In Black And White : Legal Marketing Strategies & Insights : Paula Black & Associates : Law Firm Marketing, Branding and Positioning

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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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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 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 practice if you did it more? How much more business could you bring in? Anybody have a great success story? Please share…