Asher does not say you have to transform yourself into a salesperson. You still practice law. But you do need to develop communication skills that successful salespeople use, such as networking, prospecting, schmoozing, elevator pitching, getting “out there” in the media and in front of trade associations, understanding your market and what motivates them to hire you, using the telephone effectively, making sales calls, listening first (and talking second), winning beauty contests, cross-selling, and communicating “with style that connects.” Asher covers all these topics thoroughly and clearly, with useful examples.

Asher, an attorney, understands what clients want from lawyers. “Even though great legal work is important, it’s not the primary reason why businesses hire one lawyer rather than another,” he says in his introduction. “Over and over they tell me they want lawyers who understand their business, are focused on helping them achieve business goals, and can speak to them about the law in terms of how it can help them achieve their business goals.” That is this book’s guiding principle.

Some of the best material in this book and anywhere is Chapter 3: “Schmoozing,” which is about striking up conversations with people you don’t know and are reluctant to approach, perhaps because you’re shy. The key to getting the ball rolling is showing interest in other people. Asher gives examples of questions you can ask someone you want to meet in various situations. And here’s a simple rule of thumb, the Five-Foot Rule: “Thou shalt say hello to anyone who is within five feet of you.”