2015 © How To MANAGE a Small Law Firm · 4 2015 © How To MANAGE a Small Law Firm 2015 © How To...

2 2015 © How To MANAGE a Small Law Firm

4 52015 © How To MANAGE a Small Law Firm2015 © How To MANAGE a Small Law Firm

AGENDA

SATURDAY

SUNDAY

SESSION 1 9:00 AM - 10:30 AM BREAK

SESSION 2 10:50 AM - 12:20 PM LUNCH

SESSION 3 1:30 PM - 3:00 PM BREAK

SESSION 4 3:30 PM - 5:00 PM BREAK

SESSION 5 5:30 PM - 7:00 PM DINNER

UNPLUGGED SESSION 9:00 PM - 11:00 PM BREAK

SESSION 6 9:00 AM - 10:30 AM BREAK

SESSION 7 10:50 AM - 12:30 PM


SESSION 1INTRODUCTION &

90 DAY LOOK BACK

SATURDAY 9:00 AM - 10:30 AM


NOTES NOTES


THE 90 DAY LOOK BACKWhat are your most important achievements from the last 90 days?

FINANCIAL

FURTHER PROGRESSHOW DOES THIS MOVE YOU(MEASURABLY) CLOSER TO

YOUR GOALS?ACHIEVEMENT

PROFESSIONAL

PERSONAL


NOTES

NOTES


Which idea on this page, if implemented, would have thebiggest positive impact on your business and/or life?

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IDEA TO IMPLEMENT BEST FIRST ACTION(S)

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PERSONAL PROFESSIONAL FINANCIAL






BEST OF SESSION 1

SESSION 2WHO ARE YOU

MARKETING FOR?

SATURDAY 10:50 AM - 12:20 PM


GROK YOUR BUYER

Grok

Grok /grak/ is a word coined by Robert A. Heinlein for his 1961 science-fiction novel, Stranger in a Strange Land, where it is defined as follows:Grok means to understand so thoroughly that the observer becomes a part of the observed—to merge, blend, intermarry, lose identity in group experience. It means almost everything that we mean by religion, philosophy, and science—and it means as little to us (because of our Earthling assumptions) as color means to a blind man.

Pragmatic Marketing® A marketer who groks a buyer persona is capable of experiencing ‘the literal capabilities and frame of reference of the subject.’ Thus grokking a buyer isn’t just about listening and acting directly on what is heard, this word challenges us to understand so deeply that we can anticipate needs that people cannot even articulate.


BUILD PERSONAS LIKE BUYER PERSONA

Build a maximum of 3-5 personas per line of business of A & B client prospects • Who have pain points that your “product” will address/solve• For whom the solutions you have to their pain points have sufficient value to them

Helps to focus all parts of your business outside the building

ETHNOGRAPHIC / DEMOGRAPHIC RESEARCH

CLIENT BASE RESEARCH (GROK YOUR BEST CLIENTS)

LINDSEY

“Successful business person who enjoys adventure travel.”

Occup’n: Professional (Finance, Management)Role: Junior VPDemogs: Skews MaleAge 27-35HH Income: $125 - 225Young children

Background & Skills • 5-10 years experience • MBA or equivalent • Advance Management Training • Feeling used by the corporation, looking for something moreMotivations • Wants to be secure in income growth path • Concerned about college costs for kids • Wants to be more “present” in her life. • Looking for more “meaning.” Goals • To have the freedom to make important changes. • To secure retirement income by age 55. • To have colleges fully funded by childrens’ 17th birthday. Pain points • Time is owned by current employment. • “Golden Handcuffs” due to uncertainty. • Inability to include family in wealth discussionsHow our Product(s) Can SolveThem • Wealth Plan that provides clear path to retirement, college funding, etc. • Build scenarios to help provide guidance more certainty around choices • Wrap around products/CFP for ongoing planning


MARKETING

SALES

FACTORY

PEOPLE

PHYSICALPLANT

MONEY &METRICS

C, D & F Clients - It is not only OK, but desirable to build Personas for C, D and F client prospects, so you (and your staff) can recognize them.

Non-qualified – It is not only OK, but desirable to build Personas for client prospects who your business is not for. so your marketing is effective at communicating who your business is not for sometimes you will see another line of business who may be for these personas … and maybe do something about it!

NEGATIVE PERSONASUSE PERSONAS (ALWAYS SEEMSWE COME BACK TO THAT, DOESN’T IT?)


Do your research

Outside!!!

Inside(your A [and B] clients)

Map it!

Occupation/Industry

Role

Demographics

Age Gender HH Income Children/Ages Other?

Background / Skills

Motivations

Goals

Pain Points

CATEGORIES:LET’S BUILD A PERSONA!


Q&A


NOTES


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BEST OF SESSION 2


SESSION 3WHAT ARE YOU MARKETING?

DETAILS OF THE CONVERSATION

SATURDAY 1:30 PM - 3:00 PM


Make a vision board for what you clients’ future could be like with your product/service.

TIME - What do they want in their future, in terms of their time? How do they want to be using their time? Where do they want to be spending their time?

MONEY - How do they want to be spending their money? How do they want to be earning their money? Describe the relationship they want to have with money?

REPUTATION - What do they want their reputation to be like? What do they want to do with this reputation?

WORKSHEET:

DESCRIBE HOW THEY WANT TO BE LIVING:

HOME

OTHER

TRANSPORTATION

OTHER

ENTERTAINMENT

OTHER

SAVINGS RETIREMENT

OTHER

EDUCATION

OTHER

INSURANCE

OTHER

DEBT SERVICE

OTHER

PHILANTHROPIC

OTHER


Make a vision board for what you want your future to be like.

TIME - What do you want in your future, in terms of your time? How do you want to be using your time? Where do you want to be spending your time?

MONEY - How do you want to be spending your money? How do you want to be earning your money? Describe the relationship you want to have with money?

REPUTATION - What do you want your reputation to be like? What do you want to do with this reputation?

WORKSHEET:

DESCRIBE HOW THEY WANT TO BE LIVING:

HOME

OTHER

EDUCATION

OTHER

TRANSPORTATION

OTHER

ENTERTAINMENT

OTHER

SAVINGS RETIREMENT

OTHER

INSURANCE

OTHER

DEBT SERVICE

OTHER

PHILANTHROPIC

OTHER


WORKSHEET:What is the future that you bought the last time you bought/leased…

SHOES?

CAR?

JEWELRY?

VACATION?

HOUSE/APARTMENT?

INSURANCE PRODUCT?

AIRLINE TICKETS?

RESTAURANT?

COMPUTER / CELLPHONE / TECHNOLOGY?

WORKSHEET:Understand Your Product

CAR STATS: Make: Mercedez Benz | Model: CLA 250 | Length: 182.3 in. | Height: 56.6 in. | Width: 80 in. Weight: 3,395 lbs | Color: White

FEATURESBENEFITS

VALUE

• Keyless entry and starting saves time by not needing to search for keys all the time.

• Sports package comes with a nicer trim and interior than the base model, which looks cool.

• Rearview mirror gives you confidence when parking/backing up, so also saves you time and anxiety.

• Hands-free Bluetooth and voice control allows me to speak commands instead of using my phone to call or text, while driving.

• The vehicle is very safe compared to others, so therefore offers me savings on car insurance premiums.

• Fuel economy is pretty good, so less money is spent on gas.

• Front seats keep you warm during the winter.

• Time: several of the vehicle’s features produce benefits that are important to me because I save a lot of time.

• Money: I save money through car insurance and gas.

• Reputation: this car is consistent with my reputation because I am cool, I am responsible and would not want to endanger myself or others by using my phone when driving.

• Keyless entry & start

• Heated front seats

• Rearview Camera

• Power seats

• 10-way airbag protection

• Driver Assistance

• Bi-Xenon headlamps

• LED Taillamps

• Hands-free Bluetooth

• Advanced voice control

• 24 MPG (city)

• Sport package plus



FEATURESBENEFITS

VALUE


FEATURESBENEFITS

VALUE


NOTESWORKSHEET:

Understand Your Product

FEATURESBENEFITS

VALUE



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BEST OF SESSION 3

NOTES


SESSION 4CASE STUDY



NOTES

NOTES


SESSION 5STAYING IN THE PROSPECTS

CONVERSATION AND GETTING PERMISSION TO ENTER THE

CONVERSATION.



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BEST OF SESSION 4


Avg # of New Clients Acquired, Per Month

Avg Closing Ratio (Clients/Leads)

Avg Annual # of Transactions, Per Client

Avg # of Years A Client Remains Active

Total # of Transactions Over The Lifetime of a Client (# Transactions x #Years)

Avg Revenue Per Transaction

Total Lifetime Value Of A Client (Total # Trans/Client x Avg Rev Per Transaction)

Total Value of a Single Lead (Lifetime Value of Client x Avg Closing %)

Total Avg # of Leads You Receive (from all sources), Per Month

KNOW YOUR NUMBERS


KNOW YOUR RATINGS CLAIM YOUR PROFILES

REPLY TO ALL REVIEWS

(Check Firm Name & Attorney Names)

Avvo

Google+

Yelp

Bing Local

CitySearch

InsiderPages

DexKnows

FourSquare

HotFrog

JudysBook

Kudzu

Local.com

MerchantCircle

SuperPages

YellowBook

YellowBot

YellowPages

Include:

Google+

Facebook

Twitter

Linkedin

YouTube

DailyMotion

Flickr

Pinterest

Tumblr


WORKSHEET:Staying in touch with your clients

STAGE 1(Pick one of these)

STAGE 2(Pick two of these)

STAGE 3(Pick three of these)

STAGE 4(Pick four of these)

Rainmaking Rolodex ™

Email Marketing

Electronic Newsletter

Blog

Videos

Podcasts

Website

Snail Mail Newsletter

List

Direct Mail

Adverti$ements

Radio

TV Show

Other

Other

WORKSHEET:Getting Permission From Your Clients

STAGE 1(Pick one of these)

STAGE 2(Pick two of these)

STAGE 3(Pick three of these)

STAGE 4(Pick four of these)

Free Report

Webinars

Teleseminars

Networking

Videos

Speeches

Sponsorships

PPC

Direct Mail

Advertising

Books

J/V

Other

Other

Other


PROJECT PLANNING &DELEGATION WORKSHEET

PROJECT:PURPOSE: What should be accomplished?

How will we know if this project was a success?

1.

2.

3.

IMPACT: How will the completion, quality, or abandonment impact the company?

How will Success be measured along the way?

A.

B.

C.

IDEAL OUTCOME: What does the completed project look like? Budget $

Proposed Spend: $ Projected Revenue Short Term: $ Long Term: $ Projected ROI: $ Other: $

Best Result if you take action:

Worst Result if you don’t take action:

NOTES


NOTES


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BEST OF SESSION 5


SESSION 6GOALS & Q&A

SUNDAY 9:00 AM - 10:30 AM


A. Your definition of a “successful” business – In order for me to consider my business to be successful, it must provide$ per year/ $ per month income for me.

In order for me to consider my business to be successful, it must be able to sustain itself as a going concern with me away on “emergency access only” for consecutive wks/year, so that I can . On average, I want to be able to run my business giving it hr/wk + wks/year.

Current How I want to be living 18-24 monthsHousehold: Household:

Transportation: Transportation:

Education: Education:

Insurance: Insurance:

= Total $ Apples = Total $ Oranges

To live the way I want to be living, 18-24 months fro now, my business must produce, $ net profit for me and my family. This represents a difference of % (oranges – apples / apples) from where my business is today. Note: Please complete this exercise for each owner who does not share household.

Instruction: Please keep apples with apples and oranges with oranges. To do this, convert all annual cost to a monthly expense. For example, if your family annual vacation will cost $12,000, simply divide that annual cost by 12 to get $1,000/mo.

GOALS B. To be a “successful” business that I can be proud of, my business should help / solve / create / deliver / make the world a better place for (describe your target customer /client) by (describe how your business will will accomplish this objective.)

C. In return for the value my business produces for it’s customers / clients passengers / patients / the world, it is my goal that my family and I should enjoy the following material comforts:

D. Volume of Business Net Profit Required ÷ Profit Margin (%) = Gross Revenue Required Gross Revenue Required ÷ Average Case Value = # Sales Required # Sales Required ÷ Conversion Rate (Prospect to Client) = # Prospects Required (“At Bats”) # Prospects required /12 = “at bats” required each month.

Example: $100,000 Net / 50% average profit margin (.50) = $200,000 Gross; $200,000 Gross / $2,000 Avg sale amount = 100 Sales required; 100 Sales required / .33 conversion rate (1 out of 3) = 303 Prospects required 303 Prospects (annually) / 12 = marketing must deliver 25.5 prospects per month


NOTES


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BEST OF SESSION 6


SESSION 790 DAY ACTION PLAN & CLOSING REMARKS

SUNDAY 10:50 AM - 12:30 PM


BEST OF THE BEST


BEST IDEA IF IMPLEMENTED IN THE NEXT 90 DAYS,HOW WOULD THIS IMPACT YOUR LIFE?

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THE 90 DAY RESULTS ACCELERATION

MY BEST R.O.I. 90 DAY PROJECT:

STEP 4

TOOLS

OTHER

RESOURCES(PEOPLE, MONEY,

TIME)

What TOOLS, RESOURCES or other ASSISTANCE do you need to get these done?

PEOPLE

PLACE

THINGS

READ/WATCH/LISTEN

OTHER

STEP 5In what way(s) do you have to change your ENVIRONMENT in order to get this done?

How is accomplishing this goingto make your life better?Personally, Professionally or Financially

A

B

C

STEP 1

What are the first 3 things that MUST get done inorder to accomplish your objective?

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2

3

STEP 3

STEP 2How are you going to feel about yourself if you let something, someone, some fear or [enter excuse here] stop you from getting this done?



STEP 6What ACTIONS are you going to commit to take in order to accomplish your outcomes?

1

2

3

ACTION STEPSList the actions, tasks or steps you’ll

need to accomplish your outcome

TIMEHow much timewill you need?

MONEYHow much money

will you need?

WHOWho can help you

get this done?

WHENBy what date will you get this done?

CEO: NAME:

How To Manage A Small Law Firm



STEP 6What ACTIONS are you going to commit to take in order to accomplish your outcomes?

1

2

3

ACTION STEPSList the actions, tasks or steps you’ll

need to accomplish your outcome

TIMEHow much timewill you need?

MONEYHow much money

will you need?

WHOWho can help you

get this done?

WHENBy what date will you get this done?

CEO: NAME:

Keep

772015 © How To MANAGE a Small Law Firm

MY BEST FREE TIME ACTIVITIES

MY BEST STRATEGIC

GROWTH ACTIVITIES

THE 90 DAY RESULTS ACCELERATORTM

MY 90 DAY CALENDAR Identify and commit to 2 types of activities

1. FREE TIME away form the office and work.2. Strategic Growth Time away from the office

ADVISOR: NAME:

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NOTES

NEXT LIVE QUARTERLY MEETING DATES

JANUARY 22-24, 2016

MALIBU, CALIFORNIAIN ORDER TO GAIN ACCESS TO THE CLOSED DOOR

SESSION WITH RJON DURING THE NEXT LQM, YOU MUST MAKE YOUR ROOM RESERVATIONS

BY THE END OF THE DAY ON SUNDAY 10/18

PLEASE VISIT:www.HowToMANAGEaSmallLawFirm.com/membersite

TO MAKE YOUR RESERVATION.

www.HowToMANAGEaSmallLawFirm.com

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