Skip to main content

How to Use “Mind Mapping” in Business Development

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

In order to successfully increase new business, clients need to learn how to use “mind mapping” in law firm business development. I often find gems like this when checking in with Jay Abraham from time to time. he is a marketing genius at getting down to basics. A recent find is his citing the mind map developed by Greg White of Phoenix Information Systems in Melbourne, Australia, and using it to focus on client retention.

The concepts presented in Jay’s book, Getting Everything You Can From Everything You’ve Got, and on the mind map are all used in our marketing workshops and professional development training sessions. For example, our business development workshops emphasize long-term-thinking. When it comes to approaching a new prospect or a long-tie client, we encourage our clients to:

* Understand the prospects’ and clients’ needs and internal pressures;
* Become a trusted advisor;
* Protect their interests.

Developing this mind map for each lead ourselves, we aim to become a valued friend, to offer rewarding solutioins that are profitable for everyone involved and we encourage our clients to approach their prospects in the same way.

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.

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.]

Will Your Dog Eat the Dog Food? – Law Firm Marketing

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

New and Improved?

Almost every day there is an advertisement offering a service or product that is new or improved, such as Will Your Dog Eat the Dog Food? Or Have you tried our new combination of juices? And even Take our test drive for free??? And believe it or not, selling a new service, entering a new market place, or offering reminders of what your firm does so well, are managed and marketed in much the same way. In law firm marketing or business development for consulting services, recognize you are entering a new “beachhead” market.

 

But We Offer Legal and Professional Services…

“But we are professionals, and not selling hard goods.” Yes you are, but new business development for professional services such as law, accounting, architecture and engineering have the same elements needed for success. To quote Bill Aulet (author of Disciplined Entrepreneurship), “. . . before you invest large amounts of time and money, make sure the dogs will eat the dog food! And, oh yes, make sure the dog’s owners (or friends or primary/secondary clients) will PAY for the dog food.”

Referring back to previous columns, remember you should have already:

  • Clarified market segmentation
  • Identified your end user
  • Developed and quantified your Value Proposition
  • Know who the competitors will be
  • Mapped and quantified client acquisition costs
  • Tested your key assumptions
  • Measured the results

 

Testing for Law Firm Marketing or Business Consulting Services

This test marketing for law firm marketing, accounting firm business development, consulting services new business growth is critical. Prior to a full launch, you must determine if prospects and clients will engage your new or refined services and actually pay for them. Are they working as intended? Are clients referring new prospects to you? Is your team consistent in their business development efforts and presenting the same core story? Are you seeing trends to take advantage of or are they leading to unexpected challenges?

The final step will hopefully be following your beachhead success and refinements. The new business development efforts will be successful.

Where Do I Find Prospects?

Written by Allan Colman on . Posted in Asking for Business, Attorney Marketing, Business Development, Client Retention, Content Marketing, Conversion Rate Optimization, Email Marketing, Law Firm Marketing, Marketing Partners.

One of the most common questions clients ask is where do I find prospects?

Simple Rules to Find Prospects

There are 3 simple rules to follow when attempting to find prospects, critical to undertaking marketing and new business development:

  • GO where they go
  • KNOW who they know
  • READ what they read

Play the Numbers

Business development is a numbers game. The more you go, meet their colleagues and read what they are reading (from Wall Street Journal to National Enquirer), the more relationships you are building for the long run. You will find prospects, more as you continue, along your way.

Just do it!
– Nike

Why Clients Fire You – Client Retention? Part II

Written by Allan Colman on . Posted in Allan Colman, Attorney Marketing, Business Development, Client Retention, Content Marketing, Conversion Rate Optimization, Email Marketing, Marketing Partners.

This is the concluding column on 10 reasons why clients fire you. Client retention is among the top priorities for building future business and receiving referrals. Last week we indicated that:

  • Lack of Contact
  • Their situation changes
  • Decisions made without authorization
  • Non-responsive
  • Failure to help

In thinking about clients that have left your firm, can you attribute any of these 5 reasons as a possible cause?

  • Apparent disregard for client’s budgets
  • Boring pitches in seeking new work or referrals
  • Not replacing a relationship partner with bad chemistry
  • Groundhog Day Syndrome – repeating the same work over and over
  • Capacity-bound partners with little or no time, continually passing work on to Associates

When it comes to attorney marketing and law firm business development think about the clients you have worked so hard to get.

Why Clients Fire You

Written by Allan Colman on . Posted in Allan Colman, Attorney Marketing, Business Development, Client Retention, Content Marketing, Conversion Rate Optimization, Email Marketing, Law Firm Marketing, Law Firms, Marketing for Law Firms.

by Valerie Goodman

In the Closers Group experience, lack of attention to client retention is a primary reason clients fire you. When it comes to attorney marketing and business development, the first step is to value and properly serve the clients you’ve worked so hard to get in the first place. It is one of the simplest ways to accelerate business, wouldn’t you agree?

Jay Abraham, in “Getting Everything You Can From Everything You’ve Got”, cites these primary reasons why clients have become dissatisfied and have left relationships.

  • Lack of Contact — leading to your client forgetting about the relationship
  • Their Situation Changes — and no longer need what they hired you for, or were unaware of your
    other practice areas
  • Decisions — were made without authorization
  • Costs — were incurred without authorization
  • Non-Responsive — to requests for changes or reviews in billing
  • Failure — to respond to requests for help with additional practice areas

We’ll identify an additional group of reasons clients fire you in the next article.

What She Said – Putting Testimonials to Work

Written by Allan Colman on . Posted in Allan Colman, Attorney Marketing, Business Development, Client Retention, Content Marketing, Conversion Rate Optimization, Email Marketing, Law Firm Leadership, Law Firm Marketing, Marketing for Law Firms.

One way to establish trust in the early phases of the business development process is applying “what she said”, or, putting testimonials to work on your firm’s behalf.

Many firms pitch every chance they get, polishing proposal after proposal. Yet they continue struggling to win new business. When asked, most prospects and clients say the “no’s” are due to a lack of trust.
Testimonials are the forms of validation that tell prospective clients that others have trusted and hired your firm. This endorsement is especially helpful if someone has stumbled upon you from an online search. Why would they consider you over the next firm that popped up?

Here’s an example of the power of a well written testimonial. “Marcia Colman is a consummate professional who consistently provides me with excellent legal representation. Marcia’s work ethic, attention to detail and overall sense of urgency is hard to find. She also has an extensive network of arbitrators, financial and tax colleagues to lean on, which I found extremely helpful. Marcia is always available to provide great advice and counsel.”

The first step in obtaining testimonials is recognizing the variety of ways to get them. (Adapted from Kissmetrics)

FACEBOOK REVIEWS

SEND A CLIENT SURVEY

SEND AN EMAIL

PUT YOUR TESTIMONIALS IN ONE PLACE

THE DARK SIDE OF REVIEWS

Contact Closers Group for details on these 5 tactics to enhance testimonials.