The sales funnel is a popular metaphor that instantly helps business developers visualize the sales process. But it doesn't tell the full story.
While the funnel is instructive, lawyers cultivating relationships with potential new clients must consider the conditions for alignment. It is as we identify and meet these conditions for each individual prospect that we convert our leads into clients.
Creating Conditions for Alignment
Clients generally seek lawyers when they have a specific need in mind. At its simplest, business development may merely involve proving a skill to match a need. You need product liability counsel, I've defended thousands of chainsaw claims, bingo, true love. Sometimes, it works.
In most instances, lawyers must meet multiple conditions:
Even when a client (desperately!) needs product liability counsel with chainsaw experience, a qualified lawyer still likely must meet other conditions, such as being known, liked, and trusted (or being able to quickly establish likability and trust); front of mind; available; affordable; and suitable--among others.
Identifying and meeting these conditions for alignment is the how by which lawyers slide their way down the sales funnel and bring prospects along with them.
Pro Tip: If you've been courting a client for ages and are still waiting for the magic moment when they bat their eyes and say "We want to hire you and your team," maybe it's time to just ask them: "What would be the right conditions for us to work together?" The examples above can help you guide the client through the what-ifs so they know when they should be thinking of you.