What's Going On In Your Firm?

During our Strategic Business Development Planning, we ask clients to evaluate questions such as:

1. What is the firm’s own internal perception? What do the attorneys, assistants, paralegals, etc.say to describe the firm to their friends and colleagues?

2. Is there a consistent message about the firm being delivered to the market place? In our experience, the firm’s “brand” is rarely, if every, used by attorneys meeting with prospects. Is there a common sentence describing the firm’s differentiators used for speech introductions, bios with published articles, etc.?

3. Do you understand the differences between marketing, business development and business generation? These skills are all too often combined in a title without understanding the tactical differences and needs.

4. Are your attorneys engaged in cross marketing as well as cross selling? The first is to better educate your colleagues on the value you can bring to their clients. Cross selling is the act of recommending another practice area of your firm to help a client with a problem separate from the one you are working on.

We’ll continue with other questions in our next blog. For more detail, go to www.ownthezonebook.com.