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© 2010 David Freeman Consulting Group LLC, All Rights Reserved Secrets of the Masters Presented by: David H. Freeman, J.D. David Freeman Consulting Group,

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Presentation on theme: "© 2010 David Freeman Consulting Group LLC, All Rights Reserved Secrets of the Masters Presented by: David H. Freeman, J.D. David Freeman Consulting Group,"— Presentation transcript:

1 © 2010 David Freeman Consulting Group LLC, All Rights Reserved Secrets of the Masters Presented by: David H. Freeman, J.D. David Freeman Consulting Group, LLC Laguna Beach, CA 949.715.0819 www.davidfreemanconsulting.com

2 © 2010 David Freeman Consulting Group LLC, All Rights Reserved A Personal Rainmaking System for Lawyers Up to 28 experts on legal marketing, sales, service Hundreds of proven tips and techniques

3 © 2010 David Freeman Consulting Group LLC, All Rights Reserved FINDING NICHES AND DEVELOPING YOUR STRATEGY GROWING NETWORKS AND STAYING MEMORABLE GETTING AND MAXIMIZING MEETINGS CLIENT LOYALTY: DELIVERING EXCEPTIONAL CLIENT SERVICE CROSS-SELLING: GETTING MORE WORK FROM EXISTING CLIENTS SOCIAL MEDIA/NETWORKS, WEB SITES, AND SEO ALTERNATIVE FEE ARRANGEMENTS MAXIMIZING BUSINESS DEVELOPMENT FOR LATERALS MAXIMIZING BUSINESS DEVELOPMENT FOR LATERALS (LEADERSHIP)

4 © 2010 David Freeman Consulting Group LLC, All Rights Reserved Building Niches & Developing Strategy Ross H. Fishman, Esq., CEO, Fishman Marketing Inc. James Stapleton, Chief Marketing and Business Development Officer, Littler Mendelson Mary Kimber, Chief Marketing Officer, Holme Roberts & Owen

5 © 2010 David Freeman Consulting Group LLC, All Rights Reserved Hard to “market to all of America” Get well-known by the right people Build on strengths (meetings, on-site visits, articles, speeches, emails and alerts) Objective measures of progress Interest, special expertise, personal passion

6 © 2010 David Freeman Consulting Group LLC, All Rights Reserved Personal Brand Relationships Legal skill/results Industry expertise Business acumen Thought leader Innovative Quality of service Deliver value Integrity Cost-effective Geography Personality Race/nationality Gender Religion Political affiliation Pro bono Community Service (Internal and External)

7 © 2010 David Freeman Consulting Group LLC, All Rights Reserved Growing Networks & Staying Memorable Bruce Allen, former Senior Business Development Manager, Allen Matkins Catherine Alman MacDonagh, J.D., Pres. & Founder, Legal Sales and Service Organization, former Director of BD, Day, Berry & Howard John Hellerman, Partner and Co-Founder, Hellerman Baretz Communications James Durham, Chief Marketing and Business Development Officer, McGuire Woods

8 © 2010 David Freeman Consulting Group LLC, All Rights Reserved “We’re Number 2!!!”

9 © 2010 David Freeman Consulting Group LLC, All Rights Reserved Assess a person’s economic value “Collect” high value people Build personal relationships Categorize and grow different networks

10 © 2010 David Freeman Consulting Group LLC, All Rights Reserved Networks Internal Network + Lawyers Professionals & Staff External Network Existing Clients Former Clients Referrals & Alumni Prospective Clients Family & Friends Passion Career/Information

11 © 2010 David Freeman Consulting Group LLC, All Rights Reserved Ongoing Contact 52% stop after 1st rejection 95% stop after the 4th rejection Need 8 rejections to get a sale! Chet Holmes

12 © 2010 David Freeman Consulting Group LLC, All Rights Reserved Hockey players score 9% – 12% of the times they shoot Takes 8 to 11 shots to score

13 © 2010 David Freeman Consulting Group LLC, All Rights Reserved Annual feedback/planning discussions Audits/review documents “Magic of being on-site”: Visits, “Lunch & Learn” Join clients for strategic planning sessions Speaking, conferences, organizations Invite as speaker, interview for articles Articles, newsletters, alerts, updates, newsworthy events Social events, community organizations, start a group Telephone calls, email, regular mail, meals Social networking Staying Memorable

14 © 2010 David Freeman Consulting Group LLC, All Rights Reserved Getting & Maximizing Meetings Kevin McMurdo, Chief Marketing Officer, Perkins Coie Lisa Simon, Chief Marketing Officer, Brownstein Hyatt Farber Schreck Adam Severson, Director of Business Development, Faegre & Benson

15 © 2010 David Freeman Consulting Group LLC, All Rights Reserved “Most Effective Tactic” “… Arranging business development appointments with clients and prospects” Source: Increasing Marketing Effectiveness at Professional Firms conducted by Expertise Marketing and LawMarketing.com in 2006

16 © 2010 David Freeman Consulting Group LLC, All Rights Reserved Contexts for Getting Meetings Current Events “I saw something in the news …” Review E-discovery procedures, manuals, contracts, documents Practice-focused Learn how they plan to handle specific legal issues Court records re: complaint filed Matter management New approaches, project management processes Present results of research/other similar matters Value-based fee structures

17 © 2010 David Freeman Consulting Group LLC, All Rights Reserved Contexts for Getting Meetings Goals 6 - 12 month plans Annual feedback/strategic planning sessions Colleague Interview for an article or speech, invite to co-present Join a group Client service In-house presentations/visits = “Magic of being on-site” Introduce to others in the firm Social events

18 © 2010 David Freeman Consulting Group LLC, All Rights Reserved Meeting Strategy Assess Prepare Needs Questions plan Next steps Debrief

19 © 2010 David Freeman Consulting Group LLC, All Rights Reserved Probing Questions

20 © 2010 David Freeman Consulting Group LLC, All Rights Reserved Next steps A ction C ommitment T ime

21 © 2010 David Freeman Consulting Group LLC, All Rights Reserved “Where do we go from here?” “I have a person in my firm who does just that type of work. Should we get the two of you together?” “We’d like the opportunity to work with you and your firm on this matter. Is there a way that can happen?” “Do you have a preferred list of law firms you use for your matters, and is there a way we can get on that list?”

22 © 2010 David Freeman Consulting Group LLC, All Rights Reserved Delivering Exceptional Client Service Adam Stock, Director of Marketing & Business Development, Allen Matkins Jan Anne Dubin, MBA, former Director of Client Relations, DLA Piper, former N. A. Director of Business Development, Baker & McKenzie Alvidas Jasin, Client Relationship Executive, Ropes & Gray

23 © 2010 David Freeman Consulting Group LLC, All Rights Reserved Customized for each client True, personal relationships

24 © 2010 David Freeman Consulting Group LLC, All Rights Reserved Five Pillars of Client Service Trust & Loyalty Trust & Loyalty Add Value Highly Responsive Know Their Business Be Proactive Manage The Relationship

25 © 2010 David Freeman Consulting Group LLC, All Rights Reserved Manage expectations pre-matter Regular visits Client service teams Probing questions Don’t sell! Check-in during major matters End of matter reviews Client Feedback

26 © 2010 David Freeman Consulting Group LLC, All Rights Reserved Loyal Clients Average 19.5% rate premiums 33% - 35% more revenue The BTI Consulting Group · Wellesley, MA 02481

27 © 2010 David Freeman Consulting Group LLC, All Rights Reserved Cross-Selling Jonathan Fitzgarrald, Director of Marketing, Greenberg Glusker David Woods, Director of Marketing and Client Services, Kelley, Drye & Warren Deborah Grabein, Director of Marketing, Andrews Kurth

28 © 2010 David Freeman Consulting Group LLC, All Rights Reserved Obstacles to Cross-Selling Internal and external communication Trust Understanding client needs Understand our lawyer’s needs Credit Lack of comfort/skill Accountability, follow-through, and tracking

29 © 2010 David Freeman Consulting Group LLC, All Rights Reserved Driven by recipient Business case Build relationships Firm-wide Individual Cross-selling matrix Revenue, percentage, geography, industry Cross-Selling Best Practices

30 © 2010 David Freeman Consulting Group LLC, All Rights Reserved Build relationships with clients in advance Prepare “high value” questions Next steps Another meeting Sample Stay top-of-mind Within the firm To potential clients Cross-Selling Best Practices

31 © 2010 David Freeman Consulting Group LLC, All Rights Reserved Social Media/Networking/Web Sites & SEO Heather Morse, Director of Marketing, Barger & Wolen Darryl Cross, VP Performance Development, LexisNexis Russell Lawson, Marketing Director, Sands Anderson

32 © 2010 David Freeman Consulting Group LLC, All Rights Reserved Ask clients what they read Watch for updates and changes in status Clearly define your positioning Analyze key words and phrases Automate and organize information Not a substitute for personal relationships Web sites: Successes, client language, fresh content, educate, links, Google Analytics

33 © 2010 David Freeman Consulting Group LLC, All Rights Reserved Alternative Fee Arrangements Kristin Sudholz, Chief Value Officer, Drinker Biddle & Reath Jose´ Cunningham, MBA, Chief Marketing and Business Development Officer, Crowell & Moring Michael Roster, Steering Committee Chair for ACC Value Challenge; former Managing Partner Morrison & Foerster’s LA office

34 © 2010 David Freeman Consulting Group LLC, All Rights Reserved Move from price to value Blended models Based on expressed needs of the client ACC Value Challenge Internal legal project management Partner with good clients AFA’s

35 © 2010 David Freeman Consulting Group LLC, All Rights Reserved Maximizing BD for Laterals Anne Malloy Tucker, Chief Marketing Officer, Goodwin Procter Catherine Bishop, former Chief Marketing Officer, Blank Rome Joe Calve, Chief Marketing Officer, Morrison & Foerster

36 © 2010 David Freeman Consulting Group LLC, All Rights Reserved Maximizing BD for Laterals: Leadership Module Natasha Innocenti, Partner & Office Practice Leader of Partner Practice Group in San Francisco and Silicon Valley, Major, Lindsey & Africa Marijane Benner Browne, Director of Lateral Partner Recruiting, Ropes & Gray LLP

37 © 2010 David Freeman Consulting Group LLC, All Rights Reserved Deliver extraordinary service Build internal relationships Checklists Partner with Marketing/BD department Develop and communicate an internal brand Develop the story for external contacts Introduce legacy lawyers to their contacts Leadership roles & responsibilities

38 © 2010 David Freeman Consulting Group LLC, All Rights Reserved Strengthen Internal Relationships Help other lawyers Give before receive “Gifts” Teach (group, one-on-one) Develop key relationships Conduct joint marketing Attend group meetings Support cross-group initiatives

39 © 2010 David Freeman Consulting Group LLC, All Rights Reserved Making BD Sustainable Personal BD habits Push-pull Schedule set times Buddy systems Mentoring Accountability groups Practice assistants

40 © 2010 David Freeman Consulting Group LLC, All Rights Reserved “Business Development is a Contact Sport”

41 © 2010 David Freeman Consulting Group LLC, All Rights Reserved Staying Top-of-Mind


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