Some people think that marketing and business development is just advertising. I think that view is nearsighted and a recipe for disaster. Others think that the best way to develop business is through delivering proven results. I agree with that concept, but I disagree that it is the only way to market oneself. Some people feel that networking and lunches and golf are the only way to market. While I don’t deny the importance of such activities (see Never Eat Alone: And Other Secrets to Success, One Relationship at a Time
), but again networking isn’t everything. Limiting marketing approaches to just one activity or type of activity is the realm of amateurs. And instead of putting the cart before the horse and adopting others’ views of how to market, the best approach is to learn what works for your clients/prospects. How does one find out what will work: if you’re not a member of the Psychic Friends Network, the easiest way is to just ask your clients what works for them.
Ed Poll’s article that appeared in LawyersUSA this week, advises small firm and solo lawyers to make themselves rainmakers by going where the prospects are. I would add where clients and referral sources are as well.
Further, I would agree that some planning (vs. “random acts of golf and lunch”) is necessary, and Ed’s suggestions are good ones. Here are a few things you should do:
- Profile your ideal client;
- Develop a strategy that is aimed at that target group rather than being general in nature;
- Identify what clients need and want (by asking them for starters);
- Ask them for their opinions, goals and make them “feel like part of the team” (which should provide good insight into what prospects similar to those clients would also like);
- Communicate appropriately (i.e., don’t argue with or put client on defensive, or otherwise use your lawyer interrogation style);
- Ask open-ended questions in face-to-face meetings, and then listen; and
- Attend trade shows your clients attend (and where prospects that match your ideal client profile) will also be.
Your chances of being a successful rainmaker will greatly increase if you follow this simple advice.
No comments yet.