“It’s not what you say, it’s the way that you say it”
15 July 2011
However many sophisticated BD solutions come into the market, there is no getting away from the fact that what generates most business are referrals. But how do you make sure you maximize the number you receive? According to Doug McPherson, of Size 10½ Boots, doing a good job is still crucial but so is bedside manner. Limited to doctors? Not any more argues Doug.
Let me take you into the medical profession. Not one I know well (or at all if I'm being honest) but one where, having stumbled onto the subject of client care so many times recently, a comment I came across doing some research on the internet jumped out and struck me as incredibly relevant.
Physicians who engage with their patients and take a few minutes to build personal relationships were much less likely to be sued.
I took this as quite odd - you mean if I was a surgeon and I removed the wrong organ, the fact I took an interest in your children/last holiday/great Aunt Betty would save me from a hefty medical negligence suit? Intrigued, I started looking about and my initial cynicism was met with the headline:
For Doctors Better Bedside Manner Eases Malpractice Suits
OK. So I dug a little deeper and came across an article by Malcolm Gladwell who says:
"Believe it or not, the risk of being sued for malpractice has very little to do with how many mistakes a doctor makes. Analyses of malpractice lawsuits show that there are highly skilled doctors who get sued a lot and doctors who make lots of mistakes and never get sued. At the same time, the over-whelming number of people who suffer an injury due to the negligence of a doctor never file a malpractice suit at all......"
To read the full article, which was published in the Summer 2011 edition of PM Forum, please click on the link below.
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What our clients say about us
Bernard is an expert who knows his subject matter to the extreme. When he speaks you listen because he knows what he is talking about. I would have no hesitation at all in highly recommending him as a person and as someone who can really help you business to grow its sales and increase your profits!
Paul Kincell, President, Chartered Management Institute (Doncaster & Barnsley Branch)
I have an ever growing number of marketing consultants beating a path to my door but what I've found in Courtney Borthwick of Size 10½ Boots is a deep understanding of the fundamentals of legal BD and an uncanny ability to provide insightful advice and add value, every time.
Nick Symington, Business Development Director, Langleys Solicitors
After a rigorous tendering process Size 10½ Boots came out as the obvious choice. Their understanding of our culture, issues, market and direction showed that they had put in the effort. Coming to the end of the first year and we are seeing the results that were promised and a new enthusiasm from the firm to embrace BD. I have no doubt that the investment we have made in Bernard, Doug and the team will be paying dividends for many years to come.
Jason Edge, Head of Marketing and Business Development, Mayo Wynne Baxter Solicitors
Our experience with Size 10½ Boots has been a breath of fresh air and, speaking as someone who would have laughed heartily at the idea of BD training for barristers 3 years ago, I am a convert and looking forward to what we can achieve with our new found direction and approach.
Scott Baldwin, Head Clerk, St Mary's Chambers
Bernard provides refreshingly down-to-earth advice. He was great at demystifying and humanising a series of marketing concepts and giving us practical action plans we could each take away from our training session. The training was lively, productive and fun.
John Haresnape, Head of UK Business Development, Taylor Wessing LLP, Law Firm
We needed to train our lawyers on the art of bringing in new business. Size 10½ Boots designed and delivered a high impact training programme, supplemented by one-to-one coaching for senior managers. The result was to create an energized marketing culture which has had a positive impact on the bottom line just when we needed it.
Mark Johnson, Managing Director, TPP Law
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