Yesterday, it was a pleasure to participate in the first in-person book review of The New Colors of Law Firm Marketing with the LMA San Diego Roundtable. The discussions were lively and open to suggestions and strategies from all of the members. And presenting the world’s first law firm marketing book in the Pechakucha format proved to be a great way to start the program.
Thank you San Diegans. Look forward to presenting to the Orange County LMA next week.
Before going to a pitch meeting have you practiced lunch, a proposal, the questions to ask, anticipated answers and setting the next step? Picture yourself at the table with a prospect that you have targeted in the right industry and the right organization. Your research has given you a clear sense of how this “buyer of services” thinks, what their business is about, what the company or agency wants and needs and what your opportunities are vis-a-vis your competitors.
Do not talk about your firm! Instead, start with a value proposition, “here is what we can do for you, and here’s a general sense of how we’re going to get there. And then get them talking. Put your research to work by practicing the questions you will ask that show you have actively studies their problems, needs and opportunities. Anticipate answers and plan responses. And pay attention to their answers rather than thinking about your next question.
Practice, practice, practice before you start eating the salad.
Planning for your upcoming partner retreat in the fall is typically now in the “scrambling for speakers” mode. You have been tasked with finding a presentation that is engaging, full of useful ideas, a bit humorous and will contribute to generating new business. That’s where THE NEW COLORS OF LAW FIRM MARKETING will fit in so well.
This world’s first law firm marketing coloring book is focused on helping the firm’s leadership develop the right strategies and cultivate teamwork.
Contact us now for scheduling at www.closersgroup.com/contact/.
The Closers Group wants your firm to try out a powerful, entertaining way to boost new business from your firm’s attorneys, our PECHAKUCHA! In our keynote presentations and workshops, the first 6 minutes and 40 seconds are dedicated to highlighting 20 cartoons about marketing and business development. And they are combined with the latest observations and tactics to grow new business now.
The world’s first law firm marketing coloring book, THE NEW COLORS OF LAW FIRM MARKETING (on Amazon, etc.) assists in overcoming the ever increasing pressures on attorneys to grow more revenue. Yet, at the same time, many resist efforts by marketing professionals to assist.
This is an entirely new and humorous approach to educate your group on marketing, business development and business generation. AND, you an even color in the book. To learn more about trying Pechakucha, go to CONTACT.
New Business Development Myth #4, Client’s want you to do most of the talking! Nothing could be more “untrue.” Keep your resume to yourself and let the potential client do the talking. Adopt the old IBM 60/40 sales training rule — keep them talking 60% of the time and spend the remaining 40% asking good questions based on your pre-meeting research.
Pay attention to the prospect/client’s verbal cues, and refine your pitch accordingly.
If you have been challenged to bring in new business, why do attorneys need to wait for the Marketing Department? Ultimately, the onus is on the sales team to bring in (and often to keep) the business. Marketing should support those goals with collaterals, media and public relations activities and by identifying seminars and workshops that help facilitate network development.
Once you have the information and sales training, plan a strategy to pursue the business and hone in on your “closing” skills. Maximize your conversion rates!
“Marketing Should Not be Left to the Marketing Department.” – David Packard. His message means that everyone should be marketing, the marketing department, legal assistants, paralegals, accounting AND attorneys. Business development is chasing suspects and prospects, business generation means “closing” the deals.
Only a few copies of the world’s first law firm marketing coloring book, THE NEW COLORS OF LAW FIRM MARKETING, are left on Amazon. Before we order a second printing, reply through LinkedIn and we’ll send you a complimentary copy — including crayons!
Business Development myth # 2 is that when it comes to marketing, one size fits all. News flash: one size never fits all. Marketing should be tailored according to personality, needs of the firm and those of the client. One tactic that works for one professional won’t necessarily work for another. Tailored business development, sales training and closing skills will land the new business. Practice, practice, practice.
The top 5 myths of business development require you to understand what successful business development is not!
Myth #1. BUSINESS DEVELOPMENT AND MARKETING ARE INTERCHANGEABLE TERMs
Marketing is about being found, not chosen. How you get found is through publicity – media outreach, networking, collateral materials, conducting and attending workshops — that targets the eyes, ears and interests of your potential clients.
But first you have to locate the target. That is business development. Even more specific is “business generation,” which requires ( dare I write it ) sales training and closing skills.
http://allancolman.com/is-your-firm-a-brand-or-a-mascot/