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12 06, 2006

What Does Marketing Have to Do with Practicing Law?

2006-06-12T11:15:40+00:00By |Comments Off on What Does Marketing Have to Do with Practicing Law?

The answer: Everything, if you are a small firm practitioner. How can you practice law without clients? Without marketing, how do you get clients? Most law schools don’t even mention the concept of marketing, much less teach aspiring lawyers how to sell their services. Selling and marketing, in fact, are dirty words among lawyers, being considered cousins of the unethical practice of soliciting.
The reality is, however, that you are probably engaging in marketing every week. The question is, how effective are you at it? Every time you respond to the question, “What do you do?” you are marketing. Every time you meet or greet someone who already knows what you do for a living, you are marketing. What are you advertising about yourself when you are not even talking about your business? Are you communicating by your demeanor and conversation that you are competent and knowledgeable, yet compassionate and trustworthy enough for someone to safely reveal a significant and troubling problem to you? Or do others feel inferior, judged and unimportant in your presence? Which professional would you choose to handle your important concerns?
Instead of marketing unconsciously, get on the road to becoming an effective marketer by following these three tips:

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1 11, 2005

Get Noticed to Get Business

2005-11-01T10:46:49+00:00By |Comments Off on Get Noticed to Get Business

An important axiom of marketing is: “Customers do business with people they know, like and trust.” The significance of that axiom swells when you market a professional service instead of a product, because your potential clients can’t see, touch or taste your wares in advance of the purchase. To achieve that coveted status of being known, liked and trusted in advance of providing the service, choose marketing strategies that enhance visibility, credibility, personal relationships and referrals. Clients can’t like and trust you if they don’t know you exist. So this month we’re focusing on how you can augment your visibility to potential clients and referral sources.
The Value of Name Recognition
When you increase your visibility, you increase your name recognition. People gravitate toward names they recognize, even when they don’t remember why they recognize the name. The “I’ve heard of her somewhere” factor pays off. A while back I read an article reporting the polling results about the best lawyers in another city. I recognized the names of many of the lawyers selected, and could confirm the quality of a number of them from personal experience. I also recognized the name of one lawyer in a category that I didn’t have much knowledge about, but I assumed he was good because I had heard of him. Later I saw his name selected in several other categories requiring dramatically different skill sets and knowledge bases. Something seemed awry. With today’s in-depth specialization, rarely can a generalist truly excel in multiple legal practice areas, and this fellow was named among the best in four different areas! On reflection, I recognized that he had been very active in leadership roles in bar and community activities, and was a former State Bar President. He may be a genius and a multi-tasking time management pro, or he may […]
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1 06, 2005

It’s All for a Good Cause

2005-06-01T11:04:13+00:00By |1 Comment

More accurately, it’s for two good causes: your bottom line, and the promotion of a charity or social cause that you believe in. I’m talking about “cause marketing.” Cause marketing (also known as cause-related marketing) has been defined as a partnership between a company and a non-profit organization that increases the company’s sales while raising money and visibility for the cause.
An early and often cited example of successful cause marketing involved raising funds for the restoration of the Statue of Liberty in 1983. American Express pledged a one-cent donation for every transaction made by its cardholders. American Express donated $1.7 million to the restoration, and experienced a 28% increase in card usage, creating a win for both organizations.
Cause marketing works best when there is an obvious link between the company and the cause. Bayer Aspirin paired up with the American Stroke Association to raise money for ASA and to educate the public about strokes. Bayer’s sales increased 9% over the same month in the previous year.

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1 05, 2005

Listening Means Business!

2005-05-01T11:07:57+00:00By |Comments Off on Listening Means Business!

A purely evaluative approach to listening may serve us well in the courtroom, but it causes problems when we need to build rapport and trust with clients. Effective listening builds rapport because it communicates our interest and concern, and helps us reach beneath our clients' words to learn what is really troubling them.

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1 04, 2005

Who Says Nice Guys Finish Last?

2005-04-01T11:08:37+00:00By |4 Comments

“He was still talking about that 10 years later!” said Dan Hedges, senior partner at Porter & Hedges, L.L.P. in Houston. Hedges was referring to the time he was waiting for his wife to join him for dinner at one of Houston’s private clubs. He heard that a new member applicant was coming in, so when he saw a stranger hesitating in the foyer, Hedges went up and introduced himself. It was the stranger’s first day in Houston, and he appreciated the kindness. The stranger turned out to be the new CEO of a Fortune 500 energy company, which became a significant client of Hedges’ firm.
A partner in a large Dallas firm was involved in resolving a complicated billing dispute with a client. She suggested that the clients bring in their CPA for the next meeting, if it would help them feel more comfortable. After the matter was resolved, the CPA said he had observed her handling the conflict with such consideration and professionalism that he would send all his future business to her.
A financial planner had a problem getting a carpet cleaning company to settle up on damage done to his furniture. He had met Jim Dunn, a litigation partner in Houston’s Dunn, Neal & Gerger, so he called Jim for a little advice. Jim stepped in, and soon the financial planner received a reasonable settlement, with which he was very pleased. When he offered to pay for Jim’s services, it was a small matter that had not taken much time, so Jim said he was pleased to do it a no charge. Since then the financial planner has referred several clients to Jim and described him in very gracious terms.

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1 10, 2004

DISCover the Behavior Patterns of Clients, Potential Jurors

2019-02-10T23:15:54+00:00By |Comments Off on DISCover the Behavior Patterns of Clients, Potential Jurors

Does someone in the firm just rub you the wrong way? Tempted to snarl, “Get to the point!” to that smiley, gabby assistant? Does it drive you crazy that someone works slowly and methodically on one project at a time? Or do you feel like firm co-workers are cold and abrupt? You may be experiencing the friction of your firm co-workers’ differing behavioral styles.

In 1928, William Marston, a Harvard University psychologist, published a study that demonstrated that most people tend to have behavior patterns that fall into one or more of four different categories, together known as DISC: D for dominance, I for influence, S for steadiness and C for conscientiousness. The DISC behavior patterns are easy to learn and easy to recognize. Lawyers who understand DISC behavior patterns are better able to eliminate some of the friction in working relationships at the firm, enhance jury selection and improve rainmaking skills.

Here’s an example: By understanding DISC, John Doe, one of my lawyer clients, revolutionized a struggling relationship with his boss. The boss rarely had time for Doe to brief him on the status of projects. Then he would appear unexpectedly, ask a lot of pointed questions and tell Doe to change his course of action. The boss seemed suspicious and distrustful of Doe, who in turn felt boxed in, criticized and undervalued. Doe’s dominant DISC behavior pattern style was influence. T folks are people-oriented, talkative and friendly. They like to motivate and persuade. Often, they are good communicators, although they may tend toward telling long-winded stories. In fact, Doe’s boss once complained to him, “I ask you what time it is, and you tell me how to build a clock.” “people like flexibility and freedom from control. They dislike following up on details, and their greatest fear is personal rejection.
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1 08, 2004

Small Firm Marketing Continued: Creating Visibility and Credibility

2004-08-01T11:15:46+00:00By |1 Comment

An important axiom of marketing is: “Customers do business with people they know, like and trust.” The significance of that axiom mushrooms when you market a professional service instead of a product, because your potential clients can’t see, touch or taste your wares in advance of the purchase. You can achieve that coveted status of being known, liked and trusted in advance of the service, when you pursue marketing strategies that create visibility, credibility, personal relationships and referrals. This article will discuss why a small law firm practitioner should strive to create visibility and credibility, and how to go about it.
Visibility. When you increase your visibility, you increase your name recognition. People gravitate toward names they recognize, even when they don’t remember why they recognize the name. The “I’ve heard of her somewhere” factor pays off. Not long ago I read an article reporting the polling results about the best lawyers in another city. I recognized the names of many of the lawyers selected, and could confirm the quality of a number of them from personal experience. I also recognized the name of one lawyer in a category that I didn’t have much knowledge about, but I assumed he was good because I had heard of him. Later I saw his name selected in several other categories requiring dramatically different skill sets and knowledge bases. Something seemed awry. With today’s in-depth specialization, rarely can a generalist truly excel in multiple legal practice areas, and this fellow was named among the best in four areas! On reflection, I recognized that he had been very active in leadership roles in bar and community activities, and was a former State Bar President. He may be a genius and a multi-tasking time management pro, or he may be benefiting from name recognition. After all, I myself had assumed […]
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