LSSO Executive Profile Q&A — Silvia Coulter
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As a co-founder of LSSO, you've had a front-row seat to the evolution of legal sales. How has the role of sales and business development professionals changed over time - and what feels fundamentally different today?
We are beginning to see more sales professionals joining law firms. It’s a slow process, but eventually the legal profession will follow other professional services industries like accounting, architecture, and engineering in focusing on revenue growth opportunities. Let the lawyers practice law and hire a sales team to drive revenue. This is beginning to happen, but it sure has taken time to take hold! -
Strategic account management and key-client programs are getting renewed attention. Why do you see this as such a critical lever for the next phase of firm growth?
The most productive way to drive revenue is by retaining and growing existing clients. While the legal profession still has work to do to strengthen account management strategies, amazing opportunities exist for firms that embrace this approach and incorporate it into their future growth plans. -
What are the biggest opportunities (and potential risks) you see for legal sales functions as firms respond to evolving client expectations?
The biggest opportunities include:
- being savvy about forecasting revenue across the firm;
- focusing on existing clients and the growth opportunities they provide;
- modifying compensation systems to reward the behaviors firms want to see; and
- developing a recognition system that rewards results.
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In your experience, what's one small shift in mindset or behavior that can deliver outsized results?
Run the firm like a business. Do what is best for the firm – not individual partners. Be strategic and maintain a simple yet effective annual strategic plan that is shared across all offices annually, and with everyone in the firm from staff to partners. -
RainDance has become a cornerstone event for the legal sales and BD community. Why do you think it continues to resonate - and who stands to benefit most from being in the room?
RainDance is squarely focused on sales and service – helping business development and client service professionals take their firms to the next level of revenue growth. Senior business development leaders and chief sales officers (marketing and BD leaders with revenue responsibility) will find kindred spirits at RainDance, along with invaluable resources to support them in their leadership roles. -
What advice would you give to legal sales or BD professionals who want to elevate their role from support to strategic partner within their firms?
Continuous education in areas where they want to go is critical. For example, if a professional wants to build a sales team at their firm, they should meet with peers at accounting firms or client organizations to learn how those teams are built and managed.
To become a strategic partner within their firms, leaders should align their department’s goals with overall firm goals and tie their efforts directly to the revenue opportunities – rather than wasting time micro-managing team members or focusing on miniscule marketing tasks. Stay focused on the big picture, be strategic, and above all, be proactive.
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You've spent much of your career focused on sales, service, and client growth in the legal industry. What originally drew you to this work - and what continues to energize you today?
I began my career in the Attorney General’s office in Massachusetts, where I first began working with bright, energetic attorneys who were passionate about their work. Today, I still enjoy working in this profession – the challenges, the opportunities, and seeing both technology and clients drive meaningful change
About Silvia:
Silvia is a serial entrepreneur who brings that same spirit to her business life. Outside of work, she is an avid sports fan (all Boston sports are her #1 faves). She enjoys life on the water and spending time in the garden at her home in Manchester by the Sea, Massachusetts.
