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27
W
hether they realize it or
not, attorneys and firms are
selling themselves to their
clients. Knowing your clients,
competitors, and the litigation
landscape is essential to growing business. There are lessons
that law firms can learn from their litigation data vendors to
be more proactive. In this article, I'll share some observations
drawn from my 20 years of experience working in various
sales roles in the legal industry. For the past 15 years, I've
worked closely with attorneys and staff in hundreds of law
firms and corporate legal departments to understand business
challenges and how legal research, data and analytics can
help them solve problems and drive business.
This is a high-level overview of how salespeople in the
litigation data space and law firms incorporate court data and
legal analytics into sales motions and business development
that I hope law firm business development and marketing
professionals will find useful.
Know Your Clients
One of the first things that I do when I begin selling a new
SaaS solution or start working at a new company is to use
the CRM and institutional knowledge to understand who
existing clients are, their use cases, and why they buy from
us. I also use litigation data to gain insight into their case
volume, top clients, and competition. The goal is to identify
Lessons Law Firms Can Learn
About Business Development from
Their Litigation Data Vendors
by Sona Hamilton
