Sales

Not shown: the empty bottle of Jack in this guy's carrel.

Last week, I derisively noted that legal blogs were pushing a silly story in U.S. News about great careers that you can pursue with a law degree. No matter how bad legal hiring gets, law schools like pushing the “you can do anything with a law degree” angle, based on the anecdotal evidence of those who were lucky enough to parlay their J.D. degrees into something non-legal.

Obviously, I’ve got some anecdotes of my own.

But here’s a job, a real live job, that’s actually being offered to law students as we speak (or type). If you really want to know “what you can do with a law degree,” take a freaking look….

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Ed. note: This is the latest installment of Small Firms, Big Lawyers, one of Above the Law’s new columns for small-firm lawyers.

Funny story: One day during my third year of law school, I overslept and missed an important session of my Sales class. The problem is, when I tried to get the notes for the class, the only one who had … pardon me? Yes, Sales. No, not UCC Sales. “Sales.” As in “How to Market and Sell Your Legal Services.” … So, anyway, the only one who had the notes … what’s that? You didn’t? Seriously? So how were you supposed to learn how to sell your services as a lawyer?

Turns out my story, which was going to be hysterical, was also completely fabricated. Like you, I didn’t learn a damned thing about sales in law school. But at the time (the early nineties), that seemed OK. It’s a profession, you see. Sales is for commerce. Lawyers aren’t in commerce; we’re in a vocation.

Yeah, right.

As the practice of law careens away from its eighteenth-century traditions, where clients just find you, lawyers today (and especially small-firm lawyers) need to rely on sales skills to bring in business. Since we didn’t learn these in law school, we have to rely on our natural sales ability. Unfortunately, lawyers tend not to have any.

In fact, as a group, we suck at sales. But the reason we suck will probably surprise you.…

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