Cookies are for Closers – But Not for Attorney Marketing
A current movie marketing campaign says “Cookies are for Closers ” but we hasten to add they are not for attorney marketing. Experienced marketers know that closing new business, or asking for the business, is several steps removed from beginning a relationship. And during the courting period convincingly demonstrating the value you and your firm bring to a prospect is critical.
THE VERY EXPECTATION OF VALUE CREATES A DYNAMIC THAT’S OPTIMALLY CONDUCIVE TO CLOSING!
When was the last time you asked your clients for their business? You were certainly not giving them cookies. Consider this, asking for more work on a semi-regular basis is a solid client retention tactic that could lead to bottom line dividends. ASK FOR THE WORK.
Try to avoid what Hollywood calls “typecasting.” Demonstrate that your firm has capabilities beyond the scope of your current assignments, emphasize the value you bring, and then detail how you can help clearly and concisely. Then there will be no need for cookies.