In this episode of The Marketing Phoenix Podcast, host Melissa “Rogo” Rogozinski sits down with Stephen Embry, founder of TechLaw Crossroads and respected voice in legal technology, to unpack why so many startups miss the mark with their messaging.

They explore how sales teams and sales reps in legal tech can create more effective sales conversations by truly understanding customer pain points and aligning their message with how law firms actually operate. From actively listening during every sales call to using evidence-based sales strategy, Melissa and Steve show how to build trust, not just a pitch.

What You’ll Learn:

• Why your product or service messaging should reflect their business, not yours
• How to tailor your sales process to match how law firms make decisions
• How sales reps can use open-ended questions to uncover true customers’ pain
• Why actively listening builds rapport and creates more effective sales conversations
• How evidence-based messaging helps your software solution stand out in legal technology
• Tips for building real-time connections that improve customer experiences

Whether you are going to a legal tech conference or changing your sales strategy, this episode can help. It shows you how your team can communicate, sell, and connect with potential clients in the legal field.

Connect with Stephen Embry on LinkedIn.

Chapter Titles:

01:21 – Introducing Stephen Embry of TechLaw Crossroads
03:13 – How Harvey Won Big Law and Became a Unicorn
06:45 – Avoiding Common Messaging Mistakes With Modern Buyers
09:04 – Showing Evidence Over Marketing Jargon in Law Firm Sales
12:28 – Chasing AmLaw Firms Misses 80% of the Market
17:33 – “Saving Time” Fails as a Messaging Strategy
18:59 – Applying Jevons Paradox to Legal Tech Growth
22:10 – Adapting Messaging to Evolving Legal Buyer Behavior
26:16 – Delivering Real Solutions Instead of Future Promises
29:37 – Using Content to Build Trust and Authority
32:49 – Iterating Content Strategy With Sales Every Quarter
34:50 – Learning Buyer Needs Directly at Lawyer Conferences
36:36 – Building Trust and Opportunity at Local Bar Events
41:15 – Build Credibility Beyond Vendor-Only Messaging
46:17 – Demonstrating AI Solutions by Solving Real Pain Points
48:38 – Replace Buzzwords with Buyer-Centric Language
52:03 – Sharing Tips to Get Your Messaging Right

SEO Keywords: solution selling, customer pain points, legal tech, sales conversations, law and technology, legal tech conference

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