During my exposure to sales, I learned a lot about the psychology of selling software. It is definitely not easy and takes a long time to sell.

The sales cycle to sell docketing software to a firm can easily be 12 to 18 months. And if the potential sale misses the budget process, it takes longer, perhaps more like 2 to 3 years. That is a lot of patience and determination. But a successful outcome can be very rewarding for the sales person and the firm.

It was a different kind of experience. I read books and watched podcasts about the art of selling. I was eager to learn as much as possible. It was quite beneficial that I came from the other side of the table. As a docketing professional, I had the privilege of participating in the negotiation process. As a sales person, I had the advantage of knowing what to expect from the law firm side.

The worst part of sales was the cold calls. It was awkward, time consuming, and sometimes demoralizing. I learned that there are some professionals that are rude or even hang up on sales people.  I now have a different outlook when I receive a sales call.  I will let them talk and be kind if not interested.

The best part of sales was meeting new people and the human interaction. I also loved giving presentations and demos.

I learned that the majority of the sales process is relationship building and the remainder is closing the deal. It is easy to create the relationships but very difficult to close the sale. But the most important part of the process is to sell the value of the product and not the price.

I now have a huge advantage over most docketing professionals. I understand the art of selling and it helps me in my career and personal life. That is a unique benefit that not many can say they have.


I have always said that everyone is in sales. Maybe you don’t hold the title of salesperson, but if the business you are in requires you to deal with people, you, my friend, are in sales.

Zig Ziglar