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Management Assistance Program

Buyer Journey: What Lawyers Should Know About the Psychology of Paying for Goods and Services

By Jim Calloway

Marketing and sales is not typically taught in law school, except in the negative. There is significant attention paid to the possible ethical violations associated with inappropriate solicitation or other problematic approaches. But there is little attention paid to how to appropriately market.

Many standard sales techniques are not appropriate for legal marketing. There is much written on how to get a reluctant buyer to close the deal. But pressuring a reluctant potential client into hiring you is a poor approach.

In Buyer Journey: What Lawyers Should Know About the Psychology of Paying for Goods and Services, Mayowa Oyebadejo shares some insightful information on the four stages of the buyer journey. With so much marketing and commerce taking place online, these insights should be useful to any practicing lawyer. Mayowa Oyebadejo is representing PracticePanther at the OBA Solo & Small Firm Conference and will be giving a talk there on “Improving Your Firm’s Cash Flow Through Compliant Online Payment and Accounting Practices.” The Early Bird deadline for conference registration is June 6th. Visit the conference website and register today.