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What DOES WORK in the Business Development Closing Zone

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

What does work in the business development closing zone is a followup to our last 2 columns, what does not work in business development. We have taken a collection of quotes from successful business development professionals on what does work in the “closing zone.”

1. Major effort to communicate from the very beginning of an engagement.
2. Handle complaints quickly.
3. Refer business to your clients; or introduce clients to each other; or cross sell clients.
4. Make sure you obtain contact information for whoever attends your presentations.
5. Mine your children’s activities.
6. Set periodic review meetings re: budgets, billing, timeliness of engagement process; etc.

In a following column, we will illustrate more observations on what does work in the business development closing zone.

Let Us Help You Strengthen YOUR Business Development Closing Zone

We are available for a complimentary 30 minute consultation on accelerating your business development successes.

– acolman@closersgroup.com

Do You Know What Does Not Work in Business Development?

Written by Allan Colman on . Posted in Business Development, Conversion Rate Optimization, Law Firm Marketing. 1 Comment on Do You Know What Does Not Work in Business Development?

In our workshops and seminars, we are often asked “Do you know what does not work in business development?’ Collecting quotes from successful marketing and business development professionals, found on Pages 112-113 in OWN THE ZONE include:

1. Offer to handle and manage what they already have the skills to do;
2. Relying on good results but not building the relationship;
3. Offensive or off-color humorous comment;
4. Buying a table but not showing up;
5. Sending too many people to a meeting;
6. At a meeting, talking to themselves and not with the prospect or client.

More to follow in our next column.

Legal Services Competition

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

As legal services competition intensifies, and client budgets fight to stay stable, doesn’t it make sense to look within your organization and build on what you have? The cost is low and the effort can make your law firm marketing far more effective. In our Raid Assessment work with clients, these are among the first tactics we use to strengthen business development efforts.

Preparing for the Closing Zone
(Source, OWN THE ZONE)

When you are fighting for new client engagements in the Closing Zone, it is important to recognize that you are participating in a form of sophisticated combat (i.e.see previous post). Draw on your training and strengths and you’ll be prepared to engage and win new business.

How Do You Meet Marketing Challenges?

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

We are often asked “how do you meet marketing challenges?” Or a client asks about the likelihood of success for various sales (yes sales) approaches. The simplest answer is WORK WORK WORK. But rather than offer a definitive answer, Frank and I often draw on Jay Abraham’s (Getting Everything You Can From Everything You Know responses to hypotheticals:

* Will everything work out as well as we expect it to? Hardly.
* Will some of the things we hope for not to happen or turn out worse than we expect them to? Undoubtedly.
* Will there be some things that turn out better than expected? Probably.
* Are there more opportunities that will be uncovered as things progress? Again, probably.

The final question that is often posed offers a bit more flexibility. Will you do everything in your power to make the result of this business development opportunity an outstanding success? If your answer is YES, the response is absolutely.

Law firm marketing is no different than any other service or task. Put the effort in. Plan for the worst and hope for the best. And then work, work, work until you see the results.

There is No Such Thing As a Making a Cold Call

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

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.

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.]

What Are 90% of Attorneys Missing?

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

We were stunned to learn that 90% of attorneys are missing a major key to new business development – asking for referrals. This observation came from Marketing Directors in last year’s U.S. and Canada survey on client retention. And when attorneys themselves responded, 10% said “none” asked for referrals and 78% were “not sure.”

What the survey unfortunately demonstrates is the enormous loss of new business opportunities. Just because they haven’t been to see you or called you in a while does not mean clients are unhappy, but what if they were? You would only find out if you spoke with them. And if you lose track of them, it is your own fault if they begin using another firm.

So stay in touch and ask for referrals.