In-house legal leaders must pay attention to their sales skills in an increasingly competitive environment and to ensure they retain the 'trusted adviser' brand, London Luton Airport general counsel Swati Paul has said.

In conversation with Law.com's Legal Week, Paul said skills related to best promoting and selling the legal teams that in-house counsel work with are increasingly important.

Acknowledging that the comparison to sales may be "controversial", Paul explained that the reference goes to show that "the only way the business can see you as a business partner is if when you give advice, you go beyond what is the law".

Her comments followed a panel discussion on 'Key Communication Strategies For Dealing With Stakeholders and Business Units' at the inaugural U.K. Women in Power and Influence conference held last moth.

"I see the job as being a sales job," Paul said during the panel discussion.

"As a senior in-house professional, you need to demonstrate your understanding and that you can do more," she added. "Unless you can operate outside the legal box, you won't be in these wider business discussions."