We all face challenges in the business of a law practice. We were taught in law school that we have to ask the right questions in practice to get the necessary answers for our clients. (Litigators, you especially know what I mean!) But somehow, we forget what that means for our own businesses.
I recently spoke with a lawyer who was looking for help in landing new business, who told me that she needed to improve the way she asked for business. That’s hardly unusual, but I wanted to be sure that she was presenting the right problem, so I asked about her sales conversations. When we dug into it, I discovered that a very high percentage of would-be clients she met actually hired her. The diagnosis of her sales problem? None. She needed to have more sales conversations, not better ones.
Another client once told me that he just didn’t have time to get everything done. After checking into his daily activities, I realized that lots of little tasks were eating up his time and he wasn’t effectively using the resources at his disposal. His problem wasn’t a lack of time. His problem was a lack of focus on his top priorities.
Sometimes seeing the right question is as simple from shifting from “why won’t those cheapskates pay my fees?” to “how can I make my fees more affordable and still deliver value?” Or it can be as murky as recognizing that the problem isn’t your elevator pitch but rather that you hate networking so much that you unintentionally send out signals that you want to be somewhere, anywhere else – or perhaps even that you would prefer to practice a different kind of law or to do something else altogether.
What challenges are you facing right now? What have you told yourself about those problems? What are you missing? And, more specifically, who can help you see the truth of your challenges?
And if you’ve been trying to solve a problem, remember Einstein’s observation that “No problem can be solved from the same level of consciousness that created it.” Just like it’s difficult to scratch your own back, it’s difficult to step outside a situation in which you’re intimately involved. It’s critical to have a trusted colleague, a mentor, or a coach (ideally, a full “board of directors”) who can help you to examine your challenges so you know you’re working to answer the right questions.