Introduction
Hiring a non-attorney salesperson can transform the way your law firm grows—but it’s also a decision many attorneys hesitate to make. In Episode 37 of Crushing Chaos with Law Firm Mentor, Allison Williams breaks down exactly how to find the right sales professional and set them up for success. If you’re ready to scale beyond referrals and build a predictable sales pipeline, this episode offers clarity, strategy, and actionable steps.
Why Sales Conversations Aren’t Legal Consultations
Most lawyers assume they’re already handling sales because they conduct legal consultations. But as Allison explains, the two conversations are fundamentally different.
A legal consultation delivers expertise. A sales conversation guides a prospect toward a buying decision. Sales requires emotional connection, active listening, and a structured process that helps the client clarify their needs—not legal analysis.
This distinction matters because attorneys are trained to explain, not to sell. Bringing in a non-attorney salesperson allows your firm to:
- Engage prospects earlier in the decision-making process.
- Convert colder leads not yet ready to hire a lawyer.
- Increase capacity so you (and your legal team) can focus on serving clients.
How to Write the Right Job Ad
Attracting the best sales talent starts with writing a job ad that speaks to the role’s expectations and opportunities. Your ad should clearly explain how sales operates inside your law firm.
Clarify the Difference Between Intake and Sales
Are they responsible for answering inbound calls? Are they handling only scheduled consultations? Or are they managing the entire lead pipeline? Candidates need clarity from the start.
Allison recommends defining:
- Whether the role includes intake or solely sales.
- How leads are assigned.
- How quickly prospects are contacted.
- Whether the salesperson is responsible for follow-up and nurturing.
The clearer your ad, the more aligned your applicants.
Describe What “Sales” Means in a Law Firm
Selling legal services comes with ethical boundaries and unique challenges. Your ad should set expectations around:
- No legal advice.
- A structured conversation flow.
- Persuasion through connection, not pressure.
- Collaboration with attorneys during case handoff.
This helps attract candidates who appreciate a relationship-driven sales environment.
Why EQ Matters More Than Legal Knowledge
Allison is clear: the best non-attorney salesperson isn’t the one who knows the most about the law.
It’s the one who listens the most.
Emotional intelligence is the hallmark of successful legal sales because prospects making high-stakes decisions want to feel:
- Heard
- Understood
- Safe
- Supported
Great salespeople mirror emotion, read tone and body language, and help prospects feel confident moving forward. Legal knowledge can be taught. EQ can’t.
Use a Multi-Step Screening Process
Hiring the right salesperson requires rigor, not guesswork. Allison recommends a multi-step process similar to how you hire attorneys.
Include an Assessment
Assessments help you understand a candidate’s drive, resilience, and natural orientation toward sales.
Sales is filled with rejection. Your ideal candidate must:
- Handle “no” without internalizing it.
- Maintain energy and motivation.
- Follow up consistently without taking things personally.
Assessments reveal what interviews can’t—and prevent costly mis-hires.
Test for Listening and Engagement
Use interviews to evaluate:
- How well they mirror language.
- Whether they ask thoughtful questions.
- How they handle emotionally charged topics.
- Their level of presence and focus.
Great salespeople demonstrate curiosity, not bravado.
Setting the Foundation for Successful Hiring
Hiring a non-attorney salesperson isn’t just about filling a seat. It’s about creating a predictable system for growth, so your firm no longer relies solely on referrals.
By writing the right ad, hiring for EQ, and using a multi-step screening process, you’ll build a sales function that:
- Converts more leads.
- Frees you from constant consultations.
- Supports long-term scalability.
Ready to Go Deeper?
Episode 37 is the first part of a four-part series on non-attorney sales. To get the full strategy, listen to the complete episode:
- YouTube: https://www.youtube.com/watch?v=kF4oQz9PgTE&t=16s
- Spotify: https://open.spotify.com/episode/1AM5MKLdA7YMqqtkqCzJWT?si=g3TWykfIQcyoYkwww1B9SA
- Apple Podcasts: https://podcasts.apple.com/us/podcast/hiring-a-non-attorney-salesperson-part-1-4-how-to/id1497474051?i=1000717151553
Want support building the systems that help you grow your firm with clarity and confidence? Book a discovery call with Law Firm Mentor.
Visit lawfirmmentor.net/go to take the next step.