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13 Jun 2011
Law firms still place too much reliance on that mythical creature the ‘rainmaker' but the good news for law firms everywhere is rainmakers aren't born that way, they're just good at putting some very trainable skills into practice. The more law firms I work with the more I come to the opinion that fee earners and partners actually believe there is a magical cadre at their heart - the so called ‘rainmakers', mythical warriors born with an innate ability to conjure up fees, upon which the rest of the firm can feed until a new harvest is reaped. Well it's nonsense. Suggesting any lawyer is born a natural salesperson is like saying the world's top sports stars just walked off the local park and into the nearest Bentley dealership!
06 Jun 2011
When we're working with lawyers and law firms the one thing we try and get across is successful marketing and business development means creating visibility whether that's visible to a new contact you want to steer toward that all important first instruction, a former client that just isn't providing the level of work you'd expect, a current client you know is in the crosshairs of your competitors or an existing referrer of work. It is essential you remain as visible as you can to all of these groups at all times so you're always best placed when their next requirement for legal advice arises.
15 May 2011
USP stands for ‘unique selling proposition'; a USP is the one thing that makes your service stick out from your competitors' and the one thing that'll make people want to buy it. Please note I say "one thing" and this is because, by definition, the inclusion of the word ‘unique' means USP cannot be plural despite many marketers' best efforts to make you think otherwise! The USP is also the start point for many law firms' marketing discussions and the point from which many believe any marketing should be hatched.
This may work for breakfast cereal, PCs or raincoats but unfortunately for law firms the hunt to define their very own USP is little more than time wasted.