Years ago, I saw a booklet titled: The Pocket Guide to Selling Greatness, by Gerhard Gschwandtner. In the book he references definitions of selling given during his magazine, Selling Power’s leadership conference.

One definition given was: Selling is an art and a science. The science is the ability to diagnose a problem and find the best solution. The art is the ability to create the relationship and to co-create the solution with the customer. (Check out the other definitions because they are worth thinking about also.)

That definition struck home with me. As lawyers you were taught to diagnose a problem and find the best solution.You likely have great analytical skills.

You likely could spend more time learning how to create the relationship with your clients and learning how to co-create the solution with them. You can do that most effectively by asking great questions, listening and uncovering their needs,

To build the relationship you must focus on building trust and rapport. You build trust by putting your clients’ interest ahead of our own and by consistently meeting or exceeding expectations. You build rapport with our clients by getting to know them on a personal level and, if they are in business, getting to know their company.

When your clients trust you and feel a connection with you, then you can co-create the solution.

What steps are you taking to become more effective in the “art” of selling? If you share them with me, I will give you my feedback.

Reminder: As part of my webinar series, we still have some slots for the October 2, 2014 Webinar: Develop a Niche Practice and Differentiate Yourself Webinar. I owe my success practicing law to creating a niche practice and differentiating myself from other lawyers and law firms. I will share my ideas with you.