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Experts Weigh-In on How Lawyers Can Master the Art of Social Selling

Lawyer Looking At His Phone

Lawyers aren’t the most social bunch. At least, that’s what we’re meant to believe. In the legal industry, there tends to be a belief that attorneys are shy and introverted individuals. And while there’s nothing wrong with being introverted or anti-social, today’s hyper-connected world almost requires them to be vocal over digital channels to grow their law firms.

But is there any truth to this myth? And, if so, how can lawyers conquer today’s interaction-driven marketplace?

We recently spoke with social selling and legal experts Alexander Low and Joshua Lenon to find those answers. Through their combined background in the legal sector and experience with social selling tactics, they have some excellent advice for the “anti-social” lawyer and how they can hone their social selling skills to overcome any social obstacle.

Read on to discover their top-notch advice.

Lawyers Are Anti-Social, True or False?

False. Even though this myth is prevalent in the marketplace, it isn’t truthful and is rather misleading.

As a lawyer who travels around the world to counsel law firms and their attorneys, Joshua knows better than most just how social lawyers are. In fact, Joshua is adamant that “lawyers are the most gregarious people I know.”

“If anything, I’ve noticed that others tend to be shy around lawyers. Strangers, and even friends, sometimes feel the need to qualify their statements as jokes, fearful that the lawyer will ‘report them,’” Joshua says.

Alex, on the other hand, finds a kernel of truth to this statement, but only as it pertains to social media.

“Legal services have traditionally been bought through one-to-one relationships. Personal branding over social media is a complex strategy that law firms and lawyers have been slow to understand. It’s a part of the ‘we have always done it this way’ syndrome,” Alex claims.

So while lawyers are actually sociable people, they haven’t been quick to adopt social media and use their personal networks as a tactic for growth — a missed opportunity that could lower acquisition costs and improve client loyalty.

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Social Media: The Gift Lawyers Didn’t Know They Needed

Not only is the anti-social lawyer a myth, but it’s also a myth that good social media use requires a sociable person. Think about it: online there are no meetings, social cues, or expectations. Part of the pull of social media is that it allows people to communicate and share instantly while playing by their own rules of interaction.

Joshua explains it well: “Social media is actually a boon for lawyers that struggle with in-person networking. Online communities and social media lets introverts interact with the world on their terms.”

In addition, individuals can take their time to craft their messages or responses to make sure what their sharing is noteworthy and thought-provoking. This is time that you can’t buy in an in-person meeting or even on a conference call. Social media allows the anti-social lawyer to share their thoughts without the anxiety, awkwardness, or protocol of traditional interactions.

For these reasons and more, lawyers need to get on the social media horn to grow their personal networks and bring in new business for their firm.

One of the biggest struggles any social media user has is figuring out what to share and to whom. After all, what they post will not only be a reflection of them and their personal brand, but also their company. If you’re wondering the same thing, you’re in luck because Joshua and Alex have some tips for you.

“Social networks are the best platforms for you to share content that is relevant to your legal expertise. You’re not selling a product or service, you’re selling your knowledge,” Alex shares. “This helps elevate your personal brand, as well as your law firm, as a subject matter expert in your own right.”

And now that you have the content, there’s still the task of sharing your content with the world and controlling who sees it. To do this, both Alex and Joshua recommend tools like Twitter, Tweetdeck, LinkedIn, LinkedIn Sales Navigator, Hootsuite, and Microsoft Social Engagement. Why are these important to add to your legal marketing toolbox?

“These tools let me control what conversations I want to see and how I can participate. Using such strategies has enabled me to connect with lawyers, experts, and thought leaders around the world, as well as their networks,” Joshua says.

With social selling as a legal marketing strategy, your legal expertise will have a much further reach than ever before, bringing in more clients and creating stronger industry and client relationships.

Today’s World Is Social…

…But that doesn’t mean you have to be extroverted or outgoing — it simply means you need to put yourself out there with messages you’re confident in. If you’re ready to get started, we’re here to help you dip your toes in the water with these four effective social selling strategies.

For more insights from Alexander Low, check out his in-depth article on lawyers and social selling or download or Paint a Complete Picture eBook featuring Alex’s thoughts on relationship intelligence.

If you’re looking for more great reads, check out Joshua Lenon’s recent article on the next phase of legal technology. Hint: It’s already been built.

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