How well one explains the value of a legal tech product to a potential buyer can make or break a sale. But it is often one of the most challenging tasks for legal tech companies. Sure, there can be a “language” barrier between technologists and lawyers, or a lack of understanding of how legal professionals work. But with many legal tech companies staffing their ranks with attorneys, not to mention those founded by attorneys, these problems are becoming increasingly less common.
What is more prevalent, however, is legal tech companies over-relying on trite marketing terms or hyping up what a technology can do instead of discussing its return on investment and the reality of its advantages and limits. Above, we look at five communication errors that keep legal tech products out of the hands of potential users.