Do your research
There is no excuse today to not research targets. Ten minutes on LinkedIn, Facebook, even the good ol’Google should provide insight into me as an individual, my role with the firm and how your product or service might be work for me. Failing that, ask me what I do in the realm of whatever you are trying to tell me and then listen to my answer. Use my answer to probe further or offer up a synergy of some kind. I recently had a sales person fail at this exercise when, after hearing my answer to her question, responded with (and I am loosely paraphrasing) “oh, well this product is not for you then, we have better success with firms who want to be innovative”. I hope she wasn’t suggesting that I am the poster child for stagnant approaches to laws firms. A quick read of my LinkedIn profile suggests otherwise, I think. I shouldn’t have to say it, but don’t insult your prospective clients either.
Study the Site
As it happens, laws firms, like any businesses today, have websites. The websites, like the firms, vary in their sophistication but at the very least the sites will tell you something about a firm. Visit that site before you pick up the phone. Don’t, for example, try to sell a litigation boutique access to your corporate database or a Canadian firm exclusively US content without making the case for why I should listen beyond the initial pitch. If a firm very obviously can’t benefit from your product or service don’t pick up the phone or draft the email.
I work in Marketing we invented catch phrases and slogans. Please use your own language when you call me to tell me about your product or service. I don’t deal well with jargon or salesy chatter that describes specifically nothing. Don’t tell me what “law firms” all over are doing or are interested in, as it assumes that I don’t know my business and that I am relying on people like you to tell me what I need. I don’t. I do my own research, but if you were to call me and tell me how another firm in a similar geographic area or with similar practices is benefitting from your product or service, I am all ears.