In this, module we will cover the fundamental concepts of marketing and sales applied to legal services. Specifically, we’ll cover:

• The current state of the legal market.

• The concepts of marketing and sales and its differences.

• The concepts of market, market research, and relationship marketing.

• The importance of market segmentation.

• The concepts of goods, services, and ideas.

• How to set up goals for a legal marketing plan.

• The strategic approach used to develop successful legal marketing campaigns.

• How to understand the behavior of consumers of legal services.

• How to set up prices for legal services.

• How to develop a sales plan and the process of customer relationship management.