Early in their career, the product counsel did not expect much from joining a sales call. They viewed their presence as a formality, there to provide legal support rather than actively shape the discussion. However, midway through the conversation, a client raised a concern about a licensing provision. Acting on instinct, the counsel suggested a minor adjustment to the language. The client’s hesitation immediately faded, and the deal moved forward more quickly than anticipated. That experience proved transformative.
It became clear that the role of product counsel extends far beyond drafting agreements or minimizing legal exposure. Meaningful value is created when legal professionals actively participate in business conversations, particularly those involving customers. Being present during these interactions allows counsel to contribute directly to outcomes that benefit both the company and its clients.
Direct customer engagement offers insights that cannot be replicated through secondhand summaries. It allows legal professionals to identify hidden risks, recognize opportunities for improvement, and strengthen collaboration between legal and business teams. While positive feedback is encouraging, the most valuable insights often come from understanding what causes customers to pause or hesitate. Whether the concern involves legal terms, compliance obligations, or trust, these moments reveal the real barriers to closing deals and sustaining relationships.
In one instance, repeated customer questions about data privacy surfaced during multiple sales calls. Recognizing a pattern, the counsel worked closely with the product team to improve privacy disclosures. This proactive effort eased customer concerns, accelerated deal closures, and positioned the company as more transparent and trustworthy. Addressing recurring issues not only resolved individual objections but also corrected broader, systemic challenges.
Equally important is the ability to notice what remains unspoken. Subtle cues, such as a pause or carefully phrased question, can indicate deeper concerns. By identifying these signals during customer interactions, the counsel helped refine compliance documentation to better address industry-specific needs, ultimately strengthening the company’s market position.
Participation in customer conversations also reshaped perceptions of the legal function. Rather than being seen as an obstacle, legal support became a facilitator of progress. Immediate clarification on complex issues, such as cross-border data transfers, helped remove roadblocks and build trust. Additionally, observing customer reactions to dense legal language inspired efforts to simplify agreements, leading to faster negotiations and improved client satisfaction.
Ultimately, consistent presence in customer discussions demonstrated a genuine commitment to the customer experience. This approach fostered trust, strengthened relationships, and contributed to long-term business success. For product counsel seeking to expand their impact, showing up, listening carefully, and engaging directly with customers can transform legal expertise into a powerful driver of growth and collaboration.