Why Don't Lawyers Like the Word “Sell”?

I have been a lawyer for many years, and for slightly fewer of those many years (20 in total), I have dedicated myself to helping lawyers and law firms promote what they do to generate new business. In short, I help them sell themselves.

Throughout my professional career working with lawyers across Latin America, I have identified a common pattern: there is a strong reluctance to use the word “sell.” Some believe that the term does not align with the inherent seriousness of their profession, while others see it as unprofessional or inappropriate. While I have not found a unanimous explanation for this, the one constant is the widespread rejection of the concept.

However, here is the paradox: most lawyers are excellent salespeople. We are, by definition, masters of words; we are trained to argue and defend ideas from the very first day of law school, and we often have an innate ability to persuade through our reasoning. So how is it possible that we don’t know how to sell what we do?

I believe that fear of ridicule is one of the main reasons why many lawyers stay in their comfort zone and avoid promoting what they do so well. It is understandable—reputation takes a lifetime to build but can be destroyed in an instant.

However, lawyers have countless tools at their disposal to showcase their work and demonstrate the added value they offer to current and potential clients. This can be done by speaking, writing, sharing opinions in the media, participating in events or panels—and most likely, they will do so convincingly.

If we consider that we make a living from our profession, that we are all owners of our own practice, and that we need to generate income to sustain ourselves, how is it possible that the word “sell” is not part of this equation? If the word sounds too strong, replace it with “promote” or “make known,” but dare to sell, because the truth is that no business grows if its owners do not go out and tell the world why what they do is special. Lawyers are no exception.

Perhaps the first step is to accept that professional promotion is not at odds with the seriousness or prestige that characterizes the legal profession. On the contrary, it is an essential tool for strengthening market presence and building trust with clients. Participating in conferences, writing articles on relevant topics, or simply sharing knowledge in a professional forum can be effective ways to stand out and gain recognition.

In the end, what matters is not what we call this action but that we understand its importance and act accordingly.

Promoting what we do not only helps us grow professionally but also strengthens our credibility and ensures the continuity of our work in an increasingly competitive and ever-evolving environment.