Lawyers In The Room: How Joining Customer Conversations Drives Business Wins
Being in the room lets you catch the risks others might miss. The post Lawyers In The Room: How Joining Customer Conversations Drives Business Wins appeared first on Above the Law.
The first time I joined a sales call, I didn’t expect much. I was there as legal backup, not the star of the show. But halfway through, the client raised a concern about a licensing clause. On instinct, I suggested a quick tweak. The hesitation disappeared, and the deal closed faster than anyone expected.
That moment was a game-changer. It taught me that my role as product counsel isn’t just about drafting contracts or mitigating risks. It’s about actively contributing to the business — and one of the best ways to do that is by being in the room with customers.
Direct engagement with customers provides insights you simply can’t get secondhand. You uncover hidden risks, spot opportunities for improvement, and strengthen the bridge between legal and business. Here’s why showing up matters.
Find The Problems That Actually Matter
Customer praise feels good, but it rarely tells the full story. The real value lies in understanding what makes them hesitate. Is it the legal terms? A compliance question? A trust issue? These moments are gold for identifying what’s truly holding your business back.
For example, during a series of sales calls, I noticed a recurring concern about how we handled data privacy. That led to a collaboration with the product team to strengthen our privacy disclosures. The result? Customer concerns eased, deals closed faster, and we gained a competitive edge by being more transparent.
Patterns in customer concerns don’t just solve individual problems — they reveal the systemic ones.
Read The Unspoken
Not all risks are announced. Sometimes, it’s a pause, a raised eyebrow, or a carefully worded question that signals a deeper worry.
Once, I noticed a customer hesitating during a demo about our compliance features. After the call, we revisited the documentation and updated it to address industry-specific concerns. That small adjustment didn’t just close deals; it gave us a stronger market position.
Being in the room lets you catch the risks others might miss.
Build Trust Without Slowing Deals
Legal is often seen as the department of “no” or “not yet,” but it doesn’t have to be. By joining customer conversations, I’ve found ways to protect compliance while helping sales teams move deals forward.
For instance, when a fintech client expressed concerns about cross-border data transfers, I addressed it on the spot. That immediate clarity turned a potential roadblock into a green light. Sales teams value this kind of proactive support, and customers appreciate knowing their concerns are heard.
Simplify The Legal Experience
Sitting in on customer calls has also taught me how frustrating legal terms can be. By bridging the gap between legal requirements and user experience, I’ve helped simplify agreements to build trust.
Take enterprise contracts, for example. Customers often found them dense and overwhelming. I proposed modular agreements tailored to their purchasing habits. The result? Faster negotiations and happier clients.
Legal should empower — not confuse — the people it serves.
Show Up, Win Together
The simple act of being present in customer conversations sends a powerful message: “We care about your experience.“ This builds trust, strengthens relationships, and drives long-term loyalty.
When you’re in the room, you’re not just solving problems — you’re shaping the future of the business. And trust me, your presence will be noticed and valued.
The Bottom Line
If you’re a product counsel looking to add more value, start showing up. Sit in on sales calls, ask questions, and listen carefully. You’ll gain insights, close gaps, and become an essential partner to both your team and your customers.
For more strategies on building trust and driving business wins as a product lawyer, check out my book, “Product Counsel: Advise, Innovate, and Inspire.” It’s filled with actionable advice for turning customer interactions into opportunities and becoming a true business partner.
Have you stepped into customer conversations as a lawyer? I’d love to hear how it’s worked for you — let’s keep the conversation going.
Olga V. Mack is a Fellow at CodeX, The Stanford Center for Legal Informatics, and a Generative AI Editor at law.MIT. Olga embraces legal innovation and had dedicated her career to improving and shaping the future of law. She is convinced that the legal profession will emerge even stronger, more resilient, and more inclusive than before by embracing technology. Olga is also an award-winning general counsel, operations professional, startup advisor, public speaker, adjunct professor, and entrepreneur. She authored Get on Board: Earning Your Ticket to a Corporate Board Seat, Fundamentals of Smart Contract Security, and Blockchain Value: Transforming Business Models, Society, and Communities. She is working on three books: Visual IQ for Lawyers (ABA 2024), The Rise of Product Lawyers: An Analytical Framework to Systematically Advise Your Clients Throughout the Product Lifecycle (Globe Law and Business 2024), and Legal Operations in the Age of AI and Data (Globe Law and Business 2024). You can follow Olga on LinkedIn and Twitter @olgavmack.
The post Lawyers In The Room: How Joining Customer Conversations Drives Business Wins appeared first on Above the Law.
