Why Traditional Sales Techniques Do Not Work For Lawyers

Developing the Next Generation of Rainmakers Why Traditional Sales Techniques do not Work for Lawyers I have read many books about selling and sales. One book I read a few years ago is The Contrarian Effect by Michael Port. The essence of the book is that the traditional sales model no longer works. I  argue that it never worked for lawyers. In the Introduction, Port describes eight major signs pointing to shifts in the market and the manner in which customers (I will use the word clients) want you to interact with them. When you read this list, think about your own clients. How can you use these points to be more valuable to potential clients when they are searching for a lawyer?   I practiced law for 37 years developing a national construction law practice representing some of the top highway and transportation construction contractors in the US.