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Selling services: How to improve partners' BD skills

Sales training programmes aren’t enough to enhance partners’ business development capabilities, say Rob Lees and Derek Klyhn 

18 September 2014

Business development is now at the top of many law firms' agendas. In the past, firms have introduced myriad initiatives to increase revenues, market size, market share and profitability, but most have failed to develop a self-sustaining sales culture.

The failure to make business development an integral part of the way they 'go to market' is a failure to ensure partners have the business development capabilities they need. Critically, it is a failure to help partners to feel comfortable with operating outside of what they deem to be their technical expertise - something which is clearly related to the make-up of people who self-select into the profession.

People opt to join a professional services firm rather than a commer cial company because they want to be at the forefront of the interpretation of the body of knowledge associated with their profession. Being at the leading edge, together with the desire to serve clients, is what motivates p...

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