Today’s Lawyers Need to Know More Than Just the Law

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To be a successful lawyer in an increasingly competitive marketplace, lawyers must also have established sales and marketing strengths.

The days of a lawyer hanging a shingle and relying on a solid reputation as a good lawyer to attract and retain clients are long over. Today, those attributes are assumed basics, and increased competition and client expectations are driving law firms to adopt many of the best sales and marketing techniques of top corporations in order to maintain competitiveness and to successfully build their practice.

In actuality, few firms provide sales training to their lawyers. Yet, those organizations that invest in lawyer marketing training and coaching have reaped the rewards. Lawyer marketing training and coaching can help lawyers recognize that selling is the natural outcome of authentic relationship building and problem solving. Participating in lawyer marketing training and coaching gives lawyers the client service tools and sales tactics that can accelerate results and help build the client base.

Competitive law firms understand that participating in lawyer marketing training that includes both coaching and sales components is a sign of strength and a commitment to future growth. These law firms are equipping their attorneys with the skills necessary to compete and survive in this new legal landscape.

Akina, a consulting and training firm, stands apart with its commitment to offering lawyer marketing training and coaching programs that teach lawyers sales approaches as to how to acquire new business from existing clients and prospects. Their process is unique. They work one on one with attorneys and teach them how to approach prospective clients in an authentic, genuine manner that builds relationships.

Among other key tools, Akina’s lawyer marketing training and coaching helps lawyers manage a sales process and close a higher ratio of prospects. With the tools in place from the lawyer marketing training, these lawyers are in the best position to achieve success and thus increase revenue for their firms.

“I attended Akina's lawyer marketing training and coaching and was very pleased with the results, particularly over the long term. I learned that the sales process doesn't have to be uncomfortable. There are genuine ways to build relationships that can lead to new business. Things like connecting my networks, hosting charity and social events to get to know my prospects personally, as well as writing articles to help professional associations with legal issues," stated Thad Felton, Akina lawyer marketing training attendee.

About Akina

Akina is a consulting and training firm that helps corporations and law firms become more profitable by teaching attorneys to be better at selling their firm's services. These services positively impact firm profitability by increasing firm and individual revenues.

Their consultants utilize their extensive experience in sales, marketing and business execution and leverage their proprietary frameworks, strategies and best practices to meet the specific goals of each client. Akina’s proven sales methodology demystifies the sales process and helps attorneys sell as professionals.


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Mike Stankus
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