Sales Vs. Marketing

Sales Vs. Marketing

Business Development can be seen as a Spectrum ranging from pure Sales, down to pure Marketing. They blend into one another. Sales is Proactive, often out of a lawyer’s Comfort Zone, and has short Response Times. If done well, Sales quickly generates revenues. Legal Sales activities include Cold Calls, Unsolicited Pitching, Sales Networking, Cross-Selling and Active-Referrals. Sales can be free.

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Marketing is the opposite: it is Reactive, in the Comfort Zone of the lawyer, and has long Response Times. Marketing includes Publications, Articles, Ratings submissions, and even Adverts. Marketing costs money. Law firms generally do a lot of Marketing. Lawyers generally need to do more Sales, as their Marketing is fine, and, while Marketing can be delegated, you must do Sales yourself.