1. Business Development and Marketing for Lawyers Copyright © 2010 Samira Mery Lineberger, All Rights Reserved Homecoming CLE and Reunion March 23, 2012

2. Copyright © 2010 Samira Mery Lineberger, All Rights Reserved The Risk of Doing Nothing Recentresearch into client relationships reveals a startling finding: “Recent research into client relationships reveals a startling finding: 87% of law firms have at least one major client relationship at risk. Yet few law firms are aware of their vulnerability – and even fewer are doing anything to change the landscape.” Legal Trends, April 9, 2009, by Marcie Borgal Shunk, Principal, BTI Consulting Group

3. Copyright © 2010 Samira Mery Lineberger, All Rights Reserved What is Marketing? My Definition: Any activity that creates (1)a prospect that is interested in your services, (2)an audience with that client, and (3)an opportunity to close on their business

4. Copyright © 2010 Samira Mery Lineberger, All Rights Reserved Marketing v. Business Development v. Sales Sales Converts opportunity To business Business Development Creates Audience And opportunity Marketing Creates awareness And interest

5. Copyright © 2010 Samira Mery Lineberger, All Rights Reserved Characteristics of a Solid Marketing Program: 1.Well thought out business marketing plan 2.Client centered (decision making/needs) 3.Strategies that match the prospect’s decision making process and needs to the lawyers talent & skills 4.Focused, synchronized and persistent (not rocket science) 5.Well managed process and information 6.Firm wide participation 7.Regular evaluation of effectiveness

6. Copyright © 2010 Samira Mery Lineberger, All Rights Reserved Mission StatementMission Statement Target MarketsTarget Markets StrategiesStrategies Goals and ObjectivesGoals and Objectives Major Components of a Marketing Plan?

7. Business Development and Marketing for Lawyers Copyright © 2010 Samira Mery Lineberger, All Rights Reserved Mission Statements

8. Copyright © 2010 Samira Mery Lineberger, All Rights Reserved What is Your Dream Firm… What Do You Want? Mission Statement? Why Bother?

9. Copyright © 2010 Samira Mery Lineberger, All Rights Reserved Role of a Mission Statement (Why bother?): Sets the goal post so you know where you are goingSets the goal post so you know where you are going Defines how you want others to see your firm or describe your firmDefines how you want others to see your firm or describe your firm Focuses your efforts to prevent distraction and keeps you on track for reaching your goalsFocuses your efforts to prevent distraction and keeps you on track for reaching your goals Defines your clients and how you will serve themDefines your clients and how you will serve them

10. Business Development and Marketing for Lawyers Copyright © 2010 Samira Mery Lineberger, All Rights Reserved Identifying Target Markets Know Your Client

11. Copyright © 2010 Samira Mery Lineberger, All Rights Reserved Who Should We Target? v. Clients We Take Area of Law is the Start BUT NOT the END

12. Copyright © 2010 Samira Mery Lineberger, All Rights Reserved Prospective Target Criteria Scale: 1 – 5 (5 being the best) Ease of firm’s entry into the market (financial investment, competition, etc.) Experience in the market Profitability (potential revenue and profit margins) Ability to reach market (ease of identifying prospect rich venues) Ability to service client (staff, resource and equipment needs)

13. Copyright © 2010 Samira Mery Lineberger, All Rights Reserved Quality Prospects Scale: 1 – 5 (5 being the best) Someone You Like / Comfort Level Needs Your Services Can Afford Your Services Has the Decision Making Authority to Retain Your Services

14. Copyright © 2010 Samira Mery Lineberger, All Rights Reserved Know Your Client? (why and what does this mean?) 1.Does not necessarily mean knowing them personally, but knowing their characteristics. 2.The better you can defined their characteristics, the better chance you have of figuring out how you can most efficiently and effectively reach them. 3.The more you know about how they make decisions and what they really want and need, the better chance you have of making closing the sale, satisfying their needs (legal and otherwise) and securing repeat business Target Market Research

15. Copyright © 2010 Samira Mery Lineberger, All Rights Reserved By name (pick an ideal candidate to study)By name (pick an ideal candidate to study) Where they congregateWhere they congregate What they readWhat they read Where they get their informationWhere they get their information Who makes their decisionsWho makes their decisions Their decision making factors (personal preferences for type of person and services)Their decision making factors (personal preferences for type of person and services) Their decision making “sweet spot”Their decision making “sweet spot” Know Who They Are

16. Business Development and Marketing for Lawyers Copyright © 2010 Samira Mery Lineberger, All Rights Reserved Creating an Audience

17. Copyright © 2010 Samira Mery Lineberger, All Rights Reserved The Goal – “Top of Mind” 2008 Survey of National Market Awareness for Law Firms* Method: Interviewed 1700 corporate counsel from Fortune 100 and Global 500 companies with average revenue of $17.6 billion Studied measures of awareness of law firms: aided (recognized firm after given a prompt)aided (recognized firm after given a prompt) spontaneous (named firm without aid)spontaneous (named firm without aid) top of mind (first firm to be named)top of mind (first firm to be named) Findings: Very high correlation between “Top of Mind Awareness” and Financial Performance (i.e. beating out the competition). * Conducted by BTI Consulting Group, a leader in strategic market research for the legal industry

18. Copyright © 2010 Samira Mery Lineberger, All Rights Reserved “Top of Mind Awareness” Top of Mind Awareness: 1.Ability to name the firm 2.Having a favorable impression 3.Ability to state a distinguishing characteristic of the firm as opposed to other firms A “10 percent incremental increase in positive differentiation translate[d] into a 28.5 percent increase in revenue for a typical law firm.”

19. Copyright © 2010 Samira Mery Lineberger, All Rights Reserved “Top of Mind Awareness” Does the Strategy for Reaching “Top of Mind” differ? How does that effect what you do? Consumer Clients v. Commercial Clients STRATEGIES Matching Strategies to Fit Your Client’s Decision Making AND That Are Within Your Comfort Zone

20. Copyright © 2010 Samira Mery Lineberger, All Rights Reserved WHAT ARE MY OPTIONS?

21. Copyright © 2010 Samira Mery Lineberger, All Rights Reserved Advertising Should I use advertising? Is this the best value for my money (ROI)Is this the best value for my money (ROI) Is this where my decision makers usually go to decide who to hire for legal services?Is this where my decision makers usually go to decide who to hire for legal services? Do I have the budget for enough advertising to be effective?Do I have the budget for enough advertising to be effective?

22. Copyright © 2010 Samira Mery Lineberger, All Rights Reserved Networking at the Right Places Networking TRADITIONAL CYBER

23. Copyright © 2010 Samira Mery Lineberger, All Rights Reserved Expert Positioning √Active leadership participation in associations identified to be densely populated with identified targets √White paper and newsletter publications √Speaking engagements √Free and positive publicity √Active, current and dynamic use of firm Website Be the Expert

24. Copyright © 2010 Samira Mery Lineberger, All Rights Reserved Strategic Partners Probate Attorney + Financial Advisors + AccountantsProbate Attorney + Financial Advisors + Accountants Personal Injury Attorney + Chiropractors + Non PI AttorneysPersonal Injury Attorney + Chiropractors + Non PI Attorneys Immigration Attorney + Non-profits Serving Same MarketImmigration Attorney + Non-profits Serving Same Market Oil & Gas Attorney + RealtorsOil & Gas Attorney + Realtors Small Business General Counsel + BanksSmall Business General Counsel + Banks Family Law Attorneys + Probate Attorneys + ChurchesFamily Law Attorneys + Probate Attorneys + Churches

25. Copyright © 2010 Samira Mery Lineberger, All Rights Reserved Your Website

26. Copyright © 2010 Samira Mery Lineberger, All Rights Reserved Lead Generation Sites

27. Copyright © 2010 Samira Mery Lineberger, All Rights Reserved Brochures

28. Gauge SatisfactionGauge Satisfaction Make AdjustmentsMake Adjustments Good WillGood Will Focus their AttentionFocus their Attention Identify other NeedsIdentify other Needs Inform them of Other Services You ProvideInform them of Other Services You Provide Customer Surveys

29. Copyright © 2010 Samira Mery Lineberger, All Rights Reserved Pricing Can Dictate Who Your Clients Are: For some, how you price and your terms for payment will dictate whether you get the businessFor some, how you price and your terms for payment will dictate whether you get the business For some, if you don’t price consistent with their accounting strategies, they will not consider your firmFor some, if you don’t price consistent with their accounting strategies, they will not consider your firm Your pricing and terms can give you an edge over the competition, even if you charge more.Your pricing and terms can give you an edge over the competition, even if you charge more.

30. Business Development and Marketing for Lawyers Copyright © 2010 Samira Mery Lineberger, All Rights Reserved Setting Goals and Objectives

31. Copyright © 2010 Samira Mery Lineberger, All Rights Reserved “I found that if you have a goal, that you might not reach it. But if you don't have one, then you are never disappointed. And I gotta tell ya, it feels phenomenal.” Peter LaFleur

32. Copyright © 2010 Samira Mery Lineberger, All Rights Reserved Why bother? “The successful man is an average man, focused” Unknown Motivation and Push (pressure to act)Motivation and Push (pressure to act) The Power of Suggestion (believe it)The Power of Suggestion (believe it) Measure Effectiveness (did it work?)Measure Effectiveness (did it work?) Guide and Revise (plan adjustments)Guide and Revise (plan adjustments) Measure Success (how close am I)Measure Success (how close am I) Repeat (keep doing the same thing)Repeat (keep doing the same thing)

33. Copyright © 2010 Samira Mery Lineberger, All Rights Reserved What are Goals and Objectives? What’s the Difference?

34. Copyright © 2010 Samira Mery Lineberger, All Rights Reserved Try these: 1.The goal is where we want to be. The objectives are the steps needed to get there. 2.Ends v. Means: The objectives are the means to achieving the end, i.e. goals. 3.A goal is an overarching principal that guides decision making, while objectives are specific measurable steps that can be taken to meet the goal.

35. Copyright © 2010 Samira Mery Lineberger, All Rights Reserved How to Set Goals and Objectives: S pecific M easurable A ttainable R elevant T ime Bound

36. Copyright © 2010 Samira Mery Lineberger, All Rights Reserved Be Specific! ConcreteConcrete DetailedDetailed FocusedFocused Well definedWell defined Action verbs:Action verbs: ConductConduct DevelopDevelop BuildBuild ExecuteExecute

37. Copyright © 2010 Samira Mery Lineberger, All Rights Reserved Make it Measurable! Must have a tracking characteristicMust have a tracking characteristic If you can’t measure it, you can’t manage it!If you can’t measure it, you can’t manage it!

38. Copyright © 2010 Samira Mery Lineberger, All Rights Reserved Make sure it is Attainable! Yeah, Right! Purpose is to motivate, not discourage. Ask: Can if be done in the time frame?Can if be done in the time frame? Do I understand the limitations?Do I understand the limitations? Can I do this with the resources available?Can I do this with the resources available? Is this possible?Is this possible? Has anyone else done this?Has anyone else done this?

39. Copyright © 2010 Samira Mery Lineberger, All Rights Reserved Make Sure It’s Relevant! Does it get me closer to being the firm described in my Mission Statement? What Do You Want?

40. Copyright © 2010 Samira Mery Lineberger, All Rights Reserved Set a Time!

41. Copyright © 2010 Samira Mery Lineberger, All Rights Reserved Marketing Objectives: Should match Strategies. Things like: Perform a specific number of marketing tasksPerform a specific number of marketing tasks Make ___# of new contacts per monthMake ___# of new contacts per month Publish ___# of articles per six monthsPublish ___# of articles per six months Give ___# speeches per yearGive ___# speeches per year Collect ___# client surveys per yearCollect ___# client surveys per year Spend ___# amount of time on conducting marketing activities per weekSpend ___# amount of time on conducting marketing activities per week

42. Copyright © 2010 Samira Mery Lineberger, All Rights Reserved Marketing Goals: Should match Mission Statement. Things like: Generate $___ revenues by third year.Generate $___ revenues by third year. Generate ___# of target clients by first year.Generate ___# of target clients by first year. Develop measurable reputation for _______ as confirmed by client surveys or speaking engagement requests.Develop measurable reputation for _______ as confirmed by client surveys or speaking engagement requests. Achieve _____$ a return on investment of time spent on marketing by ___ hours (assuming $____ per hour) per new clientAchieve _____$ a return on investment of time spent on marketing by ___ hours (assuming $____ per hour) per new client Achieve a ____% return on investment on marketing dollars spent and revenues generated.Achieve a ____% return on investment on marketing dollars spent and revenues generated.

43. Business Development and Marketing for Lawyers Copyright © 2010 Samira Mery Lineberger, All Rights Reserved Traditional Networking

44. Copyright © 2010 Samira Mery Lineberger, All Rights Reserved “Working a Room” What does that really mean? Building a profile on which to draw upon when planning for future approaches and effective interaction.Building a profile on which to draw upon when planning for future approaches and effective interaction. Primary goal is to investigate. Selling is not likely at this stage.Primary goal is to investigate. Selling is not likely at this stage. Gather as much information possible to give you the best chance for filling their needs later.Gather as much information possible to give you the best chance for filling their needs later.

45. Copyright © 2010 Samira Mery Lineberger, All Rights Reserved Building a Profile Groundhog Day Getting results: Gathering information…

46. Copyright © 2010 Samira Mery Lineberger, All Rights Reserved Tips for Effective Event Networking 1.Arrive early (get comfortable with space; easier to talk to people when there are only a few; less interruption; better opportunity for introductions when others arrive). 2.Meet the staff (usually very open to meeting you; will want to be good hosts and introduce you to others). 3.Have pre-planned topics of interest to start and develop conversation (begin with social ice breakers then move to topics of business interest). 4.Go for volume (you are there to make as many quality contacts as possible; once you get enough information to reasonably fill out a profile, politely move on). 5.Use business card strategies to help you think of things to say, keep you asking questions and help you complete profiles. 6.If contact seems like a good prospect, try to set up a follow-up hook.

47. Copyright © 2010 Samira Mery Lineberger, All Rights Reserved Business Card Strategies Ask for their cardAsk for their card Read it in front of themRead it in front of them Right down notes on the back as you discover information of interest (taking notes in front of them makes them feel special)Right down notes on the back as you discover information of interest (taking notes in front of them makes them feel special) At minimum, try to include the following:At minimum, try to include the following: –Family facts (married, spouse occupation, number and ages of children, family activities) –Activities of job (beyond title) –Company’s business description (if not obvious) –Topics regarding business that are of interest to them –Special interests like sports, hobbies, politics, etc. Use acronym to keep you on track!

48. Copyright © 2010 Samira Mery Lineberger, All Rights Reserved Laying the Ground Work 1.Offer to send something to them based on topic of discussion (If you actively search for an idea, it will help you think of things to ask and keep you actively listening). 2.Suggest getting together (for business of social; lunch, drinks). 3.Suggest making an introduction to someone that may be of interest or helpful to them. 4.Make them feel good when they talk to you. (People want to be around those that lift their spirits. Be high energy, positive, up beat, enthusiastic. Use genuine compliments, when appropriate. If you put them in a good mood, they will want to talk to you again because of the way you made them feel). Set up a hook for follow-up:

49. Copyright © 2010 Samira Mery Lineberger, All Rights Reserved Working the Contact Follow Up, Follow Up, Follow Up!!!

50. Business Development and Marketing for Lawyers Copyright © 2010 Samira Mery Lineberger, All Rights Reserved Client Interviews and Presentations

51. Copyright © 2010 Samira Mery Lineberger, All Rights Reserved The InterviewThe InterviewThe InterviewThe Interview The PresentationThe PresentationThe PresentationThe Presentation The CloseThe CloseThe CloseThe Close (May be all in one) (May be all in one) Going from Audience to Client

52. Copyright © 2010 Samira Mery Lineberger, All Rights Reserved Whose Interviewing Who?? Hint: It’s not about you!!!

53. Copyright © 2010 Samira Mery Lineberger, All Rights Reserved Getting the Most Out of Client Interviews Goals for Interview: Leave the Interview with the following pieces of informationLeave the Interview with the following pieces of information 1.What are their legal needs? 2.What type of person do they want their attorney to be? 3.What kind of service do they want? 4.What factors will influence their decision making? 5.What is the decision “tipping point” Build rapport with the clientBuild rapport with the client Determine what kind of communicator the client is so that you can adjust your presentation accordingly.Determine what kind of communicator the client is so that you can adjust your presentation accordingly. Determine their ability/preference on paying for your servicesDetermine their ability/preference on paying for your services

54. Copyright © 2010 Samira Mery Lineberger, All Rights Reserved "Man's inability to communicate is a result of his failure to listen effectively." — Carl Rogers “A good listener is not only popular everywhere, but after a while he gets to know something." — Wilson Mizner "Listening, not imitation, may be the sincerest form of flattery." — Dr Joyce Brothers "Wisdom is the reward for a lifetime of listening... when you'd have preferred to talk." — D.J. Kaufman "The most basic of all human needs is the need to understand and be understood. The best way to understand people is to listen to them." — Ralph Nichols "Bore, n.: A person who talks when you wish him to listen." — Ambrose Bierce About Listening…

55. Copyright © 2010 Samira Mery Lineberger, All Rights Reserved Presentation Check List: 1.Theme (your best selling point) 2.Overview of client’s needs 3.Service plan for meeting needs 4.What differentiates your firm (services, relationship) 5.Implementation Plan (schedule, tasks, deliverables) 6.Testimonials / References 7.Fees and cost ranges (not just hourly – give fee estimate) 8.Attorney biographies (no job resumes, no employment history – present in story telling format, results oriented to the clients’ interests and needs)

56. Copyright © 2010 Samira Mery Lineberger, All Rights Reserved Closing the Deal: The Tipping Point? Feelings!!! It’s Not About YOU!! It is How They Imagine They will Feel as a Result of Your Service! ReliefRelief ConfidenceConfidence Meeting their ObjectivesMeeting their Objectives

57. Copyright © 2010 Samira Mery Lineberger, All Rights Reserved Thank You for Listening! Samira Mery Lineberger Lineberger Consulting Group Lineberger Law Firm PLLC 19141 Stone Oak Parkway, Suite 104 San Antonio, Texas 78258 (210) 365-9700 sml@developlawbiz.com sml@linebergerlawfirm.com