Attention Legal Professionals:
The 10 Biggest Mistakes Attorneys Make In Business Development
By: Allan Boress and Michael Cummings

Print this page


For the past 20 years, we have worked with top professional firms to build the entrepreneurial skills of their partners and associates. Over the years, we have worked with some of the top business developers across law, consulting, accounting, engineering and architectural professions.

When you compare the business development attitudes and aptitudes of the top producers with the average attorney, you get a clear picture of the marketing and selling mistakes the average producer or novice makes.

How many attorneys entered the profession to market and sell? How do they get trained and mentored in business development? The first step is to recognize what's working and not working in terms of your business development actions. Here are The 10 Biggest Mistakes That Attorneys Make In Marketing:

Mistake #1: They don't market when they are busy.

When we are loaded up with cases, getting the work out is at the top of our to do list. Then the cases are over and we don't know where your work is going to come from. You need to market most, when you are the busiest. And you need to set daily business development activity goals.

Mistake #2: They don't have a "reputation building" plan.

You wouldn't take on a case and then not have a plan for doing the work. Yet, if you ask many attorneys how they plan to expand their reputation and extend their network - you often get vague and general answers. Instead, you need daily, weekly, monthly and annual activity goals and personal action plans.

Mistake #3: They don't treat their referral network as an asset.

If you do great work for your clients, you will be swamped with referrals. Wrong! You need to ask your clients to help you build your business and create opportunities for them to do so. You also need to build close alliances with other service providers and set goals to expand the quality and reach of your personal network.

Mistake #4: They don't sell clients on what they have already sold them.

Too often, attorneys complete a case - and they move on. Remember the purpose of this first case is to get the next case and receive immediate referrals. When the job is over - sell the benefits hard. Then you reap additional work and referrals.

Mistake #5: They don't market themselves inside their own firm.

In many cases, your best ally in building your practice is sitting in an office right across the hall. Market to your partners and associates so that you can leverage their client relationships and personal contact networks.

Mistake #6: They only market to clients when they are working with them... or when they are trying to sell them something.

Most clients aren't naive. If you become a stranger to them after the last case and then you e-mail or call out of the blue, they know that you are trying to hawk work or sell to them. Market your relationship with them all the time, but don't always try to sell them.

Mistake #7: They assume potential clients will value their expertise.

The hurdles for being recognized as a valued expert and advisor are higher than ever. Just because you are smart, experienced and call yourself an expert -- it doesn't make you an expert in the eyes of the customer. You need to prove that you know their specific business and you have a track record they respect. They care about a quick infusion of hands-on "been there, done that in your business" expertise.

Mistake #8: They expect the client or prospect to do too much of the work.

One firm's idea of marketing is to publish a quarterly book of their latest thinking - almost like a law textbook. Who has the time to read something like that? Realize that you have the equivalent of a subject line on an e-mail these days to grab someone's attention.


Mistake #9: They focus on the wrong end of the pipeline.

It is easy to feel comfortable when you have a number of active proposals. But, it seems that you never get as many as you think you will or the decision process takes longer than you expect. Force yourself to monitor the active leads you create every day instead -- and the proposals will take care of themselves.

Mistake #10: They don't market to people who rejected their proposals.

Don't you just hate it when somebody selects another attorney. But, think of all the work you invested in getting to know that client and their business. What if the project didn't go well? What if the current consultant didn't build a great relationship? Keep these prospects in your marketing sights and see if you can win them back.

WARNING: Legal Marketing Mistakes Cost Big Money!

For more information or to order...just click this link. And get your copy of our complimentary 40 page chapter on building relationships.

Marketing tools are simply equipment -- like a golf club is to a golfer.

Getting the best clubs money can buy will not make you shoot par. Lowering your score or becoming a pro depends primarily on your skill as a golfer.

And these skills come from dedicated, continual application of what works. And remember: most marketing that you're familiar with isn't appropriate for professional services.

In fact, many attorneys make expensive mistakes by trying out marketing approaches that work for computers, copying machines and soap. This kind of product-oriented marketing is a waste of time.

So what's the answer? Simply: If you want to get better results, you must find ways to become more like the best business generators. Adopt their proven approaches to building your practice. Skillfully emulate their behavior and consistently practice their tactics on a daily basis.

What can you expect if you follow this advice? You'll find that getting better at business development is fully under your personal control (and can even be enjoyable as you put into action only those strategies that have been proven successful). That's right. All professional services marketing success boils down to you as an individual. But don't take our word for it: See how the best business generators operate. The top producers know that what prospects and clients buy is you -- your expertise, ability to communicate and capability to solve their problems. Realize that you are the product --and you are also your own product manager and salesforce. Take control now of your personal marketing strategy.

The bottom line: lawyers must “market.”

Fact: In 1995, the American Bar Foundation said the number of lawyers in the United States was around 896,000. More recently, they estimate the number at around 1,000,000. That's one lawyer for every 300 people!

Fact: And with law schools graduating over 30,000 new lawyers every year, that alarming trend only seems to be increasing.

Fact: A 2003 report by BTI Consulting said that Fortune 1000 firms plan to reduce the number of law firms they do business with by 40 percent over the next three years.

What does this mean for you?

The days of listing your services in a phone book and hoping for the best are long gone.

Marketing must become the personal responsibility of each attorney -- not a "firm" activity. Success is predicated on building relationships, making contacts, doing business development each day and systematically employing the proven methods of the top producers.

But competition is everywhere... and in today's world of firms consolidating... continuing over supply of attorneys and other professionals elbowing in on your turf... marketing your services is more essential than ever.

This course offers you a practical and proven step-by-step approach to effectively marketing yourself. Written in an easy-to-read style, it provides a wealth of tips, tools, techniques and how-to guidance you need to be more successful in 2004.

Benefits include:

How to eliminate the mystery, wasted time, and effort of trying to figure how to most successfully market your practice

How to be mentored by the top producers in the profession.

Learn how to systematically apply the same best practices on a daily, weekly and monthly basis

Offers you a step-by-step approach to effectively marketing yourself and your firm -- written in an easy-to-read style -- the tips, tools, techniques and how-to guidance you need to be more successful

Every possible aspect of marketing yourself -- and your firm -- is discussed in a step-by-step format that you can begin using immediately

This program is based on over 200 interviews with attorneys and law firms across North America -- working with over 500 professional firms since 1980. It is the ONLY Best Practices study of law firm marketing 3 Specific examples and case studies are reviewed to turn theory into practice

Know exactly what you have to do to grow your practice on a daily, weekly and monthly basis

Leverage your existing strengths as an attorney and apply them to business development for results

Find ways to unleash your current contacts into a fertile referral source

Learn proven methods to turn your clients into your sales force

Quit wasting times on personal marketing methods that bear no fruit.

Take control of your business development success

Be mentored by the best business generators, emulate their mindset and business building behavior and start to consistently produce the same results

Generate a steady stream of highly qualified prospective clients

Learn how to become a celebrated "expert" in your field

Create the word of mouth advertising that makes money

Lessons from the Best Business Generators

Essential Attitudes For Business Development Success

Becoming A Celebrated Expert Through Speaking and Writing Articles

"Extra should be 10-15K per year... "Hi Allan! Just writing to let you know that GR was awarded the job I wrote to you about a few weeks ago. Total recurring fee should be about 60K per year. Extra should be 10-15K per year... Thanks for your help. - Russ Gordon - Goldenberg Rosenthal "We have made 5 placements with this company for a total of $85,000 in revenues... "I specifically have applied your techniques in looking for new business opportunities on a daily basis. Taking your advice, we have been able to secure a new client this year from a contact with my next-door neighbor. This client is one of the more respected and well-known companies in the Orlando Market. In the last 6 months, we have made 5 placements with this company for a total of $85,000 in revenues. As well, my staff has made great strides in attaining 'key' accounts. Thanks so much for providing many unique ways of capturing new business, and also for your very enthusiastic approach of delivering your concepts." - Robert Mitchem Operations And Training Manager Corporate Search Consultants "We are extremely pleased with the results of the training. We have developed a number of action points focusing on business development and client service, derived from the points you raised on the subjects. The reviews speak for themselves. It would be a pleasure for me to assist you in identifying opportunities for your organization within Deloitte. I am also happy to be used as a reference should you have any potential opportunities (inside and outside Deloitte) in the pipe-line." - T.J., Deloitte


Lessons From The Best Business Generators

For more information or to order...just click this link. And get your copy of our complimentary 40 page chapter on building relationships.

Do you have a clear daily, weekly and monthly game plan to grow your practice?

Do you have precise growth goals in terms of revenue by client and type of work?

Do you know how many engagements you need to sell and proposals you need to generate in order to reach your billable hour objectives?

The top producers in the legal profession can answer all of these questions on a daily basis.

To enhance your business development results, all you have to do is learn form those who excel. Emulate the best business generators -- for they have developed proven techniques, success strategies and productive business building habits.

The bottom line is that business development is simply a skill -- one that can be built. Realize that as a professional person you've already got all of the personal assets you need to create more business effectively.

In this program you'll learn how to systematically apply the same best practices on a daily, weekly and monthly basis.

"This is definitely one of the best things we have done for our firm… Our results have been phenomenal! Everyone immediately began putting these methods to work. The energy level in our firm has been incredible. Most importantly, everyone is empowered and confident in selling our firm. This is definitely one of the best things we have done for our firm….We more than paid for Allan's fee with the results we attained the first week following the training." - James L. Williams Dixon Odom LLP "We have made 5 placements with this company for a total of $85,000 in revenues... "I specifically have applied your techniques in looking for new business opportunities on a daily basis. Taking your advice, we have been able to secure a new client this year from a contact with my next-door neighbor. This client is one of the more respected and well-known companies in the Orlando Market. In the last 6 months, we have made 5 placements with this company for a total of $85,000 in revenues. As well, my staff has made great strides in attaining 'key' accounts. Thanks so much for providing many unique ways of capturing new business, and also for your very enthusiastic approach of delivering your concepts." - Robert Mitchem "We have been growing 25%-30% per year... "The "raw meat" of Allan's program is a culture-changing business development message. And the message stays with you. His philosophy underpins the phenomenal growth of the Kansas City office of Fleishman-Hillard. It has allowed us to continue growing in a market where many might have thought we had reached our potential. We have been growing 25%-30% per year. Nearly $1 of every $2 invested in PR in Kansas City is with Fleishman-Hillard. Our work with Allan undeniably has had an enduring impact on our ability to develop the business relationships necessary to grow our business." - Ron Arp Senior Partner and Senior Vice President

NEW! Find out More about our DVD Program "Best Practices of Marketing Legal Services" from our Seminar in Chicago!

Legal | Privacy Policy

© 2005 SAGE PDI, Inc.
SAGE Law Marketing