Know Thy Client
Tag: increase sales
Have You Practiced Lunch?
Before going to a pitch meeting have you practiced lunch, a proposal, the questions to ask, anticipated answers and setting the next step? Picture yourself at the table with a prospect that you have targeted in the right industry and the right organization. Your research has given you a clear sense of how this “buyer of services” thinks, what their business is about, what the company or agency wants and needs and what your opportunities are vis-a-vis your competitors.
Do not talk about your firm! Instead, start with a value proposition, “here is what we can do for you, and here’s a general sense of how we’re going to get there. And then get them talking. Put your research to work by practicing the questions you will ask that show you have actively studies their problems, needs and opportunities. Anticipate answers and plan responses. And pay attention to their answers rather than thinking about your next question.
Practice, practice, practice before you start eating the salad.
Reveal Your Firm’s Under Performing Marketing Assets — Catapult Your Revenues Without Losing a Dime!
Under performing marketing assets, when identified, are a real drag on your firm’s revenues. Out of the 25 questions we use to build a successful business plan for clients, what would your responses be to these 7?
- Are you making decisions on under performing activities and investments?
- Do you complete success/rejection analyses of pitches and proposals?
- How are you maximizing the impact of these pitches and proposals?
- What success are you having expanding the number of colleagues actively selling and cross marketing?
- Can you use single marketing tools to leverage wider exposure and response generation?
- Is there a format for building a long-term pipeline of leads and opportunities?
- Who is measuring and reporting results and who pays attention to them?
And what do we mean by saying our advice can advance the discussion of under performing marketing assets without losing a dime? Simple- experience shows that by a significant increase in your new revenues, the only cost is our professional fee. And that is typically returned 4 to 5 times within 6 months.
To schedule a free 30 minute consultation go to
Sensational 87% Increase in New Business With Coaching
It is no surprise to us that Xerox Corporation found an 87% increase in new business with coaching. They identified that the impact of using a coach as a support activity after formal training produced an incredible 87% increase in the effectiveness of training when compared to training alone.
Closers Group clients’ accomplishments confirm the value of the Xerox analysis. Our six-month business growers groups have averaged a 65% increase in new business. Our twelve-month client groups have averaged over a 200% increase in new business generation.
By combining tactical training with on-going activist coaching and holding people accountable for their marketing commitments, they continue to succeed.
For a 30 minute complimentary consultation contact :
acolman@closersgroup.com or fmims@closersgroup.com.
A Badass Excuse for Not Marketing
This is one badass excuse for not marketing – “It’s been six months since I won that big case for my client. Why hasn’t SHE called ME?”
I heard that quote directly from an attorney. IT IS NOT ENOUGH TO WIN ! It never occurred to him to continue the relationship, offer to share the trial tactics with her in-house law department, co-author an article within the client’s industry publication, or invite the teams to a celebratory dinner. Do you get the message here?
Self-Sabotaging Excuse for Not Marketing – “I always miss the new litigation.”
“I always miss the new litigation” is one of the most self-sabotaging excuses for not marketing that I have heard from attorneys. It is easy to solve. You and your practice group attorneys need to monitor court decisions, pending legislation, and new litigation theories. Lawyer marketing means keeping your clients and prospects ahead of economic and industry trends. Invite the marketing and library professionals to engage. Assign your law firm practice group members to tracking journals, organizations, and media and report.
As Sir Richard Branson is fond of saying, “Opportunities are like buses. If you miss one, another will be coming along.” [If you keep your eyes open.]
An Agonizing Excuse for Not Marketing – “I failed once; why try again?”
This is the most agonizing excuse for not marketing, “I failed once; why try again?” Stop the agony and join post-mortem firm reviews on proposals that failed. Take advantage of your firm’s business development training and other professional development programs such as client retention and client management. And learn the value of slugging away.
Where’s the Beef? 2017 Law Firm Outlook
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.”
BUSINESS DEVELOPMENT IN 5 MINUTES A WEEK
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 dedicated 5 minutes per week is all it takes to put a plan into motion:
** It takes 5 minutes a week to make a phone call or touch base.
** 5 minutes a week is long enough to send an email to a client or prospect.
** In 5 minutes, a meeting can be arranged.
** Committing to writing an article and jotting down a list of topics —
can be made in 5 minutes.
THE ACTIONS themselves will take longer, but by dedicating just 5 minutes per week to generating new business, you will be setting a course marked by true efficiency and will be on the path to business development success.
Knowing how their business / organization works is critical before pursuing them for new business. You and your colleagues should ask and answer the following questions before you begin to pursue current, recent, or prospective clients.
Who is the decision-maker?
What other firms/companies are they using now?
When was the last time they hired a new firm or purchased a new product?
Do they prefer to communicate by phone or email?
What have you done recently to build a relationship with them?
Have you asked ahead of time who else will be attending the meeting?
Do you offer periodic review meetings regarding budgets, billing, timelines for the engagement process, and report format?
Do you know their pain?
How will financial decisions be made?