ImprovingEngagement

Hélène Russell©TheKnowledgeBusiness

Who am I? Who are you?

Intro Lawyers Marketing Next steps?

Hélène Russell

The Knowledge

Business

Author“KM

Handbook”

Knowledge Network

WestExec-MBA

Solicitor non-

practising

Agenda

Intro Lawyers Marketing Next steps?

• Lawyers• who they are• what motivates them• improving how you engage &

communicate

• Marketing LIS & changing attitudes

Legal market pressures

Intro Lawyers Marketing What next?

Law firms

ABSs

Pressure on fees,

cashflow

Public funding and public sector ↓panels

↑GC expectations

Increased regulation

Lawyers’ motivations (1)

• Personalities (Susan Daicoff’s US research)• Myers-Briggs types • Need for power• Testosterone levels• Evaluating options

Intro Lawyers Marketing What next?

Myers Briggs types

Intro Lawyers Marketing What next?

Intuiting Sensors

Thinkers Feelers

Introverts Extroverts

Judging Perceiving

Need for power?

Intro Lawyers Marketing What next?

power• Need to lead or

have impact on others

affiliation• Desire for

friendship, love or belonging

achievement

• Need to compete with an internal or external standard of excellence

Testosterone & masculinity

Intro Lawyers Marketing What next?

all pro-fessionals

all lawyers blue collar workers

0102030405060708090

100

Evaluating options

Intro Lawyers Marketing What next?

Lawyers evaluate options economically, whereas non-lawyers are swayed by psychological factors

Materialism – they value the bottom line

What does this mean (1)?

• Interacting successfully:• meetings• written work & reports• project work & priorities• finding the value

• evidence, ROIs and evaluating projects• courageous conversations

Intro Lawyers Marketing What next?

Lawyers’ motivations (2)

• External pressures• firm rewards, recognition & drivers

• chargeable hours targets• marketing activity targets

• training & gaps

Intro Lawyers Marketing What next?

What does this mean (2)?

• WIIFM• Chargeable hours pressures • Meetings, projects & written work• Glory• Please their clients & new business• Improve leverage• Connecting people & teaching

Intro Lawyers Marketing What next?

Take a break ...

Marketing LIS

• Why market?• What is “marketing”?• Finding the “value” – defined by who?• Internal & external marketing

Intro Lawyers Marketing What next?

Ideas for LIS marketing

Intro Lawyers Marketing What next?

• Demonstrating the value-add• Practical ideas

• in-house• low hanging fruit, catch them young &

convert a sceptic• what’s in your firm’s marketing plan?• look more broadly• conversations, big and small

Summary

• Lawyers have a unique personality type• Lawyers face unique pressures due to the firms they

work for• Understanding this can help you find the value for

them in what you offer & improve your communication/engagement

Intro Lawyers Marketing What next?

Questions?

Any more questions?Your problems for discussion?What 3 things will you now do differently?What 3 new things will you now commit to doing?

Intro Lawyers Marketing What next?

Stay in touch

T: @heleneadbyBlog: knowledge4lawyers.wordpress.comFB: The Knowledge BusinessL-In: uk.linkedin.com/in/helenerussellW: www.theknowledgebusiness.co.ukNews: www.tinyurl.com/tkbnewsTel: 07548 912 779