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Since When Do Attorneys Need to Wait For Marketing? Myth #3

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

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.

Myth #2 – One Size Fits All

Written by Allan Colman on . Posted in Attorney Marketing, Business Development, Marketing for Law Firms.

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.

Top 5 Myths of Business Development

Written by Allan Colman on . Posted in Business Development, Conversion Rate Optimization, Marketing for Law Firms.

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.

A Proven “Must” for Business Developers – Engaging Prospects

Written by Allan Colman on . Posted in Attorney Marketing, Business Development, Conversion Rate Optimization.

Recently, we participated n a brainstorming session with a group of attorneys.  The focus was on how to improve selling.  Even though they represented different practice areas, they all agreed on which marketing tactics were most effective..  As a business development advisor, I listed closely to their feedback —  so much so that we recommend expanding your business development training to include their top rated tactics.

Here are their five top tactics for “engagement”:

* Talk with, not at!

* Test your approaches;

* Leave one primary “takeaway”;

* Do not repeat:

* Utilize “active” listening.

Engaging with prospects, and even suspects, enables you to show your your investment with them and is as crucial as your message when it comes to generating new business.  You can learn more about engaging with prospects and increasing sales at http://closersgroup.com/services

Your Law Firm Marketing Mentors and Tormentors!

Written by Allan Colman on . Posted in Attorney Marketing, Business Development, Marketing for Law Firms.

We are often called law firm marketing mentors and tormentors since we find the most important element of good business development is accountability.  Our Lead Tracker system keeps our clients on their marketing trail with suspects, prospects and clients.  It is this message that is a critical part of our new, world’s first law firm marketing coloring book, The New Colors of Law Firm Marketing.

It is a new way to educate attorneys on new business development.  The book combines quotes we have hear over the years from attorneys and marketing professionals along with cartoons to illustrate the points.  We then add tactics to overcome the obstacles and take advantage of opportunities.

To download a complimentary copy of The New Colors of Law Firm Marketing go to http://allancolman.com/newcolors/.

“Hysterical and fun way to teach lawyers business development.” Allard Winterink, Editor of Legal Business World.  

How Often Have You Heard This Excuse for Not Marketing ? “I can only call 3 people.”

Written by Allan Colman on . Posted in Attorney Marketing, Business Development, Conversion Rate Optimization.

How often have you heard this excuse for not marketing,  “If I made 3 calls a day, I’d run out of people to call in 2 weeks?”  Too many lawyers spend so much of their time working for one client that they spend almost no time building client succession planning, moving suspects to prospects and prospects to clients.

Firm leaders need to focus on ensuring that closing skills and marketing begin with the first contact and involve following up, building relationships, understanding a prospects business, brainstorming and offering ideas.

View this as a firm underutilized asset and get them going.

Intelligence Defying Excuse for Not Marketing

Written by Allan Colman on . Posted in Asking for Business, Attorney Marketing, Business Development.

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!

Where’s the Beef? 2017 Law Firm Outlook

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

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.”

Do You Know the Next Piece of the Business Development Puzzle?

Written by Allan Colman on . Posted in Attorney Marketing, Business Development, Marketing Partners.

As business development consultants, in our business development round tables we are often asked “what is the next step?” or do you know the next piece of the business development puzzle. In previous posts, the first two pieces were: 1: build future leaders; 2. teach advanced tactics and process strategy, not theory.

The third piece of the business development puzzle is “Do not resolve for your professionals to make an impact; expect them to make an impact now!” For those who say “I don’t know how to begin”, send them to our Business Development Opportunities Check List in OWN THE ZONE, on Amazon, B&N, etc. It is designed for even the marketing and business development novice to begin a specific weekly/monthly actions program.

Three primary segments are Marketing and Business Development, People, and Internal Marketing. Elementary marketing can begin with the simple marketing bromide,

* Go Where They Go
* Read What They Read
* Know Who They Know.

As for “people”, have your non-marketers considered going to their alumni association meetings, become active in children’s groups such as soccer, or attend the industry associations where their practice focus resides?

And the third segment of our Business Development Opportunities Check List is “internal marketing,” typically the most overlooked marketing asset in every firm and company. How easy are these 3 elements? When can you start the “reluctant ones” on this path for new revenue generation? Go to the “Books” section of our website and begin the journey.