Miami Legal Business Development | Branding | Lawyer Coaching | Paula Black

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Collaboration. When it works... it works! The outcome produced is far better than what could have been produced by either... alone.  Elton John & Bernie Taupin, Steve Jobs & Steve Wozniak, Hepburn & Tracy... they all produced better work because they collaborated with the other. Each brought unique talent to the project that complemented the other, without which the outcome would not be the same. The real benefit of working with a collaborator that complements you... it's just plain FUN!

While in Dallas this week I had the good fortune of doing just that not once... but twice. There was "flow"... we finished each others sentences and the movement was like a dance. That may sound like what one does only after you've know someone for years... right? Well this was not the case in either of the meetings. Both meetings were with people that I've only known for a short time that could only be measured in hours. One of the meetings was with a colleague named Cindy Pladziewicz, she writes the blog Professional Development Perspectives. Cindy and I are collaborating on a presentation that we are producing for a client that will include her expertise as a lawyer and a clinical psychologist and mine as a legal brander and business developer. I wish you could have been a "fly on the wall" watching us work. We were having sooo much FUN. We started at 9:30 and before we knew it... it was nearly 5:00 and I had to head for the airport to catch my flight to Miami. The day... I mean entire day flew by like 2 hours. We laughed... we pondered... we had great ideas... and not so great ideas... and above all... we enjoyed it! Every single minute of it. 

I ask you, my friend...when was the last time you truly collaborated?

Are you producing your work in a vacuum or are you reaching out to make it "bigger and better?"

Are you myopic or are you broadening your horizons to include unimaginable possibilities?

I will tell you that these meeting in Dallas were unimaginable a few months ago and they were both with people that I met because I reached out to them having read their blogs. Reading their content let me know how they think... and it was music to my ears!

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Are you marketing or are you developing business... DAH! Marketing IS supposed to develop business and so is client service and so is delivering excellent work product on time and under budget.

In my book there is no separation... all these activities are done in order to get more work. And everyone at every level in the firm should be responsible for developing business to some degree. Now, I know that sounds a little radical... but think about it. There is no work to be done... no rent gets paid... no supplies are needed... no briefs need to be written... if there is NO business development! So why should business development be relegated to the very few within a firm? In my opinion it shouldn't.

TEN business development activities for many people at many levels in a firm...

1. Be welcoming... answering the phones quickly and in a friendly manner.

2. Return phone calls and emails... on a timely basis.

3. Do what you say you're going to do... your integrity is at stake.

4. Visit a client without charging them... demonstrate your commitment.

5. Show kindness at all levels... being nice to the receptionist is as important as being nice to the president.

6. Take pride in your work... and tell people you know that your firm does great work.

7. Sending handwritten notes isn't just for the rainmakers... a personal note goes a long way.

8. Say HELLO... you never know whom you may meet.

9. Be happy... yes, no one wants to be around a grouch.

10. Say THANK YOU often... make your mom proud!

Is this list in your firms DNA? If not... start by being an example. Remember... it's all about business development!

Black Pearl: I've mentioned this one before and in this conversation bears repeating. Raving Fans by Ken Blanchard.

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I was working with a client who was lamenting that he would have more time if everyone else didn't throw things in his lap. When he told me some of the things I could see why he was so frustrated. For example one of his peers sent him an email at 6:00 P.M. asking him to train someone on a process she needed to learn in order to produce something with a deadline of 10:00 A.M. the next morning. I could certainly see how that could be frustrating. I asked if this individual does this often? Answer... YES.

So, why do people do things like this to us? Well, because they can! And they can because we have let them. It's hard to say NO, if in fact you are a team player and a people pleaser. But saying NO is essential to YOUR own sanity! And saying NO doesn't have to alienate the person asking, provided it is done with kindness and consideration to the team. 

Here are 3 possibilities to try the next time your time gets HIJACKED!

1. Say, "I would love to help you out... I would have time a week from Thursday, can it wait until then?"

2. When you need to concentrate on something... simply close your door. That is a sure fire way of communicating that you are not available for interruptions.

3. Make it clear to others that if you do not respond to their emails that it DOES NOT mean that you have said YES. Make it your policy that when you agree you ALWAYS send an email stating so.

Try these and you may find that you can gain control of your time. And when you do... use it wisely!

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Are you acting like a CEO or like a lawyer who has the added burden of keeping the firm a float? It's not too likely that many of you answered CEO. WHY? Well I think most lawyers don't think of their practice as a business... I can just hear it. "Of course it's a business... It's a professional services business!" Maybe so but... I would venture to guess that most of you work IN the business NOT on the business. And therein lies the difference. Chances are you are spending most of your time producing the work... making the widgets. Would you like to know how successful INC 500 CEOs spend their time?

Inc. Magazine found out that they spend:

• 3 hours selling and talking to customers - 23% 
• 3 hours in meetings and talking to employee - 23% 
• 2 hours emailing - 15%
• 5 hours other and misc. - 39%

Take a look and see how your day compares to these highly successful CEOs. One thing is for sure... they don't get a lot of sleep. 

Imagine what you could accomplish if you spent just a few hours a week working ON the business instead of just IN it... believe me it would have a profound effect. I have seen it over and over again! As my new client put it..."I want to build a business not be chained to my practice." How do YOU want to spend YOUR time? I know that I would like to spend MY time exploring and creating NEW possibilities... 

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Be direct. You never want to hear... "You talkin' to me?"

Identify your target market. I mean PICK one! No... You can't talk to EVERYBODY. You try and do that and NO ONE will listen. The message becomes so generic or watered down that nobody thinks you're talking to them.

So where do you begin? You narrow your focus... pick a slice of the market that you serve in your practice area. It maybe a segment of an industry, a group with a particular problem or green eyed children born to left handed women! Be the biggest fish in the smallest pond. Here are 4 strategies to put into place:

1. Speak the language of your target market. Use their terminology, refer to the things they do and they way they think. Doing this makes it very clear to your audience that you KNOW them... it gives you credibility. What would happen to MY credibility if I referred to your firm as a company? It would be out the window I'm sure!

2. Tell stories that are relevant to their lives. Not only does it connect you to them, but also stories are memorable. They are memorable because they conjure up an image and evoke emotion. When told well they are very powerful tools.

3. Let your personal brand shine. Give some considerable thought to what you want to be known for and make sure your writing reflects that, and YOUR personal brand will soon become clear to your target audience. Approachable... Attention to detail... A get it done kinda guy... All of these can be illustrated in your writing without having to come out and say those exact words.

4. Repetition, Repetition, Repetition... did I say repetition? Yes, that is what cements your personal brand into the memory of others, and believe me when I say... there is NO substitute for it!

You know how it feels when someone looks you in the eye and seems to be truly interested in YOU... it feels great and it creates a connection in a way that is exclusive. THAT, my friends is what these strategies will do for you. When you put them into action, soon it will be... "Oh my... you're talkin' to ME!"

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Who wouldn't want to hear these words? "You had me at hello!"

Did I get your attention? OK, what does this have to do with business development? I'll tell you.

When it comes to producing content, lawyers are pretty good at it... but aesthetics and design is a different story. Remember that the first impression is the hook... How seductive is your content? Will it pull your reader in at first glance? Is it visually intriguing as well as verbally intriguing? We are in an era of information overload, so what can make yours standout?  And shouting (everything in large bold type) isn't usually the answer. Here are five things to keep in mind so you can have them at hello!

1. Become skillful at using bold and italics. Use them to guide the reader through your article, blog or proposal.

2. I know it may be hard for you to believe, but EVERY word of your content may not be important to your reader. So, try to figure out what might be and pull it out as a "pull quote" or a larger font.

3. Most people skim articles, blogs, proposals, etc. So, provide a few jewels that will slow them down... photos, a graphic element, colored type or large type.

4. A sea of type is just that... a sea of type, and lacks enticement. Find ways to break it up into quickly digestible chunks.

5. Make sure the length is appropriate. A quick read is always the best option! Who has time to read War and Peace? If you have a lot to say, divide it into several blog posts, articles or even books. Remember that it's always better to keep them coming back for more!

Aesthetics and design is the hook, it creates the first impression. Make it so enticing that they want to read every word you have written. And they tell their friends... and their friends, tell their friends.

Black Pearls: Here are three books that can help you develop a sharp aesthetic eye. Presentation Zen by Garr Reynolds, The Presentation Secrets of Steve Jobs by Carmine Gallo and Typography for Lawyers by Matthew Butterick. Have fun!

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I'm working with a firm who is using blogs to help their lawyers increase their credibility and visibility. I started exploring the idea with one of the lawyers and the first thing she said was, "Oh... I don't have time to blog."

I said to her, "First of all anyone who knows me, knows that I don't buy... I don't have time. What you are really saying is I am not committed to that at this time."

I reminded her that when we first met we talked about the practice area she was passionate about and her face lit-up and she became animated. So my first question was... "Are you committed to this practice area that seems to be your passion?" Her answer was a resounding "YES!" So, I asked "IF it is your passion and you are committed to it... why wouldn't you WANT to talk about it... all the time." Her response was, "Of course I would want to talk about it". I pointed out " Then, simply posting that conversation to your blog would be a piece of cake, wouldn't it?" She got the point.

What are you committed to? The practice area you are passionate about... the desire to find business in that area so that you can do what you LOVE? 

OR... Are you committed to having no time and doing work you don't particularly like?

A blog can build your credibility and visibility in a practice area you LOVE. It is a tool that can help you get what you want. It cannot... I repeat cannot be just another business development chore that you add to your "To Do" list.

If you are passionate about the topic of your blog... the 200 - 500 words needed for a blog post will come easily. I recommend that you:

1. Write several posts at one sitting. Pick a theme and it will flow easily.

2. "Chunk it out"... If a post gets longer than 500 words or so... break it into smaller posts and spread it over a week or two. But, make sure each post can stand-alone.

3. Set a time limit... and stick to it! I give myself 1.5 hours to write 2-3 posts, and when I have 15 minutes left on the clock, I put the finishing touches on the posts and call it DONE. If I don't the perfectionist in me will massage and edit until next Christmas. Don't let perfection get in the way of progress! For lawyers I know that isn't easy.

How do you find topics to write about? Listen... to yourself! Yes, listen to the things you tell clients and colleagues. Chances are if this person is interested in what you have to say there will be others. Blogging can be fun if you blog about your passion.

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Social media is here to stay. Sure it may evolve from moment to moment with the speed of lightening that we have not seen in the past. But there is no turning back the hands of time... that is for sure. Besides who would want to?

So, embrace it or get left behind. Now, in my mind that doesn't mean you have to abandon old tactics for new tactics. I think it's the combination of old and new. Social media is a TOOL... and we must never forget the common sense strategies of relationship building and interacting with people. Will that be in person, via phone or Internet? No matter what the medium, you still need to ENGAGE another person in a conversation. 

Need some guidance? My friend Paramjit Mahi at Profiting with Public Relations published a list of 5 Reasons Why Your Law Firm's Social Media Program Isn't Working. How many of these hit home?

"1. Failing to develop a strategy." As I often say... it all starts with a plan! Without a plan you have no idea where you're going... not to mention how to measure results.

"2. Shoveling the task onto those lowest on the totem pole."  Yes, get help from wherever you can get it... but there comes a point, if you are going to see results you are going to have to be the one to establish relationships.

"3. Neglecting to drive conversations." Paramjit points out that just pushing content out is a big waste of time and I agree with her... it's about engaging in conversation: asking questions and responding to comments.

"4. Not watching your social media mouth." I love that Paramjit has pointed this one out! It is easy to rant with the keyboard of your computer... ask yourself if you would say those same words sitting across the table from your client, your partner or your mother for that matter! You can be strong and authoritative without being nasty.

"5. Forgetting to track and learn from results." There are many ways to measure results... be open-minded and follow where it leads. A re-tweet leads to increased traffic, and loyal followers lead to word of mouth... or shall I say "word of internet" reference. Most of all, remember to ask people how they heard about you.

Read Paramjit's insight on these... I bet some of you could add to this list. I would love to hear your thoughts.

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To continue the discussion we started on Tuesday... Do you need an attitude adjustment? Today I want to talk about a post I read by Seth Godin: The warning signs of defending the status quo.

As always Seth calls it out. Here are a few thoughts that get to the heart of the matter for lawyers when it comes to business development. Think about them...

"When confronted with a new idea, do you:

1. Consider the cost of switching before you consider the benefits?

2. Highlight the pain to a few instead of the benefits to many?

3. Exaggerate how good things are now in order to reduce you fear of change?

4. Undercut the credibility, authority or experience of people behind the change?

5. Grab onto the rare thing that could go wrong instead of amplifying the likely thing to go right?

6. Focus on short-term costs instead of long-term benefits, because the short-term is more vivid to you?

7. Slow implementation and decision making down instead of speeding it up?"

 Patrick McKenna a colleague who consults with law firms on strategic planning, has a rule that every one of his groups must commit to: LOVE EVERY IDEA FOR 5 MINUTES. I use it... it works to get the team on a positive path. You will be surprised at its effectiveness.

So, call a spade a spade when you see it. You just may revolutionize how your firm thinks and operates with a true competitive edge... making business development a natural flow of the process.

Black Pearl: If the above list hits too close to home, my pal Cordell Parvin has a great solution to help you out of this rut. Try it... it works!