The following excuse from an attorney for not marketing defies intelligence, “I don’t know how to begin.”
Although today’s marketplace for legal services is more challenging then ever, there is a reason why some of us continue to slug away. Once that iron wall of resistance totters, the intellectual and professional awards are extraordinary. So if this quote fits you, just ask!
This is the most agonizing excuse for not marketing, “I failed once; why try again?” Stop the agony and join post-mortem firm reviews on proposals that failed. Take advantage of your firm’s business development training and other professional development programs such as client retention and client management. And learn the value of slugging away.
If ever there were a Zen excuse for not marketing, it is” I’m afraid of the process.” Oh, come on. Follow Arthur Ashe’s advice – “Start where you are. Use what you have. Do what you can.”
And another excuse for not marketing we have heard from attorneys – “I can’t market but I’ll hire someone who can.” Oh come on – practice pitches, proposals and even lunch. Contact someone in your marketing department today.
The second excuse for not marketing that we have heard from some lawyers is, “My partner does all the selling. I deliver the work”! It is clearly the responsibility of client relationship leaders to ensure that all attorneys build relationships with their peers at clients’ and in professional organizations.
Of all the excuses for not marketing, “I know no one who knows anyone” is the most absurd. As Mark Twain observed, “The secret of getting ahead is getting started.”
Hearing from attorneys and marketing professionals in response to the 2017 Law Firm Outlook Survey, “getting attorneys out on the business development trail” says it best. Significant concern was expressed about growing competition but fewer attorneys willing to market. Law firm outlook was also described as needing to increase market share and winning new clients.
Therefore, our article title, Where’s the Beef focuses on the need build a long-term pipeline. But the “beef” also refers to the winner of our Survey Drawing.
MARK LEIPOLD, ATTORNEY AT GOULD RATNER in Chicago selected an Omaha Beef package as his prize.
The strongest responses identified primary needs as:
* Build a long term pipeline;
* Close more “new” business;
* Close more “new” business from current clients;
* Improve training for business development;
* Remove under performing activities and investments.
Clearly, the recognition of these law firm marketing needs are not a surprise. But what seems to run counter to them is satisfaction with what firms are investing in traditional marketing, such as advertising, social media, events, etc. And what several identify as the missing element is leadership’s lack of managing timelines and assignments.
In summary, if management want their 2017 law firm outlook to be successful, focus and execution should be placed on “getting attorneys out on the business development trail.”
STEAKS OR PIE?
We want to sweeten our offer for helping us with our 2017 Law Firm Outlook Survey. We’re conducting a brief survey to learn morfe about the key issues facing law firms in 2017. Anyone who responds can participate in a drawing for their choice of an OMAHA STEAKS package or GOODE TEXAS PECAN PIE – both sweetened and tasty rewards for helping us.
We;ll collect responses and share the results with our law firm community. Responses are anonymous and confidential – entry in the drawing is optional.
We greatly value your time and input. Take the survey https://www.surveymonkey.com/r/5CCRFGP
We are conducting our 2017 Law Firm Outlook Survey. It is a brief survey to learn more about the key issues facing law firms as we head into the new year. We’ll collect responses and share the results with our law firm community.
Responses are anonymous and confidential.
We greatly value your time. To take the survey, https://www.surveymonkey.com/r/5CCFRGP
Client trust is perhaps the greatest element in business development. Or to put it another way, why should they buy from you? Although you may be selling the most sophisticated service, your audience may harbor a deep dread of being manipulated.
The solution, then, is to confront that tacit distrust by building client trust as a major focus of your business development efforts. When we work with clients and developing their business generation strategies and tactics, we teach them to build relationships with their prospects. And by understanding their business, and the market place dynamics, (competitors, recruitment, growth strategies, etc.) one will demonstrate the knowledge that converts into client trust.
“Partnering” has become a byword in sales strategies so we should define and pursue that kind of relationship “partnering = trust.” In establishing your client relationships, you have taken pains to assure them that you are fully attuned to how their business operates, including the need for confidentiality, for ethical compliance, for client-specific sensitivities whatever they may be. At the same time you have sent the message that, if anything, they have an obligation to at least consider the latest advances in client services that you offer.
You have thus reversed the burden from worrying about dealing with you to worrying about what might happen if they don”t!