Emails do not end in handshakes is a critical observation lawyers need to heed when on a new business development campaign. My article in the March issue of Marketing the Law Firm is aimed at encouraging business people to head across the pond for a good old-fashioned face-to-face meeting. Their message is spot on for attorneys who rely too often on email exchanges as a prime method of growing new business. For the complete article, http://www.ljnonline.com.
The New Colors of Law Firm Marketing is the world’s first law firm marketing coloring book focusing on marketing and business development. Humorous quotes heard over the years from attorneys and in-house counsel about law firm marketing and business development have been converted into cartoons to illustrate the points. Tactics are then presented to overcome the problem and teach new ways to bring in new clients.
Both entertaining and educational, New Colors provides worksheet pages to hone in on specific business development goals.
“Hysterical and fun way to educate attorneys on marketing and business development.” Allard Winterink, Editor of Legal Business World.
Download a free copy at http://allancolman.com/newcolors/.
SEMINARS AND WORKSHOPS
The coloring book is the foundation for law firm marketing seminars and workshops. Contact us to schedule keynotes and seminars for your firm retreats bar associations and practice group association conferences. acolman@closersgroup.com or fmims@closersgroup.com.
It’s not your kids coloring book.
At the Closers Group, we often talk about how “combat coaching” fits in with our CLOSING ZONE approach to business development. We focus on the importance of having your strategies and tactics practiced and ready so that, when you meet face to face with your prospects, you’ll be ready to close the sale. Jay Abraham, one of the top marketing gurus in the country, offers a similar, extremely effective program that he calls
Competitive Combat Coaching.
It is considered to be a more aggressive and productive way of looking at growing your successes and builds even more in his book, “Getting Everything You Can Out of All You’ve Got.” Tune in next post for the tools you are not using effectively.
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.
One of the most common questions clients ask is where do I find prospects?
There are 3 simple rules to follow when attempting to find prospects, critical to undertaking marketing and new business development:
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
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:
In thinking about clients that have left your firm, can you attribute any of these 5 reasons as a possible cause?
When it comes to attorney marketing and law firm business development think about the clients you have worked so hard to get.
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.
We’ll identify an additional group of reasons clients fire you in the next article.
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.
For those focused on accelerating new business and client retention, Dancing With the Stars, “Which of the four personality types are you trying to tango with” offers an important lesson: the hard work you put in during rehearsal is every bit as important as your time spent dancing in front of the camera.
There is nothing more important than your ability to talk, listen, look at, express, laugh, be serious, and connect with your client. Each client, depending upon his or her personality type, will respond to you according to how they process information. Just like a couple who moves across the dance floor as one, the words and how they are delivered by you during a meeting or encounter will make a difference in your business development outcome.
In general, most clients will fall under four personality types. Think about a few of them now. Can you categorize any of them into one of the following personality types? If so, here are some tips on how to communicate more effectively:
The socializer is the easiest group to communicate with. They’re fun, talkative, and gregarious. They’re OK if you’re busy or late. They’ll put you in a good mood. They are open-minded. They will accept unanticipated changes. They have lots of friends and want you as one also. For case presentation or to present a new idea to them, just be earnest and friendly and tell them what they need.
The drivers can be intimidating, but they are the second easiest group to accept your recommendations.
They’re all about business, being on time, being productive, and getting it right the first time. They don’t care if you’re their friend. They want you to be competent and professional. Every spare minute is important to them. Multi-taskers, they could be texting while you are getting settled into the meeting! Be confident and present. Don’t give them options. Your conversations should be: “This is what we need to do….and why….”
This group is more challenging. They are warm, gentle and considerate clients. They do not make quick decisions. They need to talk about your recommendations, think it over. They need time. Don’t be sensitive or upset that you don’t get the quick “yes”. You’ll wonder, perhaps, what you did wrong if they don’t say “yes” right away. These aren’t first-day-decision clients. If you have a “realtor” as a client be sure that you focus on:
“Realtors” just need more time to think. Hang in there.
Just like the name implies, the Thinkers like to think it over. They are courteous, respectful, and inquisitive. They want you to be professional and informed. They don’t like changes. They might ask you for a detailed accounting of their matter and why. Making a presentation to a “thinker” is like presenting to a colleague. Know your stuff! Be detailed and to the point.
Remember, when it comes to attorney marketing, your clients (and potential ones) are both the audience and the judges. The more you prepare the better your performance will be.
Guest editorial from Valerie Goodman
Grow your new business development in just five minutes a day.
MOST FIRMS who approach us looking for business development and sales training want fast results. Many of them are surprised when we say that a firm’s bottom line can grow by dedicating five minutes a day to a simple plan. This is especially true for smaller firms whose principals may not have someone dedicated solely to relationship-building and business development.
On the flip side, adding this uncomplicated five-minute- a-day strategy can lead to unexpected rainmaking. Even if people believe in you, and even if they believe you’d be a great hire, business partner, vendor, or whatever, people need to be reconnected with and reminded that you’re there.
If you spend five minutes a day for a year that is at least 250 business development “touches”. And if you are in a firm of 30, and each attorney does 250, that’s 7,500 touches per year. Wow!
THE ACTIONS themselves will take longer, but by dedicating just five minutes per day to generating new business, you will be mapping out a course marked by true efficiency and will be on the road to accelerating business growth.
Contact Closers Group to learn your plan for the week.