 Attention Legal
Professionals:
The 10 Biggest Mistakes Attorneys Make In Business Development
By: Allan Boress
and Michael Cummings
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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!
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
Aptitude for Focusing on Best Opportunities, Marketing
to Existing Clients, Obtaining Quality Referrals, Building Powerful
Alliances, Developing an Effective Network
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
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. You'll
also get monthly reinforcement and coaching through web seminars.
The program has two sections:
1) Building a Winning Personal Marketing Systems For Attroneys
2) Best Practices In All The Critical Aspects Of Marketing
Preview
the table of contents:
Section
1
Section 2
 "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 |
Special
Offer Through August 19, 2004:
To
help you get off strong start for 2004, we have put together a bundle
of tools in addition to the Best Practices Of Legal Marketing
Program:
The
Best Practices Of Legal Marketing Training Manual -- 417 pages
($295.00 Value) ...Plus these six Bonuses:
 Bonus
One: How to Create More Quality Client Contacts, Referral
Sources and Build Your Reputation Through Networking e-book -
($79.00 Value)
Most
attorneys simply do not know how to network effectively. This
powerful report guides you into the correct personal marketing
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included in this report:
-
Why networking fails for professionals
- What
determines personal marketing success
- The
10 Commandments for Networking Success
 Bonus
Two: The Personal Marketing Goal Setting System ($59.00
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develop your business development game plan on a daily, weekly
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generated.Set goals for activity as well as results. Start to put
$ value on business development activities. Be accountable to yourself
and your firm for both effort and results!
Bonus Three: 3 Months Of The
SAGE Legal Marketing Mentor Newsletter™: Practical, how
to tips on building your practice. For those attorneys who are serious
about business development and committed to continually honing their
business development prowess. ($50.00 Value)
Bonus Four: 30 Days Of E-mail
Consulting On Marketing Issues ($500-per-month Value) You
get the unlimited, undividided attention of our expert
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 Bonus
Five: Hidden Secrets of the Top Closers In the Professions
e-book - ($79.00 Value) Discover the Myths of Closing
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even realize they commit. You will then encounter the Hidden
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and quality of opportunities you win.
Let's
Add Up The Value:
|
The
Best Practices Of Legal Marketing Manual:
Build Your Reputation Through Networking:
Secrets of the Top Closers:
Personal Marketing Goal Setting System™:
3 Months Legal Marketing Mentor Newsletter™:
30 Days of E-Mail Consulting:
|
$295.00
$79.00
$79.00
$59.00
$50.00
$500.00
|
We
Will Give You The Manual and All
6 Bonuses For Only:
$197
About
1/5 of what wecould easily charge. Getting this info in people's
hands is that important to us.
 SPECIAL
LIMITED-TIME OFFER! Digital Download ONLY - $127
"Lessons
from the best business generators... and mentoring by the
top producers in the profession." Includes
instant digital download of the entire maunual in Adobe Acrobat
PDF plus 3
Months of Legal Marketing Mentor Newsletter™.
($345 Value)!
Note:
If you're in another country or do not have a credit card and you
want to order by bank draft, write the words "Best Practices" on
a piece of paper and mail it to the address below.
Please include your email address, so I can contact you after your
payment arrives. I will need to know where to send "The
Best Practices Of Legal Marketing E-Training Program"
along with your 6 bonuses.
Make your bank draft out to:
Sage Legal Marketing
37006 N. Thrill Hill Road
Eustis, FL 32736
1-800-411-8078
Questions?
Don't hesitate to contact us: info@sagelegalmarketing.com
Thanks!
Allan,
Michael, and Len
(Sage Legal Marketing Team)
P.S. And don't forget your five bonuses:
Bonus
#1: How to Create More Quality Client Contacts,
Referral Sources and Build Your Reputation Through Networking
- ($79.00 Value)
Bonus #2: The Personal Marketing
Goal Setting System ($ 59.00 Value)
Bonus #3: 3 Months Of The SAGE
Legal Marketing Mentor Newsletter: Practical, how to tips
on building your practice. For those attorneys who are serious
about business development and committed to continually honing
their business development prowess. ($50.00 Value)
Bonus #4: 30 Days Of E-mail
Consulting On Marketing Issues ($500.00 per hour).
Bonus #5: Hidden Secrets of the
Top Closers In the Professions - ($79.00 Value)
The entire program is worth an astounding
$1,062.00... And yours for only $197!!!
SPECIAL
LIMITED-TIME OFFER! Digital Download ONLY - $127
"Best
Practices in Legal Marketing: Lessons from the best business
generators... and mentoring by the top producers in the profession."
Includes instant
digital download of the entire manual in Adobe Acrobat PDF plus
3
Months of Legal Marketing Mentor Newsletter™.
($345 Value)!
 "Allan
Boress is one of the most knowledgeable individuals in the world
on the subject of practice development I have ever met...
"His no-nonsense delivery and step-by-step formulas are easy
and logical to follow and would be of benefit to everyone."
- Gary Condie |
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