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Author: Allan Colman

There is No Such Thing As a Making a Cold Call

Written by Allan Colman on . Posted in Attorney Marketing, Email Marketing, Law Firm Marketing.

There is no such thing as a making a cold call in active business development. The resistance that some professionals have to business development isn’t unlike the distaste for wintery weather conditions – and a lot of it stems from a distaste for making cold calls. Cold calls imply a lack of control over the turns of the conversation, hint at feeling stuck – as though there are no other options for marketing and attracting new clients – and often fill one with a sense of dread over the fear of icy responses from the individuals called.

Let me suggest simple tactics to identify previously unknown prospects so that much “warmer” approach can be taken.

* Turn mistakes into a marketing opportunity;
* Examine your current relationships for additional opportunities within their organizations;
* Turn rejection into a future close ( see our next column);
* Ask good clients for referrals or introductions to their colleagues at non-competitive companies and agencies;
* Make at least 3 email/invitation contacts with suspects and prospects, highlighting firm briefings, new court decisions, etc.
* Ask to co-author an article on a subject of their interest;
* There are so many more, conduct a “post mortem” with your own collegues on marketing and business development efforts.

Business Development Pros — Have You Ever Watched the View?

Written by Allan Colman on . Posted in Business Development, Conversion Rate Optimization, Law Firm Leadership.

When meeting with business development professionals and their attorneys, we often ask “have you ever watched the View?’ Whether the guest is a celebrity or politician or a fashion designer, the hosts of the program often become so vocal and passionate about a topic that no one listens to the guests – they merely talk over one another.

A lot of lawyers and other sales professionals often fall into a similar trap. They spend too much time talking and not nearly enough time asking questions and listening to the needs of their prospects and clients

An old adage says, THERE ARE NO DUMB QUESTIONS. I would take that notion even further and say that when it comes to sales, yes “sales”, business development and business generation, not asking the right question is about as unwise as one an get.

More important than even asking the right questions is listening to the answers, which serve to clarify your client’s expectations and offer an opportunity to expand an engagement.

Samples of good questions to ask suspects, prospects and clients are in our last column.

Client Retention — What Should You Ask Your Clients?

Written by Allan Colman on . Posted in Attorney Marketing, Client Retention, Marketing for Law Firms, Uncategorized.

In the last post, we began the discussion of Client Retention by asking what should you ask your clients? This is an important part of building client relationships and new business development. Perhaps, focus those questions more on:

* What do they really like about your firm?
* Why do they, or don’t they send referrals to you?
* What else would they like you to offer or provide to make their relationship with your firm
stronger or more productive?

And remember to ask all of your staff members who might deal with your clients in billing, leaving messages, following up for you, etc. They might have some interesting and different questions for you:

* Why do they think clients hire you?
* What do they think clients want in addition from you?

And then ask your suppliers and vendors that help to keep your offices running:

* Why do they think clients hire you?
* What do they think you can do to improve the client experience?
* What ideas have they seen other firms and companies do that work well?

And then, synthesize all the answers and identify the one idea that truly sets you apart.

Are You Using Invisible Marketing?

Written by Allan Colman on . Posted in Attorney Marketing, Conversion Rate Optimization, Law Firm Marketing.

Is your law firm business development effort using invisible marketing as a tool for new business development? For example, if you ask a client or prospect to review an article you are writing, it’s a compliment to them and an invisible marketing opportunity for you. Or ask them to co-author an article or share a panel presentation at an upcoming conference. The one tactic that generates the most leads is also the most underutilized, talking with your clients.

Explain that you want to ensure that you are providing the service that they want and need. Let them know that their honest, open feedback is needed. As a result of these discussions, your firm should be coming up with lots of new ideas.

The key here is that you are not selling; you are asking for their advice to improve your law firm’s services. Yet it is an excellent indirect marketing opportunity – invisible marketing.

Why Isn’t Your UPS Bringing In New Business?

Written by Allan Colman on . Posted in Conversion Rate Optimization, Law Firm Marketing, Strategic Planning.

Why isn’t your UPS, Unique Positioning Statement, bringing in new business? Perhaps your team does not understand that a Unique Positioning Statement is much like an elevator message. What would you say in 20 seconds that succinctly capture the essence, strengths and uniqueness of your firm?

Here are some examples of what I mean:

“Look Ma, no cavities!” Crest Toothpaste

“When you care to send the very best.” Hallmark.

Putting it simply, a UPS is a written statement that explains why you get new clients, why your current clients stay with you and why your clients keep on coming back for more and refer new business to you.

If you would like a complimentary copy of our Unique Positioning Statement Questionnaire, “Contact Us.”

Is Your Marketing GPS Really Working?

Written by Allan Colman on . Posted in Attorney Marketing, Conversion Rate Optimization, Law Firm Marketing, Uncategorized.

Is your marketing GPS really working? Do you use tissue, or Kleenex? Do you pack a lunch in plastic storage bags or Ziplocks? See where this is going? All successful law firm marketing – and I mean all – requires properly identifying your firm with a brand. When clients such as in-house counsel, insurance company claims directors, human resource directors, etc. hear the name of your firm, what adjectives come to mind? How are you and your partners known throughout the communities you deal in?

Hopefully,the adjectives you hear to describe your firm are positive, helping to differentiate you from your competitors. Look for common themes in how your peers and clients describe you and the firm. How do you do this — ask them. And then use those themes to create and communicate who you are in every aspect of your marketing and business development. And “encourage” every member of your firm to use this brand description. [source of material from OWN THE ZONE, Allan Colman, Made For Success Publishing Co.]

What Do You Do With Low Hanging Fruit?

Written by Allan Colman on . Posted in Uncategorized.

What do you do with low hanging fruit to increase law firm closers-group-low-hanging-fruitrevenue? It certainly does not happen overnight. Clients won’t become your greatest fans if you are hit and miss with your efforts. Keep up the momentum, energy and your follow-through 100% of the time.

Do this and a bumper crop may be happening in your not-so-distant future!

How Much Revenue Is Your Firm Losing?

Written by Allan Colman on . Posted in Law Firm Leadership, Managing Partners, Strategic Planning.

How much revenue is your firm losing without an exit strategy for Senior Partners? Advance planning of exit strategies is critical to long term sustainable revenue. Failure to deal with this is a common million dollar blind spot for the typical law firm.

Success requires law firm executive committees taking a proactive role by understanding the “lifetime value” of a client from the present into the future.

* Evaluate the “identity capital” of senior attorneys.
* Build a client service team long before retirement.
* Develop a CLIENT RETENTION PLAN to advise, coach and direct individual exit strategies.

What’s Missing In Law Firm Revenue Growth?

Written by Allan Colman on . Posted in Law Firm Leadership, Leadership, Managing Partners.

What’s missing in law firm revenue growth is leadership.
Clarity, focus and execution start with a firm’s leadership. The key to transform sustainable revenue to productive revenue lies with the firm’s leaders who address critical impact areas.

Developing customized 90 day strategic implementation maps are needed to identify action details, timing, resources needed and leadership assignments. Leaders will emerge to help others overcome obstacles and challenges resulting in:

* More revenue * More clients * More open doors.