LMAtech2013: BizDev Training 2.0 – Technology that improves lawyers’ ability to make rain
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BD Training 2.0 Technology that Improves Lawyers’ Abili to Make Rain Panelists: David Ackert, Practice Boomers Bill Flannery, WJF Institute Mike O’Horo, RainmakerVT Moderator: Jonathan Fitzgarrald, Greenberg Glusker
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E-Learning technologies have affected the ways that universities deliver education and companies train their employees. What about law firms and business development training? This session bring together three leading business development trainers for a spirited discussion of the new tools and techniques for training lawyers and law firm business development professionals to get new business. Join thought-leaders David Ackert, Bill Flannery and Mike O’Horo for a lively discussion on the use of technology in business development training. Learn about three uniquely dynamic methods that range from the tried-and-true to the cutting edge. You will learn: • How to use technology to enhance training results • Best practices for BD training (in-house and outsourced) • How to measure ROI on BD training Moderator Jonathan R. Fitzgarrald, Chief Marketing Officer, Greenberg Gluskser Speakers David Ackert, President, Practice Boomers William J. Flannery, Jr., President, WJF Institute Mike O’Horo, President, RainmakerVT
Transcript of LMAtech2013: BizDev Training 2.0 – Technology that improves lawyers’ ability to make rain
BD Training 2.0Technology that Improves Lawyers’ Ability to Make Rain
Panelists:David Ackert, Practice BoomersBill Flannery, WJF InstituteMike O’Horo, RainmakerVTModerator: Jonathan Fitzgarrald, Greenberg Glusker
Four Keys to Teaching Young Partners How to Build Their BusinessBy Ed BurkeThe Am Law Daily, April 2013
Here’s a logic problem with practical consequences: Given that a firm’s survival depends on revenue; that revenue comes from sales; that lawyers are the ones charged with bringing in revenue; and that most lawyers can’t sell and don’t want to, which of the following should law firms do?
A. Keep depending on a handful of rainmakers with portable business.
B. Fire the CMO—again.C. Scrap the existing compensation plan for one that truly
provides a motivation for selling.D. Teach the lawyers how to sell in a way they’ll accept.
Firm directive: Increase business
Business originators
CRMWebsite
Sponsorships
Rankings
Events
The conundrum
Salesperson
Lawyer
Business origination: lawyers
Business origination: CMOs
Flannery: Client Development andRelationship Management Workshop Agenda
• Workshop: Day One– Introduction and Framework For The Future– The CD & RM Process Overview– Conducting Client Needs Interviews– Understanding the Client Decision Making
Process– Designing Client Service Improvement Plans– How to Get Decisions– Review and Summary
Flannery: Client Development andRelationship Management Workshop Agenda
• Videos: Day Two– Presenting or Proposing Solutions– Case Study and Video Interviews
• Team Presentations: Day Three– Case Study Team Presentations– Team Strategy Discussions– Follow-Up Plan
Rainmaker VT
• 24/7 access “when you need it” • “Just in time” self-directed learning• Make mistakes in a safe, virtual
environment• The program’s interactive style
enhances engagement and retention by 25-60%
Practice Boomers
• Changes lawyer behavior - turns BD into a habit
• Performance metrics reported to marketers
• Group coaching “Masterminds” reinforce accountability and implementation
• Consistent ROI to law firms
Why these programs are viable
• Engage all learning modes – visual, auditory, kinesthetic
• Personal, personalized• Convenient: work online at own pace• Establish skill baseline, review after training• Trigger attorneys' competitive natures
Why these programs are viable
• Integrate w/law firm support systems• Role for the marketing staff • Intelligent tech use• Netflix “Just in Time” model• Track performance metrics• Funded training = commitment• Easy for lawyers to ignore internal expert• Pay more attention to paid external expert
What are some best practices for BD training (in-house or outsourced)?
What techniques can firms use to tie BD training to ROI?
