BTI Client Relationship Scorecard 2014: Ranking Law Firm Client Relationships Executive Summary
Win & Keep New Client for You and the Firm
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Transcript of Win & Keep New Client for You and the Firm
Win & Keep New Business
WHERE ETHICS, MARKETING AND PRACTICE DEVELOPMENT CONNECT
ALLAN COLMANBusiness Development Executive and Keynote Speaker
http://www.closersgroup.com/310-225-3904
FRANK MIMS V Speaker, Author and Legal Growth Coach
http://www.mimsmorningmeeting.com
Win & Keep New Business
SCOTT IVY, ESQLang, Richert, & Patch
Fresno, California
Win & Keep New Business
I. Definitions, ETHICS & CAUTIONS
II. BASICS RULES
III.ASKING FOR BUSINESS DON’T DIVULGE CONFIDENCES
IV. UNDERSTANDING YOUR TARGET SOLICITING & ADVERTISING RULES
V. WHERE DOES NEW BUSINESS COME FROMCONFIDENTIALITY
VI.CREATING YOUR PLAN OF ATTACKDISCLAIMERS REQUIRED
VII. SUMMARY
AG
EN
DA E
TH
ICS
Win & Keep New Business
A powerful new webinar for attorneys and executives who want to:
Close more business NOW!; Ethics
Create a custom sales process; Ethics
See bottom-line results immediately.Ethics
Reduce Your Selling Cycle timeframe;Ethics
Double Your Prospect base in 6 months;
.
Top 10 Reasons Attorneys give to NOT Develop Business
10. I don’t want to pester people
09. I’m very busy
08. I need to complete my time sheets
07. I need to focus on billable hours
06. I am too smart for this
05. The revenue will come in from existing clients, because I do excellent work
04. This isn’t why I went to law school
03. I don’t like doing it
02. It’s someone else’s job to go and get new clients
01. I’m in law, not sales
Define:Marketing = Found
Avoid exaggeration
Business Development = Locate TargetCLOSING ZONE
Business Generation = Selected
Rules re: solicitation, advertising, mail,eblasts, website disclaimers.
I. DEFINITIONS
II. BASICS
1. If you are not staying in touch with law school classmates or pastcolleagues at your law firm, start doing so now.
2. Knowing what your competitors are doing is essential.
3. Looking for new possible areas of action in your professionalspecialty areas should be a regular part of your workload. Every timea legislative body sneezes, you’ve got an excuse to contact clients.
4. Are you following up on contacts that came from meetings atprofessional associations, CLE programs, client meetings, socialevents?
5. Are you asking in-house counsel to introduce you to their colleagues,or are you offering to host a lunch where you can pick their brains toidentify their future needs? In-house counsel like it when you do.
6. Contribute to your community by joining foundations or local boardsof directors-and give decisive preference to those foundations andboards in which in-house counsel or senior executives are alreadyinvolved. SOLICITATION AND REFERRAL RULES
“It feels so unprofessional for me to market”.
Atto
rney
at La
w
III. ASKING FOR BUSINESS
Selling is a multifaceted process in which painfully enough, the most formidable
moment occurs at the end. If the seller has not mastered the art and science
of closing all the work invested on the front end they become exhausted and recompense never received.
“CLOSING”MIMSISM # 47 The art of CLOSING the deal is as old as the spoken word. Many people
unsuccessfully fail to master the art because of inappropriate preparation and an aged skill deployment.
III. All Strategies Demand TacticsClosing Zone
“Never sit on the tarmac without a flight plan”Donald Trump
III. ASKING FOR BUSINESS
1. Opening Arguments First
2. Understand Needs
3. Give Something Away
4. Underscore Accountability
5. Dump the Resume
6. Let Them Talk
7. Deliver Value
ETH
ICS
CO
NFID
EN
CES
8 Indentify Hidden Decision Makers
9 Evaluate Relationship and Retention
10 Learn Their Personal Concerns
11 Focus on Selection
12 Ask for Their Business
13 Think Business Generation and Value
14 Maximize Rejection
III. ASKING FOR BUSINESS ETH
ICS
DIS
CLA
IMER
S
The Fine Art of Closing
Everything you will accomplish in your
lifetime will be with someone or through somebody
else.
IV. UNDERSTANDING YOUR TARGET
Understands the Client’s Business ♦
Regional Reputation ♦
Client Focus♦
Provides Value for the Dollar ♦
Helps Advise on Business Issues♦
Unprompted Communication♦
Anticipates the Client’s Needs ♦
Deals with Unexpected Changes ♦
Quality Products♦
Keeps Clients Informed ♦
Legal Service♦
ETH
ICS
ETH
ICA
L DIS
CO
VERY
Handles Problems ♦
Skills♦
Important Very Important♦
Commitment♦
Help♦
High Low Clients♦
Ethics Consideration
IV. UNDERSTANDING YOUR TARGETETH
ICS
SO
LICITA
TIO
N
V. WHERE DOES NEW BUSINESS COME FROM?
“There are only three sources of attracting new
business”
1.Go where they go.2.Read what they read.3.Know what they know.
ETH
ICS
CO
NFID
EN
TIA
L
VI. CREATING YOUR PLAN OF ATTACK
VI. CREATING YOUR PLAN OF ATTACK
A. Emphasize what makes you unique anddifferent – CAUTION RE: REFERRALS
B. Understand the company/agency’sbusiness.C. Understand what pressures the client isUnder
D. Offer true client-centric proposalsADVERTISING & SOLICIT. RULES
E. Talk strategy as soon as possible –NON-CONFIDENTIAL
F. Ask questions that will prove just howmuch you have learned.
G. Heightened client knowledge=differentiate
VI. CREATING YOUR PLAN OF ATTACK
H. Combine your personal brand with the firm’s brand intoan “elevator message”.
I. That presentation should end by stimulating questionsfrom them.
J. Link speeches, articles, and pr. into your plan of attack
K. Refer to something stellar that was included in theoriginal plan to “get found” and which now can becorralled in your effort to “get chosen.”
KNOW THE STATE RULES ON DESCRIBING THEFIRM, YOUR PRACTICE, AND YOURSELF.- CAUTION ON DISCLAIMERS.
WHAT SHOULD YOUR OBJECTIVE BE?
Win & Keep New Business
FOR A FREE CHAPTER DOWNLOAD:WWW.OWNTHEZONEBOOK.COM
ALLAN COLMANBusiness Development Executive and Keynote Speaker
http://www.closersgroup.com/310-225-3904
FRANK MIMS V Speaker, Author and Legal Growth Coach
http://www.mimsmorningmeeting.com
Win & Keep New Business
SCOTT IVY, ESQLang, Richert, & Patch
Fresno, California