Generally, if you want to sell technology to lawyers, telling them they will be more efficient will not work, they are simply not motivated to spend money for something makes something they are already doing take less time.
If you want to sell to lawyers, the best arguments you have are:
- Increase Quality / Reduce Errors: There are tons of mistakes that lawyers can make, and they are constantly terrified of making them. As a lawyer reputation is everything, and even silly inconsequential mistakes hurt.
- Get More Clients: Small-time lawyers spend up to 50% of their time trying to attract clients. At larger firms, it's less than that, but it's still a constant pressure that they are judged on. They may not be willing to pay for something that makes their work 10% faster, but they will pay for something that gets them 10% more clients.
- Capabilities That Change the Law Itself: Some technology really changes the rules itself. E-discovery allowed firms to look through millions of pages of documents, and to bury their opponents in the same. If you didn't have it, you were at a disadvantage and would lose your case.