Legal Marketing & PR

About this Issue: Usual and Customary Practice

Now, as next year beckons, it’s time to turn good ideas into action, making them your usual and customary practice. This issue offers suggestions from lawyers and experts that are put to effective use every day. Don’t wait to make them a habit for you.

Lawyers in smaller firms are successfully luring away prize clients of large law firms by using what Larry Bodine calls premeditated business development.  Especially during the recession, one enterprising way to prosper is to take advantage of weaknesses in the relationships between competing law firms and their clients. Here's how this can work for you or against you.

What can a psychiatrist, the Snore Doctor, and a Wandering Surgeon tell you about business development? Quite a lot, according to Barry Schneider. Here he takes some good lessons from a few smart doctors and shows how they can better your business development – though improved contact-making, offering services so people care about them, and growing your referrals.
 

Third Stage of the 12 Step Pipeline: In his ongoing series about managing your sales pipeline, Andy Havens turns to the use of public speaking and article publishing as a means of building up a set of prospects. From a business development perspective, your aim in these activities is to build up a solid, orderly database of contacts. Here’s how to do it.
 

Lawyers have a lot of reasons to keep from introducing their colleagues to a client. But one big reason to do all you can to cross-sell: the frustration your clients are expressing. Darryl Cross hears them complaining about gates that seem to be closed to them, limiting access to all the talent within your firm. And he explains what you should be doing instead.

Marketing Tip: Crafting the Perfect Case Study...and Why