TRUST-Based Selling for Lawyers - 5 Steps to Winning More Clients

Introduction

The way lawyers win work is changing. Buyers of legal services are increasingly allergic to traditional sales tactics—and yet, relying solely on word-of-mouth and luck is no longer a viable growth strategy. This practical session introduces TRUST-Based Selling, a counter-intuitive but proven approach tailored for lawyers who want to build strong pipelines without compromising their professionalism - no pushiness or gimmicks.

Viewers will learn a five-step, relationship-led process for growing their practice - by targeting the right people, building genuine rapport, offering unique insights, and serving before selling. You’ll walk away with tools to build a sustainable stream of opportunities and a repeatable system to manage your pipeline, without ever needing to ‘close’ or ‘pitch’.

This session will be particularly valuable for lawyers in private practice or in leadership roles who are under pressure to originate new business or support firm growth. Expect honest answers to common challenges - such as ‘How do I ask for business without sounding desperate?’ - and walk away with practical tips to apply immediately.

What You Will Learn

This live and interactive course will cover the following:

• Why traditional business development techniques often fail for lawyers - and what to do instead
• The five steps of the TRUST-Based Selling process:
• Target: How to identify and connect with the right people
• Rapport: How to build trust without being transactional
• Unique Value: How to stand out by offering real insight, not just credentials
• Serve: How to add value before asking for work
• Transact: How to turn relationships into recurring, referral-driven work
• How to apply the TRUST model through your own authentic strengths and preferred habits
• How to build and manage your personal pipeline using a simple system
• How to overcome common mindset barriers (e.g. “I hate networking” or “I don’t want to sound pushy”)

Recording of live sessions: Soon after the Learn Live session has taken place you will be able to go back and access the recording - should you wish to revisit the material discussed.