Q: How can I get my mind around pursuing business if I’m a lousy salesperson?
A: If you believe the work you do allows you to solve the legal problems of individuals or entities, try reframing the sales challenge into, instead, the process of offering needed help. That should also help you reject the mental image of the pushy, overly aggressive, brazen braggart who gives sales its bad name. The process is one for which lawyers are actually suited–requiring organizational and communication skills, maturity and persistence.
Lawyers also tend to be reluctant to access their contacts, as if business development is about cold sales calls. Rather, it is about moving from person to person, through warmth and vicarious goodwill. Focus on commonalities and relationships, rather than, as Blanche DuBois famously said she always did, rely on the kindness of strangers.
I hope those suggestions help with your mindset and, thus, your approach to sales and marketing…and result in business generation that you can even learn to enjoy.