AI Empowers Sellers to be Sensemakers, Pt. 2
This week I met with a personal injury (PI) legal client who has been dealing with a variety of growing pains over the last year or so. What did I know about PI law a month ago? About as much as you, probably. We’re all wondering if those cheesy law firm billboards actually work (I asked, turns out the answer is a resounding “Yes”). Today we’re exploring how any sales team can solidify an executive meeting narrative & content outline in hours— not days— with the help of generative AI. Let’s dive in.
Prompt: “I’m meeting with a mid-sized PI law firm based out of [XYZ state] that does hundreds of cases per month. They’re experiencing the following bottlenecks:
Lead intake (where the senior legal partners have to manually review potential cases to determine if they should take on the case)
Lead scoring accuracy across a growing organization
Understanding of their media mix of X% PPC, Y% linear TV, and Z% radio and billboards is typical compared to other personal injury law firms
Retaining talent during unexpected periods of high case load (and thus high workload)
All slow down the firm from maximizing the impact of their digital advertising investments. What have other mid-sized legal customers done to overcome these bottlenecks? Cite any services— paid or free— that may make sense for my client to explore to overcome these bottlenecks. Cite all sources.”
I know you probably skimmed the screenshot. The TL;DR : For section #1, Gemini does a solid job suggesting exploring certain software and workflow alternatives to potentially improve this law firm’s intake issues.
We flew thousands of miles to spend a significant chunk of our sales meeting talking about other services than what we sold. Why? Because those were huge problems for the customer. Solving your client’s problems (and their problem’s problems) is how you add value, build trust, and close a sale. I’ve lost count of how many times I’ve seen a seller say “We’re waiting on the customer to fix / do / onboard / prioritize XYZ before closing the deal.” While generative AI tools are far from perfect, they make it more possible than ever for sellers to help unblock those bottlenecks. LLMs don’t just automate tasks: they supercharge sellers’ ability to research.
From discovery questions about the existing process of moving cases through pipeline, new client intake software, to bottlenecks in case workflow, my team and I had a more elevated POV on what this customer was dealing with. I’m not claiming to have become a lawyer after a few Gemini prompts. I’m also not suggesting regurgitating an LLM’s output to your customer and hoping it makes sense to them without it clearly making sense to you. I am saying Generative AI enables you to effectively address deal-impacting customer issues and explore potential solutions that were previously beyond your capabilities or “out of scope.”
Once you’ve had a discovery call with your customer, practice prompting an LLM to provide a wider range of value beyond the specific product/service you sell. You’re a consultative seller, after all.
Organizations using AI for sales have seen a 50% increase in leads and a 60% reduction in call times (source). LLMs are helping sales teams identify and qualify leads more effectively, leading to more efficient use of their time and resources. And while this is incredible, automation of tasks like this are only scratching the surface of how AI will transform the way sellers engage with customers.