Authentic Self-Promotion and Sales Strategies for Lawyers

This presentation explores how lawyers and other professionals can promote themselves and their services authentically without sounding “salesy.” Sandra Bekhor and Mark Hunter examine strategies for self-promotion that emphasize empathy, credibility, and client-focused communication. Key themes include reframing achievements through collaborative language, aligning messages with client needs, managing expectations through responsiveness and transparency, and building trust by being clear about limits and referrals. The discussion also addresses how professionals can strengthen referral networks, structure effective initial consultations, and close engagements with confidence while balancing value and cost. Practical takeaways highlight the importance of patience in business development, tailoring communication to different practice contexts, and sustaining relationships that support long-term professional growth. This presentation delivers actionable insights that blend marketing expertise with the realities of legal practice, making it highly relevant for lawyers seeking to expand their practices in a client-centered and professional way.