Miami Legal Business Development | Branding | Law Firm Coaching | Paula Black

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In this business of LAW there is no stronger business development tool than BUILDING RELATIONSHIPS. Few would argue with that!

I had the privilege to be a speaker at the Spain-Florida Law Firms Forum. It was a two-day conference organized by the Embassy of Spain - Trade Commission. They invited 15 firms from all over Spain to meet and collaborate with 30 firms from South Florida. The opportunities are endless...

Spanish clients could invest in the affordable Florida Real Estate markets.

Miami could be the entry point to Latin America and the Caribbean for the Spanish firms and their clients.

Florida firms could assist Spanish firms and their clients entering the US market.

Just to name a few. Yes, that was the intent of the Forum... to find ways to build business between Spain and South Florida. After all that is the job of a Trade Commission... right?

Well, there was another benefit that wasn't as obvious... the bond that was forged with the group of 15 Spanish firms. I witnessed it build over the two days I was with them, (lunch and dinner... not to mention South Beach until 1:00 in the morning!) They were from all across Spain... north, south, east and west. They represented the entire country. They each gave a 3-minute speech about their firm intended for the Florida firms but, in doing so they became knowledgeable about each others practice and started to think about ways they could help one another in Spain. They became supportive of one another because they had a common interest... develop business! 

Sometimes there are opportunities we overlook that are right in our backyard or under our nose. The most fruitful among them will be the ones where you have a common focus... business development. You don't need to wait to be invited to an event organized by a Trade Commission... create your own group. Find firms of similar size with different but compatible practice areas to forge a business development partnership. Learn what kinds of cases are ideal for their practice... and they learn yours. You have now multiplied your business development possibilities.

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The Managing Partner Forum's Fall Conference

The MPF 2011 Fall Leadership Conference is being held on Wednesday, November 16th at The University Club of Chicago. This conference is designed specifically for law firm managing partners and we are expecting in excess of 50 firm leaders from across the country to be in attendance.

This is one of those extraordinary opportunities to attend and participate in an event where much of the day's agenda is driven by the participants sharing common challenges, learning from each other and gaining far more insight than is probably provided by any of the faculty members . . . and I say that as a member of the faculty. I hope to see you in Chicago.

For additional information and to register, visit: managingpartnerforum.org
 

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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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I was working with a client today and I gave her an assignment to make a list of relationships that could help her in developing business. She asked... "you mean that could give me business?" And I realized that to me the distinction is very clear, but that I should define it.

There are many circles in which we have relationships and in each of those there are different ways that people could help us develop business.

First, let's explore the ways...

• Obviously there is the category of a client that has the authority to send us work.
• There is the person that can recommend to someone that they call you.
• There is the individual or group that has influence over what a larger group of people might think... like clergy or an executive director of an organization.
• There are suppliers that can help make you look good... you get work, they get work.
• There are people that you can learn from... to be a better lawyer, business person or business developer.

Second, there are all the circles that exist in your life...

• Your family and friends... you would be surprised how many lawyers never tap into this group. Who knows you better and has your best interest at heart more than your family and friends?
• Business colleagues... from various places of employment, organizations, etc. where do you have relationships that you could cultivate? Could they introduce you to others?
• Law school classmates... stay in touch, grow together and meet their friends and colleagues, grow the circle.
• Civic and religious circles... where do you spend your time? Do you have deep relationships or and they simply people you just say hello to? 
• Hobby circles... if you love things like playing music or ride horses, etc. this circle could be what fuels your passion... and creating a bridge to your legal practice could take your work to a whole new level.

You get the idea. I bet if you give it some thought you can come up with several more. 

Business is about relationships and it couldn't be more true in the legal profession. You need to focus on those circles and look for people that can help in various ways. And you need people helping in all those ways. Just because someone isn't in the position to send you work doesn't mean they can't contribute to your success in some other way. 

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Networking... to some just the mention of this word makes them tense up and break out into a cold sweat. Others? Well they make sure they have business cards. I have to admit that I have never been the latter... until I shifted my thinking.

I stopped thinking about networking and started thinking about... building relationships with no other agenda than to get to know THEM. Not... can this guy give me business or can this lady introduce me to more important decision makers? That's easier said than, done, I know because we are taught that in order to get business we have to NETWORK... so what do we do? We work our way through the room handing out cards and looking over each persons shoulder for our next prospect. Sound familiar? If you haven't done it you know someone who has.

So what's the alternative? Go to events with the intention to meet 1 or 2 people... and get to know something about them. Find a connection, something that will create another encounter - an email, a phone call or a lunch. You never know where a relationship could lead. Then you must follow-up... period. That won't be so difficult since you are only going back to your office with 1 or 2 cards... not a handful that will sit on your desk that you never follow-up with. 

Next I stopped attending 1 or 2 events a year of MANY organizations and started being a regular attendee to only 2 organizations... I went every month. My circle of new friends started to expand and people introduced me to others. Repetition... Repetition... Repetition! It works.

Build relationships by listening and getting to really know people. Shoving business cards into people's hands will never work no matter how often you do it. YOUR card will be the one sitting on someone's desk gathering dust.

Black Pearl: For those who need a little help thinking of questions that start conversations my colleague Cordell Parvin has a fabulous list of 19 questions that are sure to get you started.

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The idea behind business development is finding a way to standing out from the rest. Today with the Internet there are many ways to do that. But just as the Internet has become the most powerful tool of this century... email has become an avalanche that we need to deal with on a daily basis.

• If you want to send a heartfelt message, DO NOT send an email. Send a handwritten note! Today I came across a blog post from Gerry Riskin who points out that people SAVE treasured handwritten notes. I bet that right now you could put your hands on a handwritten note YOU have received. Need I say more?
• If you want to build more meaningful relationships... pick up the phone! Have a conversation. An exchange that gives both of you more insight into one another.

Yes, it's easier and faster to shoot off an email. But is speed always what is needed? I don't think so. Building deep relationships... being top of mind... and connecting to our humanity is often more important.

Black Pearl: How do we get our email under control? Read The Hamster Revolution. It will give you a system to deal with the avalanche... better yet go on-line and take the course. Learn strategies that can save you 15... yes... 15 days a year. What could you do with an additional 15 day a year?

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When it comes to business development what comes first credibility or visibility?  It's a bit like...what comes first... the chicken or the egg? 

I was coaching a client who has been consistent with her blogging and has been seeing potential clients for consultations. In the past six weeks she's seen six prospects that can be directly attributed to the blog; she landed two of them, was honest with another and told him that he doesn't really have a case YET (when other lawyers told him they would start working on the matter), spoke with two others that are raising the money and found that the last one was geographically undesirable. She has also been asked to be part of a panel discussion for an ABA meeting. I would say those are great results in record time!

She was a bit skeptical when I suggested she write a blog but now she has seen the power it can have. She was easy to find because her blog is very specialized... hence it comes up on Google searches. The potential clients have had the opportunity to understand her expertise because they have read her blog. What her blog has done for her is two fold... she gets credibility and visibility all in one.

We talked about what has contributed to her success...

• She had faith that my advice was sound... even if it was out of her comfort zone.
• She found a niche and loves it... you have to like the work.
• She loves writing; so she posts twice a week... you have to blog consistently.
• She said yes when asked to speak... take advantage of every opportunity.

Landing the prospect takes focus...

• She is extremely prepared when the potential clients come in for the consultation... a consultation is REALLY marketing at your best.

How can you connect with the prospect in a way that you establish TRUST? Everything you do should be in the interest of the client even if that means there isn't work for you at this time. When you do the right thing they will tell their friends and colleagues what a trust worthy lawyer you are... THAT my friend is credibility and is worth more in the future than a case you create today.

Black Pearl: Relationships Are Everything! Is a book by my colleague Mark Maraia, it's a great read that is full of pearls of wisdom. And YES... relationships ARE everything!

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Travel... isn't it great? Conferences. You get to travel, it's a business expense, maybe you learn something and maybe you make some contacts. Does this describe your conference going experience? This week I was working with a client that is getting ready to go to a trade conference in Copenhagen. I have been to Copenhagen many times, it's a great city... but let's face it, they probably won't get the chance to really experience the city, because they will be in the conference most of the time.

 So... if they are going to be in the conference, then... they need to BE IN THE CONFERENCE! I would like to share with you my strategy for maximizing their experience.

Journaling

You have an incredible opportunity to plug into "the industry". It will be an enormous benefit if you keep a daily (hourly) journal. The ideas will be free flowing and you want to capture every single one. Your journal can focus on these 4 things...

1. Strokes of Genius... yours and others.

2. Observations... things you see, hear and learn... stories to re-tell... trends to report on... article and blog ideas.

3. Ideas to take your practice to the next level... no matter how big or small.

4. Note to self... other things you want to remember.

Relationship Building 

The other opportunity is forging relationships... you never know when someone can contribute to your success or you to theirs.

1. Talk to as many people as possible. Divide and conquer... don't hang out with the people you came with, move around.

2. Ask questions. What have they found to be an effective business development tool? Do they blog and write articles? You get the idea. If you always ask the same 3-4 questions of the people you meet, you get the added benefit of consensus. 

3. Make sure you ask for business cards... the protocol is YOU ask for theirs, you don't offer yours unless asked for it. To build relationships it is essential to stay in-touch, get those business cards... but I caution you this is NOT a business card gathering exercise. The idea is to connect with people and once you have done that... THEN you ask for their card.

If you focus on journaling and building relationships when you attend a conference you will come home with the right tools needed to maximize the time and expense of attending the conference. If your firm is sending you... you would never want anyone to think it was a boondoggle, you will have the information needed to report on what you gained and the results of the conference. 

As for Copenhagen? I encourage you to visit the city when you have the time to really experience it! The people are warm and friendly. The architecture and design is amazing. Denmark is a tiny country with a big, big heart.

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This week I participated in a networking event at the University of Miami School of Law. They called it "Know-How to Network" and invited eight lawyers, a Judge and me to mingle with an intimate group of 20 students at a cocktail party designed to give the students an opportunity to experience a networking event first hand. After the cocktail hour we debriefed... giving the students feedback, insights and advice. There were lessons that even seasoned lawyers could benefit from:

1. Think in advance... have ideas for conversation ready to go. They could range from current events to hobbies not just about law.

2. Focus on only meeting 2-3 new people. You are not there to collect business cards. You are there to set the stage to build new relationships. Listen and be engaging!

3. Dress appropriately. Be memorable for the right reasons... not for spiked hair, a beard, cleavage, or too much make-up. This is a business development event... look like you mean business.

4. Keep eating AND drinking to a minimum. You don't want to have a mouth full of food at the very moment the person you want to meet is walking in your direction. Booze... it goes without saying... keep your wits about you. This IS business.

5. Remember ... this is an opportunity to reinforce your personal brand. What do you want to be known for? A confident person who looks people in the eye,  a handshake that says "I am glad to met you", a person who genuinely listens and a conversationalist that is interesting.

Keeping these 5 simple strategies in mind the next time you are invited to a networking event will make your job much easier and maybe even FUN. Now, wouldn't that be nice.

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Today I was talking to my friend and colleague Aviva Cuyler at JD Supra, we are collaborating on several projects. Why? Because I think they are outstanding at what they do. I think my clients can achieve great business development results by using them AND they are a pleasure to work with. If I sound like a Raving Fan... that's because... I am!

Raving Fans  was the 1990's bible on customer service and can be even more important today because with the power of the internet, one can spread the word like wild fire. Imagine how different your practice would be if you had ten more Raving Fans. Just ten. Ten people who's mission was to tell the world about you. Those ten people would tell ten people, and those would tell ten more, and so on and so on.

Is it possible in the legal world? Of course it is! It's about being remarkable at what you do AND during the process your client is DELIGHTED. I should add, that they can be delighted even if the final results you were looking for were not achieved... it's about their experience.

However, that is not how it generally goes. It's more like... do a good job and hope clients tell their friends and colleagues.

So, ask yourself... which one are you? Are you good or remarkable? Are your clients satisfied or delighted?

As a raving fan of JD Supra, I can tell you they are remarkable and I am delighted... so ten of you please tell ten others and so on and so on...

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You can’t replace face-to-face, but you sure can support it. Here’s what to consider this year.

On Tuesday I mentioned that 2011 should be your year to rebel against social media. But that doesn’t mean throw it away. It just means make smarter use of it. Meet someone at a lunch? Add them to your LinkedIn network. Keep tabs on where your clients and contacts are working—then congratulate them (pick up the phone!) when you see they’ve gotten a promotion. Promote your blog (if you have one) on LinkedIn, Facebook and Twitter. Offer your articles as downloads on those sites as well. Get to know what applications and sites work for you and your life and make good use of them. Just don’t put all your eggs in one social media basket.

Black Pearl: Here’s a great post from Forbes.com entitled “Social Media Strategies for 2011: Misconceptions Mask Stumbling Points and Opportunities”. Though it speaks to companies, I think you’ll find it interesting! And be sure to read the comments.

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Continuing on the subject of trust… let’s be honest: You can’t trust what you don’t see. And in the age of Facebook, Twitter and LinkedIn, face-to-face contact sets you apart and builds… yep, trust. Are you more likely to refer business to a LinkedIn contact or the person you had breakfast with last week? That’s what I thought. Building trust, trust enough to refer you potential clients, takes time and it doesn’t happen solely online. So this year start to think about how you can rebel. Go to an event. Schedule a lunch (via phone!). Take a colleague out for coffee. Then support those face-to-face meetings with your social media. Here’s a quick and interesting piece about how to do just that. (Hint: check out the comments.)

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No one sells you to new clients better than existing ones. When you generate a culture of strong relationships you lay the groundwork for a word-of-mouth army.

As I mentioned on Tuesday, this year in marketing is looking to be about trust. But once you’ve built that trust it’s time to spread the word. Make it a point this year to focus not only on your website, blog and LinkedIn… but also on word-of-mouth. How? I came across a great post from a blog called Cool Marketing Stuff (stay with me…) that outlined 32 great quotes from a book called “Word of Mouth Marketing”. Here are a few of my personal favorites:

• Be interesting, or be invisible—Lawyers are often afraid to be interesting. Don’t be.
• When people are talking about you, answer them—If a client sends you a referral, call them up and thank them.
• Marketing is what you do, not what you say—Lawyers love to talk. Stop. Listening and acting brings you business.
• Finding a way to make unhappy people happy is worth 10 times more free word of mouth marketing than making them happy in the first place—Think of every challenge as a chance to create a fan.
• Word of mouth marketing is about being good to people—It may sound simple, but there’s a lot to be said for good manners.

Black Pearl: For the rest of the 32 quotes head over here. While you’re there, look around… there are some great posts you may find inspiring.
 

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Now that you’ve started to see who you want to be in 2011, it’s time to put it to action. I’m sure, as loyal readers, you’ve all been working hard on your elevator speeches. Let’s revisit that. Think about who you want to be, what you want your practice to be and what kind of client you wish to attract. Now tailor your elevator speech to those ideas. See the difference? Market to what you WANT, not what you HAVE.

On the same note: Start mentally rolling through your contact list to think about who can help bring you the clients you want in 2011. Make a list. Send them a personal New Year’s—not Christmas!—card (or gift) and start the conversation. There are only a few degrees of separation between you and your dream client. Connect the dots and see who can help you make it happen in 2011.

Black Pearl: One of the easiest ways to connect with old friends, colleagues and clients is via LinkedIn. It’s also a great way to see how you’re connected to the clients you need to get in front of. But how? www.imonlinkedinnowwhat.com by Jason Alba is a great blog (and book) that can give you tips and tricks to making the most of the site. Take a look and start connecting!
 

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You don’t have to build a referral base through a Bar Association only. Look around your everyday life and make networking fit in.

This week we asked: Where have your best referrals come from?

1) Professional Organizations (Bar Associations, ect...) - 19%

2) Personal Causes - 26%

3) Community Organizations/ Schools - 13%

4) Neither - 42%

My Thoughts:

Interestingly enough over half of you said that your best referrals came from personal causes or organizations and schools.

At a recent seminar I conducted the conversation turned to this exact topic and almost all of the attorneys in attendance were in agreement that some of the best networking they are able to do is in their own personal life. While the Bar Association is a fantastic place to build referrals, it needs to be supplemented with some other organizations. A few ideas…

1. Schools—Whether its your child’s school or your own alumni association, it’s a great (and relaxed) place to connect with others and share business. Just be aware of the environment and focus more on developing friendly relationships than pushing for referrals.

2. Charitable Causes—Having a cause that means something to you beyond being simply a networking fulfillment will make all the difference in both your comfort level and attitude. Look around the organizations you belong to that mean the most to you and make sure that the people you interact with on a regular basis know what you do and why you’re good at it.

3. Hobbies—Take inventory of your out-of-office activities. Play for a basketball or softball team? Belong to a runner’s club? Poker? Bridge? Tennis? All great places to network. Don’t discount opportunities just because they show up outside your professional bubble.

The key here (in case you hadn’t noticed) is developing personal relationships. We all know that. The problem is remembering it. You don’t have to make a play for new business or referrals, but keeping that IN MIND as your relationships develop can help you see opportunity where you may not have before.

Black Pearl: Need a refresher on networking and building relationships? I highly recommend Mark Maraia’s “Relationships Are Everything! Growing Your Business One Relationship at a Time.”
 

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I often find myself counseling clients who have trouble committing to organizations. In fact, if I had a dollar for every client who joined the local Bar Association and then called it a day I would be…well, I’d be a wealthy consultant. One of my main goals in working with a new client is to sit down and understand how we can make networking and building a referral base a natural part of their life. Part of that is looking at the organizations that fit into their daily life and seeing where they can benefit and create opportunity. Check back on Thursday for some examples.

Question of the Week: Where have your best referrals come from…professional or personal membership?
 

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When can you say no to a referral? When it comes from friends and family.

This week we asked: How often do you take on cases for free as a favor?

1) Never, I always ask for payment - 0%

2) Sometimes, it depends on who's asking? - 32%

3) All the time, I have a hard time saying no. - 67%

My Thoughts: I could have guessed that most of you (about 67%) agree to take on favors for people all the time. And it’s even less shocking that not one person responded saying that they ALWAYS ask for payment.

At a seminar I recently conducted the question of doing favors came up. More specifically the question of “When is it smart marketing and when is it a favor?” Unfortunately, we didn’t come up with a clear answer. But my advice is always to stop and think about WHO you’re doing the favor for. Doing a favor for someone who is an influencer is smart marketing. They may have influence within their company, within an organization, within a group or industry—but be sure that they have a solid ability to tout your services and bring you more business. I also think its always a good idea to examine why they’re asking for the favor. If they truly need help (and are not just looking for free legal advice) then it’s a good move to provide it.

I was doing a little digging on the web and I came across a post about this very subject, aimed not at attorneys but at freelancers. One of the points the author made was this: “Many of us enjoy our jobs so much that we are guilty of making them sound too easy (or more like play than work) when we talk to those who are closest to us.” I thought that was a great point. Make sure your friends and family truly understand the complexities of what you do…and why you’re good at your job. If they understand what your work entails, they may be more selective in offering your services. And make no mistake—no one can sell your services like your friends and family!

When it comes to saying no, you can do so without alienating those close to you. How?

1. Suggest another attorney who may be a better fit for the work.
2. Casually mention that you can give them an estimate on what your legal services may cost or that you may have to charge a minor consultation fee. It will help weed out the freeloaders.
3. Speak directly to the person sending you the business and be clear about what you do and the type of clients you are looking for.

Black Pearl: The rest of the post referenced above “Working With Friends and Family — Can It Ever Work?” has some great tips and food for thought. Another good post to spark some thoughts on the subject is from Cordell Parvin. “Client Development: Are you making lots of effort or the right effort?” is a good reminder of when and where to focus your marketing efforts.
 

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Recently one of my consulting clients came to me with a familiar dilemma. One of her friends had been referring her business… just not the kind of business she wanted. Rather than understanding the type of business this attorney was looking for, she was constantly calling her with cases she asked her to take on for free (or at a discount). After more than a few times of taking the case and getting nothing in return, she was frustrated. “Can I just say no?” she asked me. Sound familiar? And what does this have to do with marketing? Come back on Thursday and let’s discuss.

Question of the Week: Do you have a hard time saying no to friends and family?

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Last week marked the one-year anniversary of my friend Jim Walker’s blog “Cruise Law News.” What he has accomplished in the span of a year is truly amazing…and should be an inspiration to all you attorneys out there who don’t think they have the time or energy to blog. In 365 days, Jim has:

• posted 356 articles;
• become the #1 maritime law blog in the US;
• become the #2 personal injury blog in the US;
• become the 50^th most popular law blog overall in the US;
• averaged 25,000 unique visitors a month;
• and has been cited in regional, national and international media.

He has also created a community of cruise ship passengers, crew members, travel agents and others who look to HIM for news and commentary on their industry. So what can we learn from his success? My thoughts on Thursday…

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Frustrated with Bar Association networking? Forget the Bar Associations...look for networking opportunities in your daily life will make you happier, calmer and more productive in marketing and business development.

This week we asked: Are you looking for networking opportunities in your everyday life?

1. Yes - 29%

2. No - 26%

3. Sometimes - 45%

My Thoughts: Good for the 29% of your who said you DO in fact look for opportunities in your everyday life! For the rest of you... stop and look around.

Trying to fit industry events into an already crowded schedule will only frustrate you and make you less productive. You’ll go into the event rushed, annoyed, and wanting to be somewhere else...not the vibe you want to give off to potential clients and referral sources.

So stop forcing them upon yourself. If your schedule is that packed, stop and take inventory of where you’ll be. A school event for your children? Perfect place to let other parents and school faculty know what you do by volunteering your time and knowledge. Committed to your church or temple? Offer your legal services pro bono. Play a sport? Let your teammates know what you do all day long and you can be sure they’ll be the first to send you business. Networking doesn’t have to be WORK, make it fit into your life and reap the rewards...without sacrificing your schedule.

Another good (and similar) piece of advice comes from my good friend Yery Marrero of Marrero Bozorgi:

“Periodically take inventory of your network and make sure it’s not one-note. Include everyone—from small businesses to CEOs—and remember to look for contacts everywhere. It will foster diversity, widen your reach and open up a whole new world of potential clients.”

Black Pearl: Need a boost? Try “How to Talk to Anyone: 92 Little Tricks for Big Success in Relationships,” by Leil Lowndes. It’s filled with great tips for breaking the ice and starting conversation!

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It seems I always come back to the number one complaint from my clients: they don’t have time to network. With work, family and friends, making time to attend industry functions comes in last place. But who said networking and relationship building had to fit only into your work life? Not me. There are plenty of opportunities to network in everyday interactions—you just have to be on the lookout. Are you?

Question of the week: Are you looking for networking opportunities in your everyday life?

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A long list of organizations may look impressive to some, but how much is it really helping your marketing and business development?

This week we asked: How many organizations do you take an active leadership role in?

1. None - 0%

2. 1-3 - 72%

3. 4-6 - 0%

4. 7-10 - 28%

5. More than 10 - 0%

My Thoughts:  28% are active in more than 7 organizations. From my point of view I can't imagine how one could practice law and be a leader in more than 7 organizations. If you can, more power to you... but I suspect the leadership is minimal. Now for the 72% who are leaders in 1-3 organizations... congratulations!

Making the most of your membership means truly committing to that organization and taking an active role in its functions and operations. Dedicate yourself to organizations that mean something to you—whether it’s a personal cause or mission, or a trade organization that caters to your target industry (and clients). Then make sure you get to know the leadership by offering your help and services. It can be as simple as writing an article for their newsletter to as involved as hosting a fundraiser. Dedicate your time, your knowledge and your services and with time the referrals will start flowing.

John Sumberg of Bilzin Sumberg stresses this point to all his attorneys. Says Sumberg:

“Always remember that business development is about creating relationships, not making sales.”

Black Pearl: This piece by Terrie Wheeler has further tips for maximizing your involvement in industry associations...and a great list of online resources which will help you find the right ones!

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As with our business card discussion at the beginning of this series, when it comes to joining organizations more is sometimes simply...more? It may look great on a resume to list 25 organizations to which you’re a member, but for business development purposes it isn’t doing much. Now look over the list of professional and charitable organizations you belong to and ask yourself an important question...

Question of the week: Where do you provide leadership?

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You may be able to explain your points of differentiation, but that won’t help you in a short exchange! Have your “commercial” ready and opportunity will find you.

This week we asked: Do you have an elevator speech?

1. Yes - 45%

2. No - 55%

My Thoughts:  Only 45% of you said yes. So what makes a great elevator speech and how do you go about preparing yours?

1. Be clear and concise. Stay away from industry specific language or intricate explanations-when you only have a minute it's a waste of your time.
2. Use powerful and exciting language. If you're not excited about what you do, why should anyone else be?
3. Give them a visual. Have a great story that illustrates what you do? Tell it! Giving people a visual to remember will help them be clear about your work when you walk away.
4. Have more than one. Not everyone can be approached in the same way. Your elevator speech for the CEO of a company you're trying to land as a client will be drastically different than the one you use on friends and family who want a better idea of what you do.
5. Let it evolve. Think of your elevator speech as a draft. Try it out, see what works and tweak it.
6. Practice, practice, practice. The only way to perfect your speech is to try it out. Test it out on everyone... your secretary, your partners, your significant other. Ask them for their input, they may have suggestions you haven't thought of.

Always focus on the goal: what do you want to come from the pitch? You want to pique their curiosity; you want them to hand over their card and ask for a call; and you want to feel comfortable picking up the phone and making that call. Keep that in mind while writing, practicing and putting it to use. Remember to have a great hook, be clear but specific and always confident. Though it may seem uncomfortable at first, the more you use and develop your elevator speech, the more second nature it will become... and the more results you'll start to see!

Similarly, it’s always good to be prepared-- a point my colleague Robert Sattin of TAGLaw makes well:

“Never go to a conference or a social event or a business meeting without knowing what you want to talk about, ‘dead air’ is not conducive to marketing. It could be a recent case or world news or something else that is somehow connected to your professional life, but find a way to start and lead a conversation with someone you will meet.”

Black Pearl: Here’s an interesting LinkedIn thread on different takes on the elevator speech. Good tips and some good humor...

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As you start (or continue) your journey into legal marketing, one of the most important tools you can have in your pocket is the "elevator speech." Named because it should take between 30-60 seconds (or the length of a short elevator ride), it's built on the idea of being prepared should, by chance, your dream prospect step into an elevator with you. People have little time to figure out just what you do and, more importantly, why you're good at it, so a great elevator speech is the best way to make a powerful first impression.

Question of the week: Do you have an elevator speech?

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*Special Friday Post

Some people (though I would venture to guess there are very few) are born to network. They can talk, and more importantly connect, with just about anyone who steps into their path. For the rest of us it takes a little work. A few weeks ago my staff and I began discussing “elevator speeches”—those 30-second pitches you should have at the ready when opportunity presents itself. Earlier this week we were similarly intrigued by a Today Show segment entitled “How To Schmooze.” Though it may not be directed at lawyers, it’s a great introduction on connecting and networking for those who think they’re too shy to do it well. Take a look at the clip below (If you're having trouble viewing it, it's also available here) ...and keep your eye out for our upcoming posts on “Elevator Speeches.” And, as always, feel free to leave your best networking (or schmoozing!) tip in the comments section. Enjoy! 

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Your friends and family can be an incredible source of referrals... as long as they know just what it is that you do.

This week we asked: What percentage of your friends and family truly know what you do?

1. Less than 25% - 35%

2. 25-50% - 40%

3. 51-75% - 17%

4. 76-100% - 8%

My Thoughts: What a wake-up call! Only 25% of you say more than 51% of your friends and family can clearly articulate what you do, why you’re good at it and what type of business you’re looking for. Not good. If they can’t pass on your points of differentiation, they can’t help you bring in business. And they certainly can’t bring in the kind of business you really want.

Here’s my advice... Make sure those closest to you really understand your marketing and business development needs. Take the time to explain the kinds of business you’re looking for and why you’re a match for it. Chances are they’ll be more than interested to hear and will go out of their way to think of people they can introduce you to. You’ll be surprised how many of them have connections you never knew existed...and they’ll be thrilled to help out.

Marrero Bozorgi’s Susan Bozorgi has a similar outlook:

“Realize that your friends are the cornerstone to your marketing plan; ask for their help and resources. Maintaining friendships is one of the most important things you can do to grow your business.”

Black Pearl: Uncomfortable approaching friends or clients for referrals? Here’s a good piece by Donna Erickson of Erickson Marketing on Missed Opportunities. Enjoy!

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Many realtors (who happen to be masters of marketing!) I know have a name for the people around them...their “sphere of influence.” These are the people—the family, friends, former clients and close acquaintances—whom they count on to help them bring in business. And you can bet EVERY SINGLE ONE OF THEM knows exactly what that realtor does, where they sell their homes and how they do it differently. That’s the key! It’s great to have a support system, but they can’t be of use unless they truly understand your business. So look around and take an inventory.

Question of the week: How many of your friends and family truly understand and can articulate what exactly it is that you do... and what kind of business you’re looking for?  

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A stack of cards is just... a stack of cards. Spending time and energy listening to those around you can build business faster than any collection of business cards.

This week we asked: At an average networking event, how many people’s business cards or information do you normally come away with?

1. 1 to 3 - 0%

2. 3 to 6 - 18%

3. 6 to 10 - 58%

4. More than 10 - 24%

My Thoughts: Just as I thought, 100% of you thought you should come home from events with more then three business cards. While, in theory, making more connections may seem productive, and may work in other professions, lawyers are another story.  Try this test-- look back at the last three cards you’ve gathered from events and try to remember five things about each person that would help you make a deeper connection or help them out in some way. See the problem?

I would argue that spending more time on less people will speed up your business development in a way that might surprise you. People bring business to (and refer business to) people they know and trust—not a random business card. Focus your time on “choice relationships,” those people who you find a connection with and could build a meaningful relationship with... one that you genuinely would like to get to know... then and only then can they get to know you. If you do this you are more likely to make the time to nurture the relationship to make things happen for both of you and truly make a difference in your business development journey. The goal for your next networking event is to meet ONE person and get to know that person... ONLY ONE.  Stop collecting cards and collect relationships... you never know where it may lead.

As my colleague Simon Ward of Piper Alderman says:

“Don't aim too high in your marketing strategy—bagging elephants is a Herculean task—but select small, reasonably achievable targets and chip away at them. Small successes can build to bigger things.”

Black Pearl: Think networking isn’t your thing? Before you throw out the concept entirely visit a few of the articles posted here in “25 articles on networking for shy people.” You might find some inspiration.

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Networking and relationships are an integral part of any marketing and business development initiative. Let’s face it... without those relationships most of our marketing efforts would be at a stand still. But, as I often tell my clients, the key to SMART networking and relationship building is to focus on a core group of people, or what I like to call “choice relationships.” Before we get into the definition of a “choice relationship” let’s see where your networking mindset lies...

Question of the week: What's the most effective way to network?  

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Welcome back! I hope you had a great holiday and took some quality time out to connect with friends and family. As you know relationships are at the heart of business development and great client service is really about connecting with people. Strong relationships can not only spark more business from the client, but encourage them to refer friends and colleagues as well. From how you answer the phone to how often you communicate, every interaction is a form of client service. Take a few minutes to truly evaluate your client service and think about where you could improve. It’s one of the fastest and easiest ways to experience results from your daily marketing and business development efforts.

Think of it like James R. Courie, from McAngus Goudelock & Courie, LLC...

“It's all about personal relationships. Get to know your clients, their employees, their children and family. Remember birthdays and special occasions. Start every conversation with a minute or two about family, sports, etc. People enjoy doing business with people they like and trust."

Question of the Week: What aspect of your client service could you improve on?

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The question we are considering this week is: Are you focused on asking questions?

Results

1. I never ask questions. – 20%
2. I ask questions when I remember to. – 0%
3. I have a list of questions in my head that I ask. – 80%
4. I have a list written down that I take to every business development meeting. – 0%

Thanks to everyone who participated in this week's poll...

My Thoughts - A clear split...  80% of you are actively getting clients to talk, and you have the questions in your head. It takes just a few seconds to THINK about questions before you go into a meeting, so why are 20% of you not bothering to do it? Quite frankly most people LOVE to talk about themselves, it's an easy conversation to get started.

Doug Waldorf  from Henderson, Franklin, Starnes & Holt thinks about it this way...

" Ask questions and remember to listen more then you talk. Ask clients about industry trends, the impacts of political and regulatory changes and other matters relating to their business. Everyone likes to share their opinions and be heard, so ask and then follow-up. Show your interest!"

Black Pearl - A little something to think about: Scott Gibson, the managing partner at Gibson, Ferrin & Riggs writes a blog titled BiziBoom. I ran across his post Think Like a Client - Cold, Warm, Hot where he explores the value of listening to your prospect. He received a comment from Gerry Riskin, who adds an interesting perspective... check it out.

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The more you know about your client and their business the more you are able to help them in ways that neither of you can see if you don’t. I'm NOT talking about their legal matter, I'm talking about the operation of their business, their customers, their strategy and business plans. As well as personnel issues: how many kids do they have, where do they go to school, what do they like to do in their spare time? And the by-product is a stronger relationship and increased business.

This is a universal issue. No matter what city on the globe you do business… connecting is human nature.  John Strachan from Paull & Williamsons in Scotland points out…

“Focus on your potential clients’ business. Don’t just read off a list of services that your firm can provide or a description of the size, make-up and location of your firm. That will generally be a turn-off for potential clients. Focus on listening to the person and learning about the client’s business, then talk about how your firm’s services can be tailored to meet their specific business needs and requirements.”

Getting people to talk about themselves and then listening is an ART. Some people are so smooth and interested that the other person doesn’t feel interrogated. The reward is that you have gathered the information you need to position yourself  as a solution to their needs. 

Asking is critical, so do you ask and more importantly HOW do you ask? Please take TWO SECONDS to answer this poll question, I will close the polling Wednesday at 5pm EST. and on Thursday I will post the results.

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The question we are considering is: How many clients do you give something for free?

Results

1. None – 25%
   
2. Less than 5% of my clients – 12%
   
3. 6- 25% of my clients – 13%
   
4. 26 - 50% of my clients – 25%
5. More than 50% of my clients – 25%

Thanks to everyone who participated in this week's poll...

My Thoughts - So… who’s giving it away? 75% of you are giving SOMETHING. Of those, 25% are giving to OVER 50% of their clients... WOW,  that's a commitment to client service and building relationships!

As for the 25% of you that NEVER give anything away... I can't help but wonder how valued your clients feel, and how much business you are leaving on the table for others to pick up. 

Showing that you value your client and their business is important to every relationship and knowing when to stop the clock will pay dividends down the road. Studies show that it takes 7 times more money to acquire a new client than to keep the ones you have. This is a marketing habit that makes good business sense for your law firm branding.

For those of you who didn't take the poll, where do you fall in on these stats? Stopping the clock is a great way to pick up new business. Your clients already trust you (or they should), so if you “check-in” and there is a matter sitting on their desk, wouldn’t they give it to you?

Black Pearl - A little something to think about: A couple of weeks ago CBS Sunday Morning had a very interesting story Free For All, Profit For Some and featured Chris Anderson's new book Free:The Future of a Radical Price, presenting a compelling case that free doesn't have to be a four letter word and it can be a form of marketing. There is a great success story from The Wall Street Journal, take a look and tell us what YOU think...

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Something for free… isn’t that what every client wants? Sometimes we have to think about the value of building the relationship and know when to stop the clock.

The word free, I’m sure, makes some of you cringe and others think, “I wish I never had to charge at all.” Well it doesn’t have to be an either/or… a little goes a long way. Stopping the clock can be a means to solidifying a business relationship that will stand the test of time. My friend Richard Few, Managing Partner at Smith Moore Leatherwood in South Carolina, has an interesting take on the issue…

"Check in, don’t check out! Most new business comes from existing clients. You don’t have to bill every time you talk to a client. Check in periodically with your client; see how they and their businesses are doing at no charge. For young attorneys, their ‘clients’ are firm partners, so the advice is still the same. And usually, you can get another piece of business from the client just for checking in. No one gets much business by being checked out."

With the pressure to bill more hours these days Richard is pointing out that giving an hour or two could pay big dividends. Let’s find out how often you give a client something for free. Please take TWO SECONDS to answer this poll question, I will close the polling Wednesday at 5pm EST. and on Thursday I will post the results. 

No matter how you answer the question, think about how it could impact your law firm branding if you did it more? How much more business could you bring in? Anybody have a great success story? Please share…