When it comes to referral sources, sometimes the best resources are right at hand. Whether it be existing or former clients, if you’ve done a great job they’re more than likely to refer you business. A similar formula exists with your peers. If you’ve expressed appreciation for the business sent (and even sent business back) you can be sure they’ll remember you when a client or friend comes looking for help.
The first step in creating a plan to build and nurture your referral base is to understand where most of your referrals are actually coming from. Once you can clearly see that list, you’ll be better able to create strategies to maximize those relationships.
“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.”
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.
“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?
People may not hire you off of the Internet, but you can be sure they’ll Google you! Take a few minutes right now to Google your name and see what comes up. If you’re like me and have a common name, you may own 10 to 20 percent of the first page of Google. It doesn’t have to stay that way… if you focus on your Internet presence.
I have written an E-Book, "Be A Celebrity In Your Own World" that clearly outlines the strategies needed to up your visibility AND your ranking on Google. And trust me, it works... I have tested the ideas and steps myself. When I began on my own journey I held claim to only 20% of the links on the first page of a "Paula Black" Google search. Today I can claim 90%, due to the strategies outlined in my E-Book, and it only took less than 6 months. I'll share more of this on Thursday. But first... Do you own your name on Google? Let’s see...
Now that you’ve decided to write a 2010 marketing and business development plan,( I did convince you last week... didn't I?) the question becomes where and how to start? First think about your personal brand; that is your vision for your practice, your expertise, your experience and your strengths. Every great brand has an idea or focus that sets them apart from everyone else, so what’s yours? Look at the big picture when it comes to expanding and building on your personal brand and it may spark ideas for your plan.
A few categories for you to include in your legal marketing plan:
"We have individual lawyer marketing plans that everybody is required to follow as part of their leadership responsibilities. In that marketing plan, you're required to set forth specific things you're going to do during the year. You can't say 'I plan to build a referral base for myself.' You have to say you're going to to do ten dinners a month, what I call 'touches'. Then you've got to say you're going to have four dinners with people that you know, three dinners with people that have been referred to you, and so on. Whatever it is, lunches, dinners, or plane rides to visit a client out of town, your marketing plan must be specific as to how you're going to do it."
We have two questions this week... they will give you some insight to what everyone has spent time on in the past AND what the focus for 2010 will be. Answer both questions and check all that apply.
The time has come to start thinking about creating your 2010 marketing and business development plan. Didn’t have one in 2009 (or in 2008 for that matter!)? It doesn’t matter. 2010 is the year to start.
The world has changed and it is essential to figure out where you’re going and what you need to do to get there. To operate in this new environment you need to be strategic… business isn’t going to simply fall from the sky. Consider this: According to a 2006 Managing Partner Forum audience survey, 82% of law firms with a plan reported a direct correlation between planning and profitability. And while the survey may apply to law firms as a whole, those plans began with lawyers, were carried out by the lawyers and were measured on lawyer results. So, whether firm-wide or individual, the lesson here is: You. Need. A. Plan.
So, I will write a SPECIAL SERIES... devoting the next few weeks of In Black & White to the questions and strategies that encompass writing an effective marketing and business development plan. Subscribe today and have my bi-weekly commentary delivered directly to your inbox!
To begin with, let’s see how many of you have been writing individual marketing and business development plans...
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.
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…
Welcome! Today I start my first blog… it reminds me a little bit of the first day of school… I hope all my friends are here and am looking forward to meeting new ones.
With this new forum I would like to open a conversation on… you guessed it… marketing, branding and business development, as well as explore great resources and new ideas!
What makes In Black & White different you might ask? The polling I will be doing each week. On Tuesdays I will ask a question that will only take 2 seconds to answer, then on Thursdays I will post the results and invite conversation. I hope you will join in and give everyone the benefit of your point of view.
Yes, today is Tuesday… so let’s jump in with both feet!
Make Your Commitment Absolute.
When it comes to lawyers and marketing, billable hours vs. non-billable hours is a constant struggle. In the end, it’s your career. So whether or not your firm rewards your non-billable efforts…you need to invest in your future.
One of my greatest challenges is trying to find ways to convince busy attorneys to place their focus on business development… when it’s not billable. I discussed this issue with Tom Grella, Managing Partner at McGuire, Wood & Bissette, in Asheville, North Carolina and I think his take on the situation may surprise some...
"Treat your non-billable marketing hours as a personal requirement. This means that if you have met your billable hour requirement in a certain week or month, but not your non-billable marketing requirement, you simply refuse to work the extra billable hours until you have met your non-billable obligation. This commitment can be difficult because the lawyer will always find an exception, or special important matter, that simply is too critical to wait. To make such a plan work, the commitment needs to be absolute."
Let me repeat that: The commitment needs to be absolute. To me, that means setting a realistic goal and sticking to it. But what’s a realistic goal when you’re balancing billable hours? How much time SHOULD you spend on marketing? I have my opinion (which I’ll reveal on Thursday) but I’m curious as to yours. Poll closes Wednesday at 5 and I’ll post the results with my analysis on Thursday morning. See you then. 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.
About Paula Black
With over 25 years experience in branding and positioning, Paula Black has counseled executives around the globe and worked with law firms ranging from 1 attorney to 1,000 attorneys.More...
