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Secrets of the Masters Presented by: David H. Freeman, J.D. David Freeman Consulting Group, LLC Laguna Beach, CA 949.715

Secrets of the Masters Presented by: David H. Freeman, J.D. David Freeman Consulting Group, LLC Laguna Beach, CA 949.715.0819 www.davidfreemanconsulting.com. A Personal Rainmaking System for Lawyers. Up to 28 experts on legal marketing, sales, service Hundreds of proven tips and techniques.

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Secrets of the Masters Presented by: David H. Freeman, J.D. David Freeman Consulting Group, LLC Laguna Beach, CA 949.715

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  1. Secrets of the MastersPresented by:David H. Freeman, J.D.David Freeman Consulting Group, LLCLaguna Beach, CA 949.715.0819www.davidfreemanconsulting.com

  2. A Personal Rainmaking System for Lawyers Up to 28 experts on legal marketing, sales, service Hundreds of proven tips and techniques

  3. FINDING NICHES AND DEVELOPING YOUR STRATEGY GROWING NETWORKS AND STAYING MEMORABLE GETTING AND MAXIMIZING MEETINGS CLIENT LOYALTY: DELIVERING EXCEPTIONAL CLIENT SERVICE CROSS-SELLING: GETTING MORE WORK FROM EXISTING CLIENTS SOCIAL MEDIA/NETWORKS, WEB SITES, AND SEO ALTERNATIVE FEE ARRANGEMENTS MAXIMIZING BUSINESS DEVELOPMENT FOR LATERALS MAXIMIZING BUSINESS DEVELOPMENT FOR LATERALS (LEADERSHIP)

  4. Building Niches & Developing Strategy Ross H. Fishman, Esq., CEO, Fishman Marketing Inc. Mary Kimber, Chief Marketing Officer, Holme Roberts & Owen James Stapleton, Chief Marketing and Business Development Officer, Littler Mendelson

  5. Hard to “market to all of America” Get well-known by the right people Build on strengths (meetings, on-site visits, articles, speeches, emails and alerts) Objective measures of progress Interest, special expertise, personal passion

  6. Personal Brand (Internal and External) Relationships Legal skill/results Industry expertise Business acumen Thought leader Innovative Quality of service Deliver value Integrity Cost-effective Geography Personality Race/nationality Gender Religion Political affiliation Pro bono Community Service

  7. Growing Networks & Staying Memorable Bruce Allen, former Senior Business Development Manager, Allen Matkins James Durham, Chief Marketing and Business Development Officer, McGuire Woods John Hellerman, Partner and Co-Founder, Hellerman Baretz Communications Catherine Alman MacDonagh, J.D., Pres. & Founder, Legal Sales and Service Organization, former Director of BD, Day, Berry & Howard

  8. “We’re Number 2!!!”

  9. Assess a person’s economic value “Collect” high value people Build personal relationships Categorize and grow different networks

  10. Professionals & Staff Lawyers Referrals & Alumni Prospective Clients Former Clients Existing Clients Family & Friends Passion Career/Information Networks Internal Network + External Network

  11. Ongoing Contact • 52% stop after 1st rejection • 95% stop after the 4th rejection • Need 8 rejections to get a sale! Chet Holmes

  12. Hockey players score 9% – 12% of the times they shoot Takes 8 to 11 shots to score

  13. Staying Memorable Annual feedback/planning discussions Audits/review documents “Magic of being on-site”: Visits, “Lunch & Learn” Join clients for strategic planning sessions Speaking, conferences, organizations Invite as speaker, interview for articles Articles, newsletters, alerts, updates, newsworthy events Social events, community organizations, start a group Telephone calls, email, regular mail, meals Social networking

  14. Getting & Maximizing Meetings Kevin McMurdo, Chief Marketing Officer, Perkins Coie Adam Severson, Director of Business Development, Faegre & Benson Lisa Simon, Chief Marketing Officer, Brownstein Hyatt Farber Schreck

  15. “Most Effective Tactic” “… Arranging business development appointments with clients and prospects” Source: Increasing Marketing Effectiveness at Professional Firms conducted by Expertise Marketing and LawMarketing.com in 2006

  16. Contexts for Getting Meetings Current Events “I saw something in the news …” Review E-discovery procedures, manuals, contracts, documents Practice-focused Learn how they plan to handle specific legal issues Court records re: complaint filed Matter management New approaches, project management processes Present results of research/other similar matters Value-based fee structures

  17. Contexts for Getting Meetings Goals 6 - 12 month plans Annual feedback/strategic planning sessions Colleague Interview for an article or speech, invite to co-present Join a group Client service In-house presentations/visits = “Magic of being on-site” Introduce to others in the firm Social events

  18. Meeting Strategy Assess Prepare Needs Questions plan Next steps Debrief

  19. Probing Questions

  20. Next steps Action Commitment Time

  21. “Where do we go from here?” “I have a person in my firm who does just that type of work. Should we get the two of you together?” “We’d like the opportunity to work with you and your firm on this matter. Is there a way that can happen?” “Do you have a preferred list of law firms you use for your matters, and is there a way we can get on that list?”

  22. Delivering Exceptional Client Service Jan Anne Dubin, MBA, former Director of Client Relations, DLA Piper, former N. A. Director of Business Development, Baker & McKenzie Alvidas Jasin, Client Relationship Executive, Ropes & Gray Adam Stock, Director of Marketing & Business Development, Allen Matkins

  23. Customized for each client True, personal relationships

  24. Highly Responsive Add Value Know Their Business Be Proactive Manage The Relationship Five Pillars of Client Service Trust & Loyalty

  25. Client Feedback Manage expectations pre-matter Regular visits Client service teams Probing questions Don’t sell! Check-in during major matters End of matter reviews

  26. Loyal Clients Average 19.5% rate premiums 33% - 35% more revenue The BTI Consulting Group · Wellesley, MA 02481

  27. Cross-Selling Jonathan Fitzgarrald, Director of Marketing, Greenberg Glusker Deborah Grabein, Director of Marketing, Andrews Kurth David Woods, Director of Marketing and Client Services, Kelley, Drye & Warren

  28. Obstacles to Cross-Selling Internal and external communication Trust Understanding client needs Understand our lawyer’s needs Credit Lack of comfort/skill Accountability, follow-through, and tracking

  29. Cross-Selling Best Practices Driven by recipient Business case Build relationships Firm-wide Individual Cross-selling matrix Revenue, percentage, geography, industry

  30. Cross-Selling Best Practices Build relationships with clients in advance Prepare “high value” questions Next steps Another meeting Sample Stay top-of-mind Within the firm To potential clients

  31. Social Media/Networking/Web Sites & SEO Darryl Cross, VP Performance Development, LexisNexis Russell Lawson, Marketing Director, Sands Anderson Heather Morse, Director of Marketing, Barger & Wolen

  32. Ask clients what they read Watch for updates and changes in status Clearly define your positioning Analyze key words and phrases Automate and organize information Not a substitute for personal relationships Web sites: Successes, client language, fresh content, educate, links, Google Analytics

  33. Alternative Fee Arrangements Jose´ Cunningham, MBA, Chief Marketing and Business Development Officer, Crowell & Moring Michael Roster, Steering Committee Chair for ACC Value Challenge; former Managing Partner Morrison & Foerster’s LA office Kristin Sudholz, Chief Value Officer, Drinker Biddle & Reath

  34. AFA’s Move from price to value Blended models Based on expressed needs of the client ACC Value Challenge Internal legal project management Partner with good clients

  35. Maximizing BD for Laterals Catherine Bishop, former Chief Marketing Officer, Blank Rome Joe Calve, Chief Marketing Officer, Morrison & Foerster Anne Malloy Tucker, Chief Marketing Officer, Goodwin Procter

  36. Maximizing BD for Laterals: Leadership Module Marijane Benner Browne, Director of Lateral Partner Recruiting, Ropes & Gray LLP Natasha Innocenti, Partner & Office Practice Leader of Partner Practice Group in San Francisco and Silicon Valley, Major, Lindsey & Africa

  37. Deliver extraordinary service Build internal relationships Checklists Partner with Marketing/BD department Develop and communicate an internal brand Develop the story for external contacts Introduce legacy lawyers to their contacts Leadership roles & responsibilities

  38. Strengthen Internal Relationships Help other lawyers Give before receive “Gifts” Teach (group, one-on-one) Develop key relationships Conduct joint marketing Attend group meetings Support cross-group initiatives

  39. Making BD Sustainable Personal BD habits Push-pull Schedule set times Buddy systems Mentoring Accountability groups Practice assistants

  40. “Business Development is a Contact Sport”

  41. Staying Top-of-Mind

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