Women Rainmakers bLAWg

Business development for $5.44 and the cost of a phone call

2009-06-12T10:24:00.000-07:00

In these trying economic times, my clients are looking for less expensive ways to stay in touch with their clients and prospects. Here’s a low cost idea that has worked for several of my clients.

Invite a client or a prospect in another city to get together for a “virtual” chat. Set up a specific time to talk (and a limited duration for the call). Send them a $5.00 Starbucks gift card (that’s where the $5.44 comes in). At the appointed time, call. Check in on what is going on in their professional and personal life. It’s an easy, efficient and effective way to stay on their radar screen and to build your relationship.

Inspiration from a client

2009-05-22T08:29:00.000-07:00

I learn so much from my clients! Below is a pearl of wisdom that one of them shared with me last week.

This process (meaning: developing a book of business) is really one of taking "baby steps". The analogy you made about running really resonated with me.

Three and a half years ago, I was so incredibly stressed at work that I was unable to sleep and so I began taking walks in the morning to organize my thoughts and turn some of that negative energy to good use. After a couple of months, I actually found myself running, though at the time I could barely run a half mile. I began running longer distances. At first, I had no clear goal, just the need to burn anxious energy, but then I found I wanted to run longer and faster and I began to use the runs on a regular basis to think about work and get into shape.

Sometimes I was so busy I couldn't run, and for awhile I was injured, but instead of giving up I just did what I could and always went back to it. My expectations for myself started out very low, but I kept adding and improving. And three weeks ago, I completed my first half-marathon in 87 degree heat at a very good pace.

I think this business development stuff is like the running. I am starting slow and small, with limited expectations, just working to build up relationships and get into the habit of reaching out, contacting, following up, using opportunities, and being as helpful as a I can to colleagues, friends, others, without knowing how or if it will necessarily work. And it is already getting easier. Also, as with running, I am starting small with low-hanging fruit (friends v. just a half mile...), and will build from there. I think it really helps to follow your advice of doing what comes naturally, but working on it from a more disciplined perspective, and of keeping expectations realistic.

I hope you are as inspired by this story and analogy as I am.

National Association of Women Lawyers

2009-05-15T09:41:00.000-07:00

I am a big fan of the work of the National Association of Women Lawyers. They're doing some great programming for women lawyers at all stages of their careers (and I say that not just because they have invited me to speak at a number of their programs!).

They are holding their annual award’s lunch in New York City on Thursday, July 23 at the Waldorf. For further information, please visit NAWL Annual Luncheon (And yes, I will be making a presentation on marketing in these difficult economic times from 3-5 pm that day as part of this program).

And while on the subject of NAWL, consider being listed in the NAWL Directory of Women Lawyers and Women-Owned Law Firms. It is a helpful guide for anyone seeking to locate women lawyers and women-owned law firms throughout the US. It is distributed to many in-house departments, as well as NAWL members. For more information, contact nawl@nawl.org.

The Art of Making Rain in Volatile Times

2009-04-29T13:58:00.000-07:00

I will be presenting “The Art of Making Rain in Volatile Times,” for the Women Lawyers Association of Los Angeles on May 7, 2009. This program is sponsored by Bingham McCutchen, LLP.

For more information, please visit the WLALA website.

Recycle!

2009-04-24T11:42:00.000-07:00

No - this is not another message about “being green”, rather, it’s an idea for getting more “bang” out of your marketing initiatives. Look around. Is there something that you have already produced that could be repurposed for a different audience?

Is there a speech you gave that could be converted into a checklist that you could send to your clients and prospects? Is there an article you authored that could be posted on your firm’s website? Is there a memo that you wrote for a client that could be redacted and shared with other clients?

Every time you prepare a memo, write an article or give a speech, think about how you can recycle it to reach a broader audience or use it for another “touch” with clients and prospects.

Join me in Washington, DC

2009-04-17T12:28:00.000-07:00

Will you be in Washington, D.C., on April 30? I'll be speaking at an event hosted by the National Association of Women Lawyers. My topic will be "Bringin' in the Rain: 7 Habits of Successful Women Rainmakers."

The event is being held from 6 p.m. to 8 p.m. at the offices of Jones Day.

51 Louisiana Ave. N.W.
Washington, D.C.
Register by e-mailing mailto:urbanl@nawl.org.

Bringin' In the Rain: Interview

2009-04-13T14:40:00.000-07:00

Join me on a teleconference on Thursday, April 16, at 4 p.m.
(Eastern Daylight Time). Ellen Ostrow of Lawyers Life Coach will be interviewing me about my book "Bringin' In the Rain." To participate, send an e-mail to Sunny@lawyerslifecoach.com with Bringin' In the Rain in the subject line. You'll receive a return e-mail with call-in information and instructions about how to participate.

Pick up the phone!

2009-03-13T13:45:00.000-07:00

I was reminded the other day how easy it is to send an email, rather than pick up the phone, and yet how that can be a big mistake from a business development perspective. Next time you are tempted to dash off an email rather than pick up the phone to talk directly to a client or prospect, consider these three anecdotes.

1) I received an email from a prospective client. It asked what my fee was for doing a business development coaching workshop. Now the easy thing to do during a busy day would have been to send a quick email containing the requested information. But I stopped myself, realizing there was a business development opportunity lurking under that simple request. So I picked up the phone and asked questions about what her needs were. It turned out they were considerably more complicated than she had initially thought and our conversation elucidated that. At the end of the conversation, she was seriously considering a number of the services I offer. My guess is if I had just responded to her request by email, she would have decided my services were beyond her budget and the opportunity would have been lost.
2) One of my clients saw that his out-of-state client had been sued for a matter in his state. The subject matter of the suit was not in his area of expertise – but one of his partners did have expertise in this area. He forwarded his partner’s bio and offered the firm’s help with the matter. Imagine how much more effective his “pitch” could have been if he had picked up the phone, asked questions about the background of the matter, and once he better understood the client’s needs, had then offered to connect the client with his partner.
3) One of my clients was not selected after an RFP. She was interested in finding out how she could have improved her presentation. So she emailed the prospect asking for feedback on her pitch. Imagine how much more likely she would have been to have gotten thoughtful feedback if she had picked up the phone and engaged in a conversation about the topic.

The learning: Next time you are tempted to hit the keyboard, think twice. Would picking up the phone be more likely to build the relationship, discover needs, or yield more complete information? You may find that those few extra minutes invested in conversation may reap significant benefits!

Two great marketing ideas

2009-03-06T07:51:00.000-08:00

My clients are my best source of new marketing ideas. This week they shared two ideas that I think are great relationship-building marketing activities. (And in my mind, relationship-building activities are the best business development activities there are)

1. Team up with a colleague. Each of you agree to invite 2-3 other women you think the other would like to meet. Plan a dinner, lunch, breakfast, tea, whatever for the 6-8 women. Call it a "Fabulous women you need to meet" event. Watch your network grow!

2. Get the birthdays of your most important clients and referral sources. (Have your assistant call their assistants if you feel awkward about asking for this). When their birthdays roll around, invite them out for a celebratory meal and give them a small but thoughtful gift. Watch the relationship grow!

Don’t be tempted to abandon your niche

2009-02-13T08:18:00.000-08:00

It’s easy in these turbulent times to think that you should expand your marketing beyond you’re your well-established niche – whether it is class action employment litigation or insurance regulatory work. After all, with less work out there, doesn’t it make sense to cast your net more broadly to get what work there is out there? Maybe in more robust times you could afford to focus your marketing, but now doesn’t it make sense to market yourself as a broadly as possible?

My answer: a definite no! Marketing to multiple audiences or marketing multiple practice areas diffuses your message and stretches your resources too thinly. And instead of less competition, you’re likely to have more, as others make the mistake of broadening their marketing focus too.

You’ve invested wisely in building your niche, don’t squander that investment. Stay true to your strategy.

Get out there!

2009-02-06T08:15:00.000-08:00

With all the grim news about layoffs and economic downturn, it’s easy to just want to close your door, hunker down with a sandwich at your desk and wait until things improve.

But I think that is exactly the wrong reaction. Now, more than ever, it’s important to get out there and connect with clients, prospects and referral sources. This is true for at least three reasons:

1) If your work load is a bit light, you may have the time to invest in this type of activity.

2) Your invitees’ work loads may be a bit light as well. They may be more willing to spend time with you now than they were in healthier economic times. (And they may be more appreciative that you are picking up the bill!). My clients report that these marketing forays have a more relaxed air than they did a few years ago.

3) People will remember that you were there for them when they didn’t have work to give out. Many other lawyers won’t be investing their time and energies in marketing right now and you will stand out from the crowd.

It doesn’t have to be complicated to produce results

2009-01-30T07:51:00.000-08:00

Sometimes the things that have the most impact on our business development success are the things that are the simplest. I was reminded of this, this past week when two different clients told me that they keep their lists of marketing targets in a prominent place on their desk. When they look at the list, it reminds them to think of an article they might forward to a prospect, triggers a “stay in touch” phone call to an existing client, or causes them to make an introduction that a referral source might value.

Give it a try and see if this “system” produces results for you.

If you are going to be in Boston on Friday the 13th....

2009-01-23T08:55:00.000-08:00

There’s going to an excellent program co-sponsored by the ABA Commission on Women and the National Association of Women Lawyers. The program is on Friday, February 13 from 10:00-Noon at the Hynes Convention Center.

Harvard Professor Mahzarin Banaji will be speaking on "Mindbugs: The Psychology of Ordinary Prejudice.” This interactive session will focus on how the effects of implicit and unconscious biases affect all members of the legal profession. She will discuss how subtle biases influence how we perceive our clients and witnesses, how we interact with other attorneys and judges, how we attempt to persuade juries, and how we make decisions on hiring, work distribution, evaluations, promotions and layoffs.

Connecting at conferences and networking events

2009-01-19T09:30:00.000-08:00

Conferences and networking events can be great venues for re-connecting with clients and prospects. Ideally, you can get the attendee list in advance, peruse it, and decide who you want to make a point of touching base with. But attendee lists are not always available in advance, so here are two good ideas to deal with this that two of my clients have suggested:

For networking events: Arrive early; check out the name tags, and decide who you want to connect with.

For conferences: Take a look at the registration list as soon as you arrive. Spend your first 15 minutes on-site sending e-mail or text messages to those you would like to connect with while at the conference.

Repurposing your holiday card list

2009-01-08T09:58:00.000-08:00

I’m back! I haven’t been posting for a while since my writing energies have been consumed by writing my new book – Bringin' in the Rain: A Woman Lawyer’s Guide to Business Development. It’s available at Amazon and has been receiving rave reviews. But now that that project is completed, I’ll be posting to this blog on a regular basis.

One of the recurrent challenges I hear from clients is their lack of a useful, up-to-date contact list for marketing purposes. There are lots of steps in creating such a list and I’ll be writing a newsletter article about that soon, but in the meantime, you may be well along the way to creating that list and don’t even realize it. If you sent out holiday cards, use that mailing list as the basis for your marketing list. Think about how else you can use the list throughout the year – to send out articles of interest you run across, to create a list of who you would like to lunch with or who you would like to invite to a firm seminar or event.

Keep it visible

2007-08-30T11:45:00.000-07:00

Sometimes the best business development ideas are the simpliest. This week I was once again reminded of this.
A client, who had been having trouble doing those business development tasks that she had committed to in our coaching sessions, had accomplished everything on her "to do" list. I asked her what had changed. Her response: she had posted her business development "to dos" on the white board in her office where she lists all of her critical "to dos" for the week. Making the tasks visible was all it took to get them done.
I have seen this over and over again. Whether the visibility comes from a white board in your office, a to do list on your desk, or an index card in your pencil drawer, keeping your business development goals or next steps visible can make all the difference.

You've got a Blackberry. Use it!

2007-08-17T13:15:00.000-07:00

I have a love/hate relationship with Blackberries.
I like that they allow me to stay in touch without being chained to my computer. I hate that people use them during my workshops.
But this week, while I was at the ABA, I discovered one of their better uses. As was true for all attendees, I had the opportunity to connect with lots of clients and friends. I did a two-hour presentation for NAWL, and had delightful breakfasts, lunches and dinners with clients and colleagues. I was impressed with the number of people who "blackberried" me right after our getting together - thanking me for picking up the check, or for my advice, or reporting on a success. I really appreciated it.
And it seems like a winner for them too: they had another "touch" with me and it was one less thing they had to do once they got back to their office and faced the mounds of work that had piled up while they were gone.
So, next time you are involved in a marketing meeting - use your Blackberry to be in touch one more time right after the meeting.

A marketing idea

2007-08-14T15:40:00.000-07:00

Last week I gave a presentation for the National Association of Women Lawyers (NAWL) on the Seven Habits of Successful Women Rainmakers. I don't do a lot of public speaking for marketing purposes, because, in my experience (and that of many of my clients), it is not a very good way to generate business - particularly when you consider how much time it takes. I decided to do this presentation because I have been very impressed with the programs that NAWL has been sponsoring.
While there, someone mentioned something that I thought was a terrific marketing idea, and so I wanted to share it.
NAWL sponsors an annual General Counsel Institute. The program is targeted exclusively at women in-house counsel who want to build skills to help them improve their interaction with their senior management and the management of their legal departments. The program does not look like your typcial CLE program - it really does focus on management skills. And it is not just for general counsel.
This year's program is September 27-28 in New York. A description of the program can be found here.
The marketing idea is to pass along the announcement of the event to your women in-house clients. This serves at least three functions: it is a way to connect with her (what I call a "touch"); it suggests that you are thinking of her and her career; and it suggests that you think she has what it takes to be a general counsel (if she isn't one already). One person at the program suggested that you consider having your firm sponsor your client for the session. She undoubtedly will get more out of it than a round of golf or an expenisve dinner! And speaking of dinner (if you live in NYC), why don't you suggest that you both go out to dinner before or after the program.

What to do when your best client is sold

2007-07-31T14:53:00.000-07:00

It's a pretty traumatic day when you find out that your best client is in the process of being sold. But as bad a day as it may be for you, it's probably even worse for your client! What should you do? Here's my advice.

Try to keep your own anxiety in check. Sure you are concerned about what impact the sale will have on your relationship with the client, the client's company and your book of business. But at least when you are dealing with them, focus on them and not you.
Help them. Be a shoulder to lean on, a sympathetic listener, a creative brainstormer.
Don't disappear. Nobody likes to feel that they were nothing but a meal ticket for you.
Remember that one of the best things you can do as far as business development is concerned is to help someone find a new job if that's what's needed. Go out of your way to help them in their job search.

In the War for Talent Half the Soldiers are Women

2007-07-31T14:01:00.000-07:00

I keep reading about the "war for talent" in AM Law 200 law firms. It seems that law firms are having a difficult time attracting the level of talent that they need. At the same time, I see the mass exodus of talented women associates (and even women partners) from these same law firms. At the risk of stating the obvious, shouldn't the first battle in the "war for talent" be to figure out a way to keep these women associates. When they walk out the door, a huge asset of the business has just disappeared.

How not to be overwhelmed at your next conference

2007-07-04T11:35:00.000-07:00

I was recently speaking with a client who had just returned from a conference. She told me that she had been so overwhelmed with all the potential clients who were there that she retreated to her room. I know how she felt. You are at a lunch with 500 people - many of whom are potential opportunities - where to start? And how to keep up your enthusiasm and energy?
My suggestion - make it easy on yourself. Set a small, realistic goal - meet three new people or track down three past clients. Once you've done that, call the conference a success. Go back to your room to watch one of your guilty pleasures or take a nap, or visit one of the things that is quintessential to the city you are in - whether it is a ballgame at Wrigley Field, a ferry ride to Sausalito or a dim sum lunch in Chinatown.

What to do first?

2007-07-04T11:27:00.002-07:00

Yesterday I was talking with a client who had a number of business development "to dos" on her plate (sound familiar?). She had several people to follow-up with, a few lunches to schedule and needed to revise her bio to reflect her new positioning. Her question? Where to spend her time?
My answer - which activity is closest to generating money? It turned out that in her case, following up with several potential clients was the closest to the money.
Which of the activities on your "to do" list are closest to the money. Do that thing (or things) today. Sounds obvious, but it surprising how often that is not the way we prioritize. Come to thnk about it, I'm off to call that referral I got last week

Can summer associates be a resource?

2007-05-24T16:06:00.000-07:00

This week I have been talking with two clients who are swamped with work (not an unusual situation). They each had a marketing task that had been languishing due to the press of client work. As we talked about what needed to be done, we hit upon a solution that might work for you as well. Enlist the help of the legion of summer associates that may be roaming your firm's halls. In one case, the lawyer needed someone to organize published cases so that they could be shared with clients. In the other, the lawyer needed research to be done to help her prepare for a presentation. How could you tap into your firm's summer associates as a way to help you in your business development efforts?

Easy Self-Promotion

2007-04-10T11:56:00.000-07:00

Touting your successes can often feel uncomfortable. And yet sharing your successes with clients and prospects is an important way to build your credibility with them.
Last week, a client shared a relatively painless way to let clients know about a recent success without appearing nakedly self-promoting.
She had been out of the office for several weeks, while involved in a trial. The trial was a big win for her and her client. She used her return to the office as an excuse to call a number of clients, check in on how they doing, let them know she was back, and oh by the way, let them know that the trial she had been involved in went very well.
What recent successes do you have that you could comfortably share with clients or prospects?

Have you considered not marketing?

2007-04-09T15:05:00.000-07:00

Sometimes exploring a contrarian thought can provide new and helpful insights. A recent article by my newsletter editor, Jesssica Albon, triggered this thought for me.
Every so often, I have a client or potential client who feels that it is just not worth the effort to market. The first question I think they should consider is why not marketing is so appealing - is it taking too much time, is it not producing the results they would like, is getting new business just not that important to them, is getting more business the last thing in the world they need, since they are already overwhelmed, does it make them feel "slimy", is it just not fun?
What is getting in the way of your enthusiasm for marketing? And what does that suggest about what you should do about it?
Do you need to find ways to market that take less time - like sending off a quick e-mail to a client? Do you need to shift the focus of your marketing - from time-consuming speaking to sending personal notes with articles of interest? Do you need to get clearer on your motivation for marketing - making it more "personal" and less "corporate"? Do you need to address your infrastructure issues - such as finding more associate and paralegal support for serving your existing caseload? Do you need to be doing marketing which is more fun?
By exploring why you don't want to market, you may find out what you need to do to move marketing back to the top of your "to do" list

E-mail "stay in touch" marketing

2007-03-17T12:26:00.000-07:00

I am a strong believer in the power of "stay in touch" marketing. E-mail has made it easy for us to stay in touch with clients and prospects by appearing in their in-boxes on a regular basis.
For example, I publish a monthly newsletter, Focus on Rainmaking, that appears in my clients and prospects e-mail in-boxes on the first Thursday of every month. (Not yet a subscriber? Go to www.clientfocus.net and subscribe at the lower left hand corner of the home page).
This week I heard about a very creative stay in touch idea. An employment lawyer, who is also a fan of the TV show "The Office" (as am I), sends out an e-mail every Friday morning after the show highlighting the employment law issues that have been raised in the previous night's show.
What could you do to be in the in-boxes of your clients and prospects on a regular basis?

Training the next generation of rainmakers

2007-03-17T12:00:00.000-07:00

I recently did a workshop for senior associates on becoming a rainmaker. As we discussed how their firm's most successful rainmakers had built their books of business, it became clear that they had no real idea about how that had happened. And since many of us learn by example, that was a missed opportunity. If you are training the next generation of rainmakers, here are two suggestions on how to do it:
1) Be very specific about the steps that building your book of business has required. The associates I was working with knew the rainmakers had built relationships with key clients, but they had no idea how those relationships had been built. Did they have lunch once a month, had they worked together on a bar committee, did they play on the same weekend softball league, etc. Also, they had no idea had long it had taken to build those relationships. Months? Years? Decades? They knew that some partners had strong reputations for their expertise, but didn't have a clue as to how those reputations had been built. Through the matters they handled? Speeches? Writing? Focusing on a niche? Inheriting a practice?
2) Share what didn't work, as well as what did. I always say that we learn much more from our mistakes than from our successes. To those younger lawyers observing you, you make it all look so easy. But surely, the road to rainmaking was not straight and smooth. Share what you learned along the way about what doesn't work, as well as what does.

You're doing it anyway ....

2007-03-07T15:14:00.000-08:00

I read the Wall Street Journal everyday. It is a habit I developed when I was in-house. Then it was part of my job, now I do it for my own amusement.
Last week, I saw an article about a prospective client of one of my clients. I sent a quick e-mail suggesting that she track it down and read it. She was very impressed and appreciative.
This is a very simple marketing habit that I have developed. As I read the paper (which I do anyway), I think of who else I know who might be interested in what I've read. Then I send it, along with a very short personal note (last week's note was 2 sentences).
What are you "doing anyway" that you could convert into a way to stay in touch with clients, referral sources or potential clients?
Marketing doesn't need to be time-consuming or complicated. All you need is a marketing mindset.

The power of an e-mail

2007-03-07T15:02:00.000-08:00

Least you think that all marketing needs to be time-consuming, I had an experience last week that served as a great example of the impact that quick "staying in touch" messages can have.
Four of my clients were named as "Best Lawyers" in a recent issue of the American Lawyer. I sent a three sentence "congratulations" note to each of them. Within thirty minutes, I got the following responses:
1) One thanked me for being so thoughtful.
2) Another said she hadn't known about the honor, thought it was "cool" and was thrilled that I had alerted her to it.
3) One picked up the phone to talk to me about a possible project for her firm. She indicated she had been meaning to call but hadn't gotten around to it before.
4) One sent me an e-mail, while I was talking to the women in #3, saying that the three of us needed to talk about a possible project.
Not a bad response for some e-mails that took about 5 minutes to send!
Which client or prospective client could you send an e-mail to today who would be delighted to hear from you?

Ten things you can do in ten minutes

2007-02-23T13:31:00.000-08:00

Not all marketing needs to be time-consuming. If you've got ten minutes, here are ten effective marketing activities that you can do:
1. Call a client and ask "what's going on?".
2. Call a client or referral source who has not sent you business in the past 12-18 months to check in.
3. Call someone to whom you have sent a referral but who has not reciprocated and set up a lunch to discuss how to make the relationship mutually beneficial.
4. Call an alum from your firm and ask "what's going on?".
5. Call a new lateral partner in your firm and set up lunch to learn about his/her practice and to educate him/her about yours.
6. Send three e-mails to three people you would like to have lunch with and suggest dates that you are available.
7. Send a gift to a client or referral source who has just had a baby, just gotten a promotion, just gotten married or who you just want to know that you are thinking about them.
8. Delegate a marketing task to your assistant, an associate, your librarian or your marketing department.
9. Send a handwritten note to a client/potential client/referral source attaching an article of interest that you read that day.
10. Plan how you are going to market during the next month - who will you contact, what will you do, when will you do it.

Do you have a marketing mindset?

2007-02-23T11:17:00.000-08:00

I'm a big advocate of developing a "marketing mindset" - which allows you to seize snippets of time and turn them into effective marketing activities.
This week I received two e-mails from clients that reminded how little time it takes to reinforce your expertise with potential referral sources. All it takes is a "marketing mindset".
One of my clients invited her Roundtable group to join her for lunch. Two of the invitees could not attend. So, rather than hitting the delete key after reading the invitation, not responding, or just sending a "thanks but can't make it" message, they sent the following e-mails:
"I am very sad that I can't join you. I am geared up to be in trial in the (a famous person) case, expecting it to last 12-16 weeks!!!"
"Sorry I will miss it. I started trial today and will be tied up in federal court for the next 3-4 weeks. (Description of the case). I should have lots of interesting tales next time I see you."
These simple responses reinforce that they handle high profile cases and really try them - not bad for marketing that took about 30 seconds!
How could you use an e-mail you send today to reinforce your expertise with a client or potential referral source?

Cultivating Good Habits

2007-01-14T20:46:00.000-08:00

A lot of business development success can be attributed to developing habits that, if applied over the long term, will produce results. Habits like scheduling time for business development and treating that time as sacred as a client commitment or adding a few lines at the end of each e-mail indicating interest in the other person or sharing some of yourself.
The challenge is that it's not easy to develop these habits. After all, I've been working at making exercise a habit, rather than a good idea, for years.
You can "learn" the right habits (like I know that exercising is good for me in myriad ways), but having these habits become embedded, natural, automatic is another matter all together.
Developing good marketing habits takes focus, commitment and time. Start small and be consistent.
What one marketing habit are you going to try to develop in the next month?

Keep the ball in your court

2006-12-28T15:05:00.000-08:00

Too often when we market we leave the next step up to the person to whom we are marketing.
We say things like "If you meet someone who needs my services, I hope you will keep me in mind" or "If you need help with a matter, please give me a call.".
The problem with such an approach: you lose control of the pace and frequency of marketing. The person may or may not keep you in mind. You have left yourself no reason to contact them again.
The solution: keep the ball in your court. Say something like: "If I haven't heard from you in three months, would it be OK for me to contact you again". Few people will object to such a proposition and they have just given you permission to followup with them. With every marketing encournter, figure out a way to keep the ball in your court. Your marketing will be much more effective if you do.

Survey on Retention of Women in Law Firms

2006-12-22T12:50:00.000-08:00

Here's the link to the 2006 Report of the National Survey of Retention and Promotion of Women in Law Firms, mentioned in the previous post.
http://www.abanet.org/nawl/docs/NAWlFINALPUBLICATION10-25-06SURVEYREPORT.pdf

Building relationships one e-mail at a time

2006-12-22T12:39:00.000-08:00

How you approach the e-mails you send can be a very efficient way to build relationships with clients and prospects.
I have a client who recently sent me the following e-mail:
"I hope you are well. If you have not already seen
the attached publication, attached is the 2006 Report of the National
Survey of Retention and Promotion of Women in Law Firms. The report is very
informative, unfortunately depressing and should be of interest to you
Best Regards ......."
I had seen the report (which by the way, is definitely worth reading), but really appreciated that she had thought of me. It was a small but powerful step in deepening our relationship - and something I think women do especially well.
Who could you send a relationship-building e-mail to today?

Instead of Golf: Ten Ways to Build Relationships

2006-12-21T15:26:00.000-08:00

Building personal relationships that build business need not be a daunting task. The key is to find ways that are appropriate and comfortable for you.
Read my recent article: Instead of Golf: Ten Ways To Build Personal Relationships That Build Business for some ideas.
http://tennessee.thecompletelawyer.com/volume2/issue5/article.php?ppaid=547

Your mother was right - Part two

2006-12-19T18:06:00.000-08:00

Your mother told you that when others inquired about you, it was polite to reciprocate and ask about them.
What she didn't tell you is it is also good for business development.
I was reminded of this during two recent conversations.
I was speaking with a (male) client. He is a funny, personable sort. In the course of our conversation, I asked him a number of questions - What was new with him? What were his plans for the holidays? What were his kids up to?
He didn't ask me a single question in return.
Least you think this is a "guy thing", I had a similar experience when having dinner with a (female) classmate from Law School. We had an entire dinner in which she failed to ask me a single question about myself or my family, even though that had been the focus of our conversation about her.
I was a bit puzzled in both situations. What do I make of this?
That it was a missed opportunity to enhance their relationships with me. Carried over to the business development context, don't make the same mistake. Make a point to ask appropriate questions, learn about the other person, let them know that you are interested in them. It will strengthen your relationships. And strong relationships are good for business.

Use the New Year as an excuse for reconnnecting

2006-12-18T14:41:00.000-08:00

Need an excuse to reconnect with a former client or colleague after what seems like too long (and who doesn't)? The New Year provides a perfect excuse.
Try something along the lines of "One of my New Year's resolutions was to connect with some of my favorite clients who I had not spoken to in a while. Your name was at the top of my list". Or how about "I was cleaning out my office during the week between Christmas and New Year's and I came across your file (this one is particularly credible given the state of most lawyers' offices). "How did it wind up working with so-and so?" Or "What ever happened with that facilitiy you were thinking of building?"
Who could you reconnect with that you've been meaning to?

Developing confidence in your business development skills

2006-12-12T11:56:00.000-08:00

Women who are confident in their business development
skills are more likely to put forth the necessary effort to
succeed at business development. Colleagues who sense their
confidence are more likely to refer business to them. Clients
who sense their confidence are more likely to hire them.

Observing this phenomenon begs the questions of how to
develop confidence if you aren't as confident as you'd like.
Here are a few tips that have worked for my clients:

1. Get clear about your personal business development
strengths.

Do you have a great network, marketing support, the
ability to easily develop relationships, a roster
of loyal and appreciative clients, a niche practice,
or well-developed listening skills?

Focus your business development efforts on your
strengths. It will take less effort and return greater
rewards.

Business development doesn't have to be painful!

2. Keep track of your successes--whether small or large.

Keep a file of positive feedback you have received
from clients over the years--thank-you notes,
appreciative e-mails, referrals, etc. When your
confidence begins to wane, pull out your file and read
through the positive feedback you've garnered.

3. Start small.

Most big marketing successes are made up of lots of
little marketing successes--following up with someone
you met at a networking meeting, sending consistent
e-mails to an existing client, or sending an article
that may interest a prospect.

Set a small, realistic goal for yourself. Make it
something you can do consistently. Meeting your goal
will demonstrate that it's not that hard to market
yourself. Start small and keep at it.

4. Be patient.

Building relationships that lead to getting hired
takes time. Don't be unrealistic in your expectations
for any given marketing effort.

Research shows that, to develop a significant book of
business, a partner needs to invest 300 to 400 hours
per year over a four- to six-year period of time. I
don't share that to discourage you, but rather to
suggest just how much patience is needed.

It's unlikely that someone you meet at a seminar will
hire you on the spot, but you could use a conversation
at that seminar to establish the basis for a follow-up
contact.

5. Get some support.

Use the resources listed on the ClientFocus website
[ http://www.clientfocus.net/ ], ask a successful
rainmaker to help you, get a marketing buddy or hire
a marketing coach.

Getting support is a smart way to shorten your learning
curve on business development skills.

Confidence is a critical part of business development
success. One of the foundational elements of confidence is
taking action. So, starting today, do some business development,
regardless of how small the step, and watch your confidence grow.

Give a gift that keeps on giving

2006-11-25T18:01:00.000-08:00

As anyone who reads this blog knows, I am strong advocate of strengthening personal relationships as the basis for efficient and effective business development for women lawyers.
As the season of gift-giving is upon us, I was recently re-inforced for the benefits of selecting gifts that are well-matched to the recipient, rather than sending "generic" gifts.
As a thank you for a referral I received (you do send thank you gifts to people whose referrals result in business, don't you?), last spring I sent one of my family's favorite games - Apples to Apples - to a former colleague who has teenage kids, as do I.
Today, many months after I sent the gift, I got an e-mail once again thanking me for the gift

I took the Apples to Apples you gave me with us to my mother-in -laws over Thanksgiving and we all had a great time playing it.

How good is that? A gift I gave over six months ago is still reminding the recipient of me. Guess it's time to ask her for a referral again!
What gift could you send to a favorite client that would have a lasting impression?

Another example of the importance of relationships

2006-11-12T09:21:00.000-08:00

I just read a statistic in an article on David Maister's website which amazed me, but neverthesless reinforced my view that the key to successful business development is a focus on building relationships.
According to Maister:
"In the mid-1990s, Latham & Watkins made a calculation about how much of then current business came directly or indirectly from alums. The figure was approaching 50 percent. And it was great business — name-brand clients, often premium rates, quicker bill collection, pleasant dealings, and so on".
If this statistic is to be generalized, it suggests the importance of having alums leave feeling good about you and the firm (e.g., take the time for a good bye lunch no matter how busy you are) and staying in touch with them once they have left.
My guess is that doing this alone will differentiate you from most of your colleagues.

"Tis better to receive than give"

2006-11-10T11:02:00.000-08:00

One of the conventional pieces of marketing wisdom is that you should attend every networking event with a pocketful of your business cards to hand out. Hand one out to each person you meet, the conventional wisdom goes.
But as in many other instances, the conventional wisdom is wrong. When was the last time you handed out a card to someone, saying something along the lines of "if you ever need my services, please keep me in mind", and actually got a call?
My guess is never.
Your goal should be to get their card, not to give them yours. That way you have an opportunity to follow up with them - send them a "nice to have met you" note or e-mail, ask if they would like to be included on your newsletter mailing list, keep track of them, so that the next time you are in their town you can call them for a drink.
This is one of those times when, contrary to what your mother taught you, "tis better to receive than give".
(Thanks to one of my clients who, as with all my posts, shall remain anonymous, for the clever catch phrase).

Take advantage of the holidays to market

2006-11-09T13:40:00.001-08:00

Most people write off the holidays as far as business development is concerned. But it can be a great time to reconnect with clients and potential clients and to build relationships with clients and referral sources. For some specific tips on how to do this, read my article, It's No Time to Be Ho-Hum, in this month's issue of Law Practice, http://www.abanet.org/lpm/magazine/articles/v32/is7/an4.shtml

Sometimes what you don’t do is as important as what you do.

2006-11-01T07:57:00.000-08:00

I was reminded of this in a call this week with a client. The client had that slightly scattered sound that we all have when we have too much on our plates (which she clearly did).

When I asked what marketing activities she proposed to do in the next two weeks, she hesitated and then responded that she could follow up with an inhouse person she had met a few weeks ago. She said she hadn’t really liked him and they didn’t really hit if off.

What immediately went through my mind was a lesson I learned too late in life – that people I didn’t like usually didn’t much care for me either. This signaled to me that this was probably not a very good prospect for her.

When I asked her why she was going to follow up with someone she probably won’t like to have as a client, she responded that she always followed up with every potential client she meets. While I am a great fan of consistent followup, I am not a fan of mindless followup, especially for women lawyers who have limited marketing time.

If you are going to make the most of your limited marketing time, your marketing needs to be focused. Sometimes doing less but doing more of the right things is what is called for.

Advice for young women lawyers

2006-10-13T12:27:00.000-07:00

I was recently asked by a young women partner (age, 32) how she could successfully market to conservative older men who only thought of her as "a bright young thing".
My advice:
You need to build credibility with your target market. Here are some ideas on how to do that:
1. Ask existing clients to serve as references. Ask them to be as specific as possible about the value you brought to their representation.
2. Affirmatively offer these references to prospective clients.
3. Consider writing an article narrowly focused on the type of work you want to attract. Include it any time you do a marketing pitch, whether formal or informal. Offer to send it to prospective clients you meet. You can do the article as a "white paper", you don't even need to have it published anywhere. Remember, I said, an article, not dozens of articles.
4. Develop a list of your clients and share it anytime you do a pitch.
5. Develop several bragging speeches which you can use whenever you meet a prospective client. The elements of an effective bragging speech are:
- what your client's situation was
- what you did for the client (you negotiated, you recommended, you
argued ....)
- how what you did benefited the client (they saved money, time, adverse publicity ...)
And my parting advice: you won't be young forever. Trust me.

When's the best time to market?

2006-10-12T13:14:00.000-07:00

I was speaking with a client today who reminded me of one of the ironies of business development. The best time to market is when you are busy or have just had a big business development success.
Why? Because that's when your confidence is at an all-time high and that confidence carries over in how your present yourself to prospective clients.
Marketing when you don't have business (which is when most lawyers market) has the exact opposite effect. Your desperation obscures your focus and your patience (which all good business development requires) is in short supply.
So if you're busy right, don't forget to keep marketing. Even if it's just one quick call or e-mail a day.

Do you have a marketing buddy?

2006-10-09T18:05:00.000-07:00

Maintaining focus and momentum in your marketing is a challenge that most women lawyers face. Client matters and other responsibilities find a way of taking precedence on your “to-do” list. Sometimes this is inevitable, but if it is happening to you on a regular basis, maybe it is time to find a “marketing buddy”.

It’s sad but true that we tend to honor the commitments we make to others before we honor the commitments we make to ourselves (does exercising ring a bell?) So, rather than fighting this habit, use it to your advantage. Find someone who is also interested in marketing on a consistent basis and become “marketing buddies”. Agree that you will meet on a regular basis to update each other on your marketing progress and brainstorm about next steps. It can be weekly, monthly, or quarterly – depending on how much momentum you are after. If past experience is any guide, you’ll get a lot done the day before the meeting!

Your buddy can be another partner in your firm, a lawyer in another firm, or even someone in an entirely different industry. If you are willing to make the financial investment, hire a coach – your results will probably be even greater.

Nothing ensures results from your marketing efforts like consistency. Get some help to help you stay on track.

Time to delegate

2006-10-06T17:23:00.000-07:00

Marketing time is so limited for busy women lawyers. One of the best ways to leverage your limited marketing time is to find people to help you with your marketing tasks. Librarians, your marketing department, your assistant, or associates can all help you in your marketing efforts. They can do industry or legal research, draft articles, find e-mail addresses and create contact management systems.
But when I suggest this to clients, they are often reluctant to delegate tasks to others. Common reasons include:
- it will take more time to explain it to them than to do it myself; or
- nobody will do it as well as I can.
But most troubling is an underlying, unarticulated belief that other people’s time is more valuable than yours. As one client recently told me: “my biggest hurdle is not thinking I'm worthy of getting help”.
Time to face the absurdity of that view and get on with delegating what can be delegated to get greater results from the time you invest in marketing.
What one marketing task can you delegate to someone this week?

Removing Barriers to Women's Success in Law Firms

2006-09-19T15:38:00.000-07:00

I highly recommend Ending the Gauntlet: Removing Barriers to Women’s Success in the Law by Lauren Stiller Rikleen. This meticulously researched book explores the impediments to women’s success in law firms.

Unlike many other books that address the issue of women’s slow progress in law firms, the author focuses head on on the structure of the firms themselves as the real culprits in women’s exodus from law firms and their failure to join the partnerships ranks. Little time is spent discussing overt and covert discriminatory attitudes. Instead, the book focuses on the underlying institutional factors which make law firms hostile places for women.

Rikleen quotes Debra Meyerson and Joyce Fletcher from their article in the Harvard Business Review:
“It’s not the ceiling that’s holding women back; it’s the whole structure of the organizations in which they work: the foundation, the beams, the walls, the very air.”

Among the institutional impediments to recruitment, retention and advancement of women are the lack of full time (and in many cases, any real) management of the firm, misguided management selection processes, incessant and increasing billable hour pressure, and “up or out” promotion policies.

The author makes a clear and compelling case for the need to change the business model of the traditional law firm. Among the changes suggested are:

Full-time firm management
Practice group management selected for management, not rainmaking, skills,
Less emphasis on time-based fees
Compensation systems designed to reward a variety of contributions
More flexible working arrangements
A more horizontal organizational structure

I would like to have seen more emphasis on the need for women to take control of their own destinies by making building their own books of business a high priority. Nevertheless, this book is definitely worth your time.

Your partners are not your competition

2006-09-13T14:08:00.000-07:00

Last week, one of my clients identified her chief marketing challenge as distinguishing herself from her partners in the eyes of prospective clients.This is not the first time I have heard some variation of the theme "how do I compete against my partners".
What this issue highlights for me is how insular law firms can be, focused inward rather than outward to the marketplace. And how many firms have failed to develop a vision and compensation system which encourages lawyers in their firms to work together.
Your real competition is not your partners - it is the other lawyers in the other firms who are marketing the same services that you are to the same clients. Focus there for maximum impact.

How much do you know about your client's business?

2006-09-11T14:26:00.000-07:00

Surveys consistently indicate that clients want their outside counsel to learn more about their businesses. In a recent survey of purchasers of professional services, 40% of the purchasers said that service providers did not understand their needs. Further, 76% indicated that if providers did a better job of understanding their needs, they would be much more likely to hire them.

Here are nine tips for learning more about your key clients’ and prospects’ businesses and needs:

1. Read the trade and professional journals that serve their industry – whether its Ad Age or the Painting and Coating Journal.
2. Join and participate in the trade associations that they belong to.
3. Make it a practice to read the client’s website regularly.
4. Ask your client to subscribe you to their company’s internal newsletter.
5. Purchase and use the client’s products (easier done if your client is Gillette than if it is an periscope manufacturer).
6. Regularly do on-line research on the company to learn about key personnel changes and new product announcements.
7. Interview other professionals who serve the same client (e.g., consultants, accountants, bankers) - their perspective may give you a more complete picture about the company.
8. Monitor case filings and government actions against the client.
9. Perhaps most obvious, ask the client! What are the biggest challenges currently facing their business? What are the trends in their industry?
Where do they expect to be five, ten years from now?

Learning about a client’s business is not difficult. Take advantage of the opportunity to distinguish yourself from your competition.

Misguided conventional wisdom

2006-08-30T12:58:00.000-07:00

Last week I got the following e-mail from a client:

The trip last week went very well. I got to talk at length to a potential client and he indicated a desire to use us for their next case. The next day he sent me an email asking my opinion about a strategy issue for one of their cases. And while there, we stopped by to say hello to another client. Yesterday my contact called me to let me know she had recommended me to her general counsel to take over a litigation matter for them. I'm seeing how the personal relationships are so important!!

As the e-mail demonstrates, building strong personal relationships is critical to business development success. And it’s something that women are particularly good at, in my experience.

In the ten years that I have been coaching lawyers on business development, I have never seen a speech or article obtain the direct results that my client obtained with so little investment of time. And yet, the conventional wisdom remains that the way lawyers should market is through speaking, writing and joining professional associations. Given the strong evidence that relationship building is so powerful, why does that remain the conventional wisdom?

Worth listening

2006-08-29T17:39:00.000-07:00

Developing strong personal relationships is at the core of any effective business development strategy.

I recently listened to an excellent teleseminar by Michael Katz on "Relationship Marketing".

Among the tips were:
1. Look for opportunities to connect one-on-one with people – whether by responding promptly to e-mails, answering your own phone, or sending an e-mail to congratulate someone on an article in which they were featured.
2. Develop a system for staying in touch with people on a regular basis. Divide your “stay in touch” list into “bite size pieces” and spend 15 minutes each day contacting a few people by e-mail or phone. Just ask “how are you doing?”.

You can get an MP3 of this teleseminar for $7.75 by going to http://www.profcs.com/app/netcart.asp?set
Cookie=TRUE&MerchantID=53502&ProductID=3178104
It is well worth the money and the 30 minutes of your time it will take to listen to the call.

Are you making the most of your network?

2006-08-23T14:44:00.000-07:00

The most likely source of new business, other than getting more work from existing clients, is getting business as the result of a referral. And yet women lawyers, for the most part, do not mine their referral relationships as well as they could.
- Think about who has referred business to you in the past. What are you doing to strengthen that relationship? How did you acknowledge the referral? What are you doing to educate that person about the scope of your practice and who would make an ideal referral for you?
- Think about your biggest or favorite clients. Have they referred business to you recently? If not, why not? Is it because you haven't asked? If so, do. Is it because they don't know who would be a good referral for you? Then you need to tell them. Is it because they aren't wholly satisfied with your services? Better find out why and remedy it.
- How about people to whom you have referred business - like other lawyers or consultants. Have they reciprocated? Why not? Do they understand that you expect some sort of reciprocation? If not, perhaps you need to suggest that you this could be a mutually beneficial relationship.
- What about the people you know through your professional organization or community involvement? Have those activities yielded referrals? If not, it may be because those people don't really understand what you do or what kinds of clients you are targeting.
There are a lot of people you know who could help you grow your business. You just need to take the time to identify them and figure out why they haven't referred business to you yet. And then fix that!

Ten ways you can impress a client

2006-08-22T16:19:00.000-07:00

1. Make them look good to their boss or their client
2. Be responsive (as they, not you, define responsiveness)
3. Listen, really listen
4. Provide advice off the meter
5. Ask them how you are doing and then act on their response
6. Learn about their business
7. Keep them informed about the status of their matters
8. Be proactive
9. Support their favorite charity - with your time or money
10. If you make a mistake, acknowledge it and make a point of remedying it

Your mother was right

2006-08-15T11:44:00.000-07:00

Your mother told you that you should acknowledge gifts and favors with a handwritten note, delivered in a timely fashion. She was right. I may be old-fashioned but I think it's the polite thing to do. And it makes good business development sense as well.

Yesterday, I received a handwritten note from someone thanking me for a dinner I had hosted. I was impressed. Not many people do this anymore.

In contrast, I make it a habit to send a small thank you gift to anyone who refers someone who becomes a client. Rarely do I receive an acknowlegment - either an e-mail or note. I'm not complaining. I do it because I want the person to know how much I value their help, but I do think it is a missed opportunity to deepen a relationship.

Referrals, marketing advice, informational interviews, and invitations all deserve a thank you. It's a bit of marketing that takes very little time and makes a big impression.

So - go out and buy some nice stationary today.

Looking for reduced billable requirements?

2006-08-14T21:50:00.000-07:00

One afternoon last week, as I was taking a leisurely walk down the leafy main street in Spirit Lake, Iowa (where I was vacationing), I came upon a lawyer's office with the following posted on the door:
Hours of Operation - Monday through Friday
9:00 - 12:00
1:00 - 4:15.
Assuming that the 4:15 was p.m. and not a.m., maybe there still are some places where the billable requirements are less than 2000 hours per year!

Your network is more valuable than you might think

2006-08-02T15:46:00.000-07:00

I was talking with a client today who was disappointed to discover that the target of her marketing energies was not likely to hire her because of her firm’s rates. I told her not to be discouraged. Not everyone needs to be able to send you business to be a valuable member of your business development network.

Network members can provide you with information important to your business development efforts, such as what are the key issues facing companies in their industry or competitive intelligence about how your firm is perceived in her industry.

They can provide you with marketing opportunities to speak before the industry trade associations to which they belong or agree to write an article with you and have it published in a publication to which they have access.

They can introduce you to others in their network.

They can provide you with feedback on your marketing materials or on your proposed approach to another prospect.

And of course, they can refer you to others they know who can afford you.

There are lots of ways in which members of your network can assist you in your marketing. You just need to ask.

Worth having on your bookshelf

2006-08-01T16:50:00.000-07:00

Today, I was talking with someone about my philosophy of business development. She enthusiastically suggested that I should write a book. It's something I am thinking about, but until I do, here is one of the books I recommend you have on your bookshelf - Business Development for Lawyers: Strategies for Getting and Keeping Clients by Sally Schmidt.

This book, written specifically for lawyers, provides excellent practical, detailed advice. It addresses many possible ways to develop business, including writing, speaking, being involved with professional organizations, responding to RFPs, networking, seeking referrals and cross-selling.

Nonetheless, it is appropriately discriminating about the relative efficacy of different tactics:

“Writing may be the marketing activity least likely to produce business per se, but can still be a valuable piece of your overall marketing effort”.

“Because your time is so limited, you should be very clear about the type of prospect on which you want to focus your efforts”

The book is written by a long-time legal marketing consultant and her experience shows. Any lawyer reading this book will be able to relate to the advice, which is not always the case with marketing books not specifically targeted at lawyers.

And it is realistic:

“Most clients will not be inclined to change counsel without a compelling reason to do so.”

“If you are having trouble developing business, it usually has nothing to do with your ability to “close”; it is related to the fact you haven’t identified or met the prospective client’s needs.”

As any good marketing book should do, it encourages “client-focus” and emphasizes the importance of developing strong personal relationships. It highlights the importance of preparation and followup in all situations - from attendance at a conference to lunch with a client.

Worth reading cover to cover (if you have the time and inclination) or having on your bookshelf as a reference tool to consult when you are engaged in a specific marketing activity.

The Power of a NIche

2006-07-29T14:20:00.000-07:00

I am a strong believer in the importance of having a clearly defined niche.
But last week I was reminded about the power of having a narrowly defined niche.

I was at a party where I did not know many of the people attending. As you might expect, I was asked by one of the attendees what I did for a living. I replied with my usual elevator speech: "I help successful lawyers get more clients." The listener nodded.

Unexpectedly, I decided to try out my new, more focused niche. I said, "Well, actually, I only work with women lawyers."

He immediately responded with, "I know two people who could really use your help!"

Even though I know the power of a niche, I was still startled that by focusing in on precisely who I can help best, my referrability got even greater.

In fact, every time I've tested this new niche out, people have responded enthusiastically--much different from the response I was getting with my previous niche.

It's my guess that this reaction is attributable to a combination of two factors: my excitement about narrowing my practice to those I most want to work with and the clarity of the picture it creates in the listener's mind.

Ask your clients for feedback

2006-07-27T15:55:00.000-07:00

Lawyers are often reluctant to solicit feedback from clients.

I’m not sure why this is, but I imagine it is for one of two reasons:
1) They are afraid they will hear negative comments, which will hurt their feelings; or
2) They prefer to let sleeping dogs lie.

But this attitude is a mistake for a number of reasons.

1. If you don’t ask, you won't know if your clients are satisfied. (Research shows that the vast majority of dissatisfied clients will not complain - think about the last time you actually complained to the provider of a service). And if you don't know if your clients aren't satisfied, you won’t have a chance to address their dissatisfaction.
2. If they have a complaint, others may well have a similar complaint. And your opportunity to address their dissatisfaction is also lost.
3. Even if unhappy clients don't complain to you, they usually complain to lots of other people.
4. If (and that's a big if, in my experience,) you respond quickly and address their concerns, you can build more loyalty than if they never had a complaint. Think about the last time a service provider responded swiftly and generously to your complaint. How did you feel about the provider after that?
5. Maybe (probably more likely than not) they will express delight with your services and you will get a chance to wallow in their praise.

Why you need a business development plan

2006-07-25T11:36:00.000-07:00

I read an article recently that said that research showed that fewer women lawyers than men lawyers have business development plans.

While I can't comment on that particular finding, since in my experience very few women or men lawyers have focused, strategic business development plans, I certianly can comment on the value of having a business development plan.

A good business development plan helps you to:

1) Get clarity. Just like writing a contract illuminates the areas of disagreement between the parties, writing a business development plan provides clarity on what specifically you are planning to do.

2) Prioritize limited marketing time. Marketing time is a precious commodity in a busy lawyer's life. Writing a plan helps you to focus on which of the myraid of marketing activities that you could undertake you should undertake.

3) Create an opportunity filter. Once you have prepared a business development plan, it is amazing how opportunites - in the form of people, information or resources - seem to magically appear. Your antennae is up for opportunites that will help you implement your plan.

4) Take advantage of snippets of time. - Once you are clear about what you plan to accomplish, when you have a spare few minutes, you can scan you plan to see what you can do in that short period of time - send an e-mail, make a phone call, write a short note - to move you forward in implementing your plan.

5) Free your mind. Instead of having to think about what to do next, all you need to do is look at your plan.

6) Allows you to say no. No better response to turning down a request for your participation in a time-consuming, non-strategic project than "I would really like to help, but this year I am focusing on business development and this isn't part of my plan. Maybe next year."

7) Commits you to a course of action. Maybe that is why people don't write one in the first place!

8) Allows you to track your progress. Seeing what you have accomplished compared to what you have committed to do can either make you feel great or provide you with a much needed kick in the pants.

9) Written goals get achieved. There is a substantial body of research that supports that written goals are much more likely to be achieved that those which just rattle around in your head.

What are you waiting for? Time to get planning and writing.

Sharing makes it better

2006-07-20T15:01:00.000-07:00

Last night, I had dinner with a wonderful group of my clients. They are smart, funny and open women partners from some of the nation's leading law firms. The conversation was wide-ranging - from vacations to jury service to the struggles of building a book of business.

At the close of the evening, one of the women commented that she always left these get togethers happier than she came. It reminded me of the words of Professor Eleanor Fox: "Sharing of negative experience is hard to do, but the reason it is hard is the reason it should be done. Each individual's pain, if isolated, tends to reflect negatively on her own merits. But by sharing experiences, patterns, if they exist, can be observed ... The person who once felt herself devalued may gain a clearer view of reality and of the possibilities for both adjustment and change."

The most frequent comment I hear after the first session of the Women Rainmakers Roundtable is "I'm so glad to learn it isn't just me".

The more we are all willing to share our frustrations and obstacles, the more likely it is that we can develop strategies to overcome them.

Got Kids? Don't Be Afraid to Share

2006-07-19T20:17:00.000-07:00

An article, Got Kids? These Clients Don’t Care
appeared in the Recorder a few months ago..
It reported on a panel of women in-house counsel who appeared at a National Association of Women Lawyers meeting.

Among the quotes attributed to the panelists:

“I don’t want to hear about your kids. I’ll tell you if I do – don’t tell me”
“I care about the work, not the relationship.”

The article made me furious. Both because of the sentiments expressed and the wrong-headed lessons that women might take away from reading the article.

As I have said before, business development is personal. If you don’t establish a personal relationship with your clients and potential clients, you are much less likely to succeed in getting and keeping their business.

For many people, their kids (or nieces or grandchildren) are central to their lives. Making the subject taboo eliminates one of the most fertile grounds for making connections. This is not to say that people want to discuss or hear about ever piano recital or soccer victory, but it certainly should not be viewed as an “off-limits” topic.

When I was an in-house counsel, many of my favorite outside counsel were people with who I had developed a personal relationship. This doesn’t mean that we spent endless hours gossiping or complaining, but it does mean that we had an appreciation of the personal dimensions of each other’s lives – whether it was movie or book recommendations, vacation adventures, or the college admission struggle.

The most memorable “client gift” I ever received was a cuddly, expensive stuffed animal on the birth of my second son. It was an extravagant gift I would never have purchased and I remember it and the giver clearly today, even though it was fifteen years ago. Can’t say the same for the many other generous gifts I received from other clients.

I hope that this article does not discourage women (and men, for that matter) from letting clients into their personal lives and inviting them to share theirs. Strong personal relationships support strong client relationships.

(As an aside, can you imagine the uproar if those sentiments had been expressed by a panel of men!)

What's your answer to "What's new"?

2006-07-14T08:54:00.000-07:00

When asked, "What's new?" you're being given a marketing opportunity--don't squander it! When people ask you, "What's new?" they're giving you an easy way to market your practice - without being pushy.

Think about how many times this week alone you've probably answered that question with one of two stock responses:

"Nothing much."
"I'm swamped."

Instead of answering "What's new?" with "Nothing much," consider using this as an opportunity to highlight a recent success or educate the listener about the specifics of your practice. Think about trying responses like this:

"I'm working on some really interesting litigation involving new regulations affecting nursing homes."

"I'm looking forward to taking a long lunch today with a client to celebrate the closing of the Shelter Island real estate deal. You may have read about it in today's Times."

"I'm off to a workshop this week on how to generate more referrals from my network. I'm really focusing on building my business through referrals this year."

Answers like these are likely to lead to a relationship- and business-building conversation about your practice, your successes, and your client base.

What if nothing particularly interesting has happened at work this week? Consider mining your personal life for answers such as:

"I'm recovering from helping my daughter finish off her college applications."

You may discover that he has a child applying to college or that he attended the college your child is applying to--both topics you can use in the future to continue building a personal relationship.

And think of the possible consequences of answering the "What's new?" question with "I'm swamped." Not the type of response that is likely to encourage someone to send you more business!

Consider the experience of one of my clients:

Instead of responding to the "What's new?" question with her typical response that she was "underwater" with work, she made a conscious decision to tell her client that she was busy, but that she always welcomed the opportunity to work with him on new matters because she really enjoyed working with him and his matters were always interesting.

Her client's response:

"I'm glad to hear that! I actually have a small matter I would like to send you, but I hesitated because I know how busy you are. Sometimes I feel like it's a burden when I send you a new matter; like I'm asking for a favor."

Here's a suggestion for effective marketing that even the busiest of lawyers can do consistently. At the start of each week, spend three minutes deciding how to answer the inevitable "What's new?" question this week. Select a response that will further your marketing efforts by highlighting a success or deepening the listener's understanding of your expertise.

The question "What's new?" is an opening to do a little self-promotion without feeling uncomfortable. Make sure that you make the most of the opportunity!

Marketing works!

2006-07-13T22:15:00.000-07:00

I often remind my clients that marketing really does work. It may not work as quickly as you might like or exactly in the way you might expect, but it does work.

Today one of my clients told an inspiring story which reinforces this point.

An article about her amazing cactus garden appeared in a full page spread in the Los Angeles Times. She had reprints of the article made and mailed it to about 100 of her clients, referral sources and friends. The results - about half of the recipients either called or e-mailed her commenting on the article, and she got two new pieces of business!

The learnings:

"stay in touch" marketing works
connecting with prospects and clients on a personal level is good marketing

Not all of us will be so lucky as to get a full page spread in the LA Times, but we all have things that happen in our lives that we could share with our clients to strengthen and deepen our relationships - whether it's a favorite new book or snorkeling in Belize.

All business development is personal

2006-07-08T09:40:00.000-07:00

Tip O’Neil, former Speaker of the House, said “all politics are local”. I think all business development is personal.

And that is good news for women trying to build their books of business.

In most cases, people hire people:

They know (and know what they do)
They like
They trust

All of these have a personal component. And for the most part, developing personal relationships with their clients and potential clients is a strength that women have and can leverage in their business development efforts.

What have you done today to try to connect on a personal level with a client or someone you would like to have as a client?

What are friends for anyway?

2006-07-06T18:02:00.000-07:00

Someone recently said to me that the first place that men look for business is from their friends and that the last place that women look for business is from their friends. I can't speak to the truth of that statement as it applies to men, but in my experience, it certainly is true for women.

And that's a shame since friends should and can be a great source of business.

Reluctance to ask a friend for business typically boils down to a concern that mixing business with friendship will spoil the friendship. The remedy for this dilemma is two-fold - half mindset and half tactics.

Consider the truth of the following mindsets:

1. Your friend has a real problem (people hire lawyers when they have problems; nobody hires them just for fun). Who better to help solve that problem than you? After all, you have a vested interest in your friend's welfare.
2. If your friend is in a position to hire legal counsel, she is a sophisticated businessperson. Sophisticated businesspeople know that others need to sell their services (she probably "sells" more than you do). She won't be offended by your approach. In fact, she may wonder why you waited this long to talk about it.
3. You are a very competent lawyer. What's the likelihood that something will go so wrong as to destroy the friendship? Have you considered that this might deepen your friendship? Working with friends can be fun.
4. If the friend doesn't hire you, it's because she doesn't have a need for your services at this time or is unable to hire you. It doesn't mean that she won't hire you in the future or that she doesn't respect you as a professional.

In terms of how to actually ask for business, here's an approach I suggest:

"I would like to talk about the possibility of our doing business together, but I don't want it to impinge on our friendship. Could I come to your office on Tuesday and discuss your legal needs and see if there is an area in which my firm or I might be able to help you?"

This approach has two advantages:

1. It clearly acknowledges that you value the friendship and do not want to jeopardize it. It makes clear that you do not intend to convert your "friend time" into an endless barrage of sales pitches.
2. It puts you on a businessperson-to-businessperson footing when talking business.

Get over your reluctance to ask. With the right mindset and approach, doing business with friends can be fun and profitable.

Welcome to the Women Rainmakers Blawg

2006-05-30T10:29:00.000-07:00

The recent article in the New York Times on “Why Do So Few Women Reach the Top of Big Law Firms" has caused a flurry of comments on- and off-line. But what it highlighted for me was that fact that there was no “home” for discussion of how women lawyers could become more successful as rainmakers, which after all, is the key to “reaching the top of big law firms”. So, with that in mind comes the launching of this blog, which will have as its focus helping women lawyers become successful rainmakers.

The benefits of being a successful business developer are particularly relevant to women. Having a significant book of business does not just increase your compensation (although there is certainly nothing wrong with that!), but it gives you a degree of autonomy over your practice and your life which all the “women- friendly policies” of a law firm can never guarantee.

Rare is the firm that complains about your billable hours if your book of business is big enough. Colleagues are not nearly so quick to complain about your early departures or part-time schedule if your rainmaking abilities are supporting several other lawyers’ billables. With your own book of business, you do not need to tolerate client or colleague bias. And if the situation at your firm becomes intolerable, a portable book of business gives you many options.

This is not to say that becoming a successful rainmaker is easy (for men or women). But if women lawyers really want to control their destinies, they would do well to focus their efforts on building their books of business rather than exhorting their firms to adopt more female- friendly policies.