cold Calling Is Not for Everyone, but it Might Work for You
Making the Most of Trade Shows and Other Approach Opportunities
Seminars and Sponsored Trade Events Are Not Just for Strutting Your Stuff!
Brochures and Handouts Are Strong Sales Tools if Used Correctly
How and When to Use Sales Tools So They Work for You
Building Business Is About Building Relationships
Client Development: Approach Opportunity
Tips Sheet: Trade Shows
Beginning to Forecast Your Potential “Wins”
Working Tool: Client Development Monthly Forecast
Expert Perspective: The Art of Networking
The Importance of Goal Setting When Networking
How You Can Create a Professional Presence in the Eyes of Others
When to Arrive and the Hour to Leave to Give Yourself “Presence”
Skills That Make Others Feel Good
Networking Is Also Listening
Ways to Empower People
How to Make Networking Work for You
How to Network Without Leaving Your Office
Networking Is a Long-Term Process
Working Tool: Approach Tip Sheet: The Art of Mixing and Mingling
How to Establish Instant Rapport with Others
How to Politely Get Rid of a Bore
The Four Key Ways to Feeling Comfortable in a Room Full of Strangers
Phrases to Use When Interacting with Someone You Have Just Met
How to Begin Enjoying Those Dreaded Business Functions
Making the Most of Your Speaking Opportunities and Presentations
Working Tool: Seminar Follow-Up Strategies Checklist
CHAPTER 4: The Sales Process: Qualify and Assess Needs
Determining Viability of Prospective Clients—How They Work with Outside Counsel
Needs/Benefits Worksheet
Stay In Control of the Next Step, It’s Your Game to Win
Sales Case Study 4-1: Qualify and Assess Needs
Know Your Audience at All Times
The 80/20 Rule of Listening and the Art of Asking Open-Ended Questions
Sample Selling Questions to Ask Corporate Decision-Makers (in a Company Setting)
Sales Case Study 4-2: Qualify and Assess Needs
Sales Case Study 4-3: Qualify and Assess Needs
Tips on Effective Listening for Building Relationships
Understanding the People Part of the Sales Process
Personalities Play a Key Role in Building Relationships
Selected Personality Characteristics Chart
Working Tool: Understanding Personalities
Team Selling Can Be Successful — Make Sure You Are a Major Member of the Team
Tips for Team Selling
What You Learn Now Sets the Stage for Closing
When You Are on the List of Preferred Outside Counsel
CHAPTER 5: The Sales Process: Strategize
Keeping in Touch With Contacts Is a Key to Building Business
Using Those Tickets, Dinners, and Golf Games to Your Advantage
Sample Schedule for Keeping in Touch
Setting the Stage for Closing the Business
Personality Fit: A Sales Case Study
Strategizing for a Real Opportunity
Practice Makes Perfect

CHAPTER 6: The Sales Process: Address Needs and Present
When You Talk, You Are Presenting
A Role-Playing Case Study
Checking In So Your Prospect Does Not Check Out
The RFP Response and Determining the Response Strategy
Tips for Mastering the Request for Proposal Process
Take the Bull by the Horns
Where the Marketing Team Fits In
How Much Is Too Much?
RFP Logistical Tips
Sample Presentation PowerPoint
CHAPTER 7: The Sales Process: Asking for the Business and Closing
How Do I Go About Getting the Business?
In Sales, Never Put Anything Off to Tomorrow
No Follow-Up Often Means No Business
Big Bank Case Study
There’s No Magic—Don’t Beat Around the Bush, Take Control
Trials and Demos Work for Law too
The Prospect’s Investment—Making Them Use Their Time Wisely, While Investing It in YOU
In Person Is Always Stronger than By Mail or Phone
Overcoming Objections
Addressing the “Price” Objection
Working Tool: Objections Worksheet
The Myth of Closing
Tip Sheet: A Brief Primer on Professional Selling
CHAPTER 8: Maintaining Client and Contact Relationships
Keep In Touch—It’s Critical to Your Long-Term Success as a Professional
Who, What, and How Often to Connect with Contacts
CRM—What It Means to Your Client Maintenance Program
As Soon as You Obtain a Client, They Become Someone Else’s Prospect
Clients Consider You Their Lawyer Even When They Aren’t Actively Working with You
Key Tips for Staying in Touch with Inactive Clients
CHAPTER 9: Key Client Strategies for Retention and Grow th
What Is a Key Client?
Why Care About Key Clients?—What’s the Opportunity?
Establishing Ten Key Client Sales Initiatives at Your Firm
CHAPTER 10: Sales Confidence—Build It and They Will Come
The Good News
Why Being Smart Or Working For A Big Firm Just Aren’t Enough
Rainmaking Skills
The Right Attitude
Women And Relationship Selling
Superlearning And The Big Switch
Feeling Competent Boosts Your Confidence
The Resilience Factor
Just Say No To Negatives
Building Your Confidence
Find A Good Mentor
The Dilemma Of The Strong Woman
Feelers And Thinkers
It’s Not Selling, It’s Helping
CHAPTER 11: Connecting with Clients
Your Clients Are Your Most Valuable Asset… and Another Lawyer’s Prospects
Contact Your Client for Feedback Before Your Client Contacts You
Proven Methods for Building Good Relationships with Clients
Using Market Research to Learn About What Works for Clients
The BTI A Team
Form 11A—Short Client Survey
The Proof is in the Pudding
The In-House Counsel and Senior Decision Makers Speak on Selling, Legal Services, and Women Lawyers
Ten Client Development and Service Strategies for Success