How to sell solutions to problems

Some barristers struggle with the idea of selling their services. A shift in perspective can help.

The context & opportunity

In 2016, the number of public access clients who searched for the services of a barrister via the Public Access Portal was 65,000. This rose slightly in 2017 to 75,000 and jumped dramatically to 189,000 in 2018*. 

This suggests that clients are bypassing your traditional sales channel (solicitors and clerks) and accessing your skills in a different way.  It’s time to work on your patter. 

Don’t sell. Solve problems.  

Compare these two sales scenarios

(1) “Hi. I sell wall-cladding. Do you want to buy some?” (Me)

(2) “Hi. Many people I speak to are looking for a cost-effective and proven way to insulate their homes, save money on their energy bills and reduce their environmental impact. I sell wall-cladding.” (My wall-cladding sales job supervisor).

I didn’t believe it would work either.  But my sales revenues in the next two weeks funded my first term at university.  

By reframing the way you describe your service in the language of your client you’ll move them one step closer towards instructing you. 

All you’re doing is getting them to take one step.   

The barrister’s sales situation

Any situation which puts you in a one-to-one situation with someone who can influence the decision about whether to instruct you is a sales situation.

Networking events are a junior barrister’s sales opportunity. For my QC readers, Beauty Parades are yours.

If you’re starting to panic, take a breath. You’re an advocate and you “sell” to the judge in court on a regular basis. 

So it’s going to be a case of transferring your finely honed selling skills to a different situation.

Problems & solutions

You can prepare for your sales situation by having a “problem – solution” sentence up your sleeve. 

A few words, written in your own voice, rehearsed in advance of your “pitch”. For example: 

“Hello. What do you do?”

“I work with local authorities to ensure that children living in our care system are safe and their human rights are safeguarded. I’m a barrister and I specialise in child protection.”

If you’re speaking to a potential client who needs your services now or in the future, you have primed them to consider instructing you.   

And they don’t have to burn a single calorie working out the specific problem you can solve for them. 

Everyday sales situations 

This is a real conversation I had with a barrister at a networking event. At the time, I was looking for someone to help me with a contract negotiation. 

Me: “Hello. How do you like to spend your time?”

Barrister: “Well. Don’t have much, honestly.  Er, yes, I’m a barrister.  I couldn’t get a proper job so I ended up doing this.”   

He assumed I wasn’t in a position to instruct him. We had a nice chat, but I didn’t ask for his help. I wasn’t able to work out whether he could solve my problem.   

How to access sales support

Are you connecting with clients, raising your profile and growing your practice every day?  I provide free resources every month to help you.   Sign up to join the hundreds of other barristers and Chambers staff members who receive the Jurilogical Edition every month. 

*Numbers provided by The Bar Council (February 2019).

By Heidi Smith
Creator of Jurilogical.com