“I can sell you better than you can sell you — you can sell me better than you can sell you.”

Somebody said that at a seminar I attended years ago and I love it. It’s so true. Telling people how great you are doesn’t work. They resist. They think you’re cocky and arrogant. Trust me, I know.

We’re all far more likely to believe someone is excellent when we hear it form someone else. This holds true even when the someone else is economically connected to the person they’re pumping up. I’m constantly asking employees of other businesses for their opinions of the business where they work. They, nearly universally, recommend their employer and, for some unexplained reason, I believe it almost every time. I ignore their economic interest in saying good things about the company that pays them.

You can sell your partners, associates and staff better than they can sell themselves. They can sell you better than you can sell yourself. It’s important to take note of this reality and discuss it with your people. You should explain the concept and be certain that everyone understands the importance of their response to prospective client questions.

You should take it further than just answering questions in the office.

Your attorneys and staff should be out in the community promoting you. You should be out in the community promoting them. You don’t need to sell yourself if someone else is handling it for you. Same goes for them.

Teach everyone to brag about everyone else. Give them ammunition. Spread the word about accomplishments, awards, media attention and positive case outcomes. Make sure everyone has good material so they’re prepared to talk about you and one another.. Be sure, as well, that you have good material about everyone else in your office so you can do the same.

You’ll never sell yourself as well as others. If you handle it right, you won’t need to.