Workshops: Why inclusivity might just trump education

07 Feb 2019

Workshops are a mainstay of almost every professional service firm’s business development.  They provide a great reason to invite your clients, contacts and targets into your offices and give you the perfect setting in which to showcase your knowledge, approach and specialisms.


However, is the format a bit stale?


And as people become busier, can they actually spare the time to take half a day out to attend?


These aren’t new questions and the answers are the drivers behind many firms refreshing their approach to seminars.  We’ve seen a rapid rise in more practical sessions, round tables and panel discussions all of which are designed to allow attendees to interact with the speakers so they’re more likely to get exactly what they want out of the session.


We’ve also seen more and more firms experiment with remote delivery (live and pre-recorded webinars, video, ‘talking heads’ and sessions delivered via Zoom and Skype).


But as these delivery mechanisms become more common place, will your adoption of them be enough to keep you ahead of the pack?


One answer may be to change the focus of your sessions and try to work towards inclusivity rather than education.  If you were to work alongside a particular group instead of talking at them, would you generate closer relationships as a result?


For example, if you are a commercial property solicitor and you do a lot of work with a particular agent or surveyor, why not invite them in and examine the way you work together, pick apart the usual flow of a transaction and highlight where and how you could work together more effectively.  Not only will you conclusions allow you to design a better service for your mutual clients, you will also end up receiving more referrals … after all, who’s not going to lean towards the partner that’s going to work the way that suits you best?!


Or, if you are a tax adviser sit down with the solicitors you work with (and this will work with private client or commercial lines) and map out the work you do, who does which bit and when and highlight the best time to bring each of you into the workflow.  Again, making sure people understand the ins and outs of a process will create a better service and maximise the likelihood of the referral coming to you when the time is right.


If you would like to discuss how to refresh your firm or Chambers’ seminar programme, please email me and we’ll find a convenient time to chat.   

Posted by Douglas  |   0 Comments

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